Pozycjonowanie aplikacji mobilnych

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Wiele osób słysząc hasło “pozycjonowanie” utożsamia go tylko i wyłącznie z działaniami w sieci, których celem jest uzyskanie możliwie najwyższych pozycji stron internetowych w rankingach wyszukiwań

Mało kto tak naprawdę bierze pod uwagę fakt, że coraz chętniej tego rodzaju zabiegi są wykorzystywane także w sklepach aplikacji mobilnych, w które wyposażone są smartfony. Liczba aplikacji rośnie bowiem prężnie i – aby zyskać jak najlepszą pozycję w rankingach Google – poszczególne firmy muszą podjąć się działań na polu pozycjonowania.

ASO – App Store Optimization

W celu uzyskania jak najlepszej pozycji w wyszukiwarkach sklepów takich jak App Store czy Google Play, zainicjowany został proces nazwany ASO. Sprawia on, że najlepiej wypozycjonowana aplikacja może jest w łatwiejszy sposób widoczna dla użytkownika, co przyczynia się do jej częstszego pobierania, a w efekcie – większych dochodów.

Proces ten zaczyna się jeszcze na etapie tworzenia aplikacji. Już przy planowaniu jej struktury powinniśmy przeprowadzić efektywny keywords research – aby wykorzystać pełny potencjał słów kluczowych – oraz wybrać odpowiednią, przyciągającą wzrok ikonę. Frazy kluczowe dobierane są na podobnej zasadzie, jak te wykorzystywane w działaniach SEO. Warto umieścić je zarówno w nazwie aplikacji, jak i w jej opisach.

Osobną rzeczą jest dostosowanie ich w odpowiedni sposób – taki, aby mogły być zawarte również w adresie URL strony w sklepie z aplikacjami. Dobrym rozwiązaniem jest zastosowanie fraz long tail, które będą w sobie zawierać także frazy ogólne – przy obecnej ilości aplikacji i istniejącej konkurencji jest to bardzo opłacalny zabieg.

Na co zwrócić uwagę przy pozycjonowaniu aplikacji?

Jednym z najbardziej znaczących elementów wpływających na pozycję w rankingach jest nazwa aplikacji. Może ona składać się z maksymalnie 30 znaków i powinna zawierać w sobie frazę kluczową, która w najlepszy sposób odpowiadać będzie rodzajowi i funkcji, jaką dana aplikacja pełni. Ważne jest jednak, by zachować umiar i nie upychać niepotrzebnych słów kluczowych w nadmiarze, bo może to przyczynić się do utraty pozycji w wyszukiwarce. Opłacalne jest także wykorzystanie potencjału różnych wersji językowych sklepu – dostosowanie tytułu odpowiednio do języka daje szansę na zwiększenie grupy docelowej.

Fundamentalne znaczenie może mieć również opis aplikacji. Zarówno w Google Play, jak i App Store, każdy z programów posiada dwa rodzaje takich deskrypcji: krótką, do osiemdziesięciu znaków oraz dłuższą, główną, która może mieć nawet do 4000 znaków. To właśnie opisy są czynnikiem, który ma za zadanie nakłonić użytkownika do pobrania konkretnej aplikacji – dobrze skonstruowane mogą idealnie łączyć w sobie funkcje marketingowe z aspektem dostosowania do wymogów wyszukiwarki.

Zasady pisania takich tekstów nie odbiegają znacząco od copywritingowych artykułów tworzonych pod pozycjonowanie stron – muszą odznaczać się unikalnością treści, wysoką jakościowo zawartością merytoryczną i, co najważniejsze, powinny posiadać pozycjonowane frazy kluczowe rozmieszczone w odpowiedni sposób oraz w odpowiednim natężeniu.

Użytkownik a pozycjonowanie

Oprócz elementów, które sami przygotowujemy, podczas wprowadzania aplikacji na rynek dużą rolę w pozycjonowaniu mają także działania użytkowników. Kluczową rolę odgrywają na przykład opinie zostawiane podczas wizyt w App Store czy Google Play – może nam się wydawać, że nie mamy żadnych możliwości wpłynięcia na klienta w tym aspekcie, jednak istnieją pewne kroki, które warto poczynić, aby poprawić kreowany przez komentarze wizerunek.

Jednym z nich jest dokładne przemyślenie, w którym momencie przypomnieć użytkownikowi o możliwości dokonania oceny – nie możemy wydać mu się zbyt nachalni, gdyż osiągniemy efekt zupełnie przeciwny do zamierzonego. Warto także brać pod uwagę skargi zgłaszane przez użytkowników i na bieżąco poprawiać istniejące błędy i niedogodności – np. poprzez wprowadzanie częstych aktualizacji. Mogą one wpłynąć na zmianę nastawienia użytkownika, a tym samym – na zmianę oceny lub opinii.

Do pozycjonowania aplikacji mobilnych należy podejść tak samo profesjonalnie jak do pozycjonowania stron internetowych, zwłaszcza jeśli zależy nam na dobrych miejscach rankingowych w wyszukiwarce i zwiększaniu popularności. Dobrze prowadzone działania mogą przynieść nam widoczne rezultaty i zyski na tym rozrastającym się dynamicznie rynku.

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