A Complete Guide To App Store Optimization (ASO) via @sejournal, @LWilson1980

A mobile strategy is captious to your concern presence, considering the saturation of mobile devices.

This is wherever app store optimization (ASO) comes into play.

In this article, you’ll learn:

• What is app store optimization?
• How does app store optimization work?
• How bash you optimize for Google Play & Apple App Store?

Whether you are caller to app store optimization oregon simply keen to refine your attack to ASO, this station shares applicable insights that are proven to maximize app store success.

What Is App Store Optimization?

Downloads, usage, and in-app spending proceed to rise, but galore users similar to usage a select fewer apps much consistently.

Discoverability has ne'er been harder, but the rewards of locking successful loyal users are bigger than ever – truthful maximizing visibility successful app stores is crucial.

App store optimization (ASO) describes the process of optimizing the listing pages for your mobile app successful app stores similar Google Play and Apple’s App Store.

You whitethorn travel crossed alternate phrases similar “app store marketing” oregon “mobile app SEO,” but they each notation to the aforesaid thing.

The extremity is to maximize the visibility (and downloads) of your app for applicable searches – basically, SEO for your mobile app alternatively than your website.

In galore ways, the optimization process for ASO is precise akin to SEO; successful others, not truthful much.

Ultimately, ASO aims to maximize app installs portion merchandise improvement works connected monetization, engagement, retention, etc.

An effectual app store optimization strategy keeps caller users coming successful portion your improvement squad (hopefully) keeps existing ones progressive and spending.

With the close retention rates, app store optimization acquires the caller users you request to thrust meaningful growth.

The extremity of ASO is astir ever app downloads, but supplemental goals tin see items specified as:

• Increased marque exposure.
• Positive app reviews and ratings.
• More predominant and accrued volumes of app reviews.
• Audience engagement.
• Additional selling transmission diversification.

How Does App Store Optimization Work?

If you’re caller to app store optimization, it mightiness assistance to deliberation of it arsenic SEO for your mobile app.

Except, alternatively than optimizing a website to amusement successful hunt engines, you’re optimizing your mobile app listings for the applicable app stores.

In this sense, you could reason ASO is much similar optimizing a Google Business Profile to amusement successful Maps and section results.

The different cardinal quality is you’ve got 2 large mobile app stores to optimize for: Google Play and Apple’s App Store.

These aren’t the lone 2 app stores worthy considering, particularly if you’re processing apps for different devices (TVs, games consoles, etc.), but they are the biggest – by far.

According to Statista insights from Q3 2022, present are the apical 3 app stores based connected the fig of disposable apps:

• Google Play: 3.55 million.
• Apple App Store: 1.64 million.
• Amazon Appstore: 0.48 million.

As a result, astir ASO guides absorption connected optimizing app listings for Google Play and Apple App Store. Aside from being the apical 2 platforms, the optimization process is simply a small antithetic for each.

This is mostly owed to each app store having its ain algorithm – overmuch similar antithetic hunt engines.

In practice, astir app store algorithms are much alike than they are different. So, the basal principles of app store optimization use to each of them. However, immoderate stores whitethorn usage the unusual ranking awesome that others don’t.

To support this usher simple, we’ll commencement by moving done the astir communal ranking signals for app stores, successful general.

Then, we’ll instrumentality a person look astatine Google Play and Apple App Store to spot however they’re different.

Organic Optimization: Your ASO Foundation

The cardinal constituent missing from galore ASO selling transportation approaches is integrated hunt optimization and integration of app stores wrong the broader integrated selling mix.

There is much overlap betwixt ASO and SEO than nonstop contention betwixt the two.

The integration of these areas, and the exertion of accordant absorption connected ASO, tin enactment galore hunt selling gains.

You whitethorn beryllium amazed to observe that galore of the accepted hunt motor optimization tactics that enactment for hunt motor performance, specified arsenic Google and Bing, tin besides beryllium straight applied to ASO.

Examples of this include:

• App name, title, and URL optimization.
• Keyword probe for ASO.
• App standing and reviews procreation and handling.
• Deep linking wrong mobile apps.
• Indexation of Apps successful Google hunt motor results pages (SERPs).
• Click-through complaint (CTR) optimization.

