Launching an app for your business to increase revenue and brand awareness? Don’t forget to optimize it for the app store. In this blog post, we will discuss:
- What is app store optimization?
- Why is it important?
- How to optimize your app for Google Play and Apple App Store?
Let’s get started!
What is App Store Optimization?
App Store optimization, an acronym for ASO, is the process of improving an app’s page in the App Store or Google Play to boost its discoverability. It may also be referred to as app store SEO, app search optimization, and ASO marketing. The primary purpose of ASO is to increase the number of app installs. The higher your app will rank, the more it will be visible to the customers, and this will translate into an increased number of traffic and downloads.
It can also greatly help you nurture brand awareness.
Some of the popular app stores are given below:
- Apple App Store
- Google Play Amazon app store
- Huawei AppGallery
- Samsung Galaxy Store
The ranking factors and available factors vary across the app stores. However, there are some common elements you can target for optimization:
- Keywords
- App description
- Downloads
- Updates
- Rating
- App name or title
Why is ASO important?
According to Google, 40% of apps are discovered through app store searches. This emphasizes the importance of optimizing your app for the app store. A great chunk of people download apps after they spot them in an app store.
While thousands of apps compete for the top spot in every app store, many of them generally neglect optimization. Make sure you are not doing the same. Spending time and effort on ASO can turn out to be your master stroke and elevate your app to the top.
How Does App Store Optimization Work?
Mainly, you have two major mobile app stores: one is Google Play, and the other is Apple’s App Store. Now, you must be wondering why we named just these two! Well, according to a report by Statista:
- Almost half of global consumers consider the Apple’s App Store and the Google Play Store to be the most common discovery hubs for mobile apps.
- Google Play has the largest number of apps available.
- In 2021, Google Play had 111 billion app downloads, while the Apple App Store had fewer downloads. Statista projects that the Apple App Store will have 38 billion downloads in 2026, while Google Play will have 143 billion.
- In the second quarter of 2024, global users spent about $25 billion on apps from the Apple App Store.
- Gaming apps are the most popular type of app on the Apple App Store.
This highlights the importance of optimizing your app for both of these app stores.
It’s important to focus on all app stores, not just one. When launching your website, keep in mind that the optimization process will be different for each platform due to their unique algorithms. Despite the variations in algorithms, there are common basic principles of app store optimization that apply to all of them.
Get to know what the top image SEO mistakes are that can cause poor user experience.
Factors that impact the ranking of the App Store
App stores generally do not reveal the details of how their algorithms work. Despite this, there are some functional components that play a key role in ranking your app:
- App name or title
- Installs
- User reviews
- Updated
- In-app purchases
- App descriptions
- Engagement
Let’s break these ranking factors into three main categories:
Discovery
Discovery signals in the App Store help connect your app to the relevant search. These signals mainly include app name, title, description, keywords, and other signals that may be contextual. It’s a way of letting people know your app exists and is very crucial to improving your app’s visibility.
Conversion signals
Conversion signals are a ranking factor in the App Store. They are useful in showing the app store that your app listing (information about an app, such as its name, icon, category, and description) is compelling to the users. This indicates that your listing should be shown for more relevant searches.
You can measure your app’s conversion rate by looking at the ratio of total downloads to unique impressions. A unique impression is counted when a customer views your app on the App Store, and a total download can include first-time downloads, redownloads, and pre-orders.
Gathering information from conversion rates can help you understand how changes to your product affect your conversion rate. You can also view data by source type to see which sources result in the highest conversion rate and filter by an individual source for more detail.
Validation signals
Validation signals are used to verify apps and in-app purchases. This includes verifying:
Install validation
This validation process aims to prevent mobile app install fraud.
Receipt Validation
This verification ensures that in-app purchases were made as reported.
Code signing
In this validation step, all executable code must be signed using an Apple-issued certificate.
AppStore Server API
This allows developers to get Apple-signed transaction and subscription information for their customers.
Validation signals help app stores assess whether users had a good experience after installing your app. Strong engagement and positive reviews are common signs of positive validation.
What do users look for in an app store listing?
Optimizing is not limited to enhancing your app’s discoverability. You should also make efforts to get users to download your app.
The situation here is a catch-22: the number of installs directly impacts your app’s ranking in app stores. The more people who install your app, the higher it will rank in the app store. This, in turn, encourages more people to install your app, further boosting your ranking simultaneously.
Let’s look at the key factors on your mobile app page that drive your users to hit the install button:
App Icon
The app icon is the most prominent element on the results page in most app stores, including recommendation lists.
App Details
App details include the name and title of your app, along with a short descriptive text explaining its primary use.
App Rating
The average rating is generally visible in the search results and at the top of the app listing page on most platforms.
App Description
Google Play and the App Store feature a section in their listing page where you have to put a description. Users can see a brief overview of the description in that section, which further opens into the full description upon clicking.
