I’ll explain what you need to do to drive downloads and improve the ranking of your mobile app. Here are some of the key similarities and differences between the Apple App Store and the Google Play Store: As you can see, the title of your app has the highest impact on your ranking in both stores. Your app’s description impacts rankings in the Google Play Store. You can’t expect the same ASO strategy to work for each platform, so you’ll need to make the necessary changes in your listing in each store. Make sure you have a great title You need to put some thought into creating a title for your app. Write an informative description As I explained earlier, your app description impacts your ranking in the Google Play Store. Even though your description is irrelevant to your ASO ranking on the Apple App Store, you still need to write one that’s informative. Just take a look at these numbers that show how many of the top 50 apps in the Google Play Store and Apple App Store incorporate videos: Users are three times more likely to download an app after watching a video about it, so this strategy will definitely help you drive downloads. This will help you get more downloads. How are you using ASO principles to increase your mobile app ranking?
It’s no secret we’re living in a mobile world.
As marketers, we need to recognize that our current and prospective customers are active on their mobile devices. That’s why you need to learn how to optimize your web design for mobile users.
But some of you may have taken this one step further and built a mobile app. That’s great news, and you’re definitely headed in the right direction.
Mobile apps are increasing in popularity.
If you saw my top mobile trends that are dominating 2018, you’re aware of this.
In fact, over half of small businesses in the United States either have mobile apps or are planning to develop one. Further, 55% of these business owners say they are using mobile apps to drive sales.
Those of you who already developed an app have an advantage over your competition.
But your app won’t be successful unless you can get people to download it.
Ultimately, the more downloads you get, the greater the chance you’ll have of getting more sales and increasing your total revenue.
The ranking of your mobile app has a direct correlation with how many downloads you’ll get. Ironically, getting lots of downloads will also improve the ranking of your app.
It’s a constant cycle. Basically, if you’re able to get downloads, the popularity of your app will increase.
As a result, the ranking will improve, and the downloads will continue.
While it may sound complicated at first, it’s not difficult to understand. I’ll explain what you need to do to drive downloads and improve the ranking of your mobile app.
Understand the basic concepts of app store optimization (ASO)
For starters, you need to understand ASO, which is short for app store optimization.
Having a mobile app without focusing on ASO is like having a website without focusing on SEO (search engine optimization). ASO is extremely important.
That’s because such a large percentage of app users discover new apps by browsing the app stores:
Someone knows what they want but doesn’t know where to find it. So they type some general terms into the search box.
Just like with a web browser, mobile users aren’t going to go searching through dozens of results after they conduct a search. They’re going to select one of the top results.
Those are the apps that will get the most number of downloads.
It’s the same concept as Google searches. The top ranking results will get the majority of the traffic.
You need to learn which factors can increase your chances of getting ranked higher according to ASO. We’ll cover some of these concepts as we continue.
Recognize the differences between the Apple App Store and Google Play Store
Let’s continue talking about the basics. There are two main app stores.
The Apple App Store is for apps available to download on iOS devices, whereas the Google Play Store is for Android users.
Depending on your business, your app might be available on just one or both of these platforms.
You need to know which factors impact your ranking in each store. The algorithms for ranking apps are not the same.
Here are some of the key similarities and differences between the Apple App Store and the Google Play Store:
As you can see, the title of your app has the highest impact on your ranking in both stores. We’ll talk more about your title in greater detail shortly.
Similarly, the ratings and reviews of your app also affect the ranking of your app on each platform.
However, there are some major differences as well.
Your app’s description impacts rankings in the Google Play Store. But iOS users may not download your app unless you’re able to describe it, even though it doesn’t directly impact your ASO. But we’ll discuss tips for writing app descriptions later on.
The keywords field in Apple App Store apps will impact your ranking, but that field isn’t even an option in the Google Play Store.
Ultimately, you’ve got to find a balance between these two stores.
You can’t expect the same ASO strategy to work for each platform, so you’ll need to make the necessary changes in your listing in each store.
Make sure you have a great title
You need to put some thought into creating a title for your app. This may be easier for some of you compared to others.
For example, if you already have an established business and your app is just an extension of that company, you’ll want the name to be the same for your branding purposes.
But those of you who are launching an app as a completely new business will benefit from reviewing my tips for naming your startup.
You want the title of your app to explain the function of your app and what it does.
Here’s an example of a great title from OfferUp:
OfferUp is an app designed for buying and selling goods. As you can see, those keywords are also included in the title for ASO purposes.
However, it’s worth noting that the Google Play Store could potentially suspend your app if you’re using repetitive and irrelevant keywords in your title just to improve your ASO ranking.
Here’s something else to take into consideration. The Google Play Store gives you a 50 character limit to name your app.
But the Apple App Store has a 30 character limit for titles.
As far as the ASO algorithms are concerned, having different names on each platform won’t impact downloads.
However, from a branding perspective, you want your app name to be identical in each store. Here’s why.
Let’s say a user…