What is App Store Optimisation (ASO)?

App Store Optimisation or ASO, is what we do to increase an App’s visibility within an App store. With the aim of producing as many organic downloads as possible. ASO or App Store Optimisation concentrates on where an app ranks in the search results. As well as what we refer to as CTRs (click through rates), which should ultimately lead to downloads or “conversions”.

Producing the most amazing and useful app in the world, is pointless, if no-one knows it exists. It is vital, that your app is discoverable and comes up in searches. However, it is just as important, that it is visible to the right audience. In other words, that the app comes up for users who are searching for exactly what your app offers.

We will look in detail at how you can improve your app’s ASO. Many of the tactics and strategies will already be familiar to some of you who have read our blog on SEO (search engine optimisation). This is the art of optimising searches online for websites to appear in the SERPs (search engine results pages) and there are some overlaps. See here for our blog on SEO. For example, keywords are just as important for ASO as they are for SEO.

In addition, appropriate descriptions, correct categorisations and localisation are important for ASO. Engaging and eye-catching screenshots are also key to creating a successful ASO strategy.

App Stores

For the purposes of this blog, we will concentrate on the 2 main App Stores. Apple App Store and Google Play App Store. There are some much smaller other stores, but these are by far the 2 most popular ones in the UK.

In 2022, there are approximately 2.56 million different apps (including games) on Google Play. And 1.85 million on Apple’s App Store. Statistics from Business of Apps. These figures alone, are proof enough of just how important a good ASO (App Store Optimisation) strategy is. Clearly, your app will not be in direct competition with all of the apps in the stores. But it shows just how important it is, that your app stands out and gets noticed.

The Apple App Store is for iOS and the Google Play App Store is for Android. Both are very crowded, so ASO is just as important for both platforms.

Searching an App Store is not the only way to ensure your app gets discovered and downloaded. There are other ways to promote your app. However, it is by far, the most popular way for people to find new apps.

Where you choose to promote your app will obviously depend on whether you have developed your app for iOS, Android, or both operating systems.

Both Google Play and Apple’s App Store have the same purpose. i.e. to provide a platform for people to search and download apps. There are a few key differences in how they index the apps listed on their platforms, which we’ll address in further detail, further on in this blog post.

Where to Start

As with pretty much any business or marketing strategy, it is important you do your research and analysis properly before you begin. With an app, this involves understanding your target market and customer. Have a clear grasp of your customer persona. How would they search for your app? Also, it is extremely helpful to be aware of any trends in your market. Again, as with pretty much any marketing strategy, you should have a clear sight of what your competitors are doing. Particularly, the most successful ones. Have a look at what keywords they are using and the titles they give their apps.

All of this is worth considering when developing an App Store Optimisation strategy.

Also, don’t assume because you started out with the best possible strategy and keywords etc, that it will always be so. You must always be testing and analysing to stay on top. A/B testing is as appropriate for ASO as it is elsewhere in marketing.

Keywords and how they Contribute to ASO

Earlier in the post we touched on the similarity between SEO and ASO. The importance of keywords is one of those similarities.

Whilst both Apple and Google value keywords in their rankings, they are treated slightly differently. The main difference is that Google will index the app description and Apple disregards it. Instead, Apple gives a separate field for keywords. It is worth remembering though, that the description in the App Store is still important for your users. This will give them an understanding of what your app is about, and helps them to decide if this is what they are looking for, and if they want to download it. It does mean, that you should approach your ASO keywords slightly differently though, for Apple and Google. We will explain how below.

App Name and Title:

This is equally important for both iOS and Android. Both the Apple App Store and Google Play Store use the app name and title to rank apps on their platforms. Both allow 30 characters for this field. Obviously, the name you choose for your app is of vital importance. It wants to be memorable, pertinent, unique and stand out.

The title should contain the keyword, which you have identified as being the most searched for, and the most relevant to your app. Optimising your app name and title is very important for ASO, but you also have to beware of Google’s and Apple’s algorithms. If it is too obvious, that you are simply stuffing in keywords for the sake of it, then both stores will pick up on this. And they will penalise your app accordingly. Be clever with your keywords, but always keep in mind your user and make your app name and title relevant.

For Example:

One of the apps I use all the time is Trainline. It’s a good example of a great name and title and you know immediately what it does. It couldn’t be more simple.

Trainline: Book train tickets.

