App Store Optimization (ASO)

What is app store optimization?

App store optimization is the process of optimizing mobile applications so that they rank higher in the search results of an app store. Your app will be more accessible to prospective users if it appears higher in relevant search results in app stores. Hence, more people will likely visit your app’s page in the app store if it becomes more well-known.

What is the purpose of app store optimization?

In most cases, the primary purpose of app store optimization is to increase the number of app downloads. That being said, other goals of ASO also tend to include the following:

  • Enhanced exposure for the brand 
  • An increase in positive app ratings 
  • Regular input from customers in the form of reviews 
  • Customer engagement 
  • Increased variety of advertising mediums

Best practices to optimize app store

1. Prioritize Your Keywords

In ASO, keywords have a role similar to that of SEO. Both the Apple App Store and Google Play have different requirements for app names and similarly different rules for app keywords.

With Apple, you only have 100 characters for all of your keywords, so it goes without saying that you’ll want to choose them carefully and come as near as possible to the restriction.

However, Google Play lacks a dedicated search bar where users may type in terms. However, you have a generous 4000 characters to work with in the app description, and it is searchable.

You should repeat your most critical keywords in the description at least five times for optimal App Store Optimization. 

2. Title and Description Optimization

If you want more downloads, the title is the most crucial piece of information you can employ. 

Make sure your title has less than 25 characters so it displays properly on the app’s browse screen. For more downloads, the title should be catchy. Your app will be more discoverable if you brand it using your company’s name and a prominent keyword.

In the first 250 characters of the description, you should include as many relevant keywords as you can (without cramming). To learn more, interested parties must click “read more” following this brief summary.

3. Emphasis on Iconography

An app’s popularity, as measured by the number of downloads it has received, is directly correlated with its rating.

The ability to create a captivating app icon is also crucial. Choose wisely since this is the only chance you’ll get to convince them to download your app from the app store.

What are the ranking factors of ASO?

The ranking factors of ASO depend on the app store you use; Apple App Store or Google PlayStore. Here are some of the most crucial factors to consider while optimizing for each:

Apple App Store

  • The name of your app
  • The URL of your app
  • Keywords used in the title, description, and overall content
  • The number and type of reviews and ratings
  • The title and description for in-app purchases

Google Play Store

  • The title, short and long description for the app
  • The number of installs the app got, and the overall engagement
  • The title and description for in-app purchases
  • The frequency and quality of app updates
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