App Store Optimisation – A Detailed Guide

Last Updated on: July 5, 2022

App Store Optimisation, ASO: What Is It?

Basically, ASO is a process by which you can optimise your app for play store to get maximum visibility and a high conversion rate. It’s pretty similar to Web Search Engine Optimisation and hence is also called App Store SEO.

It allows for more people to find and download your app. It’s a no brainer that more downloads = more revenue. 

So in this article, we aim to familiarise you with a few tips and tricks our app developers have used to make sure your app stands out in the 3.3 million + apps on the play store.

The reason why app store optimisation (ASO) is a little confusing because no one knows how the Google Play Store Rank Algorithm exactly works. When you break down the various components involved in an app listing, you get a better understanding of how you can optimise an app for play stores:

Some of the major play store app search optimisation criteria are:

• App’s rating
• Number of ratings and reviews
• Number of downloads
• Download Growth Rate for the past 30 days
• Frequency of app usage
• Number of app uninstalled
• App’s keyword density
• Number of backlinks within the app
• Social mentions

How To Optimise an App for Play Store Listing

Keyword rankings, conversion rates in terms of installs can be increased easily by implementing some basic ASO strategies. 

 

1. Keyword Research Matters

The first step when it comes to the play store app search optimisation is always keyword research. Choose keywords that are relevant, are less competitive but have high traffic. This will definitely increase the chances of your app being downloaded.

Let’s say, you have a video and music player app for Android devices, keywords like “media player” make sense as the competition is medium and monthly searches are high. This keyword also allows people to easily understand what the app is about and this will increase your chances of downloads.

Pro Tip: Right keyword research. Make sure to use tools like Google Keyword Planner or Google Trends in order to get accurate keyword research.

2. Meaningful URL

A URL is important. You can’t keep modifying it, so you need to be sure about it and you need to include your keywords here for strong ranking opportunities and to optimise your app for play store.

Telegram is a messaging app and here they have used messenger as a keyword in their URL.

Pro Tip: Do your keyword research first and thoroughly. Know the keywords you want your app to come on top for and then use those keywords everywhere.

3. Title Of The App

The title of an app is another important on-metadata ASO factor to utilise for your app ranking. You get 50 characters for the App Title, so make the most of it. For a perfect score on play store app search optimisation we need to work on the app keyword rankings, for that, your app title must look like:

Brand – Keyword

Brand: Keyword

Keyword – Brand

Keyword: Brand

Also, make sure to localise your title for every and any language. 

 

Pro Tip: According to MobileDevHQ, apps that include keywords in their app titles have 10.3% higher ranking than those that don’t.

4. Keyword Enriched Short and Full Description

Google Play Store offers you 80 characters for the short description and up to 4000 characters for the long description. You need to strategically add your keywords within these app descriptions in order to improve its searchability and ability to rank.

 

Pro Tip: For best results, use your target keyword 5 times in your entire description for best ranking opportunities.

5. App Icon Matters

The first impression is the last impression and your icon is the first visual impression. An icon is the first visual impact that your app will have on the user. Once they search on Google Play, they’ll be displayed a huge number of icons, and if your icon stands apart, a user may choose you over several others.

Pro Tip: Make sure your icon is intriguing, beautiful, and intrigues people.

6. Enhanced Feature Graphics – Video and Image

Google Play Store allows you to add a YouTube video in the app’s description. Create an exciting 1-3 minute video and tell people about you and your app. The video is just a teaser promo video to pique people’s interest. 

The icon, feature graphic, and images don’t really help in optimising your app for play store but they are the tools for conversion and encourage installation. 

Look at Twitter’s Video: They have made a video that’s exciting and holds your interest while talking about how to download and set up your Twitter account and very clearly states what the platform is for.

You can submit a minimum of 2 and a maximum of 8 screenshots. Always use everything that has been given to you for good chances with play store app search optimisation. These screenshots need to help the user understand your app and its USP and drive interest.

Pro Tip: Your video and screenshots should tell a story. They should make a user go “ Wow! That looks interesting, I should try it.”

7. Engage With Your Reviewers 

Getting honest feedback and reviews can help you perfect your app. So when someone makes the effort to leave a review, always reply and acknowledge them. Learning to respond to reviews and using them to further your engagement and better your app performance is important.

 

Pro Tip: Always acknowledge any criticism you get otherwise it will attract even more negative attraction.

8. Monitor, Update and Repeat

Everything is dynamic in today’s world. You can’t implement a strategy and expect it to work as it is forever. In post-launch marketing or app store optimisation, you have to continuously work on your strategy to always be on top. Keep monitoring your app for the number of uninstallations, frequency of usage, negative feedback, and work towards improving these numbers to optimise your app for play store continuously. There are many tools that can be used for tracking your app performance: AppAnnie, App Radar, and Appsflyer are some of the best.

 

Pro Tip: Always look at retention numbers and frequency of usage to understand your app’s performance. 

Systango and ASO for Google Play

There is no bullet-proof ASO strategy, but the above tips are based on careful measurements and some trial and error that we at Systango have undergone for many of our clients.

A successful ASO strategy requires a keen eye, a passion for analytics, and continuous monitoring. At Systango, you will find a team that will maximise your ROI.

With us, you will top all charts!