App Store Optimization: A Quick Guide to Enhancing Visibility
For the unfamiliar, keywords are queries that potential users search to find applications. Using the right keywords can go a long way in increasing the visibility of your app in app stores. Since keywords should be strategically placed throughout your app listing, it’s important to identify them prior to submitting to stores.
Ideally, you want to focus on three factors when researching keywords:
- Relevancy to your audience
- Competitiveness of the keyword
- Search volume.
App Store Title
The title of your listing in the App Store should include your main keyword(s) you identified in the keyword research process. The advantage is twofold: you will typically rank better for searches containing those keywords, and you can broaden the number of keywords you can potentially rank for.
Remember to find a balance between including keywords and keeping your title succinct. Avoid keyword stuffing, as it has the same effect in ASO as it does in SEO.
App Store Description
There are some fairly major differences between descriptions in Apple’s App Store and Google Play. Most notably, the description field in the Google Play algorithm reads keywords from your app description, whereas Apple’s provides a keyword field.
Icons and Screenshots
The visuals you use in your app listing provide potential users with an idea of what they can expect. You want to make sure that both your icon and app screenshots are visually appealing and eye-catching so that people are drawn to download it. Keep in mind that the visuals are what the users’ eyes are drawn to first – think of your icon and screenshots as your first impression. Best practice with screenshots is to include the most important one first, as that’s what will display first.
Almost 65% of app discovery comes from searches within app stores. Therefore, if you aren’t using App Store Optimization (ASO) to increase your app’s visibility, you’re throwing away a huge opportunity. While a large part of driving downloads is fueled by marketing, PR, and outreach, using ASO strategies can result in huge wins without you having to spend a dime.
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