App Store Optimisation (ASO)- Rank your App in App Store and PlayStore

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App Store Optimisation (ASO)- Rank your App in App Store and PlayStore

aso-basics

What Is App Store Optimization?

What is ASO? App Store Optimization or ASO is the process of improving the visibility of a mobile app in an app store for IOS, or Google Play for Android. Similar to SEO or Search Engine Optimization for websites, ASO is for mobile apps. Specifically, App Store Optimization includes the process of ranking highly in an app store search results and top charts. And the higher an app ranks, the more downloads it gets. There are several components that contribute to and influence your apps ranking within Google Play and the App store.

The five key elements are The name of your app, your app's description, the keywords that describe your app, the number and quality of user ratings, and the number of downloads your app gets. Let's talk about each of these in more detail. The name of your app should be as descriptive as possible while striking a balance between having a concise brandable title versus a spammy title that is completely filled with keywords. If you plan on releasing outside of your Native Country, localize the name and title of your app for each market.

If you have multiple names you think would work, and aren't sure which one you should use, you can experiment with different app names and see which one ranks higher and drives more downloads. For your app's description, keep your best content above the fold. Don't make the reader click the read more button in order to understand what your app is about. And be sure to keep the description readable. Keyword research is very important to the success of your ASO efforts, so be sure to do this research and include keywords relevant to the app.

Consider including keywords used by competitors, if they are relevant to your app. You'll want to prioritize keywords based on their relevance to the app. How difficult it is to rank for that keyword in the search volume. Newer apps should target keywords that are easier to rank for, while more established apps can target keywords with higher difficulty scores. The volume and quality of ratings is a strong ranking signal for both Google Play and the App Store.

The ratings of your current version matter more than ratings of a previous version, so keep this in mind if you are updating your app, and be sure to find a good way to ask users to review the current version of your app. The number and velocity of downloads of your app are likely the strongest signals to the respect of App Stores as nothing says this is a popular App, as much as getting tens or hundreds of thousands of downloads within a few days of your App being released. An app that has a download volume that starts out high, and increases initially, and remains fairly high, will outrank similar apps that have fewer downloads, and whose download volume falls off quickly.

Also, the number and quality reviews are ratings for the most recent version of the app, have a larger impact than reviews of previous versions of your app. There are additional factors that impact your ranking. The number of people who actively engage with and keep your app installed over a long period of time has an influence of your app's rank. The more your app is uninstalled, it sends a negative signal to the App's Stores, that your app isn't doing what people thought it would.

The App icon will help your click through rate when it is displayed in search results. Don't underestimate the importance of how good your icon looks. Likewise, your app screenshots will help potential users quickly scan to see how well the app looks. Finally, social signals and backlinks are specific, more for the Google Play Store. If your app has a lot of plus one's on Google Plus, that sends a good signal to Google to give your app more visibility.

Further, backlinks to your app on Google Play, by sites with a strong reputation will send good vibes to Google. Each of these elements has a different impact on how well your app shows up in search results. When you get all of them right, they give your app the best chance to rank higher.

Why Is App Store Optimization Important?

Why is ASO important? Search is the largest distribution channel for both iOS and Android apps, in the app store and Google Play, respectively. How large? Well, in a survey by Tune, 47% of respondents said that they found apps by searching within the iTunes app store. That is three times higher than the next most common method of finding apps, which was a recommendation from a friend or a family member. Additional data directly from Apple suggests that the percent of downloads from search has risen to 65%, and these numbers are not limited to this one survey either.

In a European based survey, 63% of respondents said that search within an app store was the most common way that they discovered new apps. Let's put those percentages into context, with two more percentage based stats in a real number. 12% of daily active users, search for apps on the Google Play store. 50% of these people search weekly. In raw numbers, this is over six million unique phrases searched every month on the Google Play store alone.

These numbers have only gotten bigger since this data was published. If you want your app to rank high in search results on app stores, you will need to do everything you can to give your app the best chance possible to rank high.

Comparing The App Stores

My experience, as well as research from marketers who focus on ASO, suggests that the App Store and Google Play store work a little differently from each other in terms of just how much importance each factor has on a ranking's search results. The app name is the most important component of how your app is discovered in both stores. Keywords are very important and influence how your app can be surfaced in the App Store and Google Play. However, Apple has a dedicated keyword field, so it's important that you use it for the App Store. For Google Play, Google does not provide a dedicated keyword field.

App store Optimization

Rather, they leverage their larger search expertise and index your entire app description so your keywords are surfaced there as opposed to a dedicated keyword field. The quality of the ratings and reviews your app receives influences how well it ranks. This places an emphasis on you as the developer to make sure that you are building the highest quality app you can and providing the user with the best experience possible. For marketers, this places an emphasis on figuring out the best way for you to ask for users to leave you a review in the App Store.

Keep in mind that reviews are tied to the specific version of the app. So if you have a major release of your app coming, you'll need to ask users to review your app again because reviews of the current version have more weight than reviews of the previous versions. Both app stores consider the number of downloads and the velocity of those downloads to determine your app's ranking. When possible, try to coordinate your marketing efforts to drive a large number of downloads in a short period of time. For social signals and links back to your app, the Google Play store incorporates their indexing of the web and take into consideration how many links you have back to your app.

For web pages, this is known as page rank, how many and what quality of sites link back to you. Because Google's business is based on indexing the web and these links, they can use this to help influence Google Play store rankings. Apple, on the other hand, is not in the index-the-web business. So they don't use this as a ranking signal. Keep these differences and similarities in mind as you develop your ASO content based on the platforms your app supports.

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