What is the App Store optimization?
The App Store Optimization (ASO) is the process of improving a mobile app listing page to increase its visibility in app stores such as the Apple App Store and Google Play.
For example, if you have a meditation and mindfulness app, ASO can help it appear when someone searches for “meditation app” or “sleeping sounds.”
Like this:
Why is ASO important?
ASO is important because it makes apps more visible in app stores and can result in more downloads.
The App Store Optimization Marketing helps:
- Attract the right users: Optimization to keywords that are relevant to your app brings users who actually want what you offer
- Keep costs low: ASO operates unpaid traffic from searches. Which is more affordable than driving traffic via ads.
- Build trust and credibility: Higher ranked apps appear more reliable as users expect app stores only rank quality apps at the top
- Run long -term growth: A well-optimized app page continues to generate downloads over time
How does the App Store Optimization work?
App stores use algorithms to determine which apps appear in search results and other places in the store.
This is similar to traditional SEO that helps sites rank higher on Google.
The App Store -Agorithms are considering factors such as:
- Accurate, descriptive language
- Reviews and reviews
- Downloads
- Visuals (Screenshots, Videos, etc.)
- Update frequency
- Conditions used in your app list
Here are some specific items and where they appear:
Each App Store weighs these factors differently to determine visibility – not only in search results, but also in recommendations, contained sections and category lists.
ASO for the Apple App Store vs. Google Play
The Apple App Store and Google Play Rank apps differently and show them in different ways.
Here are the broad differences between them:
Apple App Store Ranking Factors
- App Name
- Subtitle
- Description
- Keywords (Dedicated Apple App Store Key Word Field)
- Category
- Number of installations
- Experience with the app itself
- Reviews and Ratings
- App updates
- Events in the app
- Buy in the app
Google Play Ranking Factors
- App Title
- App Short Description
- App Long Description
- Number of installations
- Reviews and Ratings
- Icon
- Screenshots
- Videos
- App ease of use
- Customer support experience
- App updates
How to Make the App Store — Optimization: 11 Steps
Follow these app list optimization steps to improve your visibility in app stores:
1. MAKE ASO SELECTION WORDS SURVERS
ASO key word surveys are the process of identifying the search expressions that users enter when looking for apps like yours.
Start by creating a list of seed key words (basic expressions that describe what your product is doing or the benefits it offers).
Then use a keyword research tool as Semrush’s keyword’s magic tool.
It shows that expressions people go into Google, which can give you ideas and insight into how people generally search for solutions like yours.
Open the tool, enter one of your seed key words, select a place, and click “Search. “
You will see a list of wide match key words which are close variants of your entered sentence.
Review this list and look for expressions that are very relevant to your app. And consider the following measurements:
- Search volume: How many searches an expression becomes each month. Look for keywords that get a reasonable number of searches.
- Keywords problems: How difficult it is to rank for that expression. Look for keywords with lower difficulties.
If your app has already been published, AI key word inspector for ASO can show what terms you are currently ranking.
Look for relevant keywords where your app is not yet ranking well enough (shown in the “rank” column) but has the potential to improve. Especially those with manageable difficulty levels.
Competitor keyword analysis helps discover the keywords that similar apps in your category are targeting.
Use Mobile App insight to track competitors’ apps. And see which keywords drives the most downloads for them.
After gathering a list of keywords, prioritize those that look the best fit for your app and target.
2. Optimize your app’s title and subtitle
Your app’s title is displayed in search results and other places where your app is shown in app stores. And affects whether users decide to click through and download your app.
Your app’s title should contain your primary keyword, remain natural and convey your app’s purpose.
Users need to understand what your app is about just by reading its name.
In the Apple App Store you have 30 characters for the title and another 30 to the subtitle.
Place your main keyword in the title. Like this:
And includes supportive keywords in the subtitle.
On Google Play, titles can also go up to 30 characters.
Include your most important keywords to improve visibility.
3. Choose the correct category
Choose a category that is consistent with your main feature and the audience that helps the store understand your app and users who review by category to find it.
Both stores offer similar category settings. But you can see some variations in the names.
