With almost 3.6 million apps in Google Play Store and 2 million iOS apps in Apple app store, the competition is higher than ever. There are a plethora of apps available in each category that makes it is almost impossible for any newbie to get noticed without any preparation. Moreover, Forresters revealed that 63 percent of the users rely on the App Store search results for downloading an app. The developers have made almost $20 million dollars in the period of just 6 months via Apple App Store. This means you are not only missing the users but a hell lot of money due to ineffective App Store Optimization strategies (ASO).
Image Source Apptentive
Yes, ASO, the backbone of the app marketing that boosts up your app visibility in the app stores. However, it requires you to take some planned and researched actions and giving importance to your app’s representation in the app stores. The strategy has been continuously overlooked by the app developers and owners that results in poor app store search rankings. So, don't make the same mistake and know how you can optimize your app for best results.
What is ASO and Why It Is Important?
App Store Optimization is similar to the SEO technique that helps the apps in getting better visibility in the app stores. Competing against million of apps to get noticed in the search results it requires your app to be aligned with store’s search algorithm. The higher the search ranking your app, the more downloads it will get. So, the App Store Optimization is your path to maximum downloads and exponential growth of the revenue.
Image Source app Annie
“For the average app, search actually makes up the vast majority of installs”, said by Ankit Jain at Google I/O. What he meant by that without the ASO your app missing the opportunity to leverage the most powerful channel that could bring millions of downloads for it. In addition to this App Annie reports that the mobile app industry will draw $102 million annual gross revenue and without App Store Optimization your app will not be a significant part of it.
App Store Optimization Tips You Need To Implement Now:
1. App Name
The app’s name plays a way more important role than you can imagine. It is not only require for the product branding but also influences your search ranking in the app store. The app name should be a blend of the perfect keyword having heavy search volume and representation of your brand. According to a study from Tune that was conducted over the top 25 top ranks in the app store, the apps with the relevant keyword in their title or name ranks 10.3% higher than the apps with no keywords. The app’s name should be chosen with proper research after understanding of your targeted customers. The name should be simple and describe the app’s functionality to catch the user’s attention instantly. The Apple’s App Store and Google Play Store allow the name up to 30 characters, so you need to make the most out of it for an effective App Store Optimization.
Some Additional Tips
Try to make your app’s title descriptive under 50 characters
Avoid using generic terms and phrases or the name of existing apps.
Don't use Celebrity names and trademarks.
Choose categories depending upon the core functionality of your app.
2. App Description
This is the place where you need to work more than anything for the conversion. If your description is not up to the mark than the whole efforts will go in vain. You need to add the keywords to the description wisely to prove the app store that your app is worthy of getting noticed at the top. However, here your prime motive should be convincing the user to try your service. So, the description should be totally user-oriented, it must be compelling and should describe your app’s service benefits and feature in the best way to the user. The description must concise and to the point for the reader without any promotional stuff.
Keep it simple and informative
Target the first three line of description as readers are less likely to click ‘read more’.
Use bullet points for describing service and features
3. Keywords Placement
Keywords are too important for your app to get correctly scanned by the app store’s algorithm for higher search rankings. However, the incorrect or overuse of the keywords will make things worse. So, you must be aware of the right technique to implement the keywords in your description and title for better results. Both Google and Apple posses different approach towards the Keyword inclusion.
Google Play Store - Google uses more modern kind of SEO technique to scan the app for extracting the relevant keywords from it. It allows you to describe your app within 400 characters using the simple and user-oriented language and to perform App Store Optimization. You should be avoiding the keyword stuffing and stick to the customer's point of view as a reader, while sprinkling the keywords wherever it fits with sense.
Apple App Store - Apple gives you only 100 characters to place your keywords beautifully. You need to make sure that you must use these 100 characters carefully with proper research and place them logically in the content.
You can find the best keywords relevant to your app with use of app store optimization tools available in the market.
4. Compelling Icon
The technology has changed everything and the visual effects are the most influential tool in every domain. People can't get enough of the images, that is absolutely right so you need to leverage it. After getting the higher search ranking among the apps, the very first thing that the user notices is the app’s icon. This plays a very important role in convincing the user to download your app. In order to be remembered and get noticed among millions of apps, your product needs to have an unique icon. Yes, a perfectly designed icon with an unique look and describing your motive or service will win the hearts. Along with this you also need to respect the app store’s image standard policies.
Apple App Store
The standard resolution icon across the iOS device - 1024 X 1024 pixels
App icons - 180 x 180
Navigation icons - 66 X 66
Tab bar icons - 75 X 76
Google Play Store
The standard resolution icon across the Android devices - 512 X 512
However, Google requires the developers to design the icon in accordance with its material design.
