WEEK 4: ARE SEO AND SEM ENOUGH WHEN IT COMES TO PROMOTING MOBILE APPS?
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The question remains....for publishers of mobile apps, is the combination of search
engine optimization (SEO) and search engine marketing (SEM) enough to gain
visibility with your potential user base? As our team project for Internet and
Interactive Marketing (MKT-595) at Depaul progresses further, I’m inclined to
say that SEO and SEM strategies simply aren’t enough to get your app noticed.
What we need to pay attention to is an extension of SEO which applies exclusively to the App Stores is known as App
Store Optimization (ASO) and it should be a core component in the scoping and
marketing efforts of mobile apps.
A couple of services to assist with ASO are Straply and Sensor Tower. Like SEO and SEM, the core
component of ASO is through keyword searches. Both Straply and Sensor Tower
allow users to search by keyword and look at search levels, app competition, as
well as explore alternative keywords and phrases. Straply is the more basic of
the two services as it lacks some of the real-time monitoring and alerting
features that Sensor Tower offers, but you can’t beat the price because it’s
totally free (at least while in beta). Ideally you’d want to look at ASO before
you even name your app, but if you’ve already launched, these services can certainly help
you refine the descriptive language of your app to help it stand out from
competitors.
