The Apple Store’s algorithm will index your app’s title, subtitles, and keyword library, and give different ranking priority to basic elements about the app.
For numerous apps, the title is often just the brand name. However, the app title holds significant importance as it is indexed by Apple and carries substantial weight in the ranking algorithm.
To enhance your app's visibility, it's beneficial to append one or two keywords with high search volumes to your brand name. These keywords should effectively communicate the purpose of your app.
Given that the App Store limits app titles to 30 characters, economizing on space is vital. Opt for colons (:) instead of traditional dashes (-), and use ampersands (&) in place of the word "and" to make the most of this space.
The subtitle, which mirrors the App Store title in length at 30 characters, also undergoes indexing but has a lighter influence according to Apple's algorithm.
An impactful subtitle should encapsulate your app's essence in a succinct phrase, integrating keywords that are frequently searched. To ensure visibility even on smaller screens, position the most crucial keywords at the start of the subtitle.
Steer clear of vague descriptors such as "most popular game" or "social networking." These broad terms fail to distinctly highlight the unique qualities or functionalities that differentiate your app in the marketplace.
💡 Expert Tips: On iOS, refrain from repeating keywords in your app's metadata. Unlike some platforms, iOS doesn't assign additional weight to keywords through repetition.
During your keyword research for the App Store, you might find that some misspelled versions of keywords attract higher search volumes than their correctly spelled counterparts.
The keyword field, not visible to users on your app's storefront, is instrumental for the App Store's understanding of your app's content and the search terms it should be associated with. With a limit of 100 characters in this field, it's crucial to adopt best practices in keyword selection to boost your app's visibility and search relevance.
Interestingly, the keyword field carries the same weight as the subtitle in terms of ASO. For instance, opting for commonly misspelled keywords like "video" and "serie" instead of the correct French spellings "vidéo" and "série" could significantly enhance your app's discovery.
👉 Understand the causes of keyword ranking fluctuations in the iOS App Store and how to deal with them.
How Long Should You Wait to Assess Keyword Performance?
After updating your app's metadata with new keywords, it's essential to exercise patience. The Apple algorithm requires time to gauge how these keywords perform in relation to your app.
It's advisable to allow a four-week period before evaluating the effectiveness of your new keyword strategy. This timeframe accounts for the algorithm's adjustment period and potential fluctuations in keyword metrics.
👉 Find out how often you should update your app store metadata?
While the app description on iOS isn't factored into indexing, it plays a pivotal role in persuading store visitors who are contemplating downloading your app.
Typically, only a subset of visitors delve into the app description, seeking further details and compelling reasons to proceed with the installation.
Leverage this space to articulate your app's unique value proposition, highlight its standout features, explain its various applications, and underscore the benefits it offers. For inspiration, consider the questions frequently posed by your audience and address these inquiries directly within your description, thereby preemptively resolving potential user concerns.
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Use the "What's New" section for more than just listing bug fixes. Highlight new features and updates with a touch of storytelling to keep users interested and connected to your app's evolution.
Potential users look for signs of legitimacy before installing an app. Having a professional brand name as your developer name, rather than a personal name, can significantly enhance trust and credibility. It also reinforces brand recognition, assuring users of the app's authenticity and quality.
The app icon is a visual ambassador for your brand on the App Store and should:
👉 ASO Creative Strategy: How to Design a Powerful App Icon to Grab Customers' Attention?
Consider your app screenshots as more than just previews; they're akin to advertising banners designed to prompt downloads.
In the App Store, the first 3 screenshots are typically the most prominent in search outcomes. With the introduction of iOS 15, if a user has already installed your app, these screenshots won't show in search results. Instead, any active in-app event cards are displayed, providing a unique chance to capture the attention of existing users and entice them back into the app.
Adapt your app screenshots for compatibility with dark mode, considering that many users prefer this setting on their devices. Select colors for your screenshots that are versatile and display well in both light and dark themes to ensure consistent visual appeal.
Capitalize on the critical first 10 seconds of your app's preview video, ensuring you immediately showcase the app's key features and value proposition to capture the viewer's attention in the brief window you have.
Incorporate clear, legible captions into your preview video, which plays silently by default on the App Store, to effectively communicate your app's functionality and benefits to viewers without sound. Use large fonts and keep captions on-screen long enough to be easily read.
Tailor your app's creatives to resonate with local markets by translating metadata, and customizing visuals and messaging to align with cultural nuances, fostering a welcoming environment that builds trust and relatability with potential users.
Capitalize on the surge of users seeking thematic content during holidays and major events by updating your app's visuals and messaging. Reflect the spirit of occasions like Valentine's Day, Black Friday, or Halloween to demonstrate relevance and capture the attention of potential customers searching for festive or event-specific apps.
👉 Seasonal App Marketing Strategy: How Can App Seasonality Be Used to Increase User Acquisition?
In-app events are powerful tools to:
Apple has introduced specific in-app event badges to assist marketers in promoting various activities within their apps or games:
Recognize the power of reviews:
Make it a priority to respond to reviews, demonstrating that you value user feedback. This engagement can:
When time is limited, prioritize responses to negative reviews to address concerns and improve user satisfaction.
