App Store
Optimization
Index
• What is App Store Optimization?
• App-Store Optimization Package focuses on:
• Why App Store Optimization
• Mechanics of App Store Optimization
• The App Store Optimization Checklist
• ASO Tools
• Case Study
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What is App Store Optimization?
• ASO is a strategy similar to Search Engine Optimization (SEO) for web pages, but specifically applied
to the app pages in app stores.
• ASO is a way of ensuring your app meets app store ranking criteria and rises to the top of a search
results page.
• The higher your app ranks in an app store’s search results, the more visible it is to potential
customers.
• The goal of ASO is to drive more traffic to your app’s page in the app store, so searchers can take a
specific action: downloading your app.
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App-Store Optimization Package focuses on:
On-Page Off-Page
Conversion Rate
Optimization Optimization
It is the number of end users
Off-page ASO elements are
On-page ASO elements include who search using a particular
external factors that indirectly
all components that appear keyword vs. the number of users
contribute to app downloads -
directly on an app page on the who click on a specific
these are specifically external to
relevant app store. application that appears in
the app store listing of the app.
search results for that keyword.
Apps that generate more clicks
Includes metadata that is input and downloads on a keyword
Ratings and reviews positively
into the app name, publisher have a higher “conversion rate”
impact search rank more than
name, keywords, description and are rewarded with better
downloads alone.
fields, etc.
rankings.
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App-Store Optimization Package focuses on:
On-Page ASO Off-Page ASO
App name App store downloads, ratings and reviews
App description App recommendation websites
Keyword tags Dedicated app landing page or website
App icon Press coverage
App preview video and app screenshots Advertising (social and paid)
App category YouTube, Google+ and backlinks (Google Play Store)
App store localization
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Why App Store Optimization
• In the app store, the most used method for discovering and downloading new apps.
• If you’re not using ASO to increase your app’s search ranking, you’re missing out on the largest
discovery channel available to your app.
• With hundreds of thousands of apps in each app store vying to rank above one another, the amazing
reality is that the majority of publishers are not investing in app store optimization.
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Mechanics of App Store Optimization
• Main Factors:
• Title:
• The keyword placed in the title should be the one with the heaviest search traffic.
• Spend time researching which keyword that is, because changing your title often to include different
keywords can be detrimental.
• As your app begins to rank higher and gain more reviews, news of your app will begin to spread by
word of mouth.
• Keywords:
• To improve your search rankings, you need to know which keywords are relevant and used most
often by your target audience.
• It is helpful to monitor competitors in order to realize how you compare week to week.
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Mechanics of App Store Optimization
• Secondary Factors:
• Total number of Downloads:
• Your number of downloads are extremely important to ASO, but you don’t have complete control
over them.
• Ratings and Reviews:
• Also important and difficult to control. However, there are ways to incentivize happy users to rate
and review.
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Mechanics of App Store Optimization
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The App Store Optimization Checklist
Understand Choose the Create a
Maximize the
customers & right app compelling
keywords
competition name description
Increase traffic Include
Localize your Stand out with
with outside screenshots
app listing unique icon
promotion and videos
Encourage
Update
ratings and
frequently
feedback
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The App Store Optimization Checklist
• Understand customers and competition:
• Goal is to improve discovery in app store searches and target those keywords that drive the most
traffic.
• The best way to identify these optimal keywords is consumer research — finding out exactly what
search queries brought your customers to your app and the natural language they use to describe it.
• It’s equally important to survey your competition to identify which keywords are being targeted by
apps similar to yours.
• You can then determine whether or not it makes sense to target these same keywords or a separate
set of keywords unique to your individual value proposition.
• Similarly, you’ll have to decide if it makes more sense to rank in the top 10 for a few highly
competitive keywords or to rank in the top spot for keywords with a lesser search volume.
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The App Store Optimization Checklist
• Choose the right app name
• Coming up with a unique name for your app
isn’t just a matter of branding.
• For best results with ASO, include relevant
keywords within your title, as this text
heavily factors into app store search
results.
• To ensure that your app can be clearly
identified, keep the actual name short and
sweet.
• You can augment this short title with
nonessential keywords after the name,
typically preceded by a dash or vertical bar,
to associate your app with select keywords.
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The App Store Optimization Checklist
• Maximize your keywords:
The App Store Google Play
The App Store has a 100-character keyword field. In this scenario, you’re given 4,000 characters to
It exclusively uses title and whatever keywords or describe it in natural, customer-facing language.
keyword phrases you include in these 100 characters Without trying to jam as many keywords into this
to determine which search strings your app will text as possible at the expense of messaging
show up for. strategy, try to sprinkle relevant keywords where
With this in mind, it’s important to use all of the they logically make sense.
allotted characters and carefully research your
keywords to maximize your organic traffic.