Visuals
You can enhance your listing by incorporating featured images, screenshots, and demo videos that highlight your app’s main advantages and user interface.
User reviews
If your app is new to users, they will likely read reviews from other users before trying it out.
Difference between Google Play and App Store
When it comes to app store optimization, Google Play and the App Store are more alike than they are different. The ranking factors for both platforms are quite similar, with most discrepancies being technical in nature. For example, Google and Apple handle keywords differently. Here’s a brief overview of the primary ranking factors for both Google Play and the App Store.
As you can see, there is not much difference between these two app stores. So, while formulating the strategy, you will spend most of your time on aspects like specifications, videos, and icons for each app listing.
Apple is generally a bit more strict with its developer guidelines. This means it’s a little harder to get an app approved for Apple’s App Store. But there is nothing to be worried about if you’re promoting your app for both Apple’s and Google’s stores. Just care to optimize your listing for Apple’s guidelines; this will serve the requirements of both app stores.
How to Optimize the App Store for Google Play?
To get started with your app listing, you will have to focus on these crucial elements:
- App title
- App Category
- App icon
- App description
- Screenshots
- Feature graphic
- App rating and reviews
- Promo video
- Google Play Android Vitals
Now, we will take a closer look at improving each of these elements.
Expert Tip: Take Google guidelines into consideration while managing Google Play’s app listing.
App Title
Begin with your app’s product name. Add a brief description that explains the product’s purpose. Make sure to use the primary keyword in your description.
App title is the first impression. Your app title should be descriptive enough for the key purpose you have designed it for; only then will the users feel prompted to click on it. You can do so by adding a keyword in the title, but make sure you are focusing on accuracy over keyword targeting. Mainly, your title should express the key benefits of your app. You’re given a mere 30 characters, so keep it punchy and on point.
App Category
It’s very important to choose the right category for your app to match it with relevant searches. For example, if you’re promoting a dating app, you should choose the “social networking app” category. A user looking for an app with such a purpose will search for it using a specific keyword. This is when your app title acts as a strong signal.
However, your app category can also help you show up to the users in the app store for general searches like “relationship-building apps” or “apps for video chat with strangers.”
Sometimes, users may also browse categories in the Google Play Store to find apps without searching.
You can also refer to the Play Console help page for more information on choosing the right app category.
Short & Long Descriptions
In Google Play, there are two places to add descriptions. You have to add a short description, which shows right under the About this app preview section. You also have to add a full description, which will open after clicking on the arrow given right below it.
You can write up to 80 characters of a short description and 4000 characters of a full description.
In your short description, you must clearly and compellingly describe your app’s key functionality. Your goal should be to convince users to install your app, so remember to bring your core benefits into focus.
On the other hand, your full description must offer an insightful summary of what your app is about and what it offers to the users. However, few people are likely to open the full description.
For this part as well, you can refer to Google’s official guidelines for creating optimal app descriptions under the “App descriptions” section on the Play Console Help Page.
App Icon
App icons appear in multiple places on Google Play, such as the store listing, search results, and top charts. They generally show up on the left side of the search listings. Icons are a highly prominent element on the app store’s results page.
Ideally, you should use an app icon that depicts your app’s purpose and makes it synonymous with that application, making it popular. If you have any specific purpose with hard competition, standing out can be hard. You can use the design principle in contrast with your competition to visually appear unique from other results, but make sure your icon looks more associated with the purpose than your competition; otherwise, you may also be cancelled out, perceived as the odd one.
Feature Graphic and Promo Video
Feature graphics appear on your app listing page. They may also appear in branded searches, recommendation sections, or paid ads. Thus far, you could only use images for the featured graphics, but now, you can even use promo videos. Google suggests using graphics to convey the experience of an app or game. This highlights the core value proposition.
App Screenshots
App screenshots appear in a horizontal panel as feature graphics on your app listing page. They are useful for demonstrating your apps’ best features and providing users with insights into the in-app experience.
To optimize this part, you should focus on highlighting your app’s unique features clearly. Try to put the screenshots with key features in the first few screenshots. Use HD images and minimal text. Make sure to maintain a logical flow of the screenshots to tell a story about your app’s functionality. Ensure screenshots are well-optimized for all screen sizes. If you target multiple markets, you should localize your screenshots with the relevant text and imagery for each region. Regularly review and update your screenshots to reflect your app’s new features and design changes.
Expert tip: Experiment with different screenshot designs and variations to see which performs best with your target audience.
App ratings and reviews
App ratings appear in the results and at the top of the app listing pages in Google Play. Ratings and reviews work as ranking factors and boost the chances of users trusting your app and deciding to install it. Good ratings and reviews are a great asset in improving your app store rankings.
Your review profile allows users to read other users’ feedback. Ensure you actively respond to users’ concerns, show them you care about their feedback, and strive to improve progressively.
Google Play Android Vitals
Google offers a complete toolkit that helps app developers monitor and improve the technical quality of their apps on Android devices. It outlines the critical usability metrics that influence your app’s visibility on Google Play.
