Combine Power of ASO and SEO To Boost Mobile App Traffic

Do you know that fewer than five percent of mobile apps succeed? A San Diego mobile app development agency combines two powerful optimization tactics to give yours the best shot: app search optimization (ASO) and search engine optimization (SEO).

This article shares the top strategies to use to increase mobile application traffic:

• Choose keywords according to user intent.
• Build and optimize a landing page for the application.
• Improve in-app content for organic search.
• Enhance the user experience by removing friction or barriers.
• Track your metrics and refine your techniques.

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1. Choose Keywords According to User Intent

Millions of people search online for various types of information, including information about apps. Keywords are the foundation for any search optimization plan, since these are the words that your target market uses to look for information about your business or even to find your app’s name.

To choose the correct keywords to target, you have to know your users’ search intent. Ask the following questions:

• Are they looking for FAQs about a certain topic?
• Are they trying to compare different products or services?
• Do they want to find tutorials and tips on how to use something?
• Would they like to know how to log into your app or know how much the subscription costs?

Optimizing user-intent keywords supports your target audience throughout the sales funnel, from awareness to purchase. This gives your product dependable opportunities for click-throughs and customer conversions.

Usually, user-intent keywords are long-tail, which are less competitive and attract more qualified leads. Regardless of their length, user-intent keywords fall into four categories:

• Informational keywords, which are used to find information about a topic, such as search terms like “project management apps.”
• Navigational keywords (also known as branded keywords), help users find a specific website or product, like “Asana,” for example.
• Transactional keywords, which indicate that someone is looking to buy something, for instance, “downloading a project management app.”
• Commercial keywords, when users have the intent to buy, they may use search terms such as, “best project management apps in 2023.”

2. Build and Optimize a Landing Page for the Application

Once you have the keywords, it is time to put them to good use by building a landing page for the app. The following are examples:

• The app store page, where customers download the app directly.
• A page on your website with a call to action, inviting users to download the app.
• A one-page site solely dedicated to your platform.

Optimizing these landing pages may vary. App stores limit the number of characters you are allowed to use. With Google Play, a description is no longer than 80 characters. However, the general optimization techniques are similar:

• Include the keywords in the title, description, and meta tags. Search engines usually weigh the importance of your targeted words and phrases based on their hierarchy.
• Add visuals, such as screenshots, to guide users through the basics. These include how to download the app and the main features.
• Examine the links. In particular, guarantee that the one connecting to the app store is active and not broken.
• Incorporate Google’s E-E-A-T guidelines: expertise, experience, authority, and trustworthiness.
• Conduct a technical SEO audit to identify optimization problems and uncover opportunities for improvement.
• Test the app extensively on both desktop and mobile browsers.
• Create a unique content strategy for each of your apps. Focus on topics related to them, such as trends, customer experiences, reviews, or how-to guides.

3. Enhance User Experience by Removing Friction or Barriers

User experience (UX) is one of the most critical ranking signals. If users are satisfied, that indicates that you have subscribed to the industry's best practices. In addition, it improves search engines and app stores traffic and visibility.

UX also significantly improves conversion. It can:

• Speed up the sales cycle by making the checkout smoother.
• Reduce website abandonment with helpful design cues.
• Encourage customers to browse more products or content.
• Make it easier to discover the right product or page.
• Increase the likelihood of converting your customers into brand advocates.

The best San Diego mobile app development agency already integrates UX principles when optimizing your pages. This is especially true for content, indexability, crawlability, and accessibility.

Other ideas to consider include:

• Creating a QR code to help customers easily access your website.
• Adding a search bar to quickly find the right product(s).
• Making sure all pages are mobile-friendly and optimized for different screen sizes.
• Adding video content, voice search optimization, or a virtual reality (VR) experience.
• Using animation, interactive elements, and dynamic content to engage customers.
• Integrating user testing into the development.

4. Track Your Metrics and Refine Your Techniques

The first three tips increase your visibility and traffic on search engines and app stores. However, tracking your performance is also part of the optimization process.

In fact, you are not only failing to reach the right audiences but also wasting resources. These include cash flow and budget.

Many platforms help you track, analyze, and create reports for reference and decision-making. You should also know the key performance indicators (KPIs) that matter.

Examples are:

• User acquisition – the number of times your app has been downloaded or installed.
• User retention rate – the number of users who continue to use your app over time.
• Churn Rate – the rate at which users stop or uninstall your app.
• User lifetime value (LTV) – the value, including revenue generation or engagement, that a user brings to your app over their entire usage period.
• Daily/monthly active users (DAU/MAU) – the number of unique users actively engaging with your app within a specific period.
• Session length – the duration of user sessions within your app, indicating the level of engagement and usability.
• Conversion rate – the percentage of users who complete a specific action or goal within your app, such as purchasing or signing up for emails or newsletters.
• Average revenue per user (ARPU) – the average revenue that a user generates.

5. Keep Your Apps Safe

In 2023, a popular fast-food brand announced a mobile app data breach. It compromised users’ personally identifiable information, including payment methods.

Sometimes apps are a double-edged sword. They increase revenues, visibility, and engagement but can also damage your reputation. An example is when its security is at risk.

This ruins the user experience. Users will not only delete the app but will completely avoid it. They will leave negative reviews, the impact of which is more powerful than positive reviews. Even more, a breach makes you vulnerable to lawsuits and penalties.

Prioritize safety when optimizing mobile apps by doing the following:

• Implement a robust authentication system to verify users’ identities. Support multi-factor authentication. Consider integrating secure authentication protocols such as OAuth or OpenID Connect.
• Use encryption techniques to protect sensitive user data in transit and at rest. Apply for SSL/TLS certificates to secure communications between the app and server.
• Deploy strict input validation mechanisms. These help prevent common security vulnerabilities such as SQL injection and cross-site scripting (XSS). Sanitize user inputs to remove any malicious code or unexpected characters.
• Perform regular security updates. Release the latest patches. Stay informed about security vulnerabilities and address them promptly.
• Test, test, test. Make sure to run periodic security scans and penetration tests on the app.

Summing Up

Before they found success with Angry Birds, Rovio launched and failed at more than 50 apps. With a competitive market and picky customers, you need more than a well-developed platform to capture and retain them.

Combining ASO and SEO is the best way to boost your app’s visibility and traffic and increase your click-through and conversion rates.

Work with Digital Authority Partners (DAP) to further improve your optimization plans. As a San Diego mobile app development agency, we have specialists and marketers to customize your strategies. Contact us today to get started.