Your Complete Guide to App Store Optimization for Apps Store and Google Play Store  

Have you ever wondered about the statistics of millions of Android and iOS Apps worldwide? A recent study presented a staggering figure of 2.6 million and 3 billion Android and iOS apps being used. The number is still growing. As the number of apps will grow, the competition will skyrocket. 

With this growing competition, app makers will have to devise ways to stand out from the crowd. Most importantly, developers have to find ways for;

• Ranking high among the competitor apps
• Gain visibility and sales to target audiences 

Is there any strategy to achieve these goals? 

Optimization Indeed Plays an Important Role in App Store Searches 

Like search engine optimization and social media optimization, App Optimization is also essential. It is of a great deal for developers to gain visibility by matching the intent of searches happening in Google Play Store and App Store. 

So, let us understand what ASO is and how it works to gain visibility in app stores. 

Understanding App Store Optimization

You can call ASO (App Store Optimization) and SEO (Search Engine Optimization) brothers but one with less popularity. On the contrary, both are equally effective in their respective fields. Like SEO has helped many websites gain visibility on search engines, ASO has helped applications and still helping apps to top the search in Google Play Store and App Store. 

Unfortunately, ASO is still the least popular strategy. Its true algorithm keeps on changing for both stores, Apple and Google Play. Thus, for an App Store Optimization practitioner, keeping track of changing algorithms is the least he can do to leverage the benefits. Or he can take the help of the Top Rated SEO Agency for clear guidance and help required for the same.

But, as you proceed further with the topic, let you be clear that it is not a black hat strategy or a magical marketing plan for mobile apps. 

ASO is a scrutinized plan of action that increases traffic on your app and thus conversion. So, if you wish to do the hard work, only then start working on ASO. Also, evolution is a part of ASO; you will have to keep evolving your strategy to gain benefits.

The influential factors of App Store Optimization 

There are two influential factors in the optimization of both Android and iOS apps. The factors are;

1. On-metadata factors

• Off-metadata factors

ASO is a combination of these two factors, with their sub-elements playing other discrete roles. Let us understand both in brief. 

On-metadata factors are directly modified to improve the app ranking, visibility, downloads, etc. These factors are modifiable within the Google Play console or App Store Connect. 

Now, on-metadata and its elements like app title, app description, subtitle, keyword fields, promo text, preview video, and screenshots come under the direct control of developers. You can optimize the way you want but within proper guidelines to avoid penalties. 

Off-metadata factors, as the name suggests, are external factors that do not come under developers’ control. The elements of off-metadata, including ratings, reviews, the intensity of installation, backlinks, user retention, and volume of downloads are independent of developers’ control.

With a combination of both these, you can achieve your goals. But, there is a pertinent issue. Not many developers know about the mechanism of app stores optimization. Thus it becomes tough for them to rank higher and receive more downloads with changing algorithms. 

Don’t worry!! The tips mentioned below have got you covered. 

Plan of action to perform successful App Store Optimization 

Following these actions should you be your first step forward to receive better downloads and rank higher in app stores. This plan of action works for both App Store and Google Play Store. 

1. Wise use of keywords

According to experts at RankingXpress, use keywords with care and also, follow guidelines defined by Google Play Store and App Store for keywords selection. 

In addition, don’t overstuff keywords and avoid penalization. Any action taken against you by app stores will decrease your ranking.

Thus, understand the difference between overstuffing keywords in the app description and optimizing it with fewer but wisely used keywords. 

Lastly, make sure that the description reads well and forms a meaningful explanation. 

But the quest does not end here but starts. With this, you are left with the gigantic task of performing keyword research to target traffic. You can take the help of tools like MobileDevHQ and the Tool to find popular and primarily used keywords for your app. In case you find the task a little difficult, you can seek patronage under a credible SEO Services Agency to get the task done.

If you decide to do it on your (which is a very tangible decision), you can use the tool Sensor Tower for the evaluation of your generated keywords.

Tips for selection and use of keywords aptly

Use these tips to choose the right keywords for app stores. With the below direction, use them on Google Play and App Store.

Google Play: You get 4000 characters to work within Google Play Store. You can write a meaningful description nicely synchronized with keywords. Although it does not provide any specific field for keyword input

App Store: You have to face restrictions in the case of App Store, where you get only 100 characters to fill in the keyword field. Thus, you will need to choose and use keywords very specifically.

2. Putting a descriptive title

A good title tells you everything about the app. That’s why while doing app store optimization, make sure you have decided the app title already. A good descriptive title will help people relate to your app and access it before your competitor’s app. 

An app with a good title has an average chance of 10% to rank higher than other apps and gain visibility. If you question how to keep a descriptive title, here is how you should do it. 

Google Play: Here, you need to be highly concise of your title and write it crisp within 30 characters. You don’t have to fix keywords in the title; it is to be done in the description part. 

App Store: You should also do the same for iOS apps; choose a descriptive title and unique title. However, App Store is a bit lenient about character count and gives you 255 characters to fill. You can fully utilize the count by making and title as well as a subtitle to help you improve ranking. 

