Search Engine Optimization, or SEO, is a “buzzword” most marketers and people in the online space are intimately familiar with. You know the importance of optimizing your content for search engines, but a term of equal importance, if you’re an app developer, is App Store Optimization (ASO). It’s like SEO for mobile, or app SEO.
ASO has several similarities with SEO. (To familiarize yourself with SEO, you can read our extensive blog post on the importance of SEO and the 8 best practices.) Simply put, ASO consists of strategies to help your app achieve a high ranking in the Apple App Store and the Google Play Store. While SEO helps online visibility outside of app stores, ASO is what will get you noticed inside app stores.
To stand out among competing apps, understanding ASO for both Android and Apple (and how you can leverage it) will give you an upper hand and boost your app’s visibility considerably. Read below to find out what you need to know.
Determine why your app exists
ASO is essential to create a thriving app that people will find and download. Imagine spending countless hours developing an excellent app but neglecting the marketing aspect. Your app can achieve significant organic growth, but to fulfill your apps maximum potential, ASO could very well prove to be worth the effort.
Before you dive into app marketing, ASO and strategizing, you need to understand and define why you built your app in the first place. What is the purpose of your app? How does it stand out from the crowd?
Your first step should be to identify the “why,” the “how” and the “what” of your product.
Marketing expert and author Simon Sinek says, “people won’t truly buy into a product, service, movement, or idea until they understand the why behind it.” He calls this framework “The Golden Circle.“
Questions worth asking yourself before you start the ASO process:
Why did I develop my app, and why should people care about it?
How am I going to fulfill my “why”? Establish the strengths and values of your app and how you’re going to communicate that to users.
What makes my app unique? Your answer to that question, your “what”, is your Unique Selling Proposition (USP). The USP is that one sentence people should remember about your product. According to App Agent, your USP should highlight what makes your app distinctive.
When you’ve answered these questions and formulated a response, you will be much better equipped to make choices when it comes to marketing that aligns with your app‘s purpose and overall goals.
What matters for App Store Optimization?
App Store Optimization means that you are actively improving your app’s visibility within the app stores. Apple’s App Store for iOS devices and the Google Play Store for Android devices are the two major platforms.
The goal of ASO is to increase app conversion rates and click-through rate (CTR), as this will impact your app’s ranking. Having a higher-ranking mobile app will take some work, but if you apply ASO best practices, you’re likely to see increased traffic to your app.
Why does ranking matter? The higher your app appears in the search results, the more relevant it looks to people searching. Most users don’t typically scroll too far down the page when they are searching for apps.
According to Semrush, the following are factors that influence your ranking in the Apple App Store and Google Play Store.
Apple App Store Ranking Factors
The key ranking factors for iOS apps on the Apple App Store based on the things that you can influence are:
- App name
- App subtitle
- App URL
- Keywords
- The number of installs
- Reviews and ratings
- App updates
- In-app purchases
Google Play Store Ranking Factors
The key ranking factors for Android apps on the Google Play Store based on the things that you can influence are:
- App title
- App short description
- App long description
- The number of installs
- Reviews and ratings
- In-app purchases
- Updates
According to App Radar, these are the factors that help your ranking in the Google Play Store and Apple App Store:
The goal is not only to rank in a high position but to make sure the right people see your app. If thousands of people see your app but it’s not relevant to them, you could ask yourself what the point is? That’s why you need to create an ASO marketing strategy.
App marketing strategy
According to App Agent there are six major factors that combine into a successful ASO strategy:
- Positioning: “There is a big difference between the positioning of an unknown start-up and an established business.” This will impact your strategy, for example, which keyword you’ll target as it is harder to rank for competitive keywords as a startup.
- Competition: “The breadth of your app’s appeal will define how the size of your competition is.” Consider the demand for your app. “Is it a niche app or does it have a broader mass appeal? This will inform your strategy as to what type of keywords you’ll target (preferably long-tail if you’re in a niche versus trying to compete for popular, broad terms).
- Brand Power: “If your app already has significant brand recognition, the right unique selling proposition (USP) will differentiate you from other big players. A USP isn’t just a logo, it’s about providing clear and compelling reasons why users should prefer your product over another.”
- Traffic sources: You will need to understand that the traffic composition for an established brand compared to a no-name start-up will be completely different. A detailed understanding of traffic sources will help you to define your next steps.
Here are two examples using the output of App Agent’s ASO meta-framework exemplified above:
- If iOS search is essential for any given app and users mostly come through brand terms, then you should add brand terms to store assets and focus on expanding search visibility to more keywords.
- On Android, if Google Ads are an important source of traffic, ensure your best-performing ad creatives and store assets match.
