App Store Optimization is often discussed as a key component in app scaling strategies. In this episode, we see why this isn’t really the best way to grow an app. Shamanth also highlights that the difference in search behaviours on Google vs. an app store is what led to ASO taking a backseat in his methods.

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Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment.

In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes – this edition helps you build a strategy based on the realities of ATT and a post-identifier world.

The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra. Go here to sign up: mobilegrowthlab.com

When we take on ASO related work, one of the things we have to do is set and manage expectations – primarily we have to communicate that ASO is not a source of crazy organic growth, and that it is very very hard to unlock scale with.

A lot of these conversations happen with folks who have worked on the web. Surely the same principles would apply to ASO? Surely you could unlock organic growth in a similar manner here?

Here is the main challenge with this line of thinking. Google search drives significant long tail searches – and non-brand searches – because Google is where you go to solve problems and ask ‘how to’ questions.

This is because Google provides content and information, which you can optimize for via content marketing and link building. 

In contrast, the app store provides not content or info, but software.

That typically means the volume of searches on app stores is far far lower. And what search volume there is is to a great extent branded – because a lot of people know what they are looking for. All of this means there is a cap to the growth you can unlock via ASO.

This is not to say keyword optimization via ASO is useless. It has benefits – but there is a ceiling to the growth you can unlock with keyword optimization.

For all these reasons, we treat ASO as a set-it-and-forget-it strategy(which we occasionally revisit if there are significant seasonal or long term changes) – but don’t do too much ongoing maintenance on.

A REQUEST BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.

Thank you – and I look forward to seeing you with the next episode!