App Store Optimization – A Crucial Piece of the Mobile App Marketing Puzzle with over 2 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. If you’re in the mobile app space, it’s important to understand the various methods for marketing your app. We’d like to share with you one very important technique that continues to be overlooked by most – app store optimization (or ASO for short).
On-metadata factors are those who are under the direct control of developers, such as: App Name (Title), URL /package (only Google Play), Keywords field (for App Store), Short Description (only Google Play), Description, Category, Developer Name, Graphic elements (icon, screenshots, video, feature graphic), and App Size.
Off metadata factors are usually not under the control of developers, but they can be influenced indirectly by marketing actions. These factors are volume and rate of installs, user reviews, volume of ratings, and average rating.
Title – a very strong instrument to rank for your main keywords. You have a max of 50 characters to include your brand name and some keywords.
Short Description – use 80 permitted characters to write a catchy and keyword-rich description of the virtues of your app.
Description – use the maximum possible number of characters (up to 4000) to create an appealing and structured description for your app. In Google Play Store you can highlight the text with rich formatting and emoji. Repeat your main keywords a few times, and pay attention to the first and the last five lines of text as they have the most weight for Google web search (SEO).
Developer name – can also be used to include the main keywords you want to rank for.
Optimizing for App Store Search ASO
For iOS apps on the Apple App Store the picture looks similar, but in the App Store short description is not available, and long description is not being crawled by Apple’s search engine. Instead, they have a special keyword field to fill in with keywords:
App Name – use the space in your app name to include some keywords alongside your brand name.
Keywords Field – it has just 100 characters, so use them wisely – write numbers with digits, don’t put space between words, and don’t use plurals if you have already included the singular form.
Developer Name – same way as in Google Play, you can include a few keywords here.
Subtitle (iOS 11 & App Store 2.0) – 30-character field placed right after the app name to emphasize the idea and purpose of an app – will have an effect on search rankings.
Promotional text (iOS 11 & App Store 2.0) – a 170-character field displayed above the description of an app. Promo text can be changed between different versions of an app, while Description will remain fixed until the next app update. Another place to get creative and optimize for search!
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