Learn how to improve visibility on the App Store and Google Play, find the right ASO ( App Store Optimization ) strategy, and win by optimizing for more downloads with our guide. Optimize your Android and iPhone applications and get ready to get more downloads and revenue with SEO in these studies. Contents What is ASO (App Store Optimization)? ASO (App Store Optimization) – How does it work? Why is App Store Optimization important? How to Do ASO for Android Apps on Google Play Store? Ultimate ASO Guide for Apple App Store -(iOS 14) 2020 ASO for Apple App Store Final thoughts On this page, you can find everything ASO for 2020: guides for iOS and Android, best practices, first steps, case studies, and much more. Ready to conquer Search & Browse / Explore? We update this page very frequently with new sources, data, experiments, findings… Stay tuned.
What is ASO (App Store Optimization?
App Store Optimization, also known as ASO or App Store SEO , is the process of optimizing a game or app to maximize its visibility in stores in Search (when users search) and Discover (when users browse), increase listing traffic, and improve rankings. It is a scope of work that increases conversion rates to generate maximum organic download volume. It brings high-quality users for free for Android and iOS app , helps reduce User Acquisition costs and forms the basis of any Mobile Growth strategy. ASO = Traffic + Conversion This process requires a critical understanding of how stores operate, their target user base, and the most relevant keywords that potential users type or speak to find apps or discover new ones.
Also, as stores are constantly evolving it is very important to make apps visible
Explore/Browse nowadays; be it Similar Apps, Featured, App Rankings… So ASO is also evolving. Don’t be confused: App Store Optimization isn’t just about search. It never has been. ASO (App Store Optimization) – How does it work? There are some known factors that affect app optimization for iOS and Android apps. Let’s start by breaking them down: ASO – Metadata factors Metadata factors are elements of the product page or listing that can be modified in App Store Connect or Google Play Console to improve app store keyword rankings, visibility, and one of the most important KPIs: download conversion rate. These items that are 100 percent under our control are: URL / Package, Developer name (Google Play only Application Name / Title Explanation Short description Sub-headed Promotional text and keywords area (Apple only) Category Symbol Screenshots and video Optimizing metadata helps you rank higher in Search and Discover.
Non-metadata factors In SEO Search Engine Optimization
From the web marketing world)and, as with off-page factors, non-metadata factors are external factors that are not under the developer’s control. Factors that are not 100 percent under our control include: Loading volume and speed, Ratings + reviews and maybe user engagement. Keyword Research / Market Research Choosing the right keywords is crucial to search success in the app store. You should target those that are highly relevant (related to your business), have high traffic, and low difficulty or competition.
App store keyword research strategies are different for each app
For example, it is better to use mid- and long-tail low competition keywords for new apps, gradually replacing some with more traffic and competition. To get maximum visibility, your app or game should be global (available worldwide) and optimized for all languages. Time to optimize: Learn how to do Keyword Research 2. Optimize for Visibility (Search + Browse) and Conversion When it comes to increasing Visibility and Conversion Rate, it’s all about app optimization. Apple App Store Add keywords to the App Name (30 characters), Subtitle (30 characters), and keywords field (100 characters). So, 160 characters total, although there is a “hack” that allows more than 100 characters to be used in that special field.
Google Play Store Include keywords in the title tagline
Unlike Apple, Google indexes almost all text that appears in the store listing. Google Play is much more similar to SEO when it comes to Search. Conversion Rate Optimization (CRO) A/B test listing elements like icons (to increase CTR on listings), images, or screenshots to increase conversion rate and get more installs with the same traffic. Is your product page ready? Learn how to increase your conversion rate. 3. Monitor/track key KPIs Track all KPIs: keywords, competitors, Top Ranks, organic installs (by country), Similar Apps visibility, conversion rate for installs, revenue from organic installs (UISA, advertising…) and competitors’ updates/changes in listings (in metadata).
How to Do ASO for Android Apps on Google Play Store?
Are you launching on the Google Play Store? Choosing your first keywords? Of course, you have many questions and maybe you need some help. Our Play Store Optimization Guide will show you what to do and how to do it. There are currently around 5 million mobile apps and games in the largest stores: Apple App Store and Google Play Store. Stores continue to grow exponentially and become more competitive, so achieving good visibility in stores has become the biggest challenge for developers and marketers. 1. Market research and Keyword Optimization Market research along with Keyword Research is the first step to take when implementing an ASO strategy. Knowing your niche in the market, who your competitors are, and what tactics they use is extremely important to learning how to outdo your competition and get more downloads.
However, it can be quite difficult for new apps to compete for top search
Rankings for popular search terms, so the best strategy for keyword optimization is to choose the right keywords. In the beginning, it is recommended to use mid- and long-tail keywords, a combination for a more specific search. Approximately 70 percent of search queries are long-tail, and conversion on these terms is typically higher because the user is more likely to find exactly what they are looking for using a specific search. ASO Long Tail Keywords Long-tail keywords have less traffic volume and less competition, so you should try to target as many long-tail keyword combinations as possible and cover a large area of possible search queries related to your product. This way, you will expand your reach and maximize your visibility in search.
