根據Statista的統計數字，預計2021年全球有超過3千億次手機應用程式下載次數。行動裝置普及，企業紛紛製作應用程式作為數據營銷和提供服務的渠道。但在應用程式完成後，我們又該如何讓它從眾多競爭對手之中脫穎而出，吸引目標用戶下載呢？答案是應用商店優化(App Store Opitimization，ASO)。
甚麼是ASO？
ASO是提升應用程式在應用商店裡排行榜和搜尋結果排名的過程。ASO的概念與搜尋引擎優化(SEO)類似，SEO是利用搜尋引擎的搜尋和排名規則提升網站的排名，以增加網站的能見度，吸引更多自然流量；而ASO則是利用應用商店的搜尋和排名規則來提升應用程式的能見度，吸引更多用戶下載。而且兩者都需要對準用戶的搜尋意圖，制定精準的關鍵字策略，藉此增加與用戶搜尋的關聯性。
為甚麼需要ASO？
應用程式經ASO優化後，可以縮短目標用戶搜尋應用程式的時間，增加發現應用程式的機會。不論是應用程式排行榜或直接搜索關鍵字的搜尋結果排名，都可以透過ASO提升。此外，利用行銷科技分析工具為ASO制定精準的關鍵字組合，可以準確掌握有效的下載用戶，降低應用程式的被解除率（被解除安裝的機率）。而且，ASO和搜尋引擎優化一樣，都是需要長期、持續的進行維護，即使排名上升了，停止ASO後很大機會無法維持排名！
如何進行ASO？
跟搜尋引擎優化一樣，ASO並沒有任何因素可以單一地影響排名，需要在各個方面共同優化，才能夠看到成效。而ASO主要的優化對象有以下數項：
- 名稱
- 關鍵字
- 描述
- 應用商店購買名(IAP item Name)
- 圖標(Icons)
- 截圖及視頻
- 用戶評價
- 安裝量
- 活躍用戶量、活躍用戶比例
- 短期用戶留存度
- 社交網絡分享的數據
如果沒有使用ASO來提高應用程式的在應用商店的排名，您的目標用戶將會在最大的應用程式探索渠道上錯過您精心建立的應用程式！對ASO服務有興趣的話，不妨向專業SEO優化公司查詢！
SDMC為HKTDC認可服務供應商及Google Partner，是一間專業、全面的網上營銷及SEO公司。
透過洞察數碼市場大數據、剖析用戶行為及搜尋引擎資訊，SDMC 為各行各業公司打造 (1)目標為本、(2)度身訂造、(3)可持續最佳化 之網上營銷方案。
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