Discover with this manual or App Store Optimization (ASO) guide the keys to position your app in the first results of Google Play or Apple App Store. Start getting more organic downloads!The number of mobile applications or games has not stopped growing in recent years, which makes it increasingly difficult to position and stand out in the first results (without paying for it of course).Brands and developers must be aware of the ASO factors that affect app positioning , as it is a fundamental part of an app’s success.What is ASO (App Store Optimization)?The ASO or App Store Optimization is the process of optimizing the tab of an application in the application store (iTunes App Store or Google Play) in order to position it in the first results of the search and category liststotal control, and the OFF-Metadata factors, which are the aspects that do not completely depend on us.
As in SEO, the organic position is essential to achieve “free” results and not depend on investment in recruitment free phone number database.The positioning in iTunes and Google Play is similar, but it has some differences, so we are going to treat it separately, so as not to lose detail.ASO for Google Play
ASO ON-Metadata factors
The ASO ON-Metadata factors are fields that can be modified in the app’s file and are practically instantaneous, they do not need a version update as in iOS. Its main characteristic is that we have absolute control, as with ON-Pages in SEO, they depend solely on usApp Name
The App Name or the title of an app is considered one of the most important ASO positioning factors. We have 50 characters to include the name of the app or brand and the main keywordsThere are apps that only have the brand name (WhatsApp, Facebook, …) because they are widely known. However, if the app is new to the market, it is interesting to add some important keyword . For example, if WhatsApp were launched now:
WhatsApp: Instant messageDescription
The description on Google Play is another important point , not like on iOS. This occurs mainly gulf email list because Google uses the keywords of the tab to position, while in the App Store the keywords field is used. If we are going to carry out Universal App Campaigns campaigns, it is essential to have chosen these keywords well.The description must be simple, use an accessible language and take advantage of the use of bold to stand out in the text (<br> Word to emphasize </br>). We have 4,000 characters to complete this fieldShort descriptionThe short description helps to position the app, but above all it plays a key role in converting a user into a download .It must be concise, a maximum of 80 characters, so we have to think that if the user does not display the long description, this will be the only text they seecon
The icon is not an ASO factor that directly affects the positioning, but it does influence the CTR and therefore the conversion rate . The higher the conversion rate, the better the positioning.Screenshots
The screenshots or screenshots should show the greatest benefits of the app with a striking and different design. We have to get away from the typical “screenshots” of the app.A good idea is to create a story with the 8 images that the Google store allows us to upload.
The featured image is something particular to Google Play , we can’t find it in the App Store. If you previously commented that the icon was an important visual factor to improve the CTR or the conversion rate, the featured image is even more important in this rega
VideIncluding a promotional video helps a lot when downloading the app. If we are creative and do not spend the seconds of reproduction we can improve the conversion rate a lothe video can explain the benefits of the app or show that it is aspirational . In this sense, Google is very permissive with the type of videos that it lets us use.
We must select a single category to include our app. This is why we have to be precise, when someone searches within a category they expect to find a type of application, if we are badly located we will not get good resultsSome categories are: Lifestyle, Home and Home, Dating, Productivity, Social, Entertainment, Transportation, etcDeveloper name
The name and seniority of the developer is a factor recently incorporated by Google that can help us gain visibility. If the developer account has launched several apps and has not caused problems, it is possible that the following apps that hang from that account will be seen with good eyesASO OFF-Metadata Factors
The factors ASO OFF-Metadata are those that do not depend on us 100%. It would be like the OFF-Pages in SEO, we can work on them, but nothing guarantees us to get what we want. Of these factors, the number of installations stands out, which has always been a determining factorUser recurrencThe number of active users gives us an idea of the recurrence or engagement that the application has . The higher the number of active users per day (DAUs), the better our positioning will beIt makes sense that Google is rewarding the most used apps since it is understood that they are useful for the userInstallations and uninstallations
As simple as it may seem, the number of installations of an app is a very important factor to climb positions in the store. The number is public, but it is displayed by ranges +1000, +5000, +10,000, +100,000, etc.