The biggest selling mistake, however, erstwhile it comes to integrating SEO and ASO is overlooking the relation of the website successful driving volumes of referral visits straight to your store leafage and app downloads section.

Your website should beryllium seen arsenic the driving force down starring radical passim the information-seeking and buying funnel from your main online entity (your website) done to an engaged, ready-to-buy/download assemblage (your app store).

As contented levels are constricted wrong the app stores themselves, the much you tin leverage your website contented to summation app consciousness and find to physique outer app authorization and visibility, the greater the value, traffic, and downloads your app volition receive.

The Most Important App Store Ranking Factors

Like hunt engines, app stores don’t uncover the details of their algorithms to the public.

That being said, the pursuing 7 ranking factors are key, functional components of each large app stores:

• App sanction oregon title.
• App descriptions (including keywords).
• Installs.
• Engagement.
• In-app purchases and events.
• User reviews.
• Updates.

You tin interruption these ranking factors into 3 categories: discovery, conversion, and validation.

Discovery signals assistance app stores link your app with applicable searches. This includes your app sanction /title, description, keywords, and different contextual signals.

Conversion signals archer app stores that your listing compels users to download your app – a beardown indicator that your listing should amusement for much applicable searches.

Finally, you’ve got validation signals (engagement, in-app purchases/events, reviews, reports/flags, etc.). These assistance app stores find whether users get a affirmative acquisition aft installing your app.

Positive validation signals (strong engagement, affirmative reviews, etc.) are an adjacent stronger indicator that app stores should amusement your app to akin users.

What Do Users Want From An App Store Listing?

Optimizing your app listing for visibility is 1 thing; getting users to really download your app is thing other entirely.

The catch-22 present is that installs straight interaction your ranking successful app stores.

The much radical instal your app, the higher it should rank. This, successful turn, should effect successful much installs, higher rankings erstwhile again – and truthful forth.

So, what are the cardinal factors connected your mobile app leafage that find whether users deed the instal button?

• App icon: On astir app stores, your app icon is the astir visually salient constituent connected results pages and proposal lists.
• App details: This includes your app name/title and, usually, immoderate abbreviated descriptive substance explaining the intent of your app.
• App rating: Most platforms amusement the mean rating/review people for your app successful hunt results and astatine the apical of your app listing page.
• App description: With Google Play and the App Store, users tin spot a little statement connected your listing leafage and they tin click to spot the afloat statement – truthful that archetypal condemnation oregon 2 is crucial.
• Visuals: This includes immoderate diagnostic images, screenshots, and demo videos that you tin adhd to your listing, showcasing the cardinal benefits and idiosyncratic acquisition of your app.
• User reviews: Unless users are already acquainted with your app, they’re astir apt going to browse done immoderate reviews from existing users.

Here, you tin spot this successful action.

Screenshot from Google Play, February 2024

Much similar SEO, app store optimization is simply a cautious equilibrium of optimizing to maximize visibility successful app stores portion prioritizing the needs of your users.

Google Play Vs. App Store: Key Differences

Google Play and the App Store are much akin than antithetic erstwhile it comes to app store optimization.

Firstly, the ranking factors are precise similar, and the differences are mostly method – for example, Google and Apple grip keywords differently.

Here’s a speedy summary of the main ranking factors for Google Play and the App Store.

As you tin see, there’s not overmuch of a quality present – successful fact, astir of your clip volition beryllium spent connected things similar specifications for icons, videos, and different assets for each app listing.

As a wide rule, Apple is much strict with its developer guidelines and it’s usually harder to get an app approved for the App Store.

So, if you’re promoting iOS and Android apps, optimizing your listings for Apple’s guidelines volition often fulfill some app stores portion maintaining consistency and reducing workload.

Now, let’s instrumentality a person look astatine app store optimization for Google Play and, then, the App Store.

App Store Optimization For Google Play

To springiness your app listing the champion imaginable start, you’ll privation to dedicate the astir clip to the pursuing 9 elements:

• App title.
• App category.
• App descriptions.
• App icon.
• Feature graphic.
• Screenshots.
• Promo video.
• App standing and reviews.
• Google Play Android Vitals.

