Top 6 Ways to Improve your Mobile App Search RankingKeval Padia
Once your app is live on the app store, you might get a feeling that your work is done. However, that’s when all the fun begins. If you think creating a mobile app will ensure instant popularity and profitability, you may need to reconsider your strategy. It is important to inform end-users about the app and an incentive to download it.
According to a Google Report, 48% of users discover new apps by browsing app stores (Apple App Store and Google Play Store). This is where App Store Optimization (ASO) steps in. The main idea of app store optimization is to enable the user to find and download your mobile app.
The major factors which regulate the app position are the total number of downloads, user ratings & reviews, comments, and app launches/app deleted data by the users. These factors are a key indicator of the areas which need improvement. For example, change keywords, asking users for feedback, and ratings, etc.
Let us look at the top 6 ways to improve your mobile app search ranking.
How to Improve Your Mobile App Search Ranking
The Importance of your App Title
The title of your app is more important than you think. You want the end-users to remember the app name and to figure out the core functionality of the app. The app title should have a major impact on the appearance of your app in the search rankings. It becomes more important to add a short description especially when you’re starting.
For example, Flickr – Photography, Telegram Messenger, or Discord – Chat for Communities and Friends. Due to popularity, it is easy to know the function of these apps but not when it was first released. It is a good idea to use a strong keyword/s within the app title for ease of understanding. Additionally, the app title has to be crisp and clear under 50 characters.
Keyword Focused App Description
A Keyword focused app description forms a key aspect of your App Store Optimization (ASO) process. The app description, if done correctly, has the potential to form a positive effect for your app on the search ranking algorithm. While curating the app description, you can focus on the most relevant keywords that users are likely to associate with your app.
Nevertheless, just because we mentioned the importance of keywords, it doesn’t mean you have to stuff the description with irrelevant keywords.
Using the right keywords in moderation can do wonders in the search ranking. Remember the use of repetitive keywords goes against Google Play’s content policy.
As a rule of thumb, try not to use more than five keywords in the description even if it is tempting to do so. If the app has got featured in popular journals or news, you can use it in the first three lines to form a sense of trust among the users.
How about an appealing App-Icon?
Now that we have established a 50-character limit for the app title and a crisp description, app icons should be carefully selected as it forms the face of the app and the first thing users see when they download the app. It is interesting to know how little time and attention is put into designing app icons when it is the identity of your app.
While selecting an app icon, try to keep it clean with short text for it. Additionally, you can do a “look test” by placing the icon next to other app icons and use it for a few days.
This is a significant step so that the app icon would have the ability to stand out.
App Screenshots and Video Inclusion
You have selected an impressive title, written a crisp description, and designed an impeccable icon. Now, you must include screenshots of your app to show the look of your app to potential users before they download it.
Pro tip: Minimalistic screens work wonders, especially on iOS apps, because less is more. Along with screenshots, Apple also recommends you to add a short video (15 to 30 seconds) to demonstrate the app functionality.
Research conducted by App Annie states that there was a 25-30% increase in conversions when a video was added along with the app description. As a video is a recent requirement on app stores, it will increase the exposure of your app. That being said, a video is not compulsory but a recommendation to increase your mobile app search ranking.
App Ratings and Reviews
After doing everything right, users still need the reassurance, and this is where ratings and reviews come in handy. Imagine you are buying a product on Amazon, how many times have you decided against it because of users’ review? This is the space where you can get support from your real-life friends and your social network to show some love towards your app.
More ratings and reviews, along with comments, also work wonders on the app store ranking algorithm. When you receive negative reviews reply to each feedback. This shows that you care and are actively working to improve your app. Moreover, it gives an impression to the users that you are proactive and paying attention to user problems.
We would recommend that you should try to encourage your users to write a review. It is not advisable to go for paid reviews for your product/service as it may hamper your app in the long run.
Include it in The App Pack
Google has an App Pack located on top of the mobile search results. You can view this if you open the browser on your smartphone and search a string of words like “navigation.” Ideally, the app pack encompasses anywhere from one to six apps. If there are more apps matching the string or keyword search, it can be found when you scroll further down the page. Each app has unique information about the features of the app, like the title of the app, app image, ratings and reviews, and price. If you click on the app, you will lead to the app store to download the app.
The best part about the App Pack is that the apps in the pack are platform-specific. It means that an iOS user will be able to view only those apps that are available to download via the App Store and not the ones on Google Play, though the app title matches your search string.
The tactics above are often referred to as app intelligence tools. It can give you market insight and help you understand customer behaviour. To be able to achieve more downloads, you need to have a good title, description, and app icon. Once you develop a mobile app, optimization is an ongoing process, and these tips are among the few which you can use to optimize your app. If you follow these steps, you’ll get more app downloads and a higher app search ranking.