Top 10 ASO mistakes that even big brands make from freeamfva's blog

Top 10 ASO mistakes that even big brands make

My name is Ryan Kelley. I am a mobile marketing generalist with extensive knowledge of App Store Optimization (ASO) and Subscription Optimization. I have worked for many top agencies, including Gummicube, Phiture, and NP Digital. This article is based on an ASOdesk webinar, where I shared my experience and told about the most common errors in ASO.To get more news about Specialty Android Keyword Ranking, you can visit aso700.com official website.

If you don’t use non-branded keywords, you miss out on traffic. Branded keywords contain brand names: Adidas training, Verv, Google fit. Non-branded or general keywords are search queries without a company name. For example, fitness, lose weight, exercises, etc.

Mistake 2: trusting non-experts to download metadata
Don’t rely on other people to make updates for you. You shouldn’t ask people who don’t have experience in ASO to upload your app metadata — rather do it yourself.

I saw people who asked the developers to upload metadata and put spaces instead of commas between the keywords, and it ended up with six keywords in the keyword field out of 18-20. That’s why you should remember that developers write code. Don’t let them pick keywords.

Therefore, be sure to control the loading of metadata. Carelessness or ignorance can cause the app to lose thousands of downloads.

Mistake 3: not checking the competition and demand in your application niche
If you’re deciding to build a new app, do keyword research and competitor research. You will understand whether it is worth creating an application for this niche and how difficult it will be to promote it.

For example, there are a lot of popular dating apps, and it will be difficult for you to climb the search results for the right keywords.
Mistake 4: expecting too much from ASO
ASO is a very long-term activity, so don’t expect instant results. It is difficult to predict the number of installs you will gain after working on ASO. But you can estimate demand using competitive analysis with ASO tools, such as ASOdesk. For example, the Organic Report tool will show you the approximate number of installs your competitor gets for each keyword.
Mistake 5: relying only on ASO as opposed to other promotion channels
When you think about user acquisition, all of that awareness is happening outside of the store. ASO is a really poor User Acquisition channel.

ASO helps increase app visibility in the App Store and Google Play. But positions in search will not grow until the application starts receiving installs. Therefore, it is important to attract traffic from other sources to the page in the App Store and Google Play.
Mistake 6: working with the App Store and Google Play in the same way
Some brands work with the App Store and Google Play in the same way. But these stores have different algorithms and a lot of peculiarities in indexing and rules. If you do not take them into account, you will lose downloads.

In the App Store, the title and subtitle have the most influence on app ranking. You also need to insert keywords into a 100-symbol keyword field in the App Store. Additional localization also allows you to put more keywords in other languages into the keyword field. You may lose in positions if you don’t use it.
Mistake 7: inserting very few keywords in your Google Play app description
The description of your application in Google Play should be used for indexing, not just for attracting users. Less than 3% of users in Google Play click the “More” button in your description. Therefore, it is not enough to insert marketing text about your benefits in this field.
Mistake 8: changing metadata without consulting an ASO specialist
Don’t let people who do not understand ASO change the metadata in their own way. I always emphasize that metadata should be formatted exactly the way I wrote it. Other specialists shouldn’t change any keywords or the structure.

Sometimes customers change some of the indexed fields. And then a month or two later, the ASO proves ineffective because they changed all the work that specialists did. It is important to convey to the customer that they can’t change the metadata.
Mistake 9: working poorly with reviews
If you don’t work with reviews, it will negatively affect your rating, app ranking in the search, and user attitudes towards your app. Ratings and responses to reviews have a big impact on your ranking in app stores. That’s why you should reply to both positive and negative reviews. Even if you use templates, you should customize them for each user. You also can use keywords in your responses, it affects your indexing in Google Play.
Mistake 10: working without a realistic goal and clear plan
A lot of people don’t have a 12-month plan and their goals are too big and ambitious. For example, gaining a million downloads is an unrealistic 12-month goal. Publishers, whose apps are just starting to grow, need to focus on more practical goals. For instance, get 100 active monthly users. If you can’t get 100 daily active users, then you need to change your product. You won’t have millions of installs until people want to use your app.