Articles

Browse Articles » Marketing » The Simple Guide to Making Your App More...

The Simple Guide to Making Your App More Visible in 2024

by Pavel B. SEO and Marketing expert

Today, the Google Play store is home to over 2.6 million Android apps, and Apple's App Store has more than 2 million apps. With around 3 billion people worldwide using smartphones, these numbers keep growing each year.

For app developers, these figures are overwhelming. How can you make your app stand out among millions? More crucially, how can you ensure your app appears at the top of app store searches and aligns with what users are searching for?

The answer lies in effective App Store Optimization (ASO) strategies for both Google Play and the iOS App Store.

To make your mobile app visible to more potential users, you need a solid ASO strategy.

What is App Store Optimization?

Similar to how SEO (Search Engine Optimization) helps web pages rank higher on Google, ASO (App Store Optimization) is used by app developers to improve their app's visibility in app store searches. Think of it as SEO for the app store.

While the exact formulas for ranking in the Apple App Store and Google Play Store are secret and frequently updated, certain practices are known to improve an app's visibility.

By following these ASO tips, your app has a better chance of ranking higher, attracting more viewers, and getting more downloads.

Here are ten essential steps to enhance your ASO in both the Apple App Store and Google Play:

1. Choose a Clear and Informative Title

A name says a lot, especially when it's the name of your app involved with App Store Optimization (ASO).

A good title not only tells potential users what your app is about but also can help your app rank better.

We've talked about how a clear and relevant title can boost your ASO in this post, showing an example of a well-chosen app title. Adding a keyword or two in your app’s name could help it rank up to 10% higher than not including any.

Keep in mind, that the Apple iOS App Store and Google Play have different rules for titles and keywords, so your strategy should vary depending on whether your app is for Apple or Android users.

For instance, Google Trips uses its key feature ("Travel Planner") in its title to climb up the rankings:

The Apple App Store

In the Apple App Store, you have 255 characters for your title. Although a short title might look nice, it won't help much with your Apple ASO efforts.

Invest time in crafting a title that's not unique and descriptive but also rich in keywords. It's a smart move to have a main title followed by a subtitle that includes your keywords. This strategy will aid in both establishing your presence in the market and boosting your ranking.

The Google Play Store

The situation in the Google Play store is a bit different. You only have 30 characters for your title, so you need to get straight to the point.

However, placing keywords in the title isn't as crucial for Android apps. In Google Play, it's better to focus on including keywords in the description, which we'll cover in the next step.

2. Smart Keyword Use

Keywords play a crucial role in App Store Optimization (ASO), similar to their importance in SEO.

The way you manage keywords varies between the Apple App Store and Google Play.

In the Apple App Store, you're limited to 100 characters for your keywords, making it crucial to choose them carefully. It's advisable to use as much of this limit as possible.

For Google Play, there isn't a separate keyword section. Instead, your app's description is searchable, giving you up to 4000 characters. Ideally, you should mention your key keywords about five times in the description. Yet, avoid overdoing it—keyword stuffing can harm your app's ranking just as it can affect a website's Google ranking.

Striking the right balance in your app's description is vital—it should be readable and appealing to users, not just optimized for the App Store's algorithms.

Keyword Research

Before finalizing the keywords for your app, research their traffic, competition, and the number of apps already using them. Tools like MobileDevHQ and TheTool can assist in finding the most effective keywords for your app. Including selected keywords in your app’s title and description can significantly improve your rankings.

Keywords that are popular but not overly competitive are usually the best choice for ASO. It's also wise to check the top apps associated with your chosen keywords to ensure your app aligns with what users are searching for. If your app is quite different from the top results, it may not attract as much interest as you hope.

ASO tools like SensorTower are useful for evaluating your keywords and planning your strategy. More tools will be discussed in Step #8.

Additional Keyword Tips:

- Including your primary keyword in your app name can boost your ranking for that keyword by about 10.3%.

- Opt for single words over phrases unless the phrase is crucial (like "tug of war").

- When deciding between singular and plural forms, choose the one with better metrics.

- Avoid using conjunctions and prepositions as keywords.

- Separate keywords with commas instead of spaces.

- Use numbers instead of spelling them out.

3. Write a Clear App Description

Think of your app description as the homepage of your website for both Apple and Android apps.

When a potential user has come this far, you're on the verge of making a sale. That's why the description and presentation of your app in the store are crucial components of your App Store Optimization strategy.

Begin with the assumption that users know little about your app beyond its name. Put yourself in your customer's shoes. It's helpful to organize your thoughts in bullet points:

- What function does your app serve?

- What problem does it address?

- How does it simplify the user's life?

- What makes it worth its price?

Your description should be convincing but brief, leaving detailed explanations and tutorials for your app's website or its in-app guide.

Remember, as noted in Step 2, the importance of integrating keywords in your Google Play description.

Visually, include screenshots in your app description that are attractive and relevant to what your prospective users are searching for. These images should highlight your app's main features in a way that's inviting, encouraging more downloads and, subsequently, a higher ranking.