Identifying these keywords should be part of the research phase as outlined in the paragraph above. Although, it is important to keep analysing and testing and to adapt your strategy accordingly. And to make changes when absolutely necessary. It is also very important to do your research first and to get it right first time. Changing your app name and title often is not advisable as it can damage your App Store Optimisation (ASO).

Subtitle

The Apple Store also allows you to create a subtitle for your app, which it uses to rank your app in the search results. The subtitle can be 30 characters long and is an opportunity to use your keywords. All the same principles apply as above. Make sure the subtitle is pertinent and relevant. When creating the subtitle keep your user in mind.

Descriptions

The description is a feature of both the Apple Apps store and Google Play Store. However, whereas Google Play will use the keywords in the description to rank and index the app accordingly. The Apple App Store will disregard it. Instead, Apple has a separate metadata field specifically for keywords. The keyword field allows for 1000 characters and this is where you should put all your keywords.

Google will index the data in your descriptions to rank the app accordingly and the description is therefore more important for your ASO in Google. Again, though, there is a best practice when it comes to using keywords for Google’s algorithm. You should use them strategically, cleverly and insert your identified keywords in the description. However, do not stuff the description full of keywords for the sake of it. Google will pick up on this and penalise your app by dropping it down the rankings.

The description fields for both stores, allow for 4000 characters. Although Apple does not use the description to index the app, the quality of the description will affect how often the app is downloaded. This also directly affects App Store Optimisation (ASO), so it is still important to get it right. For both Apple and Google, the description should be clear, explanatory and easy to understand. It’s a good idea to structure your description using bullet points as this often makes it more comprehensible at a glance. Just make sure that with Google you are using keywords and phrases where applicable and appropriate.

Google Play Forbidden Keywords

There are some words, that Google does not allow in the app title, icon or developer name. Words such as “download now”, “best”, “top”, “#1”, “free” and “no ads” are all forbidden. If you use these, then Google will take action against your app. So make sure you are aware of all rules and parameters before you set out your App Store Optimisation (ASO) strategy.

How the App Looks

Whilst the look of your app won’t directly affect your ASO, it will influence the number of downloads your app gets. And downloads and retention rates, will affect your ASO and your ranking positively. Also, ultimately, the main goal of ASO is to get as many downloads as possible, whilst ranking as high as possible in the App Store search results.

As with all marketing activity, testing and analysing is key. A/B testing is very important when developing the visuals for your app. It is always a good idea to create several versions of your app and to see, which one is the most successful. An app should convey clearly its purpose and appeal to the correct demographic. If it’s a game aimed at younger users, it can be more colourful and playful, whereas a business app, should obviously be a little more serious. This needs to come across in the graphics.

If you look on the Apple App Store or Google Play, when you search for an app, they will display screenshots of the apps. The screenshots you use on the Apple App Store and Google Play store, to market your app, should be as demonstrative as possible. Again, they should clearly convey what the app does, why it is so useful to the user and compel them to download it. As previously mentioned, downloads and retention rates, will ensure your app is as highly ranked as possible. And directly contributes to your App Store Optimisation (ASO).

Localisation

Localisation is the practice of adapting your app to another language and geographical location. Just think how many more people and users you could reach if you adapted your app to suit local markets. If you only target English markets, there’s a whole part of the world and its users, you are leaving un-tapped. Also, with potentially less competition. By optimising your app culturally, geographically and technically for other countries you can significantly increase your reach and improve your App Store Optimisation (ASO).

Reviews

Positive app ratings are an important aspect of App Store Optimisation (ASO). The ratings are one of the first things that users see when they are searching for an app within the stores. Users can often be hard to please and it is important to make the whole process as easy as possible for people to leave a review. It is also important that you respond to any negative reviews and do what you can to rectify the situation. Incentivisation is always a good strategy to encourage someone to leave a review. All positive interaction will impact your ASO and downloads, retention rates etc.

And Finally

Things can always be improved and adapted. Make sure your app is working optimally at all times. Users are very discerning and an app, which is glitching or not functioning properly needs to be dealt with quickly. Otherwise your reviews and retention rates will suffer, which will directly affect your ASO and your rankings in either the Apple App Store or Google Play Store.

Keep an eye on any new entries to the market and take note of your feedback. The app market is very competitive and you will have to keep paying attention to stay ahead of the game. And to ensure that your App Store Optimisation (ASO) is as good as it can be and your app stays highly ranked in the App Stores. If you would like expert advice on how to optimise an existing app or to build a new one, then Veksa is here to help: