The New Year is just around the corner, and if you’re into mobile marketing, you are probably wondering what will happen to the App Store Optimization in 2020. In 2019, more than 1.3 million new applications and games were released, which made the competition in application stores unusually intense. That is why this year we are seeing a sharp increase in demand for ASO.
Here tendenciesthat AppFigures expects next year.
1. More of your competitors will use App Store Optimization.
The more developers realize the power of ASO, the more difficult it will be to succeed by optimizing their keywords once. More than 60% of the Top 1000 apps and games in the US use keyword optimization, which is 50% higher than at the beginning of this year.
2. Apple and Google will make fundamental changes to their search algorithms
Both Apple and Google are working on fine-tuning their algorithms to provide users with relevant results.
We expect Apple (finally) to devote more time to closing loopholes that allow some applications to achieve unjustified growth. With the release of iOS 13, Apple began to struggle with some of the black techs. We also expect Apple to start indexing descriptions.
On the other hand, we believe that Google will pay more attention to the current state of affairs. Right now, the algorithm relies on all-time downloads to determine how high the application is ranked by relevant keywords, which complicates competition for new products. Just as Google changed the way it calculates average ratings earlier this year, we expect the algorithm to focus on new downloads, which will significantly speed up iterations and open up more options.
Words from the “long tail” will give new opportunities
As more and more developers optimize their applications, short and general terms become “crowded” and difficult to compete for. But as auto-completion in stores becomes more intelligent, the popularity of other search terms increases, which gives more opportunities for optimization.
This trend correlates with where SEO was a few years ago. With more opportunities, getting higher positions will become a factor in good keyword research.
Developers who can iterate faster will grow faster
Traditional cycles of updates in several weeks or even months in the new year will be reduced, increased competition means that you need to look for more opportunities in keywords. The App Store is already indexing apps very quickly, and we believe Google will move in that direction too.
Thanks to tools that provide a higher degree of detail, developers will be able to change applications faster, ideally avoiding the negative effects of experiments altogether, rolling back the changes as soon as it becomes clear that they are unsuccessful.
Page conversion will be more important than ever
Attracting more users to view your app’s page is the first half of a good App Store Optimization. Another, just as important, is how many of these users actually download it. This is your page optimization, and we believe that those developers who will pay close attention to how well impressions are converted to downloads will win.
Take the time to view your application page. Are the screenshots showing the best benefits? Are they attractive? Does your video showcase your most unique features? Try to make a difference and follow the results, or run the A / B test on Google Play for your Android application. We expect more developers to focus on page conversion.
ASO in 2020
We expect 2020 to be a busy year for ASO professionals. Things will get complicated, but iterations and experiments will bring excellent results, and having the right tools will make it much easier to find new features and monitor performance.