4. Incorporate High-Quality Screenshots

Users typically take only 7 seconds to decide whether to download an app. The appearance of your app store page plays a significant role in this decision, with high-quality screenshots being a major influencing factor.

After app ratings, screenshots are the second most impactful factor in persuading someone to download your app.

Use the space for screenshots to your advantage by focusing on your app's key features and the most enticing elements. There are several tools available, like Figma, MockUPhone, and AppLaunchpad, to help you create visually appealing app screenshots.

5. Include a Preview Video of Your App

With 85% of internet users in the US watching videos online, and more than half of video consumption happening on mobile devices, using video on your App Store page is a smart move to give potential users a closer look at what your app offers.

Here's a tip: Most viewers will watch these videos without sound, so it's a good idea to use text overlays to explain important features or parts of your app. Focus solely on showing your app in action. Avoid using footage of people happily using your app—viewers today expect direct insights into what the app does, not promotional fluff.

In the iOS App Store, you have the option to upload 30-second videos that highlight your app's features and advantages. Remember, these videos must only contain footage from within the app itself. This is your chance to make sure the user experience (UX) of your app shines through and appeals directly to what your target audience wants.

Using preview videos as part of your App Store Optimization strategy can significantly enhance the likelihood of visitors to your page deciding to download your app by offering them valuable insights.

6. Choose the Correct Category

Selecting the right category for your app in both the Apple App Store and Google Play is crucial. It helps users find your app when they browse by category and is a key factor in optimizing your app's ranking.

If your app could fit into more than one category, consider these three strategies:

1. Firstly, select the category that most accurately describes your app.

2. Secondly, evaluate how many apps are in each potential category. Opting for a less crowded category can boost your app's visibility and ranking.

3. Thirdly, consider the estimated worth of apps at the top of these categories. Positioning your app in a category with generally lower-valued apps might be advantageous.

Misplacing your app in an incorrect category can lead to problems. Apple reviews apps before they go live on the App Store and will likely reject your app if it's categorized improperly for optimization purposes. Google Play users can report category misuse, and obvious mistakes, like a Sports app listed under Medical, will eventually be corrected by user reports.

7. Pay Attention to Icon Design

The relationship between app downloads and rankings is straightforward: more downloads usually mean a higher ranking. This is why creating an appealing app icon is critical. Your icon is your first impression in the app store, so it's vital to make it count.

Since icon design significantly influences the number of downloads an app receives, dedicating time and effort to develop an attractive icon is a smart investment in App Store Optimization.

Although it might seem unfair to judge an app by its icon, that's precisely what many users do. Ensure your icon stands out, captures attention, and isn't too similar to others.

An enticing icon can make potential users more likely to consider and download your app. Be mindful of explicit content and avoid mimicking the design of another app's icon too closely.

8. Seek Out Positive Reviews

Getting a lot of good reviews can greatly help your App Store Optimization. Aim to gather as many positive reviews as you can, focusing on both the quality and the number of reviews.

It's crucial that these reviews are genuine, coming from users who have actually downloaded and used your app.

"The best way to boost your app's optimization is by providing an excellent user experience. If users find your app useful, easy to understand, and integrated into their daily lives, they're more likely to leave a positive review," says Dzmitry, co-founder and senior mobile developer at LocalProBook.

Encourage people you know to leave a positive review on the App Store or Google Play. You can also ask for reviews through push notifications, but make sure you have permission to send them notifications first.

9. Implement App Store Analytics Tools

Similar to how Google Analytics works for websites, there are various app store analytics tools designed to refine your mobile app marketing strategy. These tools can help you understand your app's position compared to competitors and improve your app's ranking in the store.

A few notable tools include AppAnnie, Sensor Tower, Appfigures, AppRankCorner, Appstatics, Appnique, APPlyzer, and Tune, among others. These analytics platforms provide valuable data on various metrics related to your app. They can pinpoint marketing missteps, suggest ways to enhance your app store ranking, and offer much more insight.

10. Review and Adjust Frequently

If you've given it some time and still aren't happy with your app's ranking, it's crucial to reassess your strategy:

- Could your keywords be more effective?

- Is your app description compelling enough?

- Are you certain it's categorized correctly?

- Might your icon benefit from a redesign?

All these elements can be optimized to improve your app's visibility and ranking.

When making adjustments, change one element at a time and wait about a week to gauge the impact. Avoid overhauling everything simultaneously, as this won't help you identify which change made a difference, and could potentially lower your ranking if not done carefully.

Final Thoughts

To achieve success with your app, including high visibility, downloads, and the potential for revenue, paying close attention to App Store Optimization is essential. While the precise algorithms used by Apple and Google remain undisclosed, certain practices are known to positively influence your app's ranking.

A key aspect of this strategy is ensuring your app is of high quality. For existing apps, maintain a smooth, fast user experience, regular updates, and good maintenance to naturally encourage positive reviews, which are crucial for ranking. If you're in the planning stage, focus on creating a high-quality app, either by developing it yourself to a high standard or by hiring skilled developers. For those with existing web services, converting your website to iOS and Android apps could be the most effective strategy.