App Store Optimization (ASO) is a critical strategy for increasing the visibility and downloads of your mobile app. Yet, many beginners stumble into avoidable mistakes that limit their app’s potential. Drawing on insights shared by Steve P. Young, founder of AppMasters.com, here are the top five common ASO blunders that beginners frequently make — and how you can steer clear of them to set your app up for success.

1. Ignoring the Spanish (Mexico) Localization

The Mistake:
Many beginners overlook the power of utilizing the Spanish (Mexico) localization in the U.S. App Store. This is a golden opportunity because the App Store indexes the Spanish (Mexico) localization separately, allowing you to effectively double the number of keywords your app targets in the U.S. market.

How to Avoid This:

• In App Store Connect, add a Spanish (Mexico) localization for your app’s metadata.
• Use a distinct set of keywords, titles, and subtitles in this localization that complement (rather than duplicate) your English keywords.
• Keep your Spanish keywords in English if you are primarily targeting U.S. users but want to maximize keyword reach.
• For example, if your English app subtitle uses “meditation,” try “mindfulness” or other relevant keywords in the Spanish Mexico subtitle to broaden your reach.
• Note: Using keywords in your subtitle greatly influences ranking, so prioritize important terms here for both English and Spanish localizations.

2. Targeting High Competition, High Traffic Keywords

The Mistake:
Chasing after popular keywords with extremely high competition is a common pitfall for beginners. Targeting broad keywords such as “meditation” without the backing of strong download numbers or ad spend makes it difficult to gain traction.

How to Avoid This:

• Focus on lower competition, niche keywords that still have decent traffic. For example, instead of “meditation,” try “chakra meditation” or other subcategories.
• Use ASO tools to analyze keyword difficulty and traffic, ensuring you pick terms where you have a realistic chance to rank.
• Pay attention to download velocity associated with keywords to improve the likelihood of ranking.
• Avoid copying the ASO strategies of dominant apps with large advertising budgets unless you have comparable resources.

3. Not Maximizing Your Keyword Character Limit Properly

The Mistake:
Beginners often waste characters by adding unnecessary spaces or repeating keywords already contained in the app’s title or subtitle. This reduces the total keyword reach since the U.S. App Store provides only 100 characters to use for keywords.

How to Avoid This:

• Enter keywords as tightly as possible: use commas without spaces between keywords.
• Don’t repeat brand terms or your app’s exact name within the keyword field if it’s already in the title or subtitle.
• Use all available space effectively to maximize keyword coverage.

4. Failing to Use All Relevant Localizations for Your Market

The Mistake:
Many beginners limit themselves to one localization, missing out on other versions of the App Store their market indexes. For example, the UK app store also indexes Australian localizations, and Canada indexes both English and French Canadian.

How to Avoid This:

• Explore all the localizations your target market’s app stores index.
• Put relevant keywords in each localization—even if it’s not the primary language—using the language that best matches your target user base.
• This broadens your keyword targeting and boosts discoverability across regional variations.

5. Hiring Optimizers Without Transparency in Keyword Data

The Mistake:
Many ASO beginners hire experts or freelancers who do not provide transparent data to back their keyword choices. Without keyword analysis spreadsheets or clear rationale, you can’t verify whether the optimization is driven by solid research or guesswork.

How to Avoid This:

• Always ask for the keyword research data from ASO experts or agencies.
• Ensure they provide you with metrics like search volume, competition scores, and download statistics.
• Use this data to understand and track your app’s ASO performance over time and make informed optimization decisions.

Final Thoughts

ASO is a nuanced and ongoing process. By avoiding these common beginners’ mistakes—leveraging Spanish (Mexico) localization, targeting achievable keywords, optimizing character usage, exploring all relevant localizations, and demanding transparency from ASO experts—you’ll dramatically improve your app’s visibility and download potential.

Whether managing ASO yourself or working with a professional, understanding these pitfalls puts you in control of your app’s growth journey. Keep testing, tracking, and refining your approach for the best results!

Based on strategies shared by Steve P. Young, Founder of AppMasters.com, a leading resource for actionable app growth insights.

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