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The App Store Optimization Checklist
• Create a compelling description:
• The description should be viewed as a call-to-action for potential customers.
• list the unique benefits it offers, and compel the reader to download it.
• Your app’s description, as well as the rest of your product page, should be treated as a living
document.
• As it changes with each new update, so should your description.
• Each time you submit an update, take the time to reflect the changes in your product page’s
description and screenshots to call out new features and accurately portray it.
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The App Store Optimization Checklist
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The App Store Optimization Checklist
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The App Store Optimization Checklist
• Stand out with unique icon:
• When approaching your icon design, it’s important to note that the App Store and Google Play vary in
their approach to, and rendering of, app icons.
• For iOS icons, the most important thing to note is that icons should be sized to at least 1024×1024
pixels, the dimensions required by the App Store.
• When designing an Android icon, the only difference is that Google Play requires a 512×512 icon.
• Icons should be clear enough that they immediately convey what your app does, even in its scaled-
down form within the apps menu.
• It’s important to do a little competitive research to ensure that your icon is different enough to avoid
having your app confused with a competitor’s.
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The App Store Optimization Checklist
• Include screenshots and videos:
• Screenshots should show off your app’s most pivotal features, latest updates, and the pages on
which your customers will spend most of their time.
• You can upload up to five screenshots for an iOS app and up to eight for an Android app, only your
first 2–3 screenshots will show in the gallery on page load.
• Ensure that these screenshots speak to your biggest customer benefits and are strong enough to
convince the reader to browse your additional screenshots or download it.
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The App Store Optimization Checklist
• Localize app listing:
• Both the iTunes App Store and the Google Play Store
allow you to localize your listing to make both
discoverability and readability easier for customers in
different countries.
• By doing so, you can increase both adoption and
conversion, as more customers find your app using
keywords in their language and as more customer
download it after seeing a welcoming product page in
their language.
• For example, Clash of Clans publisher
Supercell translated its app description and
screenshots to capture the Chinese market:
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The App Store Optimization Checklist
• Increase traffic with outside promotion:
• The more traffic you drive to your listing, the higher it will rank in search results.
• To drive traffic, build an online presence around your app with social media and content, soliciting
press and reviews, and investing in online advertising.
• App indexing has proven the most effective strategy for driving traffic to an app’s product page.
• App indexing is the process of making Android or iOS app content searchable and linkable from a
web or mobile web search.
• Indexing helps with both re-engagement and acquisition by promoting content in new channels.
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The App Store Optimization Checklist
• Update frequently:
• Apps that are frequently updated are seen, by
both the app store and the customer, to be of a
higher value and more customer-centric.
• releasing the update and to encourage existing
customers to download the update.
• Encourage ratings and feedback:
• A consistent flow of positive reviews serves as
the highest possible validation of your app’s
quality and one of the highest determinants of
rank.
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ASO Tools
• If you are trying to make your app stand out in a crowded app store, the right app store optimization
tools can play a crucial role in your app marketing and help boost your app’s visibility to increase
downloads.
• Gummicube
• App Annie
• Tune
• Mobile Action
• Sensor Tower
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ASO Tools
• Gummicube:
• Gummicube has been in the app store optimization business since 2011.
• The company built its own DATACUBE app store intelligence software to understand what users
search for in the App Store and Google Play to deliver better results.
• Gummicube provides on-page (content) optimization and analyses reviews and ratings to increase
organic downloads.
• Key features: App focus group service, on-page (content) optimization, ratings and reviews, app logo
and screenshots.
• Tagline: Get the best app store optimization service from our experts.
• App stores: Apple App Store and Google Play.
• Price: monthly flat fee.
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ASO Tools
• App Annie:
• App Annie is an app analytics and app market data platform for developers and marketers.
• Headquartered in San Francisco, App Annie has offices around the world and provides business
intelligence tools to aid app publishers and developers with decision-making.
• Use their app store optimization tool to measure, test and optimize your keywords to increase your
app’s discoverability and boost downloads.
• Key features: keyword and competitor tracking, advanced search filters, analyze keyword rankings.
• Tagline: ASO and app store optimization tools.
• App stores: iOS Apple Store and Google Play.
• Price: Store Stats and ASO tools are free.
• www.youtube.com/watch?v=AmWLwWGCwlU
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ASO Tools
• Tune:
• Tune is a measurement and attribution platform for mobile marketers.
