App Store Optimization - Key to Increase Downloads

App Store Optimization is the key to reaching out to millions of users out there, resulting in increasing app download numbers and overall visibility of your website. In a nutshell: ASO is the process of increasing the visibility of a mobile and optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store search rankings, the more visible it is to potential customers.

So how does the process of app store optimization works?

Here are few app store optimization tips, best practices and strategy pointers that will help you with the process of App Store Optimization.

App Title & Description

Your app name should not only be informative and catchy, but also try to utilize keywords. But no keyword stuffing please. Considering the character limitation on Google Play and a rather unpredictable approach by Apple – selecting the perfect title for your app is one of the biggest challenges of ASO. It is important to strike a balance, between being creative and at the same time being practical.

Don’t get influenced by creativity and select a title that sounds cool and creative. It is important to research your app category to find out the keywords that can significantly change your ranking. Remember only the first few characters of chosen title will be visible to users. So make your title short and sweet.

The title of your app is important, users will read your app description and decide whether to install the app or not. So humanize your app description and don’t just stuff keywords. It is important to incorporate keywords in a logical manner. There is limit of 4,000 characters on descriptions, so ensure you are clear about what your app can do for users.

Never Underestimate Keyword research

To improve your search rankings, you need to identify keywords that are relevant and used most often by your target audience. Luckily, in today’s world, there are several mobile analytics tools that provide in-depth actionable insights and make it easy to identify frequently used keywords, their traffic, and difficulty level. To begin with, target keywords you can get a high rank for and once your app picks up momentum in terms of popularity and user base, you can go after difficult and high-volume keywords.

  • Don’t use spaces between keywords, use commas.
  • Avoid repetition of keywords as it has no effect.
  • Use numbers (3) instead of typing them out (three).
  • Users typically search shorter keywords in various combinations.
  • Don’t worry about pluralizing.
  • No stop words.
  • Use all 100 characters.

Select the Right Visuals

Images and visuals don’t play any role in affecting the algorithms. However, visuals have an impact on branding and giving an idea of what your app is all about. It is important to draw attention of users and stop them to have a look at your app while browsing the app store. Your app icon should represent your app and maintain consistency with your overall branding efforts across different platforms and mediums.

The App store also allows placing screenshots of your app. But don’t just display your screenshot in a mundane manner, rather place the best features and consider using the best possible words to describe what is happening in the images. This is your best chance to pitch your story.

App Ratings & Reviews

Now coming to the reviews and ratings, this concept is similar to SEO. Both Google Play and the App Store favorably rank apps with high positive reviews and ratings. Furthermore, this factor also acts a psychological trigger that will encourage users to download the app. But how do you convince people to review your app?  Don’t shy away from asking your customers to leave a review. It is a good idea to include a review button on your website or run a survey/contest. Make posting a review a very simple and effortless task for your customers. There are several review plugins available that will help.


ASO is not a magic wand, needs time and perseverance:

Remember, ASO does not cast magic spell. It is a process that needs constant time and perseverance. It is important that you get your basics right first so that you can tweak the process over a period of time. But always avoid a random approach and take your app submission process very seriously. In most cases, developers often randomly pick keywords with little and in some cases no keyword research. This reduces the chances your app discovery.

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written by for Mobile section(s).