👉 A Complete Guide of Buying App Store and Google Play Reviews to Boost Your App to The Top
Maximize positive engagement:
Implement an in-app rating system that smartly detects optimal moments for prompting users, such as:
For example, in a game, consider triggering the rating prompt following the triumph of a difficult level, capitalizing on the user's sense of achievement.
Use Apple Search Ads to complement and inform your ASO strategy, reducing the cost per install and improving your app's organic reach. Simultaneously, a well-executed ASO strategy can make your Apple Search Ads more cost-effective. The interplay between the two can lead to better conversion rates and higher keyword rankings, feeding valuable insights back into your ASO efforts to amplify your presence across both paid and organic channels.
👉 Explore the relationship between Apple Search Ads and ASO to discover how their combined use can increase your app's download numbers.
Click "Learn More" to drive your apps & games business with ASO World app promotion service now.
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Comments
Jesse Mack
@Wallace Johnston The goal of ASO is to drive more traffic to your app's page in the app store, so searchers can take a specific action: download your app. The ASO process also requires a crucial understanding of your target customer base, including the keywords your potential customers are using to find apps similar to yours.
Meghan Brooks
@Zachary Clark Use paid ads. Explore influencer marketing. Encourage user-generated content. Seek out reviews and ratings. Understand the advantages of different social media platforms.
Debra Henry
@Jeff Richardson Place the strongest and more relevant key phrases in the App Name. Since the App Name has more weight in the algorithm, this is where you should place your best keywords and key phrases. The more relevant the term, the higher the conversion. When using key phrases, don't break them with other words.
Patsy Hawkins
@Jeff Richardson You can check the blog out How to Find Target ASO Keywords for Your App with ASO World Keywords Research Tool if you want to know more stories about how to target the right ASO keywords.
Patsy Hawkins
@Jeff Richardson In ASO World you could find professional experts of ASO techniques to provide you with solutions that suit your product, and you can get a bonus for a free run just by sign up. If you have other concerns, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Bennie Hogan
@Robyn Frank The Apple and Google Play stores each have their own unique algorithm, but the main ranking signals are similar. The main factors that matters are Keywords in Metadata, App Download Volume, Conversion Rate, Ratings & Reviews.
Louise Peterson
@Lynette Stone The best way to do that is to see what keywords your competitors are using with an online tool like App Annie or Sensor Tower. Go to App Annie, for example, and type in your competitor's app. Navigate to the “Keywords (ASO)” tab and you'll see data on which keywords they're ranking highly for.
Kerry Carson
@Terrell Rodriguez You can filter your results to get a better understanding of the potential success of specific keyword ideas.
Kerry Carson
@Kerry Carson To help you understand how to use the targeting settings, here's an example. Let's say you want to show ads for your Cabo San Lucas resort to customers in Switzerland who speak French and are searching on Google and Google search partner sites. You can edit the settings in the Targeting panel above the graph to get keyword ideas and historical statistics for such a campaign.
Kerry Carson
@Terrell Rodriguez Paying attention to the calendar can be helpful if you’re running a seasonal campaign or looking for keywords that are trending on Google Search. That’s where the date range feature comes in. It lets you adjust the date range in order to see search volume trends over specific time periods and get suggestions for keywords that are more relevant during certain times of the year.
Kerry Carson
@Terrell Rodriguez You can also use the date range feature with your traffic forecasts.
Marie Summers
@Max Warren There are many ways to do it, either manually or using a keyword research tool. But whichever way you choose, there are a number of important steps that you need to take.
Marie Summers
@Max Warren From outlining your goals to executing your keyword plan, follow these detailed step-by-step guide to performing proper and thorough keyword research:
Marie Summers
@Max Warren Step 1: Study your niche Step 2: Define your goals Step 3: Make a list of relevant topics Step 4: Create a list of seed keywords Step 5: Use good keyword research tools Step 6: Study the search intent Step 7: Identify long-tail keywords Step 8: Find out about your competitors
Kelli Nichols
@Amelia Holt 1. THINK LIKE A CUSTOMER Identify your target audience and put yourself into the shoes of a customer when you create your initial list of keywords. Ask yourself, 'If I wanted to find one of these products or services, what would I type into Google?' You can also consult others, such as friends, family members, or even current customers to get their opinion on phrases they would use when searching for your products and services.
Kelli Nichols
@Amelia Holt 2. STUDY THE COMPETITION Make a list of your main competitors and go to their websites to see what keywords they are targeting. Read the content and view the metatags to help identify the keywords they are targeting. Looking at your competitor's keywords will not only help you see what you could be forgetting but also help broaden your list of ideas.
Kelli Nichols
@Amelia Holt 3. UNDERSTAND THE LONG TAIL KEYWORD Long-tail keywords are a combination of three or more words or phrases. While long-tail keywords tend to boast lower search volumes, they generally attract more relevant traffic, are typically less competitive, and easier to rank well on. Choose long-tail keywords that help to specify your product or service.