- User Acquisition (UA) channels: “For UA and ASO to work together effectively, you can either start from your current ads (an established business) or ASO (a start-up launching a new app). To achieve maximum gains, think of the store as one part of a much larger funnel: your ad > store > onboarding > product. The user intent and the awareness of your product will differ on a case-by-case basis. As a result, you must reflect – using information generated through your traffic source analysis – on which of the user journeys produces the best users and optimize for it.”
- UA creatives: “The funnel should be based on the key visual elements and creatives that have proven to be effective during testing. It could be a certain hero, environment, or object that is the most successful – but don’t make decisions on what looks good. The data generated from UA and store experiments should guide you. You can test potential app store creatives on other paid channels such as Facebook. The benefit here is that you can get results very quickly, broken down into various user segments.”
How do I optimize my app?
Before you launch your app, or if you’ve already launched and are looking to improve your metrics, here’s what you should focus on: keyword research for app name/app title, app icon, app screenshots, app description and app ratings. These elements work together to increase your CTR. For your text elements, you’ll want to focus on keywords and make sure you’re using the right ones for you.
Are you thinking about selling your app? Improving ASO could positively affect your app’s growth. Check out our blog on how to build, value and sell your app.
Top keyword research tips for ASO
Before you start crafting your description and app name, do your homework on relevant keywords for your niche. There are several great ASO tools out there that can help you find the best performing and most relevant keywords for you.
According to App Agent, the goal when it comes to keyword research and optimization is to find the most relevant, but least competitive keyword and use them in your app title, description and keyword field. These keywords can then be combined into long-tailed keyword phrases.
“The trick for high rankings is not in finding the best keywords but in your ability to pick those which generate the highest number of combinations of relevant, high-volume and low-competition long-tail phrases.”
Stick with one good long-tail keyword and then those combinations around the keyword. This way you’re creating a substantial number of combinations in addition to your app title.
The ASO tool AppTweak contains features like keyword research, analysis and suggestions, competition analysis with estimated downloads and vital metrics such as impressions, page views, installs and conversion rates to help you make informed decisions and track your ASO efforts.
It can be tricky to rank for broad terms when you’ve just launched an app. An effective tactic, as mentioned by App Agent, is to incorporate those long-tail keywords. These are keywords that are more than one word.
Long-tail keywords are more specific and are a great place to start out, more so than trying to compete with broad, highly competitive keywords.
For example, if you’re creating an app within the fitness category. There are a plethora of health and fitness apps available. Per ASO guidelines to increase your app’s visibility, try including keywords that are longer than one word: instead of only using “fitness,” a long-tail keyword could be “at home workout for moms,“ or “bodyweight at-home workout.” Once you’re getting traction on those keywords, you can start using broader term keywords that are more competitive.
How to choose the right keywords:
Research is the backbone of picking the right keywords and it’s essential to determine who your target customers are and what they are searching for.
Phiture outlines the main stages of an ideal keyword strategy with the following points:
- Research to find keywords
- Prioritize the keywords that matter
- Target the right metadata with the chosen keywords
- Measure the impact of the selected keywords
Keyword research helps you understand what people are typing into Google and other search engines and it’ll help you make sure you’re ranking for the keywords your target audience is using.
Appfollow is a tool you can use to track keywords and positions in search results, monitor metrics like app downloads, re-installs, uninstalls, revenue and get high-level analysis of organic growth. Among their features, the platform offers an “Organic Traffic Dashboard” with major KPIs and keyword research automation using real-time data with difficulty scores and other keyword metrics.
Meatti, another ASO tool, uses their in-house-developed AI to assist with keyword analysis and selection. They also offer ASO reports that help you identify your app’s potential weaknesses, benchmarking your app against similar apps to show you how to improve your app page.
According to App Radar, Google and Apple don’t openly disclose exactly how their algorithms work and which factors most heavily impact ranking.
However, we do know keywords are essential for both Apple App Store and Google Play store, but the way their indexing processes work differs. Google Play works a lot like Google Search. Google looks at all the text elements when your app is indexed. Keywords should be repeated about three to five times across all text elements to rank. Apple, however, has a field where you type in your keywords. Therefore, you should not repeat keywords across your app title and description.
App landing page:
ASO is a tag-team effort with SEO. You’ll want to drive traffic to your app from external sources and not just within the app stores. Creating a landing page that links to your app will boost your efforts in other channels. Use SEO strategies to optimize your landing page. Include strong keywords in your title, headings and images with alt tags (containing keywords). Your app landing page is a dedicated page to describe the functions of your app and should be in line with your overall brand visually. The landing page should present a simple and clear interface that gives the potential user a clear picture of your app and its functions. GoodFirms discuss several factors to consider when designing your app’s landing page.
Here is an example of a simple and well-designed app landing page created for the app Momento – GIF Maker, Creator & Editor:
Backlinks:
There’s another connection between SEO and ASO; backlinks. A solid backlink strategy is one way to increase your visibility in the app stores. Practically, this means getting another website to link to your app, preferably this would be from a credible source. To get others to link to your app, reach out to potential partners and offer the same favor in return.