Google Play Store optimization and A/B testing When we talk about implementing
App Store Optimization strategy for Google Play , we must keep two factors in mind: internal metadata and external metadata. These are elements that are 100 percent under the developer’s control over external data. Title Developer name Short and long description Symbol Screenshots External Metadata factors are not completely controlled by a developer, but can be influenced, for example: install volume, ratings, and user reviews. Some of these factors affect Search on Google Play, some can affect Conversion Rate, and some can affect both. It doesn’t matter if your Android app is already published on the Play Store or you are just preparing for its launch: you need to work on your strategy and implement it correctly.
But the results won’t always be what you expect
You may have a great-looking icon and feature graphic, but if they’re not converting your visitors into installs, they’re really useless. And the same strategy doesn’t work for 2 apps – every app and its App Store SEO is different. Stop guessing… and start A/B testing. A/B testing for ASO A/B testing is when two different store listing versions are compared to each other to determine which version has better conversions (clicks or installs). During the experiment, you compare them to see which performs best by driving half of your traffic to option A and the other half to option B. 3. Monitoring and tracking Mobile business is constantly changing and so are Google Play Stores, so your app should always be ready and so should your ASO.
The best practice is to track the most important
KPIs on a weekly (ideally, daily) basis: install volume (organic + non-organic), keyword rankings, top charts (overall, category, etc.), ratings and reviews. Refresh your keywords and remove the ones that no longer work, try experimenting more with graphical elements, and continue A/B testing until you find the best converting combination of elements of your listing on the Google Play Store. Take care of your users, try to provide the best user experience and follow user reviews. Google Play offers the opportunity to interact with users, reply to their reviews and even turn negative reviews into positive ones. A strong positive user sentiment is a key factor that supports both search app store optimization (Google ranks apps higher with more and better reviews) and your listing’s Conversion Rate (convincing users of the high quality of the app).
You can learn more about managing user ratings and reviews and become
Engagement expert. And remember – the key to success is, above all, a great product. Implementing ASO for Your Store Listing Optimizing a listing for the Google Play Store can improve search rankings, conversion rates, and drive more organic downloads, so if you haven’t already, now is a great time to start. Google Play List Having a Google Play Store listing optimized for ASO can help you increase visibility not only in the store, but also in Google Web Search and App Packs. Let’s examine a perfectly optimized Google Play Store listing element by element: Title Title is one of the first and most important factors in ASO metadata as it has an impact on both search results and conversion rate that will load.
Since June 2017, Google allows up to 50 characters
Title (Apple shortened the App Name from 50 to 30 characters instead). To maximize the use of this space for your optimization and improve keyword rankings, include some of your strongest ones in your Title alongside your brand name. Keep your brand name short, clear and easy to spell for your potential users and try adding emojis to instantly grab users’ attention while browsing the Google Play Store. Here are a few examples of an optimized Title: Brand name – Keyword(s) Brand name: Keyword(s) Keyword(s) – Brand name Keyword(s): Brand name Don’t ignore localizing your store listing – you can add a Title for each language you want to localize your app to. The mobile world is global, and having a localized app can help you understand where demand for your product is coming from (and the results may surprise you).
Here are a few examples of great, ASO-optimized Headlines
Developer Name Developer Name is another important metadata factor that has an impact on search rankings. Apart from this, Google keeps a record of developer history and apps with a positive developer history tend to rank higher in Google Play search. Your search rankings will definitely benefit if you include a few keywords in your developer name, such as: Developer Name: Keyword1, Keyword2 Short Description A short description on Google Play Store impacts search and conversion rate. You can write up to 80 characters in the short description field, and it’s very important to maintain balance and provide a clear description, including some of your main keywords you want to rank for. Google’s search engine scans descriptions and uses the keywords it finds (mainly in the first and last 5 lines of text), so your Long Description should be searchable first and foremost.
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You have up to 4,000 characters use as many as you can
Include as many keywords and keyword combinations as possible. Use the most important ones several times, especially in the first and last lines of the text, but please – do not stuff keywords. Not only will it be penalized by Google, but it will also have a negative impact on users and discourage them from trying your app. Secondly, the description should clearly contain all the information that is valuable to the user and should be organized and well structured in a way that will persuade him to install (convert into your user) with a strong call to action, so your Long Description needs to be actionable. Here is a great example of a Long Description for Android app that is nicely structured and optimized for ASO : Tips for a great and optimized description on Google Play Use as much space as possible for the Long Description (minimum 3,000-3,500 characters).
Localize your description for all possible languages
Ideally use professional help rather than an amateur translation. Describe the best features of your app – It’s okay to exaggerate. Find mid- and long-tail keywords (keyword combinations) to include in your description. Use Unicode symbols such as bullets or for clear, visual organization. Don’t overload your description with too much text – write short paragraphs. Add emoji or use HTML and Rich Formatting. Mention your prizes or contests to encourage your users to give it a try. Include a strong call to action that conveys a sense of urgency (e.g. “Download now and start saving”) Mention your social media profiles or user communities. Check Google requirements and learn what NOT to do.