Kelli Nichols
@Amelia Holt 4. USE KEYWORD RESEARCH TOOLS If you are using Google Ads you can use their keyword tool to research your potential target keywords. With these tools and others like SEMRUSH and Raventools, you can gather data on keyword volume and trends, keyword competition, similar keywords, and more.
Kelli Nichols
@Amelia Holt 5. ANALYZE THE RESULTS After choosing your keywords don't forget to monitor them and analyze the results. There are often trending keywords or phrases, along with new keywords your competitors may be using. Don't forget to utilize your keywords wherever possible! Insert your keywords into blog posts, social media posts, metatags, and your website's content. The more you use keywords within your content, the easier it will be for your target audience to find you.
Johanna Vargas
@Walter Luna Head keywords are usually just 1 or 2 words and have a high search volume. Body keywords are 2 to 3 word phrases with a good search volume, not high, not low. Long-tail keywords consist of four or more words strung together with a low search volume. These account for the bulk of web traffic.
Janie Young
@Virginia Soto A good name not only identifies what your app does to prospective users but can also improve your rankings.
Janie Young
@Virginia Soto Of course, both the Apple iOS App Store and Google Play handle titles and keywords differently, so how you approach your title should depend on if you’re marketing to Apple or Android users.
Janie Young
@Virginia Soto The Apple App Store gives you 255 characters for your title. So, while a succinct title can help with your branding efforts, it will do you no favors if you’re trying to boost your Apple ASO.
Janie Young
@Virginia Soto Take the time to come up with a creative title that is unique, descriptive, and keyword-rich; it’s not a bad idea to create a title and then a subtitle with your keywords. Doing so will help you both establish market share and improve your ranking.
Janie Young
@Virginia Soto Titles are handled a bit differently in the Google Play store. There, you get a paltry 30 characters for your title, so you have to be extremely concise.
Janie Young
@Virginia Soto However, you don’t have to be as concerned about keywords in the title with Android apps; for Google Play, the keywords should go in the description, as we explain in step two.
Mitchell Flowers
@Pablo Fleming Place the strongest and more relevant key phrases in the App Name. Since the App Name has more weight in the algorithm, this is where you should place your best keywords and key phrases.
Mitchell Flowers
@Pablo Fleming The more relevant the term, the higher the conversion. When using key phrases, don't break them with other words. You can check the blog out How to Find Target ASO Keywords for Your App with ASO World Keywords Research Tool if you want to know more stories about how to target the right ASO keywords.
Mitchell Flowers
@Pablo Fleming In ASO World you could find professional experts of ASO techniques to provide you with solutions that suit your product, and you can get a bonus for a free run just by sign up.
Mitchell Flowers
@Pablo Fleming If you have other concerns, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Carmen Banks
@Edgar Clayton The Apple and Google Play stores each have their own unique algorithm, but the main ranking signals are similar. The main factors that matters are Keywords in Metadata, App Download Volume, Conversion Rate, Ratings & Reviews.
Freda Jenkins
@Alexander Castillo The best way to do that is to see what keywords your competitors are using with an online tool like App Annie or Sensor Tower. Go to App Annie, for example, and type in your competitor's app. Navigate to the “Keywords (ASO)” tab and you'll see data on which keywords they're ranking highly for.
Myrtle Becker
@Derek Stokes You can filter your results to get a better understanding of the potential success of specific keyword ideas.
Myrtle Becker
@Derek Stokes To help you understand how to use the targeting settings, here's an example. Let's say you want to show ads for your Cabo San Lucas resort to customers in Switzerland who speak French and are searching on Google and Google search partner sites. You can edit the settings in the Targeting panel above the graph to get keyword ideas and historical statistics for such a campaign.
Myrtle Becker
@Derek Stokes Paying attention to the calendar can be helpful if you’re running a seasonal campaign or looking for keywords that are trending on Google Search. That’s where the date range feature comes in. It lets you adjust the date range in order to see search volume trends over specific time periods and get suggestions for keywords that are more relevant during certain times of the year.
Myrtle Becker
@Derek Stokes You can also use the date range feature with your traffic forecasts.
Angel Miller
@Cameron Boone A good name not only identifies what your app does to prospective users but can also improve your rankings.
Angel Miller
@Cameron Boone Of course, both the Apple iOS App Store and Google Play handle titles and keywords differently, so how you approach your title should depend on if you’re marketing to Apple or Android users.
Angel Miller
@Cameron Boone The Apple App Store gives you 255 characters for your title. So, while a succinct title can help with your branding efforts, it will do you no favors if you’re trying to boost your Apple ASO. Take the time to come up with a creative title that is unique, descriptive, and keyword-rich; it’s not a bad idea to create a title and then a subtitle with your keywords. Doing so will help you both establish market share and improve your ranking.
Angel Miller
@Cameron Boone Titles are handled a bit differently in the Google Play store. There, you get a paltry 30 characters for your title, so you have to be extremely concise.
Angel Miller
@Cameron Boone However, you don’t have to be as concerned about keywords in the title with Android apps; for Google Play, the keywords should go in the description, as we explain in step two.
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