Improve retention and conversion through App Store Optimization – with Filipa Serra Gaspar

One of the non-traditional platforms for SEO is app stores, and this is an opportunity that Filipa Serra Gaspar wishes to highlight.Filipa says: “This year, you should be considering App Store Optimization.Now, in the AI era, it is really important to be in a good position everywhere on the web – not only on traditional search engines. I'm talking about ASO because app stores should not be left behind.You should be doing ASO as part of your activities. Of course, it only applies if the website that you are working on also has an app. If you have an app, this is 100% something that you should be looking at.”Should you create an app just for the additional opportunity to drive traffic into your ecosystem?“It really depends on the area your website is in.I've mainly been working with e-commerce, and I would say the benefits of having an app are quite significant, but it really depends on where you are operating. You shouldn't create an app just for the sake of it, obviously – only if it really makes sense for the business.”