Most of the people think that building an engaging app is the toughest part. But marketing it is just as tough. There are people who actively search for different mobile applications every single day. All you need to know and learn is how to be in the right place at the right time.
Thinking I’m just exaggerating? I have numbers to support my claim.
Nearly 12 percent of active smartphone users search for interactive applications in Play Store every day. More than 50 percent of the users look for applications for every week. Not to my surprise, Play Store witnesses about 6 million unique keywords every month. There are a lot of people (In fact, in millions) who actively search for apps on a daily and weekly basis. You just need to ensure that they find you.
Now, here the trick is to ace your App Store Optimization (ASO) and ensure you implement the most effective ASO practices which win the algorithms and make your app a superstar in Play Store or App store.
But wait. What is App Store Optimization?
ASO is the process of optimizing mobile applications to accomplish a higher rank in the Play Store search results and top charts rankings. Since it is very much similar to the usual SEO for web content, SEO for mobile apps is called as App Store Optimization.
According to a study, App Store Optimization improved app downloads by nearly 1500% in less than a month.
Now, let’s dive into the pool of some effective tips to boost your app downloads.
1. App Name & Keywords
A research says that using keywords in your app title can increase your rankings by 10 percent.
Both App Store and Play Store’s search algorithm scan the application title for keywords when a user searches the app by using a particular keyword in either of the app markets. Both the app markets give equal and high importance to applications that have names and keywords in the title. So definitely, it’s a damn good idea to add a couple of keywords in your application title as the number one App Store Optimization practice. At the same time, make sure you are not overloading your app title by just stuffing the keywords and making it look like a spam one. You have to maintain a good balance between branding and keywords.
2. App Name Conventions
Keep your brand name clean and short. Then you can add your keywords to this short brand name. In addition, it is vital to use only URL-friendly characters in the application title, especially in the app markets as App Store (Apple) will be using your application title to create your application URL.
If possible, try to avoid special characters such as copyright symbols in your application title. Because those special characters will let iTunes to search your application’s numeric ID explore for more similar keywords instead of the application title.
3. App Title Length
For Play Store (Google), the app title is restricted to 50 characters. Again, keep your title simple and short. The simpler your app title is, the easier it will be for your users to find it in the Play Store. If your app is already in the App Store (Apple), then maintain a consistent title.
For App Store (Apple), the app title is restricted to 30 characters. I know, very few characters. But you need to make the best use of those 30 characters.
4. App Subtitle
In the latest version of the iOS (iOS 11), users can also add app subtitle in the App Store. Right under the app title, you can add your app subtitle to a maximum of 30 characters. To boost your app downloads, you can include some keywords in this field as well so that they will be indexed in the App Store search.
5. App Keywords & Description
For Play Store (Google), you need to be extremely cautious with your app description part as Google extracts keywords from your app description to be your application’s keywords. So make sure you nicely incorporate keywords in the app description. By nicely, what I mean is make sensible sentences instead of just dumping the keywords. Because the keywords in the first 2-3 lines of description carry more weight than the keywords in the rest of description.
For App Store (Apple), you can add a couple of keywords in the app description because anyway, App Store doesn’t pull app’s keywords from the description. Read on to know more about this.
6. The First Couple of Lines of App Description
How many people will click on the “Read more” button if the first 2 lines of the app description fail to attract the user? Hardly 5 percent. So make sure you take the best leverage of the first 2 to 3 lines of the app description. Don’t unnecessarily use space as it counts. Make it concise and eye-catching. Avoid noise words (A, the, etc.) and interrupted sentences.
Let your users know what makes your application innovative and why they would love it. Make your app’s values as a center point, not features.
7. App Expanded Description
Focus on listing all your app’s important and unique features. Don’t make it a paragraph instead, use bullet points so that your users will find it easy to read. Also, mention your app’s social media networking links as users who like your app will follow you on social media as well.
Play Store (Google) lets you use emoji in your description. So make good use of the emojis to make more attractive and different from what your competitors have mentioned.
8. App Promotional Text
This field in App Store was introduced in the latest version of iOS (iOS 11) and is available exclusively for iOS users only. You can add up to 170 characters in the promotional text. However, this field is not indexed for keywords in the App Store search.
9. App Screenshots
A study says that nearly 60 percent of smartphone users won’t even swipe past first 2 to 3 screenshot pictures. So you better have the best for your first 2 screenshots. In order to be effective, ensure that your screenshots are telling the exact story that you wanted them to. They should be compelling and attractive. Avoid screenshots that users definitely don’t want to see such as registration, welcome, etc.
10. App Localization Strategy
This specific localization strategy provides you a wider target audience to download your application. At the same time, localizing the complete application to various languages at once can be a horrendous thing. So before you start doing a complete localization of your entire application, first localize your application listing.
Wondering what that means? It means translating your app title, keywords, etc. into the respective languages.
11. App Localization – Top Countries for Your Mobile App
If your application is available in more than one country then you can utilize app analytics to explore the best nations by your app downloads. You need to localize your app by checking the official languages of the top 5 or 6 countries in case you haven’t done that.
12. App Localization – Top Countries By Revenue
This is another way to localize your application listing for the top countries other than by downloads is by revenue. According to a source, the below are the top countries for 3rd quarter of 2016.
Certainly, getting the mobile application a better rank on the app market is easier said than done. But it is not impossible as some of the practices are pretty much similar to the usual SEO. It will take some time and effort but you will definitely see improve your ranking. So do not worry if you instantly don’t see results. The secret is to find out what went wrong and learn from it. Keep improving your practices until you get your desired results.