App Store Optimization: Best Practices to Get Your App in Front of the Right Users
App Store Optimization is similar to traditional search engine optimization (SEO). Just like in SEO, the goal is to improve rankings in search results and drive conversions. Where app store optimization varies is in the execution of these tactics.
While there are several options for searching and downloading apps, the big two app stores are the Apple App Store and the Google Play Store. Both stores have similar fields in their listings, but there are subtle differences between the two. In general, app store optimization tactics that work in one store will also work in the other.
In order to improve your rankings and drive conversions (and assuming your app is listed in both of the main app stores), you need to focus on four areas:
Apple App Store Tactics
Google Play Store Tactics
Platform Agnostic Tactics
Web-Based Tactics
APPLE APP STORE OPTIMIZATION TACTICS
APP NAME
App names should be 30 characters or less
Include the primary keyword
SUBTITLE
Subtitles should be 30 characters or less
Include a strong supporting keyword
KEYWORDS FIELD
Utilize all 100 characters
Maximize character count by not repeating keywords already in app name and subtitle
Use commas to separate keywords
Avoid using spaces
APP DESCRIPTION
App descriptions should be 4,000 characters or less
Use bullet points to list features
Include best features and a CTA in the first three to five lines of the description
Call out any media mentions or awards
Repeat a list of keywords (no more than 10-15 unique keywords) four to five times each
Readability is important, so avoid keyword stuffing by using the keywords in a natural way
PROMOTIONAL TEXT
Promotion text should be 170 characters or less
Mention any new features or promotional offers
ICON
Icon size should be 1024px x 1024px
Include a border around the icon
Avoid using text
SCREENSHOTS
Utilize all 10 screenshots
Showcase one feature per screenshot and frame it so the photo shows a phone or tablet with the feature on the screen of the device
Put your two strongest features as the first two screenshots
Include a short description at the top of each screenshot
APP PREVIEW
:15 – :30 length
Can include up to three per listing
Showcase your best features
Use an engaging thumbnail to drive views
GOOGLE PLAY STORE OPTIMIZATION TACTICS
APP NAME
App names should be 50 characters or less
Include the primary keyword
SHORT DESCRIPTION
Subtitles should be 80 characters or less
Include a strong supporting keyword
LONG DESCRIPTION
App descriptions should be 4,000 characters or less
Use bullet points to list features
Include best features and a CTA in the first three to five lines of the description
Call out any media mentions or awards
Repeat a list of keywords (no more than 10–15 unique keywords) four to five times each
Readability is important, so avoid keyword stuffing by using the keywords in a natural way
ICON
Icon size should be 512px x 512px
Include a border around the icon
Avoid using text
SCREENSHOTS
Utilize all eight screenshots
Showcase one feature per screenshot and frame it so the photo shows a phone or tablet with the feature on the screen of the device
Put your two strongest features as the first two screenshots
Include a short description at the top of each screenshot
APP PREVIEW
:30 – 2:00 length
Showcase your best features
Use an engaging thumbnail to drive views
PLATFORM AGNOSTIC TACTICS
RATINGS AND REVIEWS
High average ratings can increase rankings and conversions
Reply to negative reviews to help resolve customer issues, improving ratings and customer satisfaction
Use two-step notifications to encourage users to rate and review the app
Ask family, friends, test users and early adopters to rate the app once it is initially published
UPDATES AND RELEASES
Update your app frequently to fix bugs and enhance features
Include notes with each release to alert users and searchers to what’s new
COMPETITOR ANALYSIS
Monitor competitors to see how their apps are ranking
Track what keywords competitors are targeting and adjust your strategy accordingly
MARKET ANALYSIS
Conduct industry research to see what new trends or features are developing
Adjust keywords for your app to align with new trends
CONTENT INDEXATION
Enable content within your app to be indexable by search engines—This allows searchers to launch directly to content in the app or to the app store listing to download the app from search engine results pages
WEB-BASED TACTICS
DEDICATED PAGE FOR APP
Create a webpage for your app that lives on your main site and can borrow from your domain authority to help organic search traffic
Link to both the Apple App Store and Google Play Store listings for your app
Kemp Allen – I am a proud double alum of UNCG with both an MBA and a BS in International Business Studies and Marketing. My fun fact at a party is …MORE
