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Home Blog App Promotion Strategy What About iOS App Store Optimization Algorithms?

What About iOS App Store Optimization Algorithms?

Dec 9 2020

According to our research data, we know that the ASO strategy and related algorithms of apps in Google Play and iOS app store are different. So, what factors are considered for iOS keyword ranking? The Apple Store’s algorithm will index your app’s title, subtitles, and keyword library, and give different ranking priority weighted points to the information presented in different parts.

According to how ASO works in the Apple App Store, you must make full use of the limited space provided to ensure that your app ranking covers as many relevant keywords and phrases as possible.
What About iOS App Store Optimization Algorithms

What about iOS App Store Optimization Algorithms?


Your App Store optimization results will be affected by metadata, indexing methods, and ongoing maintenance.


Metadata


The Apple Store will study how you organize the title, subtitles and keyword library for your application. Apple will use all the words you use to build the basis for keyword ranking. Our expert team uses proprietary technology to continuously research and understand how ASO is related to store algorithms, what keywords are most suitable for applications like yours, and give you the best optimization strategy recommendation.


Application Title


The app title is crucial to how ASO works in the Apple App Store. Apple allows developers to add titles of up to 30 characters. Your title is one of the two visible areas of metadata. The title after the brand name needs to highlight the most important core functions of the app. The user must be able to read and understand how the application works or what to do immediately. A good title needs to add as many keywords as possible while clearly describing the functions of the application and fluent in reading.


APP Subtitles


Apple allows developers to enter subtitles up to 30 characters. The subtitles will be displayed under the title of the application you specified. Subtitles need to further explain the application and its functions while maintaining readability. Subtitles should further explain the user’s application and extend the application title.

The subtitle and the application title should be combined with the keywords you want to rank for to make the most important aspects of the application more complete. According to the ASO-related algorithm in the App Store, the Apple store will build an independent keyword library for each part, and treat all individual words as "keywords" to construct phrases for which your app will rank.

Don't repeat terms-this is not how ASO works. When ranking keywords, Apple will not consider any other mentions of the same keywords. Make the most of all opportunities to target different personal terms in the two fields.


Keyword


The keyword library is a 100-character field where you can enter the most important keywords. Check the trends and keywords related to your direct feature set and demographics to understand the target demographic and audience’s needs.

View terms related to:
  • Your application category
  • Demographics of your app
  • Your application function

Relevance plays an important role in the way ASO works. Apple will only rank you based on terms that you think are relevant to your app. Look for keywords that are highly relevant to your app and have high traffic at the same time to ensure that your app gains visibility to a wider audience that is more likely to use your app.

With the right tools and the right keywords, App Store Optimization will enable your app to rank for many keywords in the store and across multiple placements.


App promotion text and description


Apple allows developers to enter promotional text lines of up to 170 characters and then enter a 4,000-character description. This is an important part of how ASO works and how Apple Search Ads works, because the promotional text also plays an important role in paid search campaigns.

Promotional text only appears on mobile devices before the main description. Promotional text is a compelling introduction to the app, outlines how the app works, and should describe any key events or value propositions you wish to include.

The description can fully describe your application, its functions and core functions. When users reach the description, they will be interested in learning as much as possible. Break down your features and other unique value propositions to ensure that users fully understand your app before downloading.

Promotional text and descriptions will not affect the ranking of keywords. This is another area where ASO works differently from web search. Users will focus on these areas to learn as much as possible about the application so that they can sell converted assets to your application.


Creative


Apple allows users to download applications directly from the search results page. In the search results, the following assets, as well as the title and subtitle, will affect the user’s decision whether to download your app. This means that when considering how ASO works, you must consider two landing pages: a list of stores and search results.


Icon


Your application icon needs to highlight your brand and/or the core functionality of the application. Users will need to be able to immediately recognize the general meaning of the application so that they can quickly understand the functions that can be associated with the application when they see the icon on the screen.


Screenshots


Apple allows developers to upload up to 10 screenshots on the product page. Depending on the orientation of the screenshot (portrait or landscape), three portrait screenshots or one landscape will be displayed in the search results.

The screenshot should include a copy highlighting what each image shows and telling the user about the function. Screenshots occupied a lot of screen space in the search results, plus the title, subtitles and icons, and finally can determine the extra click or even download of any application. Your screenshots and how you A/B test them to maximize conversion rates are critical to how ASO works.


APP preview video


Apple allows developers to use up to three 30-second app preview videos on its product page. If the creative is in portrait mode, the first portrait video will be displayed next to the first two screenshots of the search results. If it is a landscape, only the first landscape video will appear here.

