- August 15, 2022
- 9 minute read
App Store Optimization (ASO) has the same principles as SEO, however, it refers to the app world. It involves optimizing an app with the objective of making it easier to find, thus increasing downloads. This technique is very important to ensure good positioning since there are countless apps available.
If you’re able to make your app more visible and appear at the top of the search results, the probability of increasing your number of app users is higher, hence increasing the number of users in a cost-effective way.
There are some websites that provide paid tools for monitoring and analysing the app world like AppTweak. If you choose any of these, then the work will become much easier. Obviously, this can also be accomplished using free tools. Although it may take a bit longer, the results will be the same. Besides, you’ll have a deeper understanding of how ASO works, by doing it manually.
The app search optimization efforts should start by searching and implementing the right keywords, which must be relevant to the app. Keywords shouldn’t be popular or irrelevant to the app, otherwise, the user may be disappointed. Rather, they should describe the app, which will be found by users who will actually download and enjoy it.
Firstly, you can start by creating a list with different keywords related to your app, such as its features or what the app is for.
Another way of getting ideas for your keywords is to analyse other apps in that category. This research can reveal which keywords are the most relevant and might provide great insights for your own app.
You can analyse the names of other apps, their subtitles and descriptions, creating a list with the most relevant ones. Check how many times a word or set of keywords appear, by using a tool such as Word Counter. The more times it shows up, the more importance it has.
Analyse each title and paragraph, and their length. This analysis may give a good idea of the kind of words you should use. However, it is important not to plagiarise. Create your own text, with your own words, explaining what the app consists of, its purpose, and highlighting its advantages for the user.
Another way of getting keyword ideas is by typing your keywords into the app store search box and checking which ones are suggested by the platform. It’s also possible to use tools such as the Ubersuggest or even Google Keyword Planner to get keyword suggestions. Although they only show the searches made on Google if you search for a specific app, you may get an idea of how many times users have searched for it.
Analysing the reviews of other apps in the same category as yours is also a good way to add to your keyword list. Users may use keywords that you haven’t thought of before. Moreover, you can use these reviews to your advantage, not only for keywords but also to understand the strengths and weaknesses of other apps.
In a second phase, after you have already launched your app, you can verify which new keywords you are ranking, and add them to your metadata.
Keep in mind that the algorithms used in most app platforms use keywords in titles and subtitles to rank for specific search queries, so optimizing these fields is extremely important.
In the beginning, for new applications, it may be difficult to rank for a specific keyword. Therefore, one of the ways of developing a good name is to create long-tail keywords, combining words to reach an ideal one. These long-tail keywords normally have less competition and are more specific.
Be creative when choosing the name for your application, with the right keywords. After all, this is what users will see in the first place, along with the image. However, it is important not to insert too many keywords into your title, otherwise, it may look spammy. Moderation is key. Create a title that is easy to understand, describing what your app does, and avoid using generic keywords or ones that are very similar to existing ones.
In the case of the iOS App Store, the app name has a limit of 30 characters. With the Google Play Store, there’s a limit of 50 characters that you can use for your app name (Google announced that they will change this number of characters to 30, but it hasn’t been implemented so far). Once again, moderation is key. If the name you choose for your app is less than 30 or 50 characters, then don’t overstuff it with keywords. For example, you can put the app name at the beginning followed by a short description of the app: Google Maps – GPS Navigation, or CoolKicks – Sneaker & Streetwear Drops. However, this is not a one-size-fits-all, meaning that you can add the description first, followed by the name. You can test to understand what works better in your case. Our suggestion is that you should add, in the beginning, the keywords that users would normally use to find your app.
It is possible to add a subtitle only in applications from iOS App Store. It appears below the name and has a limit of 30 characters. The subtitle can be used in terms of marketing, to complement the app name and as another place to add keywords. Instead of repeating keywords already used in the name, you should choose other ones, which will help your app to be found.
Suggestion: Avoid generic descriptions such as “world’s best app.” Instead, highlight features or typical uses of your app that resonate with your audience.
In both Apple App Store and Google Play Store it’s possible to add a description of your app (max. of 4000 characters). In this field, provide an engaging description that highlights the features and functionality of your app. Make it concise, for instance, an informative paragraph followed by a list of main features. The objective is to inform users about the benefits of the app and why they will love it. Avoid using jargon and instead, use terminology that users will understand.
The first sentence of your description is the most important since this is what users can read without having to tap to read more. Although the description in Google Play Store has a limit of 4000 characters, only 80 characters are visible without hitting “read more”. Therefore, you should focus on your app’s unique features. In the Apple App Store, only the first three lines are visible, so provide an engaging introduction.
Keep in mind that Google indexes words in both the short and the long description fields to also become search keywords, not only for Play Store but also for any related search in Google. Therefore, repeating some of your keywords in the description (not more than 5 times) will help the algorithm understand what keywords you are trying to rank for. However, don’t over-repeat your keywords. The text should be written for the user, not for the algorithm. The clearer the text, the better.
Suggestions for optimizing your app description:
Think about the icon as the face of your app and one of the first elements that users will see. So, it’s extremely important that you make a strong first impression. Also, icons have the power to improve conversion rate, but they don’t influence the search algorithm.
Our suggestions for creating great icons:
For more information about icons, check the Apple App Store Guidelines and Google Play Store Guidelines.
App promo videos are a good way of providing a visual presentation of your app. Also, videos may help to increase the downloads of your app.
In Google Play Store, the promotional video is not shown in search results. In Apple Store, the first video is shown in the search results.
Google Play Store allows only one video (a YouTube video), and the user must press the play button. Depending on the user device, setting, network connection and surface area, the preview video may auto-play in line with muted audio for up to 30 seconds. In the Apple Store, you can add up to three videos, each up to 30 seconds long, and they auto play in mute.
In both cases, focus on telling a story that gives users a sense of the journey they will experience when using your app.
Like icons, app previews don’t influence the search algorithm. However, they have a substantial impact on conversions. Use images directly from your app to showcase the user experience. Screenshots are a great way to grab user attention.
In Google Play Store, you can add up to 8 screenshots for each supported device type, while the minimum required is just 2 screenshots. However, don’t limit yourself to only 2 screenshots. In the Apple Store you can add up to 10 screenshots, so make sure these highlight the essence of your app. In both cases, focus on the main benefits or features so that you fully convey your app’s value.
To make sure your app is easy to find is extremely important to optimize it correctly, ensuring that the efforts of creating it weren’t in vain.
The advice we give here shouldn’t be seen as a one-size-fits-all, but rather some general best practice guidelines.
There are other important aspects that you mustn’t forget. Firstly, it’s essential to run tests so that you understand what works best for your app. Secondly, it’s fundamental to scan users’ reviews, since they can reveal useful keywords that you can use. Also, reviews may help you to correct any problems in your app. Lastly, don’t forget to answer reviews. Doing so shows that you are committed and attentive to what users have to say.
If you feel this is rocket science, we are here to help. Let’s talk!
Cover photo by SHVETS production via Pexels
Body images by: apptweak | Android via Design Material by Android | Apple via Developer by Apple | SCREEN POST via Pexels
