ASO – App Store Optimization

With the insurgence of mobile applications comes the need to optimize the various app stores. In layman’s tongue, App Store Optimization is the SEO  for Mobile Applications.



Ranking Factors

App Name

The name of the app is the most important relevance factor. In some engines alphabetical order is used in lists, so starting with an A or a number might be sensible.

App Publisher

The publisher name can also include keywords and one might even want to publish under several subdivisions of the company. “XYZ Financial Apps” and “XYZ Navigation Systems” would help rank for those respective search terms.

Keywords and Description

Keyword rich descriptions work similar to normal SEO text, but because install popularity is a huge ranking factor one could also include existing popular themes (popular app names, popular people, news hypes and more) . Great text, screenshots, app icon and instruction videos in the description all need to get people to install the app.

Installs so far

The amount of machines that have installed the app so far is logged and shown by almost all platforms. A huge amount of installs provides a higher ranking and evokes trust for additional installs.

If the number of installs was the only factor, then the most popular would keep getting better and newcomers would never stand a chance. Luckily, newcomers can benefit from install trends that are also monitored and used by most app stores.

Install Growth Spikes

When the app receive a lot of new installs in a short timeframe it ends up in both generic and categorized popularity lists. It also helps  to rank for the keywords in the app’s description and reviews.

Most app stores use the volume to which the app install increase and the previous week is more important than the previous month.

Current Installs, Uninstalls, Active Installs

To combat manipulation it’s much smarter to look at current install base instead of the amount of people who once installed the app. App stores that are able to monitor this can see how satisfied people are with an app and how many people uninstall it.

Ratings and Reviews as Ranking Factor

Ratings and reviews are available in most app stores, but there is a huge difference in their effect on  ranking. Just a few of them use the review text to answer a keyword search in their search engine.

A test with near unique phrases shows which platforms use it. Ratings are used by most stores to aid or ruin  ranking, but all in varying strength. Google Play Store also uses Google Plus endorsements and “mark as inappropriate” opinions.

Interested in good ASO strategies for your Mobile Application, visit Impressico Business Solutions