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Ben Hatton: Take your app to the top of the charts

Mobile  is fast becoming the area of focus for companies’ digital marketing spend.

Apps are vital to businesses' mobile strategies

Mobile is fast becoming the area of focus for companies’ digital marketing spend.

Over half of businesses will be putting their weight behind their app offerings suggested by the Econsultancy Mobile Marketing and Commerce Report and will feature heavily in their digital marketing plans for the next year.

But as so many brands are producing apps, they can get lost in the mire of apps available in either Apple’s App Store or Google Play. And as, according to Forrester Research, 63% of people discover apps through searching a store alone, smart steps should be taken if a company wants to make a success of its app.

App store optimisation (ASO) improves the visibility of a mobile app in an app store. Whereas search engine optimisation focuses on keywords and phrases, ASO relies on the use of all metadata including icons and descriptions.

Using the right keywords will increase the number seeing the app when searching on the store, so it’s wise to take the time to get these right. Companies should also look at primary keywords used by popular apps.

The icon is one of the first things people will see when searching a store so it’s important it stands out by keeping it bold, simple and illustrative of what the app does. Using screen shots of the app in action will demonstrate what it offers, coupled with a compelling description to really sell the app, keeping it short and snappy.

This should be reviewed every few weeks to see how the ASO is helping app sales and search rankings and help to identify what can be changed to boost searches.

Internet entrepreneur Ben Hatton is founder and managing director of digital agency Rippleffect . Follow Rippleffect on Twitter @rippleffected

 

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