We’ll instrumentality a person look astatine optimizing each of these elements, but ever notation to authoritative Google guidelines portion managing app listings for Google Play.

App Title

Optimizing your app rubric for Google Play volition consciousness acquainted if you’re utilized to optimizing website titles for search.

You privation to commencement with the product/branded sanction of your app and past see a little statement – successful nary much than a fewer words – utilizing your superior keyword.

Screenshot from Google Play, February 2024

You tin usage up to 30 characters successful your app title, but effort to support it arsenic abbreviated and punchy arsenic possible.

Prioritize accuracy implicit keyword targeting and item the cardinal benefits of utilizing your app.

App Category

Selecting the close class for your app is indispensable for matching with applicable searches.

For example, let’s accidental you’re promoting a bosom complaint monitoring app. In this case, “Health and Fitness” is the astir due category.

Screenshot from Google Play, February 2024

When users specifically hunt for “heart complaint monitor,” the keywords successful your rubric are a stronger signal.

However, your app class tin assistance your app amusement for much wide searches similar “health and fittingness apps” oregon “productivity apps.”

Crucially, users tin besides browse categories successful the Google Play store to observe caller apps without searching.

Screenshot from Google Play, February 2024

For much info connected selecting the close app class for Google Play, instrumentality a look astatine this Play Console Help page.

Short & Long Descriptions

In Google Play, your app listing includes 2 descriptions: A abbreviated statement that shows nether the About this app preview and a afloat statement that users tin uncover by clicking connected the arrow highlighted below.

You tin usage up to 80 characters for your abbreviated statement and 4,000 characters for your afloat description.

In your abbreviated description, effort to picture the halfway functionality of your app successful the astir compelling mode possible.

Accuracy is cardinal here, but you privation to person users to instal your app – truthful item the astir charismatic benefits.

Your afloat statement provides a much in-depth summary of what your app offers.

Remember that astir radical won’t click done to work the afloat description, and those who bash are looking for information, not a income pitch.

You’ll find Google’s authoritative guidelines for creating app descriptions nether the “App descriptions” conception of this Play Console Help page.

App Icon

App icons amusement connected the near broadside of hunt listings successful Google Play and the top-right of app listing pages.

These are the astir salient elements connected app store results pages.

Ideally, you privation an app icon that either visually describes the relation of your app oregon leverages your marque representation arsenic a differentiator.

Designing a unsocial icon is much challenging if your app has a circumstantial intent and galore competitors – e.g., a bosom monitoring app.

If this applies to your app, usage plan principles similar opposition to marque your listing basal retired from different results.

Notice however Pulse App’s Heart Rate Monitor app stands retired from the different listings above?

This is acknowledgment to a operation of elemental iconography with beardown contrast, utilizing a achromatic inheritance to basal retired from the achromatic Google Play results page.

Compare this to the REPS app, which uses akin iconography without a achromatic background, and the Bodymatter app, which uses a achromatic inheritance but a much analyzable design.

Google Codelabs has an fantabulous tutorial connected designing and previewing app icons. It includes champion practices and tips for making an icon that stands retired connected results pages and the latest Android features, specified arsenic adaptive icons.

Feature Graphic And Promo Video

Feature graphics amusement connected your app listing leafage and tin besides amusement for branded searches, paid ads, oregon proposal sections connected Google Play.

Until recently, you could lone usage images arsenic featured graphics, but you tin present usage promo videos successful their place.

Screenshot from Google Play, February 2024

This is 1 of the astir disposable assets connected your Google Play listing, truthful usage diagnostic graphics to seizure attraction and showcase the champion of your app.

Google suggests:

“Use graphics that convey app oregon crippled experiences, and item the halfway worth proposition, applicable context, oregon story-telling elements if needed.”

You’ll find much guidance connected creating diagnostic graphics nether the Preview assets section of this Play Console Help page.

App Screenshots

App screenshots amusement successful the aforesaid horizontal sheet arsenic diagnostic graphics connected your app listing page.

They’re designed to showcase the champion features of your apps portion showing users what the in-app acquisition looks like.

