App Store Optimization (ASO)


App store optimization (ASO) has been somewhat overlooked of late with the growth of machine learning and AI, Google’s mobile-first index progression, and other noticeable industry changes commanding every marketer’s attention.

Whether you are new to app store optimization, or keen to refine your approach to ASO, this post will shed some practical insights which are proven to maximize app store success.

What is App Store Optimization?

App Store Optimization (ASO) is known by a few names, including App Store Marketing and Mobile App SEO.

The focus of ASO is expert resource application related to improving the ranking of mobile applications (apps) directly within app stores (like iTunes, Google Play, and Windows Store). The main mobile phones that apps are created for iPhone/iPad, Android and Windows Phone.

The goal of ASO is nearly always app downloads, but supplemental goals can include:

  • 1.Increased brand exposure.
  • 2.Positive app reviews and ratings.
  • 3.Audience engagement.
  • 4.Additional marketing channel diversification.

Are you considering how to justify an investment in ASO?

Well, you should know that app store users and app downloads are growing fast!

According to, 270 billion apps were anticipated to be downloaded in 2017, this is a substantial increase from an estimated 224.8 billion app downloads back in in 2016.

When compared to the decline of social media growth over the past few months, plus the increase in mobile device use globally, ASO may be the tactic you need to prioritize.

Understanding ASO

If you are new to app store optimization, it is actually likely to be a more familiar approach to your businesses online marketing than you may initially think.

There are in fact quite a few overlaps in approach between traditional search engine optimization (SEO) and ASO – something I’ll cover in more detail in the next section.

When you think about it, this makes perfect sense.

App stores are, in effect, a closed site search engine, which in turn rely on:

  • Easy content (app content) discovery
  • Indexation
  • Plus, app ranking algorithms tied to:
    • 1.Perceived app quality
    • 2.Freshness
    • 3.Brand scale
    • 4.User value signals (e.g., reviews, ratings, engagement)

Sound familiar? It should. These factors are all important organic search ranking signals too.

Marketing experts focusing on generating increased ROI from app stores are primarily targeting key performance indicators tied to increasing app visibility:

  • 1.Ranking.
  • 2.Impressions.
  • 3.Shares.
  • 4.Engagement (reviews/ratings)
  • 5.Downloads.

Just like SEO, optimizing for your app’s visibility is a constantly evolving and ongoing process. When you build an app, your goal is to drive traffic. With a commitment to ASO, consistently tracking and measuring performance and results, you can stand out in the App Store and Play Store where your reach is limitless.

Organic Optimization: Your ASO Foundation

The key ingredient missing from many ASO marketing delivery approaches is organic search optimization and integration of app stores within the broader marketing mix.

There is more overlap with ASO and SEO than there is direct competition between the two.

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Lots of the traditional search engine optimization tactics that work for SEO gains can also be directly applied to ASO.

Examples of this include:

  • 1.App name, title, and URL optimization.
  • 2.Keyword research for ASO.
  • 3.App rating and reviews generation and handling.
  • 4.Deep linking within a mobile apps.
  • 5.Indexation of Apps in Google SERPS (search engine results pages).
  • 6.Click through rate (CTR) optimization.
  • 7.And more!

The biggest marketing mistake, however, when it comes to integrating SEO and ASO is overlooking the role of the website for driving volumes of referral visits directly to your store page, and app downloads section.

Your website should be seen as the driving force behind leading people throughout the information seeking and buying funnel from your main online entity (your website) through to an engaged, ready to buy/download audience (your app store).

As content levels are limited within the app stores themselves, the more that you can leverage your website content to increase app awareness and discovery to build external app authority and visibility, the greater the wider value, traffic and downloads your app will receive.

In-App Store Tactics

There are a number of specific optimization areas within app stores, including Google Play and other app promotion platforms, which can be targeted for updates, refinement, and ongoing optimization.

As 63 percent of all app downloads are directly attributed to app stores, you cannot over-estimate the value of in-app store maximization.

