There are two major ways of how people discover and install mobile apps on their smartphones and tablets. It’s either via advertising of any sort or via the search on an app store. App installs that are obtained via app stores built-in search is called organic app installs. If you, as an app marketer, aren’t taking full advantage of organic app installs, you’re missing a great deal on your best app users.
An organic install is more valuable because it’s based on people’s clear intent to find and install a certain app to serve a specific need, which isn’t the case when he is exposed to an ad. It’s a higher quality customer relationship from the get-go. In short, discoverability matters. And the best way to get noticed in a crowded app store is through app store optimization. It is a process of optimizing mobile apps to rank higher in an app store’s search results. Consider this number – more than 90% of an average app’s installs are organic.
This is where app store optimization services and agencies can help.ASO specialists say app store optimization is a continuous process; that you must research, test, and iterate to keep up with the competition. And, as app stores continue to grow and hence the completion grows as well, it’s going to get a lot more complex
As ASO evolves, a number of app store optimization trends have emerged. Since 2013, when Google announced it would start indexing deep app content, mobile apps increasingly replace mobile web in search results. This means if your app’s content appears in Google search results, and the user has your app installed they’ll have the option to click through and view the content directly in the app. If they don’t have your app installed they’ll be directed to the app store listing for it. Through app indexing, marketers can use deep linking to drive downloads and boost ASO rankings.The past few years have seen a huge increase in ASO-savvy agencies and service providers able to power ASO and help app developers scale their apps.