It is for this reason that when we carry out paid download campaigns, the ASO position gradually improves as downloads occur.Uninstallations negatively affect positioning , especially if they occur shortly after downloading the app.Ratings and comments
The ratings directly affect positioning ASO , but so do indirectly, since they influence the conversion rate to downloadMany users read opinions before encouraging a download, if they are not positive they will back down the download. It is important to always respond to comments, good or bad.Positive comments add up to less than negative comments , so a 1-star rating is not equal to a 5-star rating. You also have to take into account the number of times the comment is marked as positive or negative by other users.
ASO for iTunes App Store
ASO ON-Metadata factors
As with Google Play, the ASO On-Metadata factors are those that depend 100% on ourselves. In iTunes, changes are only made when we upload a new version of the application, so we must be more careful and not make mistakesApp Name
As with Google Play, the App Name is one of the positioning keys . We have up to 30 characters to form the App Name. It is interesting to use the main keyword and the brand name if the app is new to the market, although we have very few characters for itSubtitle
The subtitle has the function of describing the main functionalities of the app and in turn include important keywords where we are interested in positioning. Like the Title or App Name, it has a maximum of 30 charactersWe should not add competing brand names, we may be penalizedKeywords
It is an exclusive Apple section where we can add the keywords for which we would like to position ourselves . We must not use competitive brands, repeat keywords that we have already used in the Title or SubtitlI believe, and it is my opinion, that this field will disappear over time, just as it disappeared in SEO, but at the moment we have 100 characters to add wordsPromotional text
According to some experts, it is a field that does not directly affect ASO positioning, but I can’t quite believe it. In any case, it can affect the conversion% , so it is important to optimize it.
We can use this section to tell news, promotions, improvements, new features, etc,
IcoThe icon is a visual positioning factor, its design will help us get more downloads . We must takadvantage of the image of the icon to transmit the values of the brand and for this we must dedicate time and resources to creating it.It is advisable to start with an icon that has the name of the brand, to help branding. Then we can do a restyling and modify it. An example has been BlaBlaCar:Screenshots
In iTunes Connect we have the option to upload up to 10 images for the 5.5 and 6.5 screen (iPhone X).
It is advisable to add those of the iPhone 6.5 px (Iphone X) since Apple is betting a lot on this model. If we have an app adapted for iPad, we must also add screenshots for the 12.9 px screen.I have seen an app rejected for not having the images well, so I recommend doing it well and including as many as possible .
We can include up to 3 videos that will be played automatically in the App Store when the user accesses the file. Apple is betting a lot on the visual improvement of the chips and recommends creating videos where the application and its functionalities are the protagonistsMy advice is to stay away from aspirational videos that work on Google Play. At the moment Apple is quite strict with thisCategory (Top Charts)
In iTunes you select a category and a subcategory . As in Google Play, it is very important to choose ours well since there are users who browse the category rankings looking for new applications.ASO OFF-Metadata FactoThe ASO OFF-Metadata factors , as in Google, are those that do not depend on us completely. Of all these, the installations and uninstallations that greatly affect the ASO positioning as they imply greater popularity or knowledge of an app stand out.Installations and uninstallations
It is a simple equation, the greater the number of installations, the better the positioning , as long as the high number of uninstallations does not penalize us.
Installations are as important as the speed at which they are achieved . If we achieve good download ratios from the first moment, we will achieve a positive traction in the rankingRatings and reviews
Ratings and the number of positive reviews are decisive for positioning , but it is preferable to have a regular one and a greater number of reviews. Nor should you be obsessed with this, but it is important to respond on this channel and solve problems through other private channels (email, etc).There are methods to ask the user to rate our app once they have completed the flow of the app or when they have reached the “happy moment”. It is the moment where we are most likely to be valued and with a good grade.