What is App Store Optimization?
It is highly relevant to place your own app as high as possible in the search results, especially since most users primarily find new apps directly in the App Store via the search function. App Store Optimization is nothing more than using different tactics to improve the visibility of the native app of your customers.
The most important factors for a successful App Store Optimization are the function, benefits, industry and target group of the app to analyze and then the app name, keywords and description text to align. This way, users who are interested in the app will also find it and download it.
How do your customers find the right keywords and how do they use them effectively?
Please note that App Store optimization for Apple Store and Google Play should be considered separately. Here are a few tips for both stores to optimize the searchability of your customers’ mobile presence:
Apple App Store
Here, the Keywords field is the most important factor for optimization, the description text of the app is not taken into account during the search. It is worth starting with a brainstorming and then analyzing and evaluating the words according to their relevance and use. A relevant keyword for the app may not help if all apps in this industry use the same keyword. On the other hand, the app will not be downloaded if you enter keywords that are not used often but do not express the function of the app. There are several tools that can help you with keyword analysis, such as Keyword Planner by Google Ads and Google Trends. So the best keywords are relevant for your app, are often searched but have little competition. There are 100 characters available, use them! You don’t have to put spaces between the commas and you don’t have to use articles or prepositions.
Google Play
The biggest difference to the Apple App Store is that Google Play doesn’t have a field for keywords. Google generates keywords directly from the app name and description text. The app name should contain a keyword or words in max. 30 characters. In the description text you have up to 4,000 more characters available to you to add your keywords. It is advisable to place the keywords 4-5 times in a targeted and conclusive way in the continuous text, this will increase your ranking.
App Name
As already mentioned, some of the keywords are worth placing in the app name. It should be researched very carefully in advance, which title the app will carry, because a later change can have a negative effect on the ranking and the awareness of the app in the App Store.
Additional factors of the search algorithm
Other factors that strongly influence the ranking of your app in the stores include the number and quality of ratings, download numbers, download growth, number of uninstallations and frequency of app use by users.