For example, Headspace has “Health & Fitness” as a category in the Apple App Store:
And in Google Play:
4. Add Keywords (to Apple App Store)
The Apple App Store delivers a 100 -character keyword field that affects your search singers but is hidden from users.
Separate keywords with commas without spaces between them (Example: Exercise, Fitness, Trainer).
Also, consider adding less competitive keywords where you may rank higher rather than just targeting popular but very competitive expressions.
This can help your app get more visibility because you are more likely to rank well for these conditions. And it can attract users who may be looking for less competitive expressions.
5. Write an engaging app description
A clear, brief app description can improve your rankings and convince potential users to download, which further improves your visibility in app stores.
Start with a strong first paragraph that summarizes your app’s most important benefits.
Then expand with paragraphs and ball points that detailed meaningful features.
On Google Play, the first 80 characters appear as a short description, so use your primary keyword there. Repeat relevant key words naturally through the long description.
Sleep cycle does this well and repeats its primary and related key words several times while still sounding natural:
Apple does not explicitly specify how the description affects the app’s visibility. But it recommends focusing on providing value to users and discouraging the key word.
Then write compelling copy that shows your app’s benefits and features.
The same app from above takes another approach to its Apple App Store list. And focuses less on keywords and more on storytelling:
6. Add persuasive visual elements
Screenshots, videos and other visual elements can affect the Appranche on Google Play and run downloads on both platforms.
Create Visuals that highlight your app’s core features and benefits.
Consider adding text overlays to explain what is happening in each screen. And make sure your visuals are designed to look great on mobile devices.
The Apple App Store allows up to 10 screens and three app -preview videos.
Google Play allows eight screens, a promo video and requires a feature graphics.
7. Encouraging reviews and Ratings
Positive reviews and high ratings help both credibility and visibility.
Never buy fake reviews or incentives ratings. Both Google and Apple prohibit this practice.
Instead, implement in-app reviews that appear after positive user experiences, such as performing a task or achieving a goal.
Answer quickly and professionally, including negative. This shows that you value feedback and are actively interested in improving your app.
Additional reading: How to respond to negative reviews: 6 best practice
8. Maximizes downloads
Getting more downloads improves your app’s visibility in app stores, which helps attract even more users over time.
You can drive traffic to your app lists through multiple digital marketing channels such as social media and e -mail.
Here is an example of how Walgreens promotes app –downloads in its E emails:
And consider running paid ad campaigns during your launch period to get the first momentum.
The first few weeks after launch are important because the early performance data can affect how the App Stores ranks your app.
Strong download numbers and positive user engagement during this period can help establish your app’s visibility.
9. Update your app regularly
Regular updates signal to app stores that your app is actively maintained and improved constantly, which can improve your visibility.
Plan updates that fix errors, improve performance and introduce new features based on user feedback.
Larger updates are also great options for updating your entire app list.
10. Location your app list
Localized lists can increase downloads and locations among different target groups.
Both Apple and Google allow multiple versions of your app list to target different audiences, markets and promotional campaigns.
The Apple App Store supports up to 35 additional custom product pages. Google Play supports up to 50 custom pages.
Use these custom lists for:
- Target different languages ​​and regions
- Highlighting seasonal or timely content
- Show specific features for different user segments
For example, here is Spotify’s App Store list in the US:
And here is its listing in Brazil:
11. Make A/B -Test
Both app stores offer built-in A/B testing tools to optimize your list of better conversion frequencies, which can lead to more downloads and reviews that can improve your app’s visibility.
The Apple App Store allows you to test up to three alternative versions against your original page. And you can test app icons, screens and app previews.
Similarly, Google Play Tests of various icons, screens, videos and descriptions.
Google advises tests for at least seven days to collect meaningful data.
You can then implement the winning variations to improve your visibility and download speeds.
Tracks and learn from your competitors in app stores
The App Store optimization is an ongoing process that requires continuous monitoring and improvement.
But that doesn’t mean it should be difficult.
Mobile App Insights allows you to easily see what successful apps in your category do. And develop your strategy accordingly.