Symbol The icon is the first visual element users see when
They come across it on the search results page or in the Top Charts. Therefore, an icon play impacts the click-through rate (how many users visit your listing after seeing a preview in Search/Top Charts) and of course the conversion rate (how many users the importance of having a crisis communication plan download the app after visiting the listing). There is no doubt that the icon is the element that most influences the user’s decision to look or install. Therefore, the icon is a metadata factor responsible for the Conversion. Here you can see the appearance it receives in Google Play Top Rankings and search results. A striking, prominent icon is what can really attract users to try your product. To publish a store listing on the Google Play Store, you need a high-resolution image for your icon.
Here are Google’s icon requirements: 32-bit PNG with alpha
Dimensions: 512px by 512px Maximum file size: 1024KB Google Play App Store List Here are some tips on how to optimize your icon: Make sure your icon clearly reflects the main purpose of your app – don’t confuse users if you don’t have a strong brand. Find your “style” (colors, typography, etc.) and stick to it so the icon fits in with the rest of your app. Take a look at your competitors and do something different. Use vibrant and harmonious colors and clear shapes, don’t overload your icon with too many elements. Avoid having text on your icon. Try adding borders to the icon to make it more eye-catching. Innovate and follow design trends – remember when everyone was crazy about flat design? Don’t try to guess which icon your users will choose – use A/B testing tools to know exactly which icon performs best.
Video You can also create a YouTube video about your Android app or game
Which case the video preview thumbnail will become a feature graphic. Video is a very simple, yet very powerful tool. To add a video, simply paste the YouTube URL into the “Promotional video” field on your Google Play Store listing.
Screenshots Like other graphical elements of the listing screenshots are metadata
Elements that are responsible for Conversion Rate. They don’t have that much visibility on Google Play (compared to the App Store) because the user has to scroll through the list to see them. But still, screenshots remain essential for users to see what the app looks like from the inside. By simply taking a look at the screenshots, users will already have decided whether they want to try the app or not, so making a great first impression on users is extremely important. Make sure to showcase your best features in the first two screenshots.
Use all available screenshot slots, don’t stop at the minimum 2 required
Use text to explain information on images to users. Follow the general style and theme of your app, try creating stories. Provide compelling copy to encourage users to install. Show special offers or discounts to gain more visibility. Localize screenshots. And never forget to A/B test them to find the best one for your product. Final thoughts Your Google Play Store page is a great scope to optimize and experiment with different elements to find a perfect combination that will increase Search and Top Ranking positions and also persuade users to download your Android app and thus improve your Conversion. Install rate. Also, if you do App Store Optimization, your play store listing will beSEOYou can optimize for .
There is always room for further optimization, so never stop doing App Store SEO
In this guide, we have put together everything you need to know about App Store Optimization for App Store. We hope you enjoy it. First, let’s quickly go over the main concepts. Before reading this guide, make sure you have a clear idea about reading our ASO blog and content.
ASO process: In general, App Store Optimization consists of 3 main processes
Keyword Research List optimization and A/B testing Monitor and re-optimize results. 1. Keyword Research Keyword research is the first essential step of an ASO strategy. However, the search algorithms of the Apple App Store and Google Play Store agb directory are quite different. Therefore, they take different factors into account when ranking in search results.
The next step is easier: expand your keyword list with suggestions
How to determine the best keywords? This information is often provided in keyword research tools, including TheTool. Where to put keywords in the App Store? In the App Store, unlike Google Play, not all text fields are indexed by the search engine.
Non-metadata factors include download volume and speed, user engagement
Ratings (average rating and number of ratings received), and reviews. Votes and opinions The role of ratings and reviews on the App Store has increased significantly recently. All-time ratings are displayed just below the icon. In contrast, the average rating for the current version and the total rating for all versions are not displayed. User reviews have a more prominent position on the product page, along with developer responses if provided.
A great way to measure this is with A/B testing
A/B testing is an experiment where one element of a product page is changed and traffic is directed to both versions to determine which performs best in terms of conversion rate. A/B testing is a vital part of App Store SEO because it’s the only way to find out if your icons, screenshots, and previews will actually work to attract and persuade users. Stop guessing and start A/B testing. 3.
The length of the App Name is 30 characters and can only be changed
When submitting a new version. Read more about this in this article. The best advice is to keep a brand name short and memorable for users and use the rest of the space to add some of your core keywords.
Later, we’ll talk about other benefits of having keywords in there
Subtitle The Subtitle is a 30-character field introduced with iOS 11, located just below the App Name. As a result, it will affect the conversion rate. Apple recommends testing different versions, such as when new features or major updates are released, to find the most engaging and interesting copy for users.
Same as App Name, Subtitle can only be updated by submitting a new version
Tips for explanation: Highlight the key features of your product, focus on its uniqueness. Be clear and concise, conveying the core value to users. Use your brand tone to communicate with your audience. Mention your rewards (or even save them for the Promotional Text for added emphasis) Keyword stuffing (this will not work). Avoid mentioning prices – they may not be accurate for all countries.