Screenshot from Google Play, February 2024

You tin see descriptive substance successful your screenshots to stress the cardinal benefits of your app’s astir important features.

Keep things descriptive, though.

Google prohibits the inclusion of performative oregon ranking substance successful screenshots, specified arsenic “app of the year” oregon “most popular…” and promotional accusation similar “10% off” oregon “free account.”

If your app supports aggregate languages, you’ll request to supply screenshots for each connection version, including immoderate translated descriptive text.

See the screenshots section of this Play Console Help leafage for much info.

App Ratings & Reviews

App ratings amusement prominently successful results and astatine the apical of the app listing pages successful Google Play. Besides this, you’ve besides got a salient Ratings and reviews section arsenic the largest constituent connected your listing page.

Screenshot from Google Play, February 2024

Aside from being a ranking factor, app ratings and reviews are 1 of the biggest spot factors that assistance users take which apps to install.

You don’t request cleanable reappraisal scores but a affirmative (3.5+ stars) is simply a large plus for rankings and installs.

Your reappraisal illustration besides allows users to presumption the feedback near by others – and however you respond. Once again, however you woody with idiosyncratic problems is often much important than the scores oregon feedback itself.

You’ll request a model successful spot for generating regular reviews and replying to them, engaging with reviewers, and solving idiosyncratic issues.

Your replies are besides visible, truthful debar generic responses – amusement new, imaginable users however bully you are astatine dealing with problems.

In fact, don’t instrumentality inspiration from Google’s ain enactment squad for Google One. Privacy is great, but the code of the reply beneath is much dismissive than helpful, and the nonstop aforesaid effect appears passim replies.

Screenshot from Google Play, February 2024

This feedback tin besides assistance you make a stronger product, and users often edit their reviews, pursuing updates oregon resolved tickets.

Always remember: Long-term gross is the goal, which starts with prime app experiences, engagement, and retention.

Google Play Android Vitals

Google provides an extended toolkit for optimizing your mobile app. Its Android vitals inaugural sets retired the astir important usability metrics that impact the visibility of your app connected Google Play.

If you’re utilized to optimizing websites for search, this volition dependable a batch similar Google’s Core Web Vitals.

The rule Android vitals is akin successful presumption of show affecting your hunt ranking, but this is simply a acold much extended inaugural than Core Web Vitals, arsenic it stands.

Android vitals are breached into 2 cardinal components:

Core vitals

• User-perceived ANR rate
• User-perceived clang rate

All different vitals

• Excessive wakeups
• Stuck partial aftermath locks
• Excessive inheritance Wi-Fi scans
• Excessive inheritance web usage
• App startup time
• Slow rendering
• Permission denials

To maximize the visibility of your app successful Google Play, support the user-perceived clang complaint beneath 1.09% crossed each devices and 8% per device, with the user-perceived ANR complaint beneath 0.47% crossed each devices and 8% per device.

Screenshot from developer.android.com, February 2024

Take a look astatine the authoritative Android vitals documentation leafage for much information.

App Store Optimization For App Store

For the App Store, we’ve besides got 9 cardinal elements to optimize, but they’re not rather the aforesaid arsenic Google Play:

• App name.
• App subtitle.
• Categories.
• Keywords.
• Description.
• App icon.
• App previews.
• Screenshots.
• App ratings and reviews.

One of the cardinal differences present is however the 2 platforms grip keywords. While Google analyzes your full listing for keywords, Apple provides a azygous tract for you to adhd keywords.

Again, ever notation to official Apple documentation erstwhile optimizing listings for the App Store.

App Name

In the App Store, your app sanction simply provides a recognizable and memorable sanction for your mobile app.

You don’t request to interest astir keywords oregon descriptive substance present – that comes later.

Screenshot from App Store, February 2024

For now, ore connected coming up with an app sanction that’s casual to retrieve and spell portion somewhat describing what your app does.

Apple offers the pursuing advice:

“Choose a simple, memorable sanction that is casual to spell and hints astatine what your app does. Be distinctive. Avoid names that usage generic presumption oregon are excessively akin to existing app names.”

You tin usage up to 30 characters for your app sanction successful the App Store, but effort to support it arsenic abbreviated and punchy arsenic possible.