• Founded in 2009, the company’s rapid growth means they now boast seven offices around the globe.
• Along with attribution analytics and in-app marketing, Tune offers an app store optimization tool for
developers to boost organic results by optimizing their app store assets.
• Key features: Get keyword suggestions and track rankings, compare install estimates, track
competitors, A/B test descriptions.
• Tagline: TUNE marketing console – mobile measurement, attribution, and engagement.
• App stores: iOS Apple Store and Google Play.
• Price: Contact for subscription prices.
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ASO Tools
• Mobile Action:
• Mobile Action is a leading user acquisition service for mobile developers.
• Founded in 2013, and headquartered in San Francisco, the company has released its app store
intelligence and app store optimization tools for free.
• Get competitor rankings, app download and revenue insights and make informed ASO decisions to
increase your organic downloads.
• Key features: easy-to-use dashboard, competitor tracking, recommended actions.
• Tagline: App store optimization and app marketing.
• App stores: iOS Apple Store and Google Play Store.
• Price: App Analytics is free. ASO Intelligence starts at $39 per month.
• www.youtube.com/watch?v=wszB6EBqopg
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ASO Tools
• Sensor Tower:
• Sensor Tower is an app store optimization and intelligence platform for app developers.
• Founded in 2013, by Alex Malafeev and Oliver Yeh, Sensor Tower provides valuable insights into your
competitors through its Rankings and Leaderboards resource.
• The app store optimization tool’s accurate data and tracking functions help improve your app’s
visibility in the app store; while the keyword translation feature translates your keywords into
multiple languages to increase your app downloads in other countries.
• Key features: app ranking, keyword optimization, keyword translation, download and revenue
estimates, and competitor tracking.
• Tagline: Mobile App Store Marketing Intelligence.
• App stores: iOS Apple Store and Google Play.
• Price: From $79 per month.
• www.youtube.com/watch?v=AZQkDzuD0Yg
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Case Study: Pokemon Go
• With over 2 million apps
filling up the app stores,
getting apps discovered is
one of the biggest struggles
faced by developers today.
• Pokémon GO, the most
talked about app, has taken
the no.1 spot in the App
Store rankings and hit the
top 10 Android games in the
USA the day after release.
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Case Study: Pokemon Go
• The keywords:
• Pokémon GO ranks at no.1 for
‘Pokémon GO’ ‘Pokémon’
‘Pokémon’ and ‘Pokémons’ on
iOS and Android.
• Pokémon GO has been
installed over 100 million
times, with more downloads
coming from Android than
iOS.
• This could be due to the fact
that Pokémon GO ranks for
more keywords on the Play
Store. This shows the
importance of using as many
keywords as possible!
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Case Study: Pokemon Go
• Downloads is another big factor that affects app store rankings.
• The more downloads that an app gets, the higher it will appear in the search results for its category.
• Seeing as Pokémon GO doesn’t rank for its famous catchphrases and characters in the iOS App Store,
there is a risk that downloads might decrease when the hype dies down.
• Visual Content:
• Pokémon Go have mastered the art of the app icon. By using their iconic Poké Ball, it stands out and
is immediately recognizable.
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Case Study: Pokemon Go
• Screenshots:
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Case Study: Pokemon Go
• Description:
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Case Study: Pokemon Go
• Reviews and Ratings:
• Across all versions, Pokémon GO has
8947718 ratings.
• The app also has a lot of negative reviews
about slow loading times and the app
freezing.
• The app has experienced crazy growth, so
it’s expected that it would experience a few
technical difficulties.
• What’s great is that you can see the app has
already been updated a few times, which
shows the team is constantly improving the
app and listening to their users.
• This is a great way to ensure your users stay
engaged!
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Case Study: Pokemon Go
• App Localization
• Pokémon GO is not available in India, China, or Korea. By leaving these markets untapped, Pokémon
GO is missing out on huge populations. However, its global expansion plan is likely to continue.
• Localizing an app is not just limited to the in-app text.
• The task includes localizing the keywords, title, description and visual elements.
• This will help encourage your app to rank highly across app stores in different countries.
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Case Study: Pokemon Go
• If Pokémon GO Hasn’t Perfected ASO, How Have They Succeeded?
• Well, Pokémon GO has something many new apps don’t: a predefined and loyal fan base.
• Pokémon GO taps into the legacy it built through cards, video games, TV, and films.
• Loyal fans actively share news about the game and promote it to their peers without any prompting.
This has no doubt helped lead to its virality.
• By utilizing augmented reality and location-based services, Pokémon GO is very interactive. It uses
the phone camera to show virtually overlaid Pokémon.
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Thank You.
