Your App Title Matters: The Intricacies of Mobile App Optimization

 

Most digital marketers today are familiar with search engine optimization - the concept of optimizing your website to be found easily by users on Google, Bing and other search engines. However, too many marketers still don't pay enough attention to mobile app optimization, even though neglecting this issue can lead to a significant loss of exposure for your app and, as an extension, your business.

Two factors play into app store optimization: your app's title, and its rankings and reviews. Today, we'll focus on the title, before shifting gears to reviews in next week's post.

Why Does it Matter?

First off, let's answer the most important question: why does Mobile App Optimization matter? In short, because it's likely how your users will find you. Forrester research found that over 60 percent of users find apps by using a simple search, rather than browsing through categories. Google's Ankit Jain asserts that "For the average app, search actually makes up the vast majority of installs." To be found and installed by these users, your app needs to be search optimized, and that begins with its title.

 

Short and Sweet

Any app title over 25 characters cannot be read by the user in its entirety. Keeping it under that limit makes users much more likely to click on the app, read its description, and eventually download it. If you can include a relevant keyword in the title, that's great. But remember:

 

Use a Keyword, but Don't Stuff

SEO-interested marketers will be familiar with the increasing negativity surrounding keyword stuffing. Google now penalizes companies who try to cram a relevant keyword into a website simply for rankings. Similarly, according to Apple,

 

“Repetitive and/or irrelevant use of keywords in the app title, description or promotional description can create an unpleasant user experience and can result in an app suspension."

 

Stick With It

If the title is the most important aspect of app optimization, it makes sense to frequently change it to adhere to what users are currently searching for most, correct?

Wrong. Apple and Google may not penalize title switches, but they make it incredibly difficult to continue spreading the word about your app. Word-of-mouth marketing is absolutely crucial in your app's success, and will be negated entirely if the title is suddenly changed and users can't find your app anymore.

 

Mobile app optimization is crucial if you want your app to become successful. Keeping it short, using a keyword without stuffing it, and sticking with it over time are a great start to make sure your app will be found easily. Of course, reviews also matter, and we'll get to that next. In the meantime, contact us for more help on how to optimize your app for the mobile stores of Apple and Google!