Now, let’s dive into the details of each element you should optimize and that will help your app store ranking.
App name:
Your name is your shot at giving a great first impression to your user. They might only spend a few seconds evaluating your app, so make those seconds count. The app name should be relevant and appealing to your customers and preferably contain a strong and relevant keyword.
You have 50 characters to use in the Google Play Store and 30 characters at your disposal in the Apple App Store. It’s vital that you choose a name you like and that you think will do well. Switching your name after the app has launched could hurt your ranking.
Questions to consider when choosing your app name:
- Is it relevant to your app?
- Is it easy to read?
- Is it unique?
- Does it contain your main keyword–(s)?
- Is it 50 characters or less? (Google Play Store)
- Is it 30 characters or less? (Apple App Store)
Typorama: Text on Photo Editor, an app that was sold through FE International, has an app name that does not leave much room for doubts. This is an app you can use to edit text onto photos. The app name contains its main keywords and is relevant and easy to read.
App description:
In this part of the ASO process, you’ll put your keyword research to good use. Make sure your description is as straightforward as possible while also naturally including your keywords. The description should highlight what your app is all about and describe its main features. You could also have a clear call to action with a solid incentive to download.
The Apple App Store won’t index your description, but it should still be well thought out and creatively crafted to attract downloads. In the Google Play Store, your description is very impactful when it comes to ranking. This is the leading content that the algorithm indexes. Keep in mind there is a 4000-character description limit in both Google Play and Apple app stores.
Don’ fall for the temptation to stuff your description with keywords. According to Apple, “repetitive and/or irrelevant use of keywords in the app title, description or promotional description can create an unpleasant user experience and can result in an app suspension.” Make sure you keep your description natural and include keywords where it makes sense. Keyword stuffing will also damage your conversion rates, don’t fall for this outdated tactic. Instead, let the users know what’s in it for them right off the bat. Make it clear what your app has to offer.
Questions to consider when writing your app description:
- Is my description informative and easy to understand?
- Does it have a clear structure? (you can include bullet points)
- Did I use all relevant keywords without keyword stuffing? (mid and long-tail)
- Is it 4000 characters or less?
GIF Maker by Momento utilizes many of the key tactics of ASO in their app description. It’s easy to read and understand. The description contains bullet points and a plethora of relevant keywords.
Visual elements to ASO
Visuals matter. Together with your app name, the icon is your chance at that critical first impression.
Consider this: less than 2% of users opt in to “read more” in the description section, according to Splitmetrics. A potential user could ignore your app description all together, making your app’s screenshots essential to tell your story and give a positive impression of your app.
The effort you put into ranking should be reflected in the visuals of your app. Users are searching for your app through keywords, but it’s not enough that they find your app; your visuals should compel them to try it. Conversions are just as necessary as high ranking. Let’s dive into the details of how you can optimize the presentation of your app to get ahead of the competition.
App icon
Your icon should reflect your app’s “personality” and underline the story you’re trying to tell. Try to create an icon that stands out – easier said than done, maybe? Here are a few tips to get you started.
Keep your icon simple. Focus on one element and avoid trying to fit too many features into your design. Don’t use long words or sentences. Many designs use one letter and solid background colors. The “less is more” principle applies here. It can be helpful to go with a vibrant, eye-catching color to attract attention and don’t be afraid to get playful. Think about your target audience and what they are looking for. Those are the people you’re designing for, so prioritize their preferences when you’re creating. It might be worth looking at your competition and making sure you stand out.
It’s a good idea to stay updated on current design standards. Google has a design language called Material Design, while Apple has its Human Interface Guidelines. It might be worthwhile to start with these guidelines to help you get an understanding of how your icon should look to attract users. Also, make sure your app icon is the optimal pixel size. Android and iOS have different preferences, so adjust accordingly.
You’d be wise to do some A/B testing to see which icon will perform the best. Create several versions of your icon and use a service like PickFu to get customer feedback before submitting your app for approval in the respective app stores.
Questions to consider when designing your app icon:
- Is it eye-catching and esthetically pleasing?
- Is it simplistic and functional?
- Does my icon reflect the desired look and feel of my app?
- Does it comply with the iOS and Android sizing requirements?
- Does it follow best practices for design?
- Have I done A/B testing?
The guided meditation app Unplug utilizes an eye-catching icon that also communicates its message of serenity through blue tones and white bold font.
App screenshots:
Adding explainer videos and screenshots is your chance to show off the best parts of your app. Ideally, your screenshots should highlight what your app is all about and give a clear picture of its main functionalities. Although screenshots and videos won’t directly affect your ranking, don’t underestimate this part because they help your conversion rate. Your visuals can be the deciding factor for people to download your app when they stumble upon it.
