Tips to Optimize Your App Store Ranking

Optimizing your app store ranking is one of the fundamental keys to app success.

In order to get the most out of any digital marketing strategy, optimization of your content is the key. App Store Optimization is similar to Search Engine Optimization (SEO) which you are probably quite familiar with. We can employ the same tactics that raise ranking in search engines to raise ranking in App Store search results. Is it as simple as that? Not quite. But, the concepts are related.

There are over 5,000,000 apps available for download in the Google Play store and The App Store. With such a saturation of possible downloads, what is the probability of your app appearing at the top of the app store ranking and gaining visibility? Just like search engine results, app store users aren’t going to flip through page-after-page of offerings before making their selection. But, there are techniques you can utilize to improve your app’s ranking in the app store.

Here are 7 optimization techniques that you can use to raise the rank of your app.

Understand Your Competition & Customer

The key to successful marketing is to develop a deeper understanding of your competitors and customers. You need to know what your customers are looking for and the keywords they are using.  Similarly, an in-depth competitor analysis helps you determine the search words targeted by your competitors as well.

To improve your app store ranking, you need to use the high-value keywords in your app store description.

Name Your App Appropriately

There is no point in getting too creative with the name if it isn’t relevant. Using relevant keywords for naming your App can have a significant impact on your app store ranking. For example, if you have an app based on taking smarter notes, then having the word ‘note’ or ‘smart-notes’ in the title would automatically include your app in the relevant category.

Also, don’t go overboard with the length of the name. App titles are truncated after the 23^rd character. Try to think of the ten best apps you know of and you will see that none of them have a long title. In fact, the apps with the highest app store ranking are generally under 3 syllables.

Use Keywords Smartly

For Apple’s App Store, the keyword field is limited to only 100 characters. In Google’s Play store the limit is around 4000 characters. You should always add keywords based on how significant they are to your business. Each keyword has a different purpose and quality score. Use keywords wisely to populate your app in the search results of your target market.

App Description & Imagery

Content and imagery are the most important features of your app. Keywords can be strategically used within the text to increase your app store ranking. A compelling app description serves as a strong call-to-action and has a higher conversion rate.

Use images and screenshots of your app on various pages to showcase the app’s layout, design, and functionality. Ensure that all of it works together to highlight the value of your app. Keep in mind that your content will need to be constantly upgraded.

App Logo

Logo design is a very important element of branding because it elicits emotional identification with the company. Guidelines for creating app logos for Google’s Play Store and Apple’s App store greatly differ. However, as with all logo designs, the icon should be unique, creative, and in line with the overall branding message. It is also important to ensure that the quality of design is consistent with the app as well.

Reviews & Feedback

Even when choosing from the top five apps, users make their decision based on a few other metrics. The rating of the app is incredibly important to its success. There are many ways to obtain positive reviews, ratings, and feedback from your app users. Many applications prompt users to share their reviews or write feedback to help other customers or to highlight potential bugs. A consistent flow of positive reviews can help draw in more users.

Think-Local, Act-Global

Focusing on the local market is crucial for ensuring success. For example, if you are targeting customers in China, then having a description in Mandarin can improve your ranking for that particular region. Even the name can be optimized to appeal to locals. There are many low-cost solutions that can translate your content based on the user’s location, leading to higher conversion rates.

Apart from these tips, you need to invest in a great idea. More importantly, you need to invest in the implementation of that idea. Don’t overlook the importance of providing a good user experience. There is no point in bringing traffic to an app that fails to impress your clients with functionality. If your app is receiving positive reviews, try to keep expanding and improving in order to sustain this success. Lastly, promote your app on various platforms, including your website and social media accounts such as Twitter, Facebook, Instagram, etc.

App store optimization is often a trial-and error-process. If one thing doesn’t work well for you, try another. Always ensure that your success metrics are properly outlined and that your performance is being measured in real-time.