Google play has been playing catch up albeit successfully to apple when it comes to the app store, from auto-playing videos, emphasizing the screenshot gallery to a cleaner design of the app store optimization.
Google with superior search engine expertise also has a much more developers search function within their store.History of app store optimization (ASO)App Store optimization for all starting when apple released the IOS app store with around 500 initial application on 2008 July 10th to the number of apps grows exponentially and today there are just shy of 2 million available applications.
The evolution of ASO and the platformsThe competition was still slim and only a few app developers dabbled in any ASO practice, so the impact of doing something to optimize your app, even the smallest this led many to flood apple’s app store team with feature requests, giving the apple app store a mythical king-maker aura of omnipotence that further attracted developers to appeal to the team directly.
Without understanding users and their motivations to install an app or a game, these UA dollars will go down the drain as developers wouldn’t know what exactly made their app successful.Evolution of ASO and the platformsThe product itself isn’t unique enough to succeed on its own merits, and many companies turn to UA’s expertise for a differentiating factor.
If they can’t create a superior product, they’ll focus on better reaching their audience through paid advertising.This has been created a generation of UA experts building sophisticated models and audience segments in a race to acquire better quality users for a lower cost than their competitors.
The problem is that Google and the duopoly that controls the digital advertising market, are quickly democratizing user acquisition.The more impactful than keyword optimizationThere’s nothing that can stop all developers in the world from padding their metadata with the words they wish to rank for.