Why We Need to Do Off-Page ASO – App Store Optimization for App Ranking?
App Store Optimization, also known as ASO, is relatively young and common best practices are still being ironed out. We have written a blog on some of the important On-Page or App Store Listing optimization, but what about the “Off-Page” factors?
Similar to SEO, there are certain aspects outside of your listing that will improve your app ranking. These may not have as direct an impact as the main elements such as app description, title or use of keywords, but it is essential to having a complete optimization strategy.
App Store Backlinks
Building backlinks for app store links is a great way of raising your app store URL’s authority:
As you can see from the above image, the iOS app store listing has gained a trust flow of 14 and a Citation flow of 12 due to the backlinks currently pointing to that listing. With apps becoming even more prominent in regular desktop and mobile Google searches, this is a great way of indicating that app is reputable and relevant.
Ways of gaining backlinks for your app:
- App Review Websites
- App Blogs. (List of Top Blog Websites … here)
- App Awards (great for brand too!)
Important: You must make sure that the page sending a backlink is relevant to your app as, with any backlinking, irrelevant backlinks may harm your listing.
App Landing Page on Site
A landing page is one of your most important assets. As apps move into desktop and mobile searches, it’s important for your app to be a prominent feature on your site. Your landing page should include links to your listings, as well as clear descriptions of your app functions.
Having your app link on your webpage will also increase web links to your store, another off-page ranking factor.
Downloads and Uninstalls
Having a high-quality app listing is great, especially if your app is also of high quality.
Your app usage metrics are another major factor that Amazon, Apple and Android take into account when judging the quality of an app and where they should be placed in the app stores.
An app with a high download rate indicates high popularity and will be preferred by app stores.
How to achieve this:
- Have an app that is useful, fun or high quality
- Social campaigns
- Paid promotion (app, social, ppc)
App stores like apps with a healthy stream of daily downloads and they are more likely to feature these on the app home page, which in turn will attract more downloads.
However, if people are downloading your app and a large percentage are uninstalling, this shows that your app is either poor quality or not as described in the app listing. A high uninstall rate will lead to your app being penalised, and at the end of the day no app store wants bad apps at the top.
- Complex on boarding process
- Unexpected costs
- New competitors
- App size too large (over 100mb)
Cross Channel Promotion
If you’re an app based company it’s natural that you’ll promote it across all channels, but if an app is only one of your products, are you doing the same?
Cross channel promotion will ensure your customer base knows about your app and allows the opportunity to be shared outside of your direct reach.
The second most popular app referral source is word of mouth. How can you leverage this?
- Email campaigns to current clients
- Sharing campaign on social
- Include app link in email signatures
- Allow people to share app link easy (e.g. like Uber)
These are 4 ways to optimize your Off-page ASO, but there are so many more techniques that I’ve yet to mention.
Most Important Things While Doing Off-Page ASO
While starting any Advertisement campaign for your app, prior to that you need to analyze your TG – Targeted Group of people with Gender, Age Group, Region, Language, Tier Cities, Their Potential Capacity, Interest, Hobbies, Habits, common routine, etc. If you did market survey research then well & good by which you can understand your Targeted Group People to whom you can focus to boost your app installs at first level.
While focusing on 1st level you have to monitor & keep changing scenarios of above mentioned parameter’s combination ON-OFF to find the best output results, even focusing on results you have to keep monitoring many app parameters to be maintain few of them are App Installs & Uninstalls Ratio, App uninstallation period, more positive App Reviews & Star Ratings on which TGP – Targeted Group Parameter’s combination, More positive App reviews containing service keywords, More potential app users will get if your ad focusing is near to user’s need, Users app using time should be higher (User engagement), CTR – Click through ratio of visitors should be high which improve your app ranking drastically at the same time app Installation & uninstallation Ratio & time has to be low, Ad’s keyword click ratio should be higher than impression (ratio should be high), After ad click User app description page read duration should be high (on-page user engagement), Ad’s Keywords clicks to App download conversion ratio, Low App Size in Mb, App UI & UX should be user friendly to decrease app installation Ratio & Period, Daily app visitors count, Organic search app ranking, count, clicks to conversion ratio and most important Backlinks to app link.
While generating Backlinks for app link, always need to be focus, above mentioned many parameters also affected during backlinks. Don’t generate backlinks to increase the backlinks count be specific & focus to generate quality & targeted potential app visitors which will get converted into potential app users for long term. That’s why generating quality backlinks are most important thing in off-page ASO.
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