SEO Optimization of Applications in the App Store and Google Play
Statistics show that the average smartphone user spends between 5 to 7 hours a day online. During this time, users noticeably prefer fully-fledged applications over browsers. How can one increase the ranking of their own application on online platforms such as Google Play or the App Store? Let’s delve deeper into this article.
How is the application output page formed?
Typically, the search for a suitable application is conducted through:
- The naming of the brand or the product that corresponds to the appropriate brand (works if the product is popular among a wide audience);
- The function or purpose of the application, for example, “order food” or “calculate calorie norms”;
- Custom selections, lists of ranking positions (best for you, etc.).
If in the first instance the system provides the user in response to their request for a specific product, regarding the second and third positions, it is worth noting that the algorithms prioritize user attention only to the most relevant and processed applications. Rankings are formed considering a whole range of different indicators: from site visit frequency to all possible behavioral factors, including client reviews.
What should be done before presenting the application?
If you seek to release an application to the market as soon as possible, covering your eyes to certain shortcomings, be ready to spot your own product at the end of the output in all available stores.
From a technical side, the application should be ideally developed. Verify that the program’s provision is compatible with various devices and OS, and also assess its criteria such as safety, functionality, and usability, which can be evaluated in the following ways:
- TestFlight – through this web service, you will have the opportunity to check the effectiveness of your application via feedback from real beta users;
- Conduct a comprehensive audit by qualified specialists with extensive experience in the mentioned field. Carry out a comparative analysis of reports among professionals and insights from users;
- Activate settings for ensuring uninterrupted connection: caching the service, regular updates, gathering, and troubleshooting errors, etc.;
- Plan the order of implementing the project packaging steadily, focusing on the primary requirements of stores.
These conditions also apply to mobile games.
How to promote an application through ASO practices?
ASO refers to a multifaceted process aimed at optimizing landing pages in mobile formats to improve their positions on Google Play, App Store and attract new target audiences. To extract maximum benefits from ASO, a stepwise approach is advisable, moving from smaller tasks to larger ones:
- Select relevant keywords and integrate them into the semantic core;
- Formulate actual headlines, while for Android, separately specify the package name;
- Order the textual block;
- Insert icons to the final view;
- Localize the product for localized specificity.
Let’s review the main steps of the process more thoroughly.
Key queries and semantic core.
Directly according to target queries, users search for information, thus it can be termed as “keywords” – these are words and phrases that comprehensively describe the external design or exceptional properties of the product. Engaging in the formation of the semantic core is crucial. The task-solving can be aided by statistical services and collection of keywords.
Additionally, carry out a comparative analysis of competitors in the niche already featured in the top. It is essential to do this to calculate the most relevant keys. Under the allowance of the given task, special applications, AppCodes and others are also included.
Headlines.
The name of the application stands out to the user instantly – it is a feature that briefly describes the program’s content. The optimal length for this element in the App Store is 30 symbols, while for Google Play, it is 50.
To receive a good title, it is important to adhere to two conditions: to make the name of the application authentic and to use the heaviest target phrase. It is recommended to include keywords in the subtitles, while in applications in the Android system, target queries can be integrated into the bundle name, that is, in the name of the folder where the application is stored.
Text block.
The standard description does not exceed 4 thousand symbols. This block should maximally reveal the essence of the application, its functional characteristics, and advantages. It is important that the description is well-structured and user-friendly. Thus, the user not only downloads the application but also proceeds through provided links to the company’s site, its social media accounts.
Icons.
Modern users are attracted only by the beautiful, unique, and informative picture. To ensure that your icon meets all three criteria, consider the following nuances:
- The icon – is a graphical element of the interface, hence the use of text is excluded;
- Be laconic and restrained in design, using only a few shades, but skillfully compile them;
- Remember about semantic load, for the icon essentially represents your brand’s face, the original product mark. That is why create it, distancing from the thematic of the application.
Create several images under the application cover and allow users to choose the best variant targeting audience. In this way, you can precisely determine which icon interests users more than others.
Effective ways to promote a mobile app
To raise your application’s ranking in the store and persistently secure your position, a complex approach is necessary, intelligently utilizing all available promotion channels:
Motivated installations scheme
The status of an application on Play Store or App Store directly depends on its download frequency. Many web developers aiming to drive traffic and raise their program’s position in the category resort to the method of paid installations. If you choose to use this method, be cautious, as it is considered manipulative. When revealing violations, the app store algorithms will quickly diminish the application’s visibility.
Website arrangement
Engage not only in promoting the application in the store but also in optimizing the TM site in the global search. Regularly update the page with periodicity, publishing only valuable, interesting content – this can attract traffic and improve brand awareness;
Social media advertising
Definitely implement in the application options “share on social networks” to prompt users to additional engagement. Also, do not overlook targeted advertising and partnerships with influencers in selected market niches. The more varied and creative the content will be, the more likely it is to attract people. Qualified specialists recommend additionally promoting through CPA and CPI networks.
Advertising in Media
Create a quality press-release and distribute it across various media platforms: from regional publications to specialized portals. Remember that a good article-note differs in content, but also in restraint, originality, and structure. At the end of the announcement, always leave contact details and links to corporate accounts. Or, you can use the PrFlare publication service for articles and press-releases, which can help quickly and easily spread your information.
Conclusion
For effective optimization of your application in stores, it is crucial to meticulously plan every block of the marketing strategy. Making a bet on “raw” products is not advisable; modern users are exceptionally demanding, they will not waste their time on an application filled with bugs. To break into your “own” audience, use the market segmentation method and do not forget about the principles of SEO when designing the content.
