Do you want your app to rank as high as possible in the app store? You may answer yes. Over 60% of users use search to find apps. It's hard to imagine many of them scrolling to the bottom of the search results. So you need to be as noticeable as possible. All applications strive to reach the top. But how? 

Let’s explore the factors that influence app store rankings.
● In-app purchases: a ranking factor
● Make sure that your app's logo is unique
● How to improve your app rankings by collecting keywords?
● Worth it to use your competitor's keywords to improve your rankings?
● When can I see the results of my work?
● How do I know if  ASO is working?
● If my app is still ranking low, What should I do?

What factors affect app store rankings?

App name/title affects app ranking more than other text elements. That's why you should use the most relevant keywords here. You should use those key queries that reflect the gist of your application and have a chance of getting to the top. Then a short description of Google Play and app captions with App Store keywords. They have less of an impact on ASO but are still important.

Next is a long description of Google Play. It has less power but wins at the expense of bulk. This description is not indexed in the App Store, so it is not relevant to ASO.



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In-app purchases: a ranking factor

In-app purchases (IAPs) can be both regular (in-app only) and promotional. Promotional IAPs pop up in App Store search results. You can promote up to 20 IAPs at a time. They are indexed by title (up to 30 characters) and can be optimized.

How to promote in-app purchases? Many believe that IAPs will be easier to promote and rank higher simply because Apple places more emphasis on profitable apps. App developers may notice that once users start making in-app purchases, their apps go up. Either way, you can investigate for yourself.

Still, there is something about IAPs. First, if you use low-frequency keywords, your IAP will reach the top faster. Second: only IAP titles are indexed, and titles will be indexed for all regions.

Make sure that your app's logo is unique

Making your logo stands out from the crowd is one of the most effective strategies for increasing app downloads. If you know your competitors' visual images, you can do this by using colors that contrast with theirs. Another option is to make a dramatic statement by establishing a unique and easily recognizable brand.

How to improve your app rankings by collecting keywords? 

App stores, especially Google Play, can index your app for keywords that aren't in the description, but that seem to be app-related. It can happen that the application is indexed by related keywords, but the application owner is not aware of it. As a result, they miss the opportunity to increase their status in the search results. You should add these keywords to your app's title/name, description, and keyword fields, or use them to search for competitors to monitor them.

First, we recommend finding the keywords your app has been indexed for. In ASO World you can use the Keyword Explorer tool for this purpose.

The most effective way to choose keywords is to monitor your competitors. Generally, the App Store and Google Play already have enough competitors that you need to find them by relevant keywords. Even if your application is new and the indexing is poor, still pay attention to popular applications to evaluate their indexing. They are usually indexed by a large number of keywords, both popular and not so popular.

There are 5 basic steps to working on text ASO:
•Building the semantic core.
•Prioritize keywords based on popularity, impressions, and difficulty.
•Create index text elements (application title, subtitle, short description, and others).
•Updated index analysis.
•Running a new ASO iteration.

Worth it to use your competitor's keywords to improve your rankings?

Branded keywords refer to the use of a competitor's brand name. ASO experts consider whether it is necessary to use competitor keywords in the metadata. There is no clear answer to this question, but we can highlight the pros and cons of using branded keywords. The main downside is that app store guidelines prohibit their use. Moderators can give you a warning if you ignore it, or in some cases, even block the app. Another disadvantage is the low conversion rate. Even if you rank second in search results, the chances of installing a branded keyword are very slim.

The last question has to do with the app store. There's not much room for metadata: app title, subtitle, keyword fields, developer name, fields for in-app purchases. It is better to use less popular but relevant generic keywords rather than branded keywords.

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Or click the "Promote Now" above (for increase app installs, or keyword installs and app reviews and ratings service for app visibility.

When can I see the results of my work?

On the AppStore, you can track search results the day after the update. The app store will help new users by improving app rankings for indexed keywords.

On Google Play, the algorithm analyzes more ranking factors. It is difficult to estimate the exact time. It takes an average of one week to evaluate the results.

Google's ad campaign may help "shake up" the app. Performing A/B testing with textual metadata can also improve indexing. Change doesn't happen instantaneously, but continuous improvement always leads to the desired results.

How do I know if  ASO is working?

Evaluate the results after each update. If the number of current keywords increases, and new keywords are indexed, the work is not done for free, so move on to the next iteration.

The quality of indexed keywords is worth remembering. If you see good indexing but a drop in the number of impressions and page views, it means the keyword is either irrelevant or unpopular.

If you're wondering how to evaluate the results of an app update, we might have some solutions. The success of the update can be assessed according to various criteria. Let's take a look at the ASO World tools you need.

If my app is still ranking low, What should I do?

If you've done all of the above, don't rush to get mad. To boost app store status, attract external traffic sources: pay as an ad campaign or pay for free as a viral mechanism - rewards for inviting friends, viral videos, social network traffic, and themed assets. In addition to text elements, the number of installs also affects rankings. When the number of users increases, so does the user's status in the app store.

AppStore and Google Play positions are also affected by average ratings: average ratings, reviews, and in-app metrics (stability, crashes, retention, churn). All of these metrics are needed for an app to rank high in search results. If your app has retention or performance issues, the algorithm will lower its ranking. User experience is the top priority of the app store. They are less likely to promote apps with poor KPIs (conversion, retention, churn, churn, etc.).

Here is a list of the most common reasons for a negative impact on the above metrics:
● Checkout after registration;
● Disappearing items from the cart;
● Complicated password reset;
● Mandatory sign-in;
● Onboarding you can’t skip;
● Complicated navigation;
● Unavailable cart.

Is that all?

ASO is an uninterrupted process. It's not enough to just update the metadata once and enjoy the benefits of the rest of the time. Competitor strategies and app store algorithms change, so you must always be vigilant and improve your ASO metrics with every update. Otherwise, you risk falling behind the market.

Running tests with textual and visual elements is equally critical. Manage in-app purchases and user reviews. Take advantage of the app store's advertising tools (ASA, UAC), research the quality of the app, and localize it as you enter new markets.