ASO 101

It’s been more than a year since Apple announces its App Store redesign and the release of iOS 11. Some say the biggest overhaul in 9 years

However, I’m very surprised to see here in the Middle East – not just “mobile first” but in many cases “mobile only” region with heavy dominance of iOS in online retail – even the big brands don’t do anything about the changes.

Why optimizing in-store and following the latest guidelines form Apple and Google is important?

• It helps your app to be discovered by users
• It increases the chances of your app to be downloaded once the user found your app via paid or unpaid channels

Let’s first look at important ASO (app store optimization) factors.

Now let’s see what we can do here and what to avoid.

 

• First impression

• App title and subtitle.

 

Being considered by the algorithm to index the app.

The best practice would therefore to use your brand name with 1 or 2 very strong keywords in your app title, while using a catchy descriptive short sentence for your app subtitle.

 

• App description

 

Apple is slowly moving towards a SEO kind of approach (like Google), with the appearance of more content in the store.

Meaning write it for humans but remember of the algorithm. What to include?

Apple advises: the ideal description is a concise, informative paragraph followed by a short list of main features.

• The first sentence of your description is the most important — this is what users can read without having to tap to read more.
• List unique selling points and the features of your app. Be real and focus on real user benefits not “we are the best app here”
• List use cases. Be creative, e.g. some ways you can use us: Book a last minute birthday or anniversary trip (we won’t tell anyone you forgot)
• Add influencer and press mentioning
• Add as many ways to reach out to you as possible
• Do your research and make sure you are targeting the most effective keywords, pay attention to the exact wording people use when talking about your or competitor app. Do not stuff your description with the keywords.

 

 

• Promotional text

 

Your app’s promotional text appears at the top of the description and is up to 170 characters long. You can update promotional text at any time without having to submit a new version of your app. Consider using promotional text to share the latest news about your app, such as limited-time sales, upcoming features or content, or other events within your app.

 

• 3 App video previews and the screenshots

 

Apple highlights the importance of visuals and rich content on its Store. It is important to cease this opportunity by using all available video (and screenshots) slots.

The videos now can be localized.

Use different screenshots for different markets and different devices

 

• iTunes Keyword field

 

Keywords are limited to 100 characters total, with terms separated by commas and no spaces. Maximize the number of words that fit in this character limit by avoiding the following:

• plurals of words that you’ve already included in singular form
• the names of categories or the word “app”
• duplicate words
• Improper use of keywords is a common reason for App Store rejections. Do not use the following in your keywords:
• unauthorized use of trademarked terms, celebrity names, and other protected words and phrases
• terms that are not relevant to the app
• competing app names
• irrelevant, inappropriate, offensive, or objectionable terms

 

 

• Rating and reviews

 

Apart from obvious social proof and user satisfaction the number of your Reviews and Ratings, as well as your average Rating, are powerful indicators taken into account by the algorithm to rank your app.