You've heard about App Store optimization and how it can boost your downloads, so you did some research, made a few changes to your app's name and keyword list, waited some more, and... nothing.

Is this scenario familiar to you?

Many developers tell me the same thing, and I always respond the same way: successful App Store Optimization is an art as well as a science. Many developers use app store optimization, and there is a way for it to work for your app. However, it would help if you worked to find it.

To assist you in your search, I've compiled a list of the most common mistakes I've seen developers make, so you can avoid them early and get more out of your ASO.

1. Ignoring ASO

Have you ever heard of the acronym ASO? You now have it. Meet the enchantment that is App Store Optimization. This is a fantastic combination of careful research and pure guesswork to increase your app's visibility. ASO achievements can help your app rise faster in top charts and search results, increasing downloads.
There are two sides to optimization: working with app texts and visuals. We're mostly interested in app texts these days.

Text optimization includes keyword research, title, and subtitle for Apple, short description for Google, and long description for both stores. The store's algorithms pay attention to these fields, analyze them, and decide whether or not the app should be found on the store for various search requests users type into the search bar on GP or AP. 




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2. Focus too much on brand keywords

To be honest, promoting the app for brand keywords is both costly and potentially ineffective. Assume you want to find the "League of Legends: Wild Rift" game and you type this keyword into the search bar at Google Play or AppStore. Of course, the original game will take the top spot, but the list of apps on both stores contains 250 apps, so there will undoubtedly be other similar apps on the list.

But the question here is whether genuine organic users will download the lower-ranked apps, abandon the original game, and occupy the top two positions. We can probably suggest that such a possibility exists and that some users have already played League of Legends: Wild Rift and would like to try some other similar games. But, in any case, we cannot predict whether this will occur or not, and we should not deny it.

Essentially, focusing solely on brand keywords in keyword research and promotion may lead to a dead end. On the one hand, the official brand app receives roughly 70-80% of the traffic for brand keywords. On the other hand, even if you have a similar app that is cool, the app will most likely never be in the top 1, where the majority of traffic is, as I previously stated. The third issue is that even if you try to promote such a keyword, it will take a lot of time and money, and it will be difficult to maintain the positions due to the competitiveness.

You may wonder what I will offer in such a case, and what keywords I will concentrate on. You can still target high-frequency, popular keywords, but for other brand-related games, it is better to target some general keywords.

Also, keep in mind that low- and medium-frequency keywords are not always detrimental to promotion. Of course, you want your game to rank high for popular keywords, but it is still possible to rank high for traffic-boosting keywords that are less competitive. One of the most important rules is to mix and promote the app for different search requests rather than focusing solely on competitive keywords. Less popular keywords are usually easier to promote, so the cost will be lower because fewer installs and time are required.



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3. Do not conduct keywords research permanently

Essentially, keyword research is the first step you, as an app developer, must take before creating texts and moving on to App Store Optimization. Keyword research is more than just compiling all of the requests related to your app into a single file; it is also about analysis. Typically, it takes 5-6 hours to collect 150-200 keywords for the app in one region and only 2-3 hours to create all of the texts. While gathering keywords for your game, keep the following in mind:

4. Ignoring app reputation: app ratings & reviews

To be honest, many of us may believe that reviews and ratings have no bearing on the process of keyword promotion. That is not the case. The algorithm operates in the same manner as in-app activity. The store looks at the app's overall rating and reviews and decides whether the game should increase in rankings. Of course, the game may rank higher for requests even if the app rating is 3, but it is much easier to boost the app with a rating of 4.5. Positions of apps with high ratings typically rise faster as well. So before starting the keyword promotion, make sure that your game has a good rating in this country as well as reviews.



It is critical to work with reviews and understand at least the fundamental principles that will help you receive more positive feedback. The most common mistake is when you, as an app developer, do not respond to reviews or only respond to a few of them once a month. You must respond to all reviews, both positive and negative.

For positive reviews, thank the user for their feedback and state that you appreciate it and will be pleased if the user continues to play the game. What should you do about negative feedback? Responding to negative reviews politely will assist you in developing user loyalty. Finally, reviews and your responses contribute to the app's reputation, which should be monitored daily.