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Dec 9 2020
For potential users of an app, the main purpose of visiting the App Store or Google Play is to download apps or games to meet certain needs. In fact, the user groups represented by the two major application markets are different. This difference is reflected in the specific market. You will find that although the information applied in the two stores is similar, users will show different behaviors when browsing them.
Some people tend to read instructions, ratings, and reviews to make a content-rich decision, while others will decide whether to download or not in a few seconds.
The second one is the Description, and each store offers several possibilities. The App Store includes a long 4,000-characters description, but it is not relevant for Search ASO.
Instead, it is key for marketing purposes, as it’s the most powerful tool to get users’ attention and convince them to install. Moreover, it has the Promotional Text Field, which is not indexable, that can be edited at any time to inform of updates, events, and such.
These factors rely purely on marketers and developers, as they can edit them from the Google Play Console.
The last informative field is the Developer Name, which is important for positioning, as well as its age, because if it is positive Google Play can highlight it in the store. Then we can find the category, an aspect that doesn’t affect rankings but it’s important for browsing, as our app will appear in category Top Charts. Google Play lets the developer choose only one category.
Installs volume allows an app to rank better. In Google Play, we can see the reach of downloads.
Installs speed. The more downloads in the less time possible, the better. Speed will affect the app’s rank in the Top Charts.
Google Play allows users to rate any app or game in a range from 1 to 5 stars, being 1 the worst grade and 5 the best. Ratings help improve search rankings and conversion rate to download.
The average rating has an influence on the conversion rate, and it shows the average of all the ratings received. Google Play displays a general global average.
References / backlinks on websites. It’s an ASO conversion factor, as references give the app good publicity that helps the user deciding whether to download or not. On the other hand, we know it is a Google Play ASO factor for Search. Read more about this in this post by our CEO.
Reviews. Users give useful feedback, as well as the rating, that will improve our conversion rate. Furthermore, Google takes into account the keywords used in reviews, so it helps ranking higher.
Before you start choosing keywords, you must understand the main difference between Google Play and App Store: How do they determine search keywords?
In fact, Google Play and App Store have many differences in the rules for determining keywords. We will separately introduce the optimization strategies of the two stores.
Before we start, let's first distinguish the relationship between Apple App Store and iTunes. These two terms will be used interchangeably in the article, which actually refers to Apple's app store. iTunes connect usually refers to the developer's back end, which is a management platform for updating iOS applications and viewing app data.
The difference between App Store and Google Play is: In the App Store, if you want to update app keywords, you need to submit an App update. Although you have not modified other items, you still need to submit an update and wait for approval.
The disadvantage is that the current score of your app will be reset to 0. However, the historical score is still valid in the overall score, but the average score displayed in the search results will be temporarily reset.
Therefore, before submitting an app updates, try to prepare a new set of keywords. The rules of the App Store are constantly changing. Keyword optimization is a process of constant trial and error. Don't be afraid to modify and improve keywords frequently.
But keep in mind that your score will be reset every time you update. Therefore, it is necessary to find a balance between update frequency and keyword optimization.
The title of iTunes must be within 50 characters, and the extra part will not be displayed. The application title contains core keywords, and the ranking will be higher. However, please avoid stacking keywords in the title.
Application title, preferably a simple phrase, or a logical phrase or sentence containing the most core keywords. If the name is too long, it will show up as a bunch of garbage keywords, and the name is too short to give full play to the keywords. So strike a balance.
The kayak in the picture is a good example. It clearly shows the functionality of the App, but it also contains important keywords. If you want to learn more, you may wish to check the performance of your similar applications and those with higher rankings.
This part is the most effective project for keyword optimization in the App Store. The number of characters in the keyword field cannot exceed 100. When adding keywords, we have the following suggestions for your reference:
1) Use keyword other than company name and application name2) Try to write 100 characters
6) Try to choose some short keywords so that more keywords can be generated.
According to the rules of Google Play, keywords in the app title are more weighted than keywords in other positions. Google limits the number of characters in the title to 30. Therefore, you need to be more selective when choosing keywords.
Google Play will extract keywords from the description; the keyword has a space of 4000 characters, and you can write many keywords.
But do not stack keywords in the description, it will appear very low. The correct way to integrate keywords into the copy description is the right way.
It is recommended that each keyword appears 4-5 times in the description. Too many repetitions will not help improve ranking, but will be considered as spam keywords, so it’s best not to exceed 5 times.
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