App Store Optimization – Keywords, App Name, Description, Icon

31 7 minutes read

Everyone understands SEO. The goal of an internet based business is to do things that rank highly so that you are on the first page when doing general searches. On the other hand, individuals and brands who develop apps should focus on App Store Optimization (ASO) – likewise, the goal should be specified when researching.

An ASO strategy is not much different from the one used in SEO, you have to do a few specific things to improve your strategy. This includes the correct keywords/phrases/descriptions, the name of the app itself, and the icon you are designing.

These are all things that can increase visibility, facilitate discovery, improve search rankings, and ultimately lead to higher conversion rates (downloads). The more downloads, the more users are willing to spend money through purchases, ads, or subscriptions.

Choose keywords

Finding the right keywords is the first major step in ASO. There are several steps in this process:

Start with brainstorming. What is the value of your application? What problems do you solve and what needs of your users are met? Make a list of terms and phrases related to these things.
Do some research. What keywords/phrases are your competitors using? What is the most famous? What category do they belong to?
Just like Internet search engines, long-tail keywords tend to be more effective because they are what searchers tend to use now. Terminology that uses a word or two is very competitive, especially when your app is new.
Consider potential users. What is their language style? Make sure your keywords are the keywords they used for research.

Once you have a long list of potential keywords, you can narrow down and prioritize them. Of course, you want to choose those products that can bring you the highest level of visibility, here are some things to consider:

My search shows you a lot of searches with general searches, but again, ranking with them can be very difficult. By using long-term and less visually effective word combinations, you can get a clearer view. Remember one sentence: “I’d rather be a big fish in a small pond than a little fish in a big pond.” The same applies here. A high ranking for a small number of words is better than a low ranking for a large number of words.
Check competitors’ rankings regularly. If you pay close attention to their keyword rankings, you may find diversity that will make you stand out from the crowd.
Use the Apple Search Ads metrics (ASA) – these will indicate the performance of your keywords. You can compare conversion rate and search volume for different keywords in your market segments.

The key is to keep a large list of search terms, see if you can make some tweaks to them with different combinations, and test their effectiveness in directing users to your app.

Placement keywords

Once you have a list of keywords, you must now decide how to use them in the list and then evaluate their effectiveness. Due to the different algorithms of the App Store and Google Play, the weights of search rankings are also different. However, when you think about putting together these keywords, here are the most important general elements of both.

Your address is one of the most important factors affecting the ranking of Apple and Google Play stores. The title should contain the keywords that are most important to the value of your app to users. Google Play allows up to 50 characters in the title, so please take advantage of that. In the Apple App Store, the number is limited to 30 characters, so you may need to “play” with the title’s name until you can at least search for it to pique your interest.

You want to create a short and catchy app name, but this will clearly state the purpose of the app. With the name of the app, the file is usually the first impression you have , especially if you’re competing with other similar apps. Here are some tips:

Implicit purpose/function. For example, consider the name “Evernote”. This name means that users can take permanently saved notes for current and future reference.
Do not use the prefix ‘tired’, like ‘insta’.
Don’t type in keywords – they are hard to remember and spell, especially when users are trying to tell others about them. Use honest words.
Look at the length. Make the name short. If researchers had to read the long names, they were less likely to remember them. On the other hand, many of the words in the title are also overused keywords. For example, consider the word “calculator”. There are thousands of application names with this word. You may have a calculator, and this word is an important keyword for your app. Next, you have to find a way to distinguish it from all other calculators with an additional phrase.

This is a short field that allows you to add a small amount of information to the address. Use this short text wisely – it can highlight your main features or functions, and use other important keywords instead of the headline.

Let’s say you develop an app for home buyers that will calculate your monthly payments based on different loan interest rates and years of financing. You may have many other features, but you want to attract users who are looking for quick and easy calculations based on housing cost, loan type, financing amount, interest rate range and loan term.

Your application may include features such as how to double repay and reduce the total cost of the loan, but these features can be included in later information.

Your title might be “Quick Mortgage Calculator.” The subtitle should include a very brief edit to the title – it might be like “Monthly Mortgage Payments and Total Cost”.

Short Description – What can you do with 80-100 characters?

This is a slightly longer description of your app – 80 characters for the Google Play Store and 100 characters for the App Store. Likewise, you want some long-form keywords to focus on the value you provide to users. You should create short and attractive messages.

You might have a great app, and you know your audience will want it. However, unless the description catches people’s attention with truly creative information, it is unlikely to be found. If you do not have creative text expressions, please look for a creative professional. There are many creative product description writing – they can even work or freelance network , for example.

Or you can use writing services, such as Grab My Essay and Students or Believe My Thesis , which is famous for its Creative Writing section. The point is that your description should not only contain important keywords, but also combine those keywords into a very attractive text, which will force readers to at least come to your app to view it.

In addition to keywords directly related to the purpose of the application, words like “free” are also very attractive. For example, in the case of a mortgage calculator, you can use the search to show more popular strong keywords to write a short description, but you can also enter the word “free” so users know they can download and use the app for free for the basic functionality of the cost. After downloading the app and exploring other paid features or ads, you can make a profit. The goal at this time is to download.

Your detailed description is an opportunity to get many important keywords of your choice. For example, Google Play gives you a 4000-character description, so please take the time to write really compelling copy, use those keywords as often as possible, and proceed as naturally as possible. This is also an opportunity to include a compelling call to action.

Don’t Ignore Icon

Today, no one confuses the Facebook icon with anything else.

Facebook can get rid of this simple icon design because it’s my “home” name and no longer needs to promote itself among app users. But what about your order? It floats in a sea of unknown apps, all vying for users’ attention. The visual element of the icon is the main factor in its success. After all, this is the reason for creating your brand identity .

Choose a design much like choosing a brand logo (many company apps already use their logo). However, if your app is a standalone app that is not connected to the enterprise, it should still represent the entire content of your app.

Choose the appropriate color palette. If your application is of a serious nature, you may want to use not bright primary colors, but rather soft colors that symbolize this functionality. On the other hand, if your app is less serious and involves some fun, choose a more “fun” color. Take a look at the Poncho weather app, for example:

Of course, when looking for colors, you should look for the most popular competitors and the colors they use.

Stick to the simplicity of the design. Icons for extremely “busy” apps can be confusing and distracting. If you spend some time searching for popular app icons, you will find that they are simple, not standalone and not directly related to the brand/company.

Why are icons important? Because it will attract visitors who may become users. The more the app is downloaded and considered popular in its category, the higher its rank will be.

in the end…

ASO is not a one-time event with an end. You need to track performance, keep up with new keyword features, and adjust translations and descriptions. If you develop a product that meets the needs; If you understand your audience; If you understand the importance, purpose and location of keywords; If you gain experience in areas that you lack, you have the opportunity to learn from you as the application is “moved”.

Kristen Savage uses the magic of text to nourish, inspire, and empower. In addition to earning a degree in creative writing, Kristen has also gained experience in the publishing industry and has extensive experience in marketing strategies for publishers and authors. She is now a freelance writer for Senior Thesis and World of Warcraft . You can Facebook social networking site .