App Icon

As with astir app stores, the app icon is 1 of the astir salient elements arsenic users browse the iOS app store. Apple provides extended design guidelines for app icons and it’s much strict than most.

Screenshot from App Store, February 2024

So, if you’re promoting your app crossed the App Store, Google Play, and immoderate different platforms, you mightiness privation to commencement with Apple first. In astir cases, this makes it easiest to support a accordant plan crossed each platforms.

Generally speaking, the aforesaid plan principles apply. Keep it elemental and impactful with intelligent usage of iconography, color, and contrast.

Look astatine your competitors and effort to travel up with thing that stands retired from the different apps your people assemblage is apt to see.

Subtitle

Your app subtitle provides a little statement beneath the app name. Use this to item the intent and benefits of your app successful the astir compelling mode possible.

This is your archetypal accidental to excite imaginable users astir your app, truthful effort to marque an content here. You’ve lone got 30 characters to enactment with, which means punchy subtitles thin to bash best.

You’ll privation to trial and refine your subtitles implicit time, paying adjacent attraction to CTRs and installs arsenic you effort antithetic variations.

Categories

As with Google Play, categories are cardinal for discoverability successful the App Store.

You tin delegate superior and secondary categories for iOS apps to assistance users find your app; the superior class has the strongest weight. – truthful take the astir applicable one.

Screenshot from App Store, February 2024

Apple provides extended guidance for choosing app categories. Make definite you travel Apple’s guidance due to the fact that selecting the incorrect categories violates the App Store guidelines.

In immoderate cases, you whitethorn find aggregate categories that lucifer your app.

For example, if you’re moving a photo-sharing societal media app, you could prime either Photo & Video oregon Social Networking arsenic your superior category.

In specified cases, Apple suggests considering the following:

• Your app’s purpose: Your superior class should beryllium the 1 that champion describes your app’s main relation oregon taxable matter.
• Where users look for an app similar yours: Understanding your assemblage volition assistance you place the class successful which they volition apt look for your app. Will they see your app much of a societal web oregon a photography app?
• Which categories incorporate the aforesaid benignant of apps arsenic yours?: Research however akin apps are categorized — users whitethorn already cognize to sojourn these categories to find this benignant of app.

If aggregate categories accurately bespeak the intent of your app, you’re improbable to tally into immoderate usurpation issues.

At this point, it’s much a question of which class matches the hunt and mundane usage of your app – not lone to maximize visibility but besides to acceptable the close expectations for users who instal your app (think engagement and retention).

Keywords

While Google Play looks for keywords passim your app listing (similar to however Google Search analyses web pages), the App Store provides a dedicated keywords field.

You tin usage up to 100 characters to adhd keywords (separated by commas – nary spaces) to assistance users observe your app. Apple offers the pursuing proposal for choosing keywords:

“Choose keywords based connected words you deliberation your assemblage volition usage to find an app similar yours.

Be circumstantial erstwhile describing your app’s features and functionality to assistance the hunt algorithm aboveground your app successful applicable searches.”

Apple besides recommends considering “the trade-off” betwixt ranking good for little communal presumption versus ranking little for fashionable terms.

The astir fashionable keywords whitethorn make a batch of impressions and traffic, but they’re besides the astir competitive, which tin interaction CTRs and installs.

App Description

Your app statement should supply a short, compelling – and informative – statement of your app, highlighting its main intent and benefits.

Similar to Google Play, you tin usage up to 4,000 characters successful your app description, but users tin lone spot the archetypal 2 lines (and astir of the third) without clicking to spot more.

Apple suggests the following:

“Communicate successful the code of your brand, and usage terminology your people assemblage volition admit and understand. The archetypal condemnation of your statement is the astir important — this is what users tin work without having to pat to work more.”

Screenshot from App Store, February 2024

If you privation to update your app description, you’ll person to resubmit your app listing, truthful it’s important to effort and get this close and lone marque considered changes.

You tin besides adhd up to 170 characters of promotional substance to the apical of your app description.

Crucially, you tin alteration this substance astatine immoderate clip without having to resubmit your app listing, making this a large spot to stock the latest quality and info astir your app – specified arsenic limited-time sales, the latest features, oregon fixes from the past update.

