App Store Optimisation: Helpful Tips to Improve Search Results


If you want to achieve a higher mobile rank in app store results, you need a working App Store Optimisation guide. Before we start, let’s define what App Store Optimisation, or ASO, actually is. ASO is the process of optimising your app to meet the app store ranking criteria and to get a higher ranking on the App store’s search results.

The question is how to increase the visibility of your app for your prospects? For instance, being in the top chart and having an attractive advertisement are some of the factors that motivate a user to download an app. Remember that the main purpose of ASO is to make your app more noticeable. This is why our marketing team put together a list of 6 of our favorite ASO tips. Let’s have a look at them one by one.

#1 App Name, Keywords and Description

A unique name for your app is the most essential metadata you can use to get a higher rank. Studies show that apps with a relevant keyword in their title ranked on average 10.3% higher than apps without a title keyword. An example of an effective app name that you could follow is “App Brand Name + Keywords”. We recommend searching for appropriate keywords in Google’s Keyword Planner.

The next task is to create a compelling description. It should be simple, relevant and convey a clear meaning to a reader.

What most people are reading

Include as many relevant keywords as possible in the first 250 characters. Highlight the key features of your app and don’t forget to include your app’s social media links. List out all the certificates, awards, and honourable mentions your app has received.

#2 App Conversation Rate 

Want to create a better experience for your users and grow conversions? This process begins by identifying what the conversion goals are for your app.

Below we have highlighted 2 conversion rates for apps:

– Conversion Rate to Visit – The number of people that are browsing the app store and decide to visit your product page.
– Conversion Rate to Download – The number of people that visit your product page and decide to download your app or game.

They can be defined along with impressions, product page views, and app units in a diagram called Conversion Funnel in-app marketing.

Let’s take an example. You can produce a promotional text to do an A/B test of different messages without doing a version update. Once you’ve found the right context that’s the best for your conversion rate, you can turn the content of the message into your app store keywords.

#3 App Compatibility

Understanding and researching your competitors and their business strategy are important for ASO. Before adding your app to the marketplace, ask yourself the following questions:

1. What are my competitive advantages?

2. What keywords do my competitors use?

3. What are the main reasons for downloading my app?

4. How would a user describe my app?

Here are some factors to consider when choosing a category:

  • the number of competitors,
  • the number of apps that are consistently updated,
  • how popular the category ranks.

After adding your app to the marketplace, consistently monitor the top performing apps in your category. If needed change keywords, descriptions or metadata. See if your ranking changes when competitors add a keyword or change their metadata.

#4  App localisation

App localisation starts from localising your app listing first. It includes translating your app name, keywords, screenshots, etc. This gives you data as to how your app performs in different countries. So, you can then easily decide if you should perform full localisation of the whole app.

What are the main benefits of app localisation?
1. Extended customer base
2. Fast-entry to the new markets
3. Better engagement levels and user experience
5. Diversified customers

If you’re going global and you don’t localise your app, you are losing more than 40% of the global population.

Both the iTunes App and the Google Play Stores make it easier to localise your app listing. It gives you an opportunity to increase discoverability and readability for users in different countries.

Language is vital too. For example, if your audience goes beyond the English-speaking world, adapt your messaging and language to the needs of each audience segment.

#5 Use App Store analytics tools

If you want to succeed after launching your app, you have to track its progress and measure its metrics. It doesn’t matter if you want to improve your app or finalize your launch strategy, there’s a tool out there for all. Similar to Google Analytics for web page insights, there are a lot of app analytics tools available for your mobile app marketing strategy. Here are some examples, Appfigures. Appstatics, APPlyzer or Tune.

#6 App Promotion

The App marketing landscape is extremely competitive. To succeed you need to have an effective app promotion strategy which not only takes into account your target audience but also combines the mobile app optimisation tips and SEO fixes. On-page optimisation is just one waypoint in the mobile app marketing plan. Keeping this in mind, you need your SEO knowledge to really come in. Both Google and Apple stores have a role in your app’s total page visits and product page backlinks.

Above all, always listen to your users. They provide very valuable insights not only in their user experience but their customer journey, as well.

Time to wrap it up

Using these top tips for App Store Optimisation, you can start your way to a bullet-proof ASO strategy.

In fact, the App Store Optimisation is a continuous process, thanks to both the changing ranking algorithms and the competitive app stores. As such, an effective ASO strategy needs regular check-ins. Manage this, and your investment will pay off many times over.

That’s all for now. We hope this guide has helped you find some helpful tips for your app optimisation. In case you need more assistance, do not hesitate to contact our marketing team.