While app store features and available fields will vary, the following are the core optimization items you will need to focus on and improve:

  • 1.App name, URL, and subtitle: Ensuring they reflect the core keywords describing your app as well as reinforcing value, differentiation and other perceived value signals. It is important that these areas reflect the highest value keywords and user search behavior.
  • 2.App keyword field(s): These are imperative to get right and to update to show latest and changing user search queries. Traditional keyword research is required for optimizing this.
  • 3.App ratings and reviews: A core trust area for users as well as a ranking signal for app stores. Volume, freshness, and rating all matter. You will need to have a framework in place for generating regular reviews as well as for replying to and engaging with reviews.
  • 4.App downloads: As you would expect the more downloads your app receives, the higher the perceived buzz, demand, and user value associated with the app. Increasing the volumes of downloads will support increased prominence within the app store organic ranking.

App Updates: Downloads Deserve Freshness

The top-performing apps in app stores are those that are ever evolving (reflecting user feedback, technology changes, feature additions and improvements) and are constantly being updated.

Apps that get updated more frequently tend to derive more positive and more frequent reviews.

Updating your app at regular intervals can bring with it added relevance for your product to your audience and enable your brand to react to changing audience needs and competition changes with app refinement and improvement.

Both the Apple App Store and the Google Play Store take into account the regularity of app updates as part of the ranking algorithm.

This means that the more your brand is dedicated to progressing your app product offering, the greater your likely app ranking and in-store performance will be.

5 Extra App Store Optimization Tips

Here are a final few more tactics that you can deploy for app store gains.

  1. App stores use keyword triggers in your app name, title, description and associated fields, so ensure that you spend time researching the best keywords to use and that you revisit them at regular intervals for optimization opportunities
  2. How you present your app store product page will have a big impact on the conversion rate value (downloads) you get from the page. Product page CRO should be an ongoing focus area for generating downloads.
  3. Thumbnail images and screenshots used to promote your app in app stores will directly impact the click-through rates (CTR) of impressions compared to clicks to extra app pages.
  4. A/B test each of your app store fields for continually improving key metrics associated with the field (CTR, CRO etc.). This type of experimentation and hypothesis testing is critical for getting every ounce of value from the available optimization areas within app stores.
  5. Consider using Apple’s Spotlight Search. By using this app store users can search the apps that they have already installed on their mobile phones. When you enable Apple’s Spotlight Search you can also impact app use and engagement levels as people are going to be exposed to your app more frequently.


Digital Marketing – Pay Per Click


Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked. The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

1. How to Decide if PPC is A Good Fit for Your Business:

To decide if PPC is a good fit for your business you will need to assess whether you can afford to be involved. Do you have a budget for paid advertising or do you need to focus on amplifying your organic reach? If you do have a paid budget is it best to spend the entire sum on PPC or are there other paid tactics you have to account for?

PPC is an effective option if you want to reach people who are actively searching for terms related to your business. If you decide to create a PPC campaign your budget will be determined by your audience, competition and the types of products/services you wish to drive awareness of.

2. Choose the Best Google PPC Option for Your Strategy:

Why Choose Google Adwords?
Google Adwords helps you get your business found by your target audience who search for specific terms related to your brand, products and content. You can find out how to set up your Google Adwords account and set your budget here. First, let’s take a look at the benefits to help you decide if Adwords will help you achieve your digital marketing objectives and enable you to reach your ideal audience.

  • 1.Use the free Google Adwords Keyword Planner to help you research the longtail keywords your target audience are searching for – use these terms to create your Adwords campaigns.
  • 2.Create compelling ads that deliver the messages and products/services your prospects are searching for.
  • 3.Set a daily budget to ensure you don’t exceed your allocated spend.
  • 4.Reach your customers on whatever device they are searching on – e.g. desktop, mobile or tablet.
  • 5.Measure the impact of your campaigns and find out how many people see your ads, the percentage of prospects who click on your ads and the amount of sales you’ve made as a direct result.
  • 6.You can test and tweak your ads at any time and pause and re-start your ads as you see fit.

Why choose the Google Display Network?
The Google Display Network allows you to place your adin front of the right person at the right time and on the right sections of relevant websites. You’ll find everything you need to know about setting up your Google Display Network ads here, but first let’s take a look at the benefits to help you decide if it’s the right option for you.

  • 1.You can choose between an array of ad formats, including text ads, image ads, mobile ads and video ads.
  • 2.Target your ads to ensure they reach the right, specified audience of your choice – the topics targeting feature enables you to place your ads on websites related to your chosen topics.
  • 3.There are a selection of pre-made ads you can choose and customise or you can choose to build your own ads from scratch.
  • 4.The automatic bidding tool automatically sets the budget on your ads for you – the budget is set to ensure your ad achieves the maximum number of clicks for the lowest cost.
  • 5.Reach and frequency reporting allows you to track and measure your ad’s performance and enables you to discover how many people your ad reached and how many people clicked it.