The video should highlight the core functionality. Because in this case, user behavior determines how ASO works, the most important statement should be placed within the first 5 to 10 seconds. Apple provides developers with strict guidelines to insist on accurately portraying in-app functions while still providing text explaining what the user is viewing.


Creativity test


Creatives should always be updated. In order to test the effectiveness of your App Store Creative, testing screenshots, icons, featured images and other product listing assets are an important part of how ASO works.

Research is an important part of the working principle of ASO. Collect the reasons why other applications succeed. Apply a new copy, new color or new design concept to the screenshot and test it in the App Store. From there, you will be able to measure and compare your conversion rate to see if your new iteration is successful.


Paid marketing


You need 2-3 weeks to understand the effect of metadata. You can increase the speed of indexing by running paid marketing campaigns and supporting your apps through Apple Search Ads, Facebook or Google Ads to help increase clicks and improve keyword rankings.


Maintenance


The application market is changing every day. Keep up to date and monitor trends every day. When new applications and new keyword terms appear, they can be used by incorporating them into metadata. Comparing how ASO works with web optimization doesn’t help, because Apple and Google index change rankings much faster than Google does web searches. Apps are also more dynamic than websites.

Your metadata should be updated every 30-45 days to ensure that you provide more information to Apple's algorithm to understand your app and how new terms are relevant to you.

With Gummicube and DATACUBE, you can grasp any emerging trends in the App Store to ensure that your metadata is up to date.


Developer name


You must consider how ASO works even when you first register for an Apple developer account. After prioritizing the titles, subtitles, and terms in the keyword library, Apple will use the developer name to index applications for other keywords and phrases. Apple provides 50 characters for developers, developers can enter other words to help its app ranking. If your company focuses on a single type or category of applications, you may choose to include these terms in the developer name to help build other phrases that your application can rank for.


Reviews and ratings


The overall rating of the app will be displayed in the search results, next to the title, subtitle and creative assets. Users will be more inclined to click or download apps with higher overall ratings, which indicates a better user experience. The fewer clicks your app receives, the more likely you are to start seeing keyword rankings drop.

Users will also check the app’s reviews to understand what actual users will encounter after downloading the app. If your app has negative reviews, responding to it as a developer will let users with poor experience know that the developers care about their users and are aware of their problems. For new browsing users, this can indicate that their developers care about their user base.

4-5 star rating data and positive review content will help your app’s conversion, and a higher conversion rate will also promote your app’s natural ranking in the store.

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Comments

  • Cameron Boone
    How can I improve my aso? Reply
    • Angel Miller

      @Cameron Boone A good name not only identifies what your app does to prospective users but can also improve your rankings. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

  • Derek Stokes
    How to refine my new keywords? Reply
    • Myrtle Becker

      @Derek Stokes You can filter your results to get a better understanding of the potential success of specific keyword ideas. Reply

    • 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. Reply

    • 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. Reply

    • Myrtle Becker

      @Derek Stokes You can also use the date range feature with your traffic forecasts. Reply

  • Alexander Castillo
    How do I find keywords for Aso? Reply
    • 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. Reply

  • Edgar Clayton
    What are the ASO ranking factors? Reply
    • 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. Reply

  • Pablo Fleming
    How do I optimize keywords in the app store? Reply
    • 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. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

  • Virginia Soto
    How can I improve my aso? Reply
    • Janie Young

      @Virginia Soto A good name not only identifies what your app does to prospective users but can also improve your rankings. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

    More replies
  • Walter Luna
    What are the best keywords to use? Reply
    • 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. Reply

  • Amelia Holt
    Are there any tips for choosing the keywords? Reply
    • 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. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

    • 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. Reply

  • Max Warren
    How do I know what keywords to target? Reply
    • 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. Reply

    • 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: Reply

    • 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 Reply

  • Terrell Rodriguez
    How to refine my new keywords? Reply
    • Kerry Carson

      @Terrell Rodriguez You can filter your results to get a better understanding of the potential success of specific keyword ideas. Reply

    • 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. Reply

    • 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. Reply

    • Kerry Carson

      @Terrell Rodriguez You can also use the date range feature with your traffic forecasts. Reply

  • Lynette Stone
    How do I find keywords for Aso? Reply
    • 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. Reply

  • Robyn Frank
    What are the ASO ranking factors? Reply
    • 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. Reply

  • Jeff Richardson
    How do I optimize keywords in the app store? Reply
    • 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. Reply

    • 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. Reply

    • 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. Reply

  • Zachary Clark
    How do I promote my app on social media? Reply
    • 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. Reply

  • Wallace Johnston
    How do ASO work? Reply
    • 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. Reply

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