App Previews

App previews are the App Store equivalent of promo videos.

You tin adhd up to 30 seconds of footage to exemplify the cardinal benefits of your app and the acquisition of utilizing it.

Screenshot from App Store, February 2024

Again, Apple has strict guidelines and specifications for app previews – marque definite you tick each the close boxes.

As with astir things, if you’re listing your app successful the App Store and Google Play, getting your app preview approved for the App Store archetypal should mean you tin usage the aforesaid format for Google Play – arsenic agelong arsenic you see footage from the Android mentation of your app.

Screenshots

You tin adhd up to 10 screenshots to your app listing for the App Store.

If you don’t person an app preview, the archetypal 1 to 3 screenshots volition amusement successful hunt results, truthful marque definite these item the halfway intent of your app.

Screenshot from App Store, February 2024

In your remaining screenshots, you tin absorption connected the main features oregon benefits of utilizing your app.

Try to instrumentality to 1 diagnostic oregon payment per screenshot to pass each intent clearly.

App Ratings & Reviews

Once again, app ratings and reviews are important for maximizing visibility and installs successful the App Store.

If anything, idiosyncratic reviews are much salient successful the App Store than Google Play, but we can’t accidental whether this has immoderate meaningful interaction connected downloads.

Screenshot from App Store, February 2024

The aforesaid wide principles use here: effort to make a regular watercourse of reviews and negociate a affirmative app rating.

Again, you don’t request cleanable scores, but you bash request to respond to idiosyncratic reviews and code imaginable issues.

Prioritize antagonistic reviews and respond arsenic rapidly arsenic imaginable with responses that woody with issues – debar generic, unhelpful responses.

Extra App Store Optimization Tips

App store optimization is an ongoing process that needs ongoing attention. Getting your listings approved for app stores is lone the beginning.

Maximizing visibility and – much importantly – gross from your mobile apps requires a implicit merchandise improvement strategy.

Here are immoderate final, further tips to assistance you thrust semipermanent occurrence from app store optimization:

• Know your KPIs: Don’t get distracted by the incorrect metrics and KPIs – cognize what you’re optimizing for and halfway each determination astir your concern goals.
• Prioritize idiosyncratic experience: Visibility is 1 thing, but you’re not going to maximize it or instrumentality afloat vantage of it if radical uninstall your app oregon seldom usage it – truthful marque definite prime merchandise improvement and UX plan are astatine the bosom of your ASO strategy.
• A/B trial cardinal app store elements: Test and optimize the astir important elements connected your app listings to summation visibility, CTRs, installs, and retention (descriptions, videos, screenshots, reviews, etc).
• Master each app store’s analytics system: Google Play and the App Store some supply susceptible (albeit successful antithetic ways) analytics systems to assistance you amended visibility, revenue, and merchandise prime – truthful marque afloat usage of them.
• Promote your app with ads: Both Google and Apple supply dedicated advertisement systems for their respective app stores to get your app successful beforehand of much eyes.
• Promote your apps extracurricular of app stores: Use different selling channels to beforehand your apps – societal media, app directory websites, app reappraisal websites, affiliate marketers, tech publications, etc.
• Localize your app listings: App stores tin link you with planetary audiences, but lone if you optimize your listings for each people connection and determination (this is called localization) – with translated text, screenshots, videos, etc.

Conclusion

The mobile app manufacture inactive shows maturation contempt smartphone penetration being mode past saturation.

Smartphones aren’t the lone devices successful people’s lives anymore, either.

Apple Vision Pro launched with over 600 compatible apps, opening different abstraction for mobile experiences beyond the confines of accepted smartphones.

App store optimization (ASO) volition go much analyzable arsenic caller devices and app stores emerge.

However, the rewards volition besides grow, and the companies already mastering ASO for today’s app stores volition beryllium archetypal successful enactment to payment arsenic emerging technologies bring caller opportunities.

More Resources:

• 14 Mobile Optimization Best Practices You Need To Know
• Where We Are Today With Google’s Mobile-First Index
• Core Web Vitals: A Complete Guide

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