3. Describing your app crisply

After keyword use and title, here comes another vital aspect of any app – its user description. It is the next thing what the user sees in your app store profile. Thus it should have important information about the app like what it is all about, how it solves common problems of users, and why it is worth buying. 

In this space, you can be a little persuasive, given that your tone is succinct. Most importantly, save words and write a concise guide of your app, its features, app boarding process, and the landing page of the website associated with it. 

Once you are filling in all the required information, you need to fill in the keywords wisely. For visual factors, you can use screenshots to compel users to try the app at least once. It would be better if the screenshots describe the app’s benefits.

Google Play Store: The play store provides 4000 characters for writing your app description. You can thus include the space with at least 4 concise paragraphs. The paragraphs must have high-intensity keywords framed in an eloquent manner. You must include the main features and take away of the app.

App Store: It provides you with 4000 characters to get the task done. Thus, use the space well and describe the app efficiently. But you should keep the fact in mind that moderators can reduce your description if they find it vaguely stuffed with keywords only. So be precise about using keywords and write a crisp description.

4. Using high-quality app screenshots

High-quality app screenshots are the second most important factor influencing downloads, the first being the title description. The high-quality screenshots make a considerable difference and compel users to download the app for a try. 

Thus, choose and use screenshots wisely. Captivating screenshots will help you engage users to a far greater degree than in the reverse case.

For high-quality shots, you can use tools like MockUPhone, Figma, and AppLaunchpad. MobiLoud can also prepare screenshots of the highest quality. 

5. Adding a preview video

Visuals speak better than words. This is a proven fact these days. If you take the statistics of the USA only, 85% of internet consumers watch videos online. Of this percentage, half of the percentage watches videos on mobile. 

So why don’t you harness the power of videos and attract more app users to download your app? In App Store, you get the option of uploading a 30-second long video previewing your app and its features. 

You can record in-app working and experiences to create an interesting and engaging preview video. In addition, add text overlays so that users can still understand about app even when the video is playing on mute. 

6. Focusing on captivating icon design

The icon is an element of on-metadata, which is also a key point for your identification. It has a direct correlation with a high ranking, high conversion rate, and downloads. Therefore the icon of your app should be identifiable and easy to distinguish. It should be designed to keep the liking of the audience as the primary parameter, not your likings. 

An icon is supposed to give an app’s first visual impression. Hence, it should be designed skillfully while demonstrating the app role.

In fact, you should remember that most people still judge the book by its cover. Even if your app is of great features and usability, if its icon failed to attract users, your goals will not be achieved at all. 

You can take the help of Canvas to create an eye-catching and captivating icon. 

7. Mentioning the right category

Categorizing your app is a crucial task in the Android and iOS App store. The right categorization of your app will attract the right audience and desired conversion. Therefore, spare attention to the peculiarities of categorizing your app and make use of these three approaches. 

The three approaches are – to pick the category that describes your app well, take an idea of existing rival apps, and get an idea of other apps’ worth and put your number a little low than those. 

Further, both Android and iOS stores have their ways of approving apps in a given category. Make sure you are aware of that.

Google Play: The Android app store gives a free hand to users for reporting violations for review. If you have wrongly categorized your app and then will be reviewed and report for violation in no time. 

App Store: iOS app store is very strict about categorization and reviews all apps before publishing them in the store. Thus, if your app has a wrong category, it has a likely high chance of being rejected by the store. 

8. Using app store analytics to take proper actions

Your app’s performance can be tracked through various store analytics tools like Appfigures, APPlyzer, Tune, Applique, SensorTower, and AppAnnie, which are created to streamline app optimization strategy. 

With the data presented by these tools, you can analyze your app’s performance and correct your marketing strategies if the progress graph has been going down lately. 

9. Encouraging happy consumers to put positive reviews

Positive reviews and high ratings are the need of the hour. These two elements complete the effort of ASO and reinforce users’ interest in your app if other similar apps create them. 

With positive reviews and high ratings, your app’s chances of being installed are increased. 

How to do it?

You can request happy users to post their feedback on both App Stores and share their user experience. You can also make use of push notifications to compel users to give ratings and feedback. 

10. Re-evaluating it regularly

Last but not least, once you have followed all the above plans of action, analyze it regularly to keep the traffic coming. If the algorithm changes or you see a drop in user activity, you can change your strategy and much more. 

The final put

Google Play and App Store keep on changing their app search and ranking algorithm. Thus, pay close attention to things happening in app stores and change your app’s on-metadata accordingly. 

By this, you will not only unlock the higher ranking potential but income-generating potential too. But before all, you will have to make sure that you have a masterpiece, to begin with. The app must be of great use, have a captivating UX/UI, and well-maintained in-app services. 

Last but not least, choose one of the Best SEO Services agencies to perform ASO and gain benefits from it. Throughout the course, you will need dedicated support from industry experts like RankingXpress. The team at this SEO service and PPC Management Agency has brains from multiple digital marketing niches put together to work for a dedicated goal. Take out some time to read about their services and latest blogs here.