Most users find new applications by using the search function within their chosen app store. This is where app store optimization comes into play: ASO aims to improve the ranking of native apps in the search results of a given app store – so, in other words, it should help make your app appear near the top of search results. This is directly linked to the correct assumption that an app with a better app ranking will see higher download figures than apps with a lower ranking.
So why do we just assume that a better ranking should automatically mean more success for an application? First of all, the ranking of an app has been proven to have an effect on the perception of the app. Shop visitors often make the assumption that apps listed as the top hits in the app store ranking pages are the best applications offered on the store. And when users open Google’s app store - without having a specific app or brand in mind – and search for an app with a particular function (like ‘torch’ or ‘alarm clock’), ranking really becomes a key factor: apps that appear near the top of the app store search results page are downloaded more often than their counterparts at the bottom.
There are a number of different measures that can be taken to help push your app towards the top results in the app store. These strategies, known as ASO methods (app store optimization) are actually pretty similar to traditional search engine optimization methods (also known as SEO for short) – and so, like SEO, there are also two different areas of app store optimization that can have an influence on ranking.
- Onsite (similar to onpage in search engine optimization): all measures that are taken directly on the app store page of an application can be considered to be onsite app store optimization. This includes the name of an app, the description of its content, and the visualization of this content in the form of an app icon and screenshots that are displayed on the app store page. Onsite factors can be actively edited to give apps a major boost in their ranking potential.
- Offsite (similar to offpage search engine optimization): offsite ASO includes all influencing factors that can’t be directly edited on the app store. This includes values like the number of downloads and ratings an app receives as well as the reviews left by users. Unlike onsite ASO measures, offsite indicators aren’t in your direct control – they can only be influenced. This can happen indirectly by ensuring that the quality, usability, functionality, and marketing of your app are all optimized. These factors can then help determine how often your app will be downloaded and how positive user feedback will be.
It’s difficult to precisely measure the influence that onsite and offsite factors have on app ranking – neither Google nor Apple (the two biggest app store operators in the industry by a distance) have released official statements about their ranking criteria. But fortunately many online marketing experts have shared their knowledge on the subject and offered insights into the function mechanisms of the ranking algorithms for each app store.
The general consensus is that the following aspects have an impact on an app’s ranking on app store results pages (these aspects apply to both Android and iOS apps):
- Onsite criteria for app ranking:
- Use of appropriate keywords (precise and clear terms used to describe app’s content) in the app’s name and the details page for the app on the app store
- Use of an optimized app icon
- Upload of app screenshots to illustrate the content of an application
- Upload of a video to illustrate the content of an application
- Use of and response to in-app usage statistics
- Offsite criteria for app ranking:
- Number of downloads
- Number of installations
- Number of deinstallations
- Number of reviews
- Average user rating
- Development of download figures (particularly used for determining if an app is trending)
- Development of app ratings (particularly used for determining if an app is trending)