If you’ve optimized websites for search earlier, you will find the Google Play Android Vitals similar to the Core Web Vitals because the majority of the principles are the same in terms of performance influencing your ranking. However, Android Vitals are a lot more detailed than the Core Web Vitals.
How does Google Play Android Vitals work?
When an opted-in user runs an app, their device logs information. This information tells about the performance, stability, battery usage, and permission denials. Google Play then collects this data and makes it available to developers.
This information is made available in the Google Play Console and the Google Play Developer Reporting API.
To optimize your app for this stage, regularly check the Play Console to identify areas of concern, such as high crash rates and battery drain, and fix them. Address potential bottlenecks in your app that might lead to frozen UI. Manage battery usage and optimize the size of the app.
Consider looking at the official Android vitals documentation page for further information.
ASO For Apple
There are nine key elements to focus on in Apple’s app store, as given below:
- App name
- App subtitle
- Categories
- Screenshots
- Description
- App icon
- Keywords
- App ratings and reviews
- App previews
One of the key differences here is how the two platforms handle keywords. While Google analyzes your whole listing for keywords, Apple provides a single field for you to add keywords.
You can refer to Apple’s official documentation to better the App Store’s listings.
App Name
The app name in an Apple App Store listing is the name of the app that appears in search results and on the app’s details page. It’s important to choose a name that’s unique and easy to spell and remember.
Here is what Google advises about naming your app:
Here are some other tips:
- Avoid names that have been used by many already
- Make sure your app’s name and listing are appropriate for a general audience.
- Maintain the character limit of up to 30 characters.
- Use the subtitle field, it’s where you can add more information about your app, including keywords.
App Icon
Apple has detailed guidelines for app icons that are stricter than Google’s guidelines. So, if you’re planning to promote your app in multiple stores, start with Apple first. Keeping the Apple first approach allows us to maintain design across all platforms since the design principle is usually the same for all stores.
Be subtle with the colour, contrast, and iconography. You can also look at your competition to understand what kind of design you should create.
Subtitle
The subtitle for an app in the Apple App Store is a short description that appears below the app name. It’s a key part of an app’s metadata and can help with visibility and search rankings. The subtitle summarizes your app’s value and features and helps users decide if they want to download it. It appears in the App Store’s search results, top charts, category charts, and product page.
You’ve got 30 characters; try to make a good impression here. You can do it by focusing on the key features of your app.
Try out different subtitles and measure how they perform with different audiences.
Categories
Categories in Apple’s store play the same role as they do in Google Play. However, in the Apple App Store, apps can have a primary and a secondary category, while in the Google Play Store, apps can only have one category. The primary category in the Apple App Store is more important for an app’s visibility in search results.
Apple provides extensive guidance on how you can choose the app categories. Choosing the wrong categories can violate the guidelines of the App Store. Think about what your app is mainly offering and what users will be looking for while searching for apps like yours. See how your competition has chosen its categories.
Sometimes, you may get confused among multiple categories; if that happens, consider which ones are most relevant and less competitive. This can help you get into Apple’s Top Chart Rankings.
Keywords
In an Apple App Store listing, “keywords” are specific words or phrases that users might search for when looking for an app like yours. You can input to help the App Store algorithm identify your app and display it in relevant search results.
Optimizing your keywords means carefully selecting relevant terms that accurately describe your app’s features and functionality to maximize its visibility in searches.
To optimize your keywords, use tools to identify the popular search terms related to your app category. Include both broad and specific keywords. This includes related terms, synonyms, and potential misspellings. Then, highlight the key functionalities of your app using keywords.
Lastly, don’t repeat the keywords that are already in your app title or subtitle.
Pro Tip by SEO Toronto Experts: Think like your users; choose keywords that people are likely to use when searching for apps like yours.
App Description
An app description on the Apple App Store listing is a brief text that explains what your app does and why users should download it. It serves as a sales pitch to potential users.
The same app description can be used for the App Store and Google Play. However, you should follow the guidelines for each platform to ensure your app is approved and ranks well.
App Preview
App previews are similar to the promo videos.
An app preview is a short video showing off an app’s features and functionality. The length of the video goes up to 30 seconds. Apple allows up to three app previews on the app’s product page for each language it supports.
To optimize your app preview, consider the specifications given by Apple.
Screenshots
Apple allows you to add up to 10 screenshots to your app listings. You can follow the same tips as we discussed for Google play to optimize your screenshots.
App Ratings & Reviews
We would say the same regarding app ratings and reviews as we said for Google Play’s part. Focus on developing a regular stream of reviews and responding to the feedback.
Last but not least
Getting your listing approved by the app store is just the beginning; there are some additional aspects that you need to focus on to drive long-term success. These include knowing your KPIs, prioritizing the user experience, testing and optimizing the key app store elements, mastering each store’s analytics system, and promoting your app with ads.
