App Search Optimization by Mobile Development Agency

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Mobile apps can be discovered through search categories or any other method. ASO or App Store Optimization is the process of enhancing mobile apps visibility to rank higher in any app stores search results. Increased rankings in search results means increased visibility, and downloads.

To boost the app in the app store, here is a list of top 9 ASO tips, a lot of which have their roots in popular SEO strategies marketers know.

What are the factors affecting ASO?

ASO Ranking Factors

The Title

The heaviest search traffic keyword should be placed in the title. Changing  title too often does not help though, so spend some time with research to which keyword helps your app rank higher.


Try lessening choice of keywords and maximize them to their full relevance. Most often targeted audience will help which keyword are relevant and is used often. Right choice of keywords will also help you to monitor your standing against competitors.

Total downloads

One factor cannot fully control but is tremendously important to ASO is mobile app’s total number of downloads. The highest downloads in biggest app stores now are entertainment or mobile games, next category will be social networking. Monitoring app downloads can also help  comparing app with competitors

Reviews and App Ratings

Mostly important and a bit difficult to control. Good user experience will help in retaining customers and attracting potential ones so it is important always try to stand in the users’ position.

Optimizing mobile app does not have to break the bank. Taking note of the above factors are rather inexpensive but is highly effective on mobile app conversion which every business wants.

Review competitors’ icons

Look at how many camera apps have a picture of a camera or a lens, for example.  Avoid text in icon (unless it’s a graphical representation). Text doesn’t render very well when sized down and will just make things look cluttered.

To follow their branding guidelines.

Step by Step to do ASO

1. Understand competition and customer 

An informed ASO strategy hinges on knowing how customers use the app, together with an in-depth view of the competitive landscape. To begin, here are some questions:

– How would my customer describe my app?
– What is the language naturally use by customers?
– What are their main reasons for downloading app?
– What is the competitive benefit?
– What’s the keywords?
– What are the keywords targeted by competitors?
–  The goal is to enhance discovery in app store searches and also target those keywords which drive the most traffic. The best way of identifying these optimal keywords is  consumer research — looking for what search queries brought the customers to the app and even the natural language use to describe it.

2. Choose the proper app name

Bringing a unique name to the app is not just about branding. For best ASO results, include some relevant keywords in the title, as this text greatly factors into search results of the app store. In fact, TUNE recently performed a study on the 25 top ranking positions and discovered that app has a relevant keyword in the title on average, ranked 10.3 percent higher than app without any title keyword.

The App Store titles are up to 255 characters, permitting for plenty of keyword phrases or keywords. However, do not take this as a medium to stuff each keyword that may think of into the title; after all, the app’s name is. But more extended titles will be truncated on a top chart page or search results. Titles are usually truncated after getting to the 23rd character (spacing included) in an App Store and then the 30th character in a Google Play. Titles for installed apps in the navigation menu of the device or home screen are often truncated after a respective 11 and 14 characters.

To make sure that the app is identified, now keep the real name sweet and short. To augment the short title with unimportant keywords after the name, normally preceded by a vertical bar or dash, to associate the app with chosen keywords.

3. Maximize the keywords

While a lot of these strategies also apply across the board concerning the different app stores, the Google Play Store and the App Store have two different ways when it comes to App Store Optimization keywords.

Google Play

This Store takes a more similar approach to modern SEO. Google removes the tags and scans the app’s description to extract some relevant keywords. In this case, use 4,000 characters to describe it, client-facing language manually. Without attempting to jam as several keywords into the text, attempt to sprinkle the relevant keywords in the place they logically make sense. A latest Sensor Tower study revealed that the optimal amount of times to repeat the certain keyword in the product page of an app store is five, at which point to maximize the possibility of ranking high for the keyword. Now, further mentions have just little to no effect on App Search Optimization and may turn off potential clients if description appears repetitive intentionally.

The App Store

This has a keyword field character of 100. It exclusively utilizes title and whatever keyword phrases or keywords that put in these 100 characters to figure out which search strings the app will show up for. Having this in mind, it is essential to use the entire allotted characters and research the keywords to maximize the organic traffic.

4. Make a compelling description

Now, except some of those above strategically located keywords, the app’s description has to be targeted toward the customer base, instead of a search engine index. The description should be seen as a call to action for possible customers. Describe its function in concise and simple language, list the benefits it gives, and force the reader to download it.

5. Stand out with a fantastic icon

As the potential customers browse an almost endless list of apps, the visual icon is usually the first impression they will have it. It is essential to make it count!

As approach icon design, note that the Google Play and App Store differ in their approach to app icons. Both Google Play and App Store have preset standards for its geometry, ideal size, and color scheme of the icons made to match the remaining OS.

6. Include videos and screenshots 

Just like icons, description with screenshots might not affect search rankings, however, they drive downloads. Photos convey more on what it is and bring the descriptive text to life, letting potential customers visualize using the app before making the download.

Though it is possible to upload up to 5 screenshots for iOS app and 8 for Android app, only the first 2 to 3 screenshots will display in the gallery on page load. Make sure that these screenshots truly speak to the benefits of the customer and are strong to compel the reader to download it or browse the additional screenshots.

7. Raise traffic with outside promotion

It is important to note that on-page optimization is one tool in the mobile marketing kit. It is whereknowledge of SEO comes in. It’s widely believed that both Apple and Google factor in the app’s product page backlinks and total page visits when determining the search and general ranks.

8. Frequently update

Mobile customers are searching for apps that are steadily improving, with frequent updates depending on customer feedback. Frequently updated apps that are seen, by both the customer and app store, to be more customer-centric and of a higher value.

9. Encourage feedback and ratings 

Last but not least, a steady flow of positive reviews will serve as the highest validation of the quality of the app and among the highest rank determinants.

Read More 5 Reasons Why Your Mobile App is Failing and How to Avoid It

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