Manish Sharma, January 18, 2021
When it comes to managing our daily lives, mobile applications have taken an important place. We use apps for a variety of purposes such as keeping track of our health, finances, communication, banking etc. All mobile application development companies try to create apps that get a maximum number of downloads. In order to do so, they also have to do App Store Optimization or ASO. It is a method by which an app meets the app store ranking criteria and subsequently rises on the top of the search result page.
There are various ways to do ASO and few of them are mentioned below:
A unique name of your app doesn’t just create your brand but with the inclusion of relevant keywords within the title, highly affect the ranking in app store search results.
In order to make sure that your app would be easily identified by potential users, try to keep the name of your app short and sweet. You can also augment any short title with any keyword after the name with a dash or vertical bar preceding it, in order to associate your app with any select keyword.
It is quite useful to only use URL-friendly characters in the title of your app especially when it comes to App Store. Avoid special characters or symbols which may cause iTunes to point to your app’s numeric ID, instead of the name in order to scan for relevant keywords.
There are many strategies that are being used by many people but when it comes to major app stores such as Google Play Store and App Store, there are two varied approaches when we talk about ASO keywords.
In case of App Store, it has 100 character keyword field. It utilizes title and keywords which you can include within 100 characters to determine when your app will show up for which search string. It is important to utilize all 100 characters and do careful research on relevant keywords in order to maximize organic traffic on your app.
In case of Google Play Store, it has specified tags and it scans the description of your app in order to extract relevant keywords. Here, you are provided with 4,000 characters to describe details about your app in a customer friendly language. Try to put in relevant keywords with smart placement instead of stuffing them up. As per the recent study, the optimal number of times to reiterate any keyword is five, for app store product page.
Make sure that description of you app should be properly targeted towards your potential customer base instead of focusing on search engine index. The app description should appear as a call-to-action to the potential users. Try to explain your app in the simple and easy language along with listing the unique offers and features it offers and try to compel the reader to download it. As per our recommendation, you should put most of your energy in the first three lines of the description in order to grad reader’s attention. With the exponential growth of apps in the app stores, customers now have a variety of options to choose from. Try to write a description which makes their decision-making process easy. Make sure you communicate the capabilities of your app along with its features and functionalities in an alluring way to attract more downloads.
Since the potential customers usually browse through hundreds of apps while searching for the right app, make sure that your visual icon of the app leaves the best impression. It is quite important to grab the attention of the prospective customer.
So, in order to design your icon, it is important to know that both App Store and Google Play Store have different approaches along with a rendering of app icons. They have a preset standard for the icon’s ideal size, color scheme, the geometry which should be designed to match with the rest of the OS.
No matter for which OS you are designing your app icon, make sure that it stands out of the crowd. Your icon should be clear and simple and must convey the app’s purpose in a straightforward way without leaving any confusion. You should take care into account that the icon gets scaled-down within the app menu. Don’t make the mistake of overcomplicating the icon with the unnecessary usage of words or logos which can put a strain on customers and they may lose interest in your app.
The best strategy is to simply browse through the top-rate apps in your category in the app store. You can easily see the trend towards usage of bright colors, unique shapes, and simple graphics. You will find that only few icons use words while some of them have a drop shadow to create an appealing feel by making them pop, irrespective of the background. It is best practice to do competitive research to make sure that your app icon is differentiable than the icon of your competitors to avoid confusion.
Putting in screenshots of your app in the description may not have a direct effect on the search ranking of the app but it does help in increasing download. Since images are better formed to represent the app functionalities and give life to descriptive text, it allows the potential customers in visualizing them as using the app before they even make the download.
In case of iOS app, you can upload up to five screenshots but in case of Android app, you can put up to eight. However, you should know that only the first two or three screenshots will appear in the gallery when the page loads. So make sure that your screenshots showcases best benefits of your app to the customers and make them browse through the other screenshots and attract them to download the app.
No matter what your approach is, you should lay special emphasis on showing most important features of your app through the screenshots along with latest updates and the pages on which most of the customers spend their time on. Try avoiding splash pages and rather show the features which will be used by the customer on daily basis. The best strategy is to do A/B test of various screenshots and determine which drives the most traffic and downloads.
On the basis of understanding of the data along with the science behind the app store ranking algorithms, you can use these top five tips for ASO which will help you make the best strategy. By doing experiments and making careful measurements, you can beat your competitors with ease.
App Store Optimization is a continuous process due to regularly evolving nature of ranking algorithms and competition in the app stores. A successful and good ASO strategy requires a sharp mind, understanding of analytics and better research. By this, you can achieve great results with your ASO strategy and rank at the top.