App Store Optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad or Android) in an app store (such as iTunes for iOS and Google Play for Android).
GPShopper, the leading mobile commerce app developers for retailers and brands, compiled a list of store-differentiated ASO tips for retailers who are just launching their mobile app:
• Your app name matters the most.
• Keywords are next in terms of importance. Because you’re only given 100 characters, don’t waste characters by repeating your app’s name or using plurals – both will be ignored.
• Your app’s description carries no weight as it isn’t searchable.
• Apple’s “Previews” feature that allows you to demo your app in a short video as part of your submission.
• High-quality app screenshots and feature art are must-haves. These are critical when enticing people to download your app, as a higher install base equals a higher rank.
• Contrary to Apple’s App Store, your app’s keywords should appear throughout the app description in Google Play.
• Certain social factors influence Android’s app rankings, like including a YouTube video in your submission, as well as the number of users who +1 your app.
• Just as with iOS, high-quality app screenshots and feature art are extremely important influencers in Google Play ASO. Higher install base equals higher app rank.
Just as Google has improved its search engine algorithms over the years to reward useful, quality content and penalize optimization “tricks” (like link building and keyword-stacking), both app stores are increasingly following suit. Factors such as installs and uninstalls, reviews and ratings, and even use frequency will soon dominate app store search success.