Let your screenshots and videos tell a story. This is your time to shine and showcase your beautiful and thoughtfully designed app. Your goal is to increase your visibility and encourage people to click on your app. What’s the point of a high ranking in the app stores if your CTR is low?
Questions to consider when choosing your app screenshots:
- Do they illustrate what your app looks like?
- Do they showcase your app’s primary features?
- Does the layout and sizing match iOS and Android requirements?
- Do they tell a story?
- Do they stand out from your competitors?
Videorama:Text and Video Editor, an app that was sold through FE International, showcases its features in a comprehensive way using screenshots in the Apple App Store. Videorama’s screenshots offer a clear visual impression of the app’s main features.
App Ratings:
Ratings and reviews are other factors the app stores use to rank organic search. Google Play Store and Apple App Store both pay attention to what people are saying about your app. Potential users will also look at other customers’ experiences and feedback. But how do you get people to give you their opinion and take the time to leave a review?
It’s pretty simple. You ask them. There are several plugins available for both Android and iOS to prompt users to leave a rating and review. But the timing matters. You don’t want to ask for a rating right away. Give the user a chance to have a positive experience with your app first. Introduce the prompt after a user engages with your app and has completed a task or a level.
Remember that customer service is also going to be important when you’re dealing with reviews. Are people having issues? Are there recurring problems that users complain about? You should engage with your users on these topics and let them know you’ll improve the app and address any complaints that come up.
Take time to consider how you’ll want to ask for ratings and have a plan in place to make sure you’ll be able to respond to users and engage with all the reviews.
Localization:
Performing localization for other countries will get your app across continents. There are subtle, and not so subtle, differences between markets that you should pay attention to and leverage. What works best in one market might not work somewhere else. By translating your keywords into different languages, you can access a much bigger pool of users.
Use the data you already have on keywords and make it local to people searching in their native language. If leveraged properly localization will give your app an upper hand.
Apple Search Ads:
Apple Search Ad (ASA) which was first released in 2016, helps developers drive downloads directly from the App Store through paid campaigns in the App Store.
According to Apple, ASA helps “drive app discovery by creating and managing campaigns with the Apple Search Ads Campaign Management API. With Apple Search Ads Campaign Management API 4, you can build campaigns containing total budgets and daily caps, and create ad groups containing keywords, Creative Sets, audience refinement criteria, and scheduling.”
Apple offers two plans for ASA; basic and advanced. With the basic option, you pay only for installations at a cost you choose. The budget can run up to $10K a month per app. There is minimal management needed and you access a dashboard to help you track your performance. Your ad will appear at the top of App Store search results.
With the advanced model, your apps can be seen before people search, with Search tab ads.
According to Apple, you choose your own audience, bids and budgets and optionally schedule your ads. “Detailed reports let you track key metrics, and our APIs help you measure value and manage at scale.” The Search store tab ads feature is new and was recently made available to marketers. Apple Search Ads uses a cost-per-tap (CTP) model, while Search tab campaigns use a cost-per-thousand-impressions (CPM) model.
Before this new feature was introduced Apple would only show ads in the App Store whenever a user searched. The advertisers would bid for keywords, similarly to Google Ads. With the new Search tab ads, users will see ads before they even search for anything.
Below you see how the standard Apple Search Ads are displayed compared to the new Search tab ads feature:
According to Split Metrics, “Cost per acquisition is expected to be high for this type of placement since the ads are shown to a wider audience. And the early data confirms it: the highest CPA is for Entertainment ($61.11), Games ($43.07) and Photo & Video apps ($39.83).
Judging by the average value, Search tab ads is not a marketing channel to be prioritized for user acquisition. If for search results ads, the average in Q2-Q4 2020 across all industries was $1.78, for App Store Search tab ads, it is $27.50. Over 15 times higher! To get more users to tap on the Get button on the App Store product page, use search results ads and optimize visuals and app title via A/B testing.“
The bottom line on ASO:
A solid plan of action is an excellent place to start when you’re ready to dive into ASO. Combining your ASO and SEO strategies puts you at an advantage when your app hits the market. Remember, it’s a learning process with room for trial and error. Don’t get discouraged right away. If specific keywords aren’t gaining the traction you’re looking for – change them. Keep track of your keywords and how they’re performing, then prioritize trending keywords and leverage them. Put thought and effort into your app description, title, icon, screenshots and reviews – that’s the bottom line on ASO and what’s going to help you reach the right audience. And remember to keep testing your app as you release new features.
However, above any metric and strategy, when you peel back the layers of what you’re doing; don’t forget the “why” behind it all and be true to your brand. Offer your users something valuable, that’s what will keep them coming back.
Latest Apple updates: There are constant changes to apps and how you’re able to track customers. Recently, Apple implemented a long-anticipated change: Here’s what Apple’s new iOS update means for app developers.