ASO World team share you the key ASO concepts and vocabulary to optimize the basic aso information for your app. The information below will help you understand the core elements of App Store Optimization.
Table of Contents
Let’s take a look at the standard definitions:
- Search Traffic is the number of users searching for an app with a specific query in the search field. Search traffic can be organic or motivated.
- Organic traffic refers to direct installations by users without any advertising.
- Search Result is the result that users see in the search listing, depending on their initial search request and keywords.
- Search listing is the list of several applications shown to a user as a result of their search.
- The semantic core is a group of targeted search phrases that helps people find an application in a store.
- Motivated traffic (Incentive traffic) means that users get a reward for installing an app. This kind of traffic is used mainly to boost the application to the top of categories or search listings.
- Apple Search Ads is an advertising tool for the promotion of applications on App Store Search. You may notice a little square box under the app’s name that says “ad”, which means this specific app is using Apple Search Ads, which is why it is shown in the first position in search results.
- Search Ads Popularity reflects the popularity of keywords on a logarithmic scale from 5 to 100.
- Search suggestions are suggestions that appear in the search tab on the App Store and Google Play when you start typing your search query into the search field.
You also need to know the following terms:
- Keywords are specific words and phrases that are part of textual metadata which describe the application’s function. By using keywords, people can find exactly what they are searching for in a store.
- Short-tail keywords are search phrases with only one or two words that describe the functions and features of the app, which people use when they are searching for products. They usually have higher volumes of traffic and popularity.
- Long-tail keywords are those two and three keyword phrases that describe the functions and features of the app, which people use when they are searching for products. These keywords often have lower volume traffic and popularity.
- An optimal keyword is the keyword with the best ratio of traffic to competition.
- Impressions are the number of page views of an application in the store.
- Attendance is the number of visitors to a mobile application per given time frame (day, month, etc.).
- An install occurs when a user downloads an app and successfully opens it for the first time.
- A unique user is a user who, at a given time, can be identified as unique, according to IP address, cookies, registration (identified user), or another set of parameters.
- The level of returns/loyalty (Retention rate) is the percentage of users who repeatedly visit an application.
- The Conversion Rate is the percentage of users from a given audience who completed a desired action (e.g. clicking on an ad or making a purchase)
- Conversion to installs is the ratio of the number of users who downloaded an application to the number of users who viewed the application page.
- Conversion to purchase is the ratio of the number of users who downloaded an application to the number of users who made purchases inside the app (subscription, in-app, etc).
- CPI (Cost Per Install). In CPI campaigns, publishers place digital ads across a range of channels in an effort to drive installs of the advertised application.
- User acquisition (often shortened to UA) is the process of acquiring new users, whether it is on an app, platform, or another service. It’s a marketing term for a strategy aimed to reach the target users and convince them to download/buy the product.
- Localization in ASO is the process of adapting all the textual information of an app page, such as the description, title, and subtitle from one language to another, taking into account cultural characteristics based on search traffic.