Businesses spend strenuous man-hours building an application – developing, designing, and iterating it from the ground up – meticulously chalking out every little detail and overseeing it from framework to beta to completion. The same gets listed, but doesn’t get the visibility you think it deserves. Was it optimized for better ranking and visibility?
Many mobile apps nail the development phase but lose momentum post-launch due to overlooked growth strategies. A great app alone won’t guarantee success in a competitive market. If you want your app to rise in the rankings on Google Play and the App Store, you need more than just a sleek design. You need a high-impact app strategy, and that’s what we’ll be focusing on today.
Mobile App Optimization Guidelines – Google Play Store and iOS Store
1. App Title and Long Description – 30 and 4000 characters
Ensure the title and description contain primary keywords, but avoid overstuffing. You could focus on branding and other functional keywords to improve discoverability. Keep the title succinct, non-spammy, relevant, and easily readable. Use headings to create sections and segregate different aspects of the mobile application. Mention benefits, emphasize awards, and highlight social proof.
- iOS: Long description isn’t indexed for search but impacts conversion. iOS doesn’t support rich HTML formatting and limits content structuring, bold, italics, etc.
- Google Play Store: A/B test the long description and title in Google Play Experiments. It allows emojis to bring more life into the content and accepts listing the content in each section in bullet points for easy readability. making it more engaging. Don’t forget to do some Competitor analysis through the Semrush Mobile app insights feature to discover relevant keywords in your category.
2. Multimedia – Icon, Screenshots, and Video
Avoid text or intricate graphics in the icon and ensure it is eye-catching, relevant, and unique. Google Play Store expects 8 high-quality screenshots of the in-app experience and User Interface (UI). For iOS, add 10 high-quality screenshots of the in-app experience. Also, annotate certain elements of the screenshots.
- iOS: A/B test the icon using external platforms such as SplitMetrics. App preview videos will autoplay on mute. Try to show UI and value within the first 5 seconds. The video must reflect the in-app experience with no CTA overlays.
- Google Play Store: A/B test variations of the app icon in Google Play Experiments. Add a short demo video, probably 15 to 30 seconds, with autoplay turned off. Google allows promotional-style videos and accepts a feature graphic, 1024 x 500, for the banner on search listings.
3. Ratings and Reviews – Trust and Credibility
Strategically place prompts at the right places in the app to encourage reviews. Respond to reviews fast. Avoid one-line responses, or copy-paste, and generic corporate responses. Throw in more soul. Instead, give responses customized to the user review. Acknowledge negative reviews, and don’t get too defensive – emphasize the progress made.
4. App Updates and Performance
Update the app to improve retention and show progressive development. Highlight key benefits of the update in the “What’s New” section. Use changelogs to push enhancements, bug fixes, performance improvements, and new features. Overall, fix battery usage, wake locks, crash rates, and ANR (App Not Responding) – keep them low.
- Google Play Store: Monitor and optimize performance through “Play Console” · iOS: Requires third-party tools such as SplitMetrics and StoreMaven for testing
5. Exclusive to Google Play Store
Google Play Store allows a short description of 80 characters, where the keywords are indexed, so include adequate keywords in this description. Craft a compelling and comprehensible copy that conveys value, and don’t forget to highlight the USP.
A/B test the same in Google Play Experiments. Further, Google allows pre-registration campaigns to build anticipation and traction for app launches. You can also get featured, provided you focus on quality, innovation, and engagement.
6. Exclusive to the iOS Store
On the iOS Store, add secondary keywords to boost search visibility in the subtitle under the app name (in search results) of less than 30 characters. The hidden metadata lets you add keywords up to 100 characters. Further, add promotional text (not indexed) of up to 170 characters to highlight offers or features. The content added in this section is editable anytime without resubmission.
Create up to 35 unique Custom Product Pages (CPP). Develop personalized pages with unique screenshots and descriptions. Pages are helpful for paid campaigns, segment-specific messaging, or geo-targeting and are supported by Apple Search Ads (ASA). Further, create in-app events such as limited-time events, seasonal content, etc., for visibility in editorial sections and search results.
Common Mistakes: Challenges in App Optimization
Key Benefits of App Optimization
As per Credence Research, the presence of major technology companies and a large number of mobile app developers in the US and Canada has created a strong demand for ASO tools. For instance, a survey in 2023 found that 85% of app developers in the US use ASO tools to improve their app visibility. Why do they do so? For the following reasons:
- Get more visibility to help your app stand out in the crowd
- Increases downloads, more people discover and install the application
- If the keywords are done correctly, the app shows up higher on the search listings
- If the multimedia assets are presented better, it leaves a better impression on the viewers
- Organic growth on the app store reduces reliance on paid ads
- Elevates branding for the company, builds credibility and trust among users
- Leads to long-term sustainable growth without spending a ton of money
As per MarketingProfs, 96% of users download 4-star apps, compared to only 50% who admit to downloading a 3-star app, and a mere 15% who dare download 2-star apps. Also, as per the ASO Project, if your app moves from 2 stars to 4 stars you could potentially raise your conversion rate over 500%. What that means is beyond ranking, an app’s rating also increases downloads. Altumind too undertook a major App Store Optimization Services project for a marquee client, successfully increasing their app downloads by over 95% within 3 months.
Concluding Mobile App Strategy Guide
Getting the app right is one thing, but getting it to rank higher on the App Store is harder. Businesses must formulate a mobile app strategy that resonates with their target audience. A meticulous and value-driven mobile app strategy in line with the app store’s guidelines and your brand goals will ensure continuous optimization for higher visibility, increased conversions, and long-term impact.
We hope this guide provided the right insights. If your business also wants a custom app strategy for iOS and/or the Google Play Store, connect with the App Store Optimization (ASO) Experts in Altumind. Altumind has the right tools, experts, and experience to elevate applications on search listings for more downloads and better reviews. Don’t let a valuable high-investment app go to waste!