Stay tuned next week for the final article in the series, where I’ll explain how to measure the success of your digital marketing campaigns.


Flutter – Fast way to develop iOS and Android apps


Flutter is an open-source application SDK that allows you to build cross-platform (iOS and Android) apps with one programming language and codebase. Since flutter is an SDK it provides tools to compile your code to native machine code.

It is a Framework/Widget Library that gives Re-usable UI building blocks(widgets), utility functions and packages.

It uses Dart programming language (Developed by Google), focused on front-end user interface development. Dart is an object-oriented and strongly typed programming language and syntax of the dart is a mixture of Java, Javascript, swift and c/c++/c#.

Why do we need flutter?

You only have to learn or work with one programming language that is Dart, therefore, you will have a single codebase for both iOS and Android application. Since you don’t have to build the same interface for iOS and android application, it saves you time.

  • Flutter gives you an experience of native look and feel of mobile applications.
  • It also allows you to develop games and add animations and 2D effects.
  • And the app development will be fast as it allows hot reloading.

Development Platforms:

To develop a flutter application you will require Flutter SDK just like you need Android SDK to develop android application.

The IDEs you will need to develop flutter application are:

Android Studio: It is needed to run the emulator and Android SDK.

VS Code:  VS code is the editor that you can use to write Dart code. (This is not required when we can write dart code in android studio or Xcode).

Xcode:  Xcode is needed to run the iOS emulator.

Steps to install flutter in Linux:

Install Flutter(Linux)

To install flutter in the system follow the official doc.

Now here are some steps to install and running your first hello world android app with flutter:

After you are done with flutter installation from official docs, just open your Terminal and write

flutter doctor

you must see something like this:

Now to create flutter application write below command in you preferred directory(please use Latin letters, digits and underscores in the name of the app otherwise you may face some errors)

flutter create hello_world_app

Now you should see the folder structure of the app like this:

Your application will be in hello_world_app/lib/main.dart

Point to be noted you will write most  or maybe all of your code in the lib directory

Now you can replace main.dart file’s code with the code given below.

import 'package:flutter/material.dart';

void main() =>
    runApp(MyApp()); // main function is the entry point of the application

class MyApp extends StatelessWidget {
  // This widget is the root of your application.
  Widget build(BuildContext context) {
    return MaterialApp(
      home: Scaffold(
        appBar: AppBar(
          title: Text('HELLO WORLD'),
        body: Material(
          child: Center(
            child: Text('HELLO WORLD!'),

In flutter almost everything is a widget, flutter is full of widgets, it provides a widget for everything like Buttons, input fields, tables, dialogues tab bars and card views and list goes on.

Here in the first line, we have material.dart library imported, it is a rich set of material widgets that are implemented by material design

void main() => runApp(MyApp());

The main function is the very entry point of the application which call the runApp function and that takes MyApp widget and parameter

class MyApp extends StatelessWidget {
  Widget build(BuildContext context) {...}

This is a widget that you will use to build your app, it can either be stateful or stateless.

Stateful widget means which has mutable state and this kind of widget must have the createState() method.

Stateless widget means which does not have an internal state, like some image or some text field, it must have the build() method

Our app does not have a stateful widget as we don’t have to change any state of the app

So the internal part is like this
MaterialApp() ? a material design widgets wrapper,
Material() ?  Creates a piece of material
Scaffold() ?  Creates a visual scaffold for material design widgets.
AppBar() ?  is to create a material design app bar for the app
Center() ?  creates a widget to center its child widget
Text() ?  is a Text widget

To run this flutter application:

You will need android or iOS emulator or physical devices connected to run this app

You can you below given commands to run the app

flutter run ==> it will run the app on the connected device or emulator
flutter run -d DEVICE-ID ==> will run on a specific device or emulator
flutter run -d all ==>  will run on all connected devices

after this, you will see a screen something like this

Voila, just now we have build our first application using Flutter. This should be good starting point to develop database driven applications. I have built new application, treLo – road side assistance platform, using Flutter. We released this within one week of time. Would love to hear your feedback and kind of ideas you are working on using Flutter.