5. Choosing The App Category Smartly
This tasks may look easy but believe me it isn't that much once dive into the category policies and their vast number. The algorithm also considers the prescribed category while preparing the search rankings for the apps. This makes the selection of the category an important task. You must select the category that reflects the prime functionality of your app, not any secondary features. Consider Instagram and Facebook, where Facebook is listed under the Social Networking category while Instagram is categorized as Photos & Videos. However, both serve as the social media platform for sharing stuff but their category depends on their core functionality. This may hugely impact your app store search ratings.
6. Add Screenshots And Videos
The screenshots and the visual content in your description is the key to convince the user. The users are more likely to judge the app via its screenshots and available videos so you need to make them amazing. A report from Storemaven shows that 60% of the users won't go beyond the first two screenshots. So you need to optimize your images too. Make sure that your first screenshots shares all the functionalities and the best features of your app. Along with this make sure to add the benefits that the users will be getting via your app through images. The videos will steal the show if you will be able to add an alluring video showing app’s functionality and features.
Add high-resolution screenshots, everything should be visible to the user
Make sure to add an illustrative video of the app.
Use animation or overly text to highlight the best features of your app.
7. Localize Your App
The is among the important factor of App Store optimization that will exponentially uplift your app downloads and improve the app store search ranking. According to a research, only 31% of the app revenue comes from North America while the rest revenue is generated by the non- English speaking regions. Almost 72% of the non-English speaking consumers prefers to shop and browse online in their native language. This means the localization is the key to boost up your business. You need to make sure that your app is available in the local language to the users outside the English speaking zone. Once you open the gate for all by internationalizing your app it will bring you an immense number of user around the world.
You can make the changes for localizing the app in the below things under ASO
Screenshots and videos
Both Apple and Google allows the app developers to localize their app just by following their guidelines. By breaking the language barrier you can magnify the reach of app by many times and this will help your app to grow. With this change you can experience a sudden increase in the app download up to 767%.
8. Frequent Updates Are Important
No one likes the apps that remain the same and does not offer anything new to its users. Even the giants like Facebook and Instagram frequently update their app with new features to keep things exciting for their users. You must keep your app alive for the sers with frequent updates containing the new features and options for them. This keeps the users to hang on your app and this will increase your downloads for better ranking in the app store. Try to add new features or rewards for the users in case of gaming app.
Image Source Sensor Tower
This also gets you the attention of the Apple and Google in their respective app stores. Both the app tech giants like to reward the app developers who regularly update their apps. This shows that how much the developers are committed to their apps. Apple also wants the developers to quickly adjust their apps with latest App Store’ policies otherwise it instantly kicks out the app from the store.
9. Pay Extra Attention To The Reviews and Ratings
The app reviews and ratings from the customers are the most valuable asset that you have after launching your app. You need to be very careful with the ratings and reviews from the users about your app. This study shows that 59 % of the users download the app after going through the reviews and ratings of the app. All the big companies always pay attention to the reviews from their users for making the app better. The reviews and the ratings from the users also plays an important role in uplifting the search ranking in the app store. Apple app store and Google Play store both use the algorithm that follows a certain structure to judge the apps.
Apps with low ratings and bad reviews are always going to be pushed down on the app store. So, you need to be very careful with the user's experience of your app to get better ratings and positive reviews.
Ask users the question whether they like the app or not
Monitor the user’s in-app behaviors to know what they expect from the app
Add a prompt to rate and review your app to the users but without hurting the user experience.
Quickly answer any negative review from the users and instantly resolve it in any case of bugs and flaw.
Tips From MobileAppDaily (That no one tells)
How More App Downloads Help in Improving the Search Ranking?
The developers and the app store owner ( Apple and Google) both know the number of times the apps being downloaded. This reflects the image of the app among the app store users, the apps with higher downloads represents that the users are liking your app. This means the download number do affects the app store search engine. Recently apps like Sarah and Musically suddenly jumped up the search ranking due to the immense number of downloads.
What are the Effective Ways of App Promotion for Better Search Ranking?
First of all, you need to know that both Apple and Google consider the total page visits and backlinks of your app’s for search ranking. This means you need to call in your SEO skills for getting the maximize page visits and back links. You also need to get the outside traffic for your app ro carry out an effective ASO. There is a new concept named app indexing is proving useful for the app promotion among the app developers. With this method, the developers can index their app content to the web or mobile web search for drawing more traffic to the app. In addition, the users seeing your app being indexed to the search engines will more likely to download it.
How would I use my Users and Competitors Information to get Higher Search Ranking?
An effective and result giving ASO technique also includes the information of the users to know exactly what they want. In addition, you can also observe your competitors to know how they are securing the high search ranking.
Knowing the language of the targeted users
What are their reasons to use your app?
What keywords are the competitors targeting?
You need to think from the user’s point of view for implementing an effective ASO strategy.
The ASO takes time and effort to show you the result with higher search ranking and ultimately the higher revenue generation. Make sure to include all the above ASO tips into your checklist to garner maximum benefit.