Improve Your App Store optimization (ASO) with Title and Keyword Hacks
By Laura Eccles
Last week, I partnered with Apptentive to present a webinar all about App Store optimization (ASO). For those who aren’t familiar with the term, ASO is the continuous process of improving an app’s rank and discoverability in an app store. Similar to how a search engine indexes websites, the App Store and Google Play incorporate a range of factors including app store keywords, app downloads, and app reviews when deciding which apps to show first in a search result or top chart. ASO is a way of ensuring your app meets all of these ranking criteria and rises to the top of a search results page. This is especially important given that 65% of downloads are coming from search queries.
ASO helps with discoverability, which allows people to find and learn about your app. It also helps with conversion to get people to then go and download your app. As a result, you receive more organic installs, which are basically free installs.
If you missed the webinar, you can see the full slide deck below.
There are many different ASO algorithm factors when it comes to boosting app store visibility. The primary factors include: title, keywords, ratings and reviews, MAU/retention, app deletions, total downloads, download velocity, and app indexing. During the webinar, we covered all of these topics and more, along with the biggest mistakes brands make when it comes to ASO and a quick ASO checklist to ensure you’re covering all your bases. In today’s post, we focus solely on selecting the right title and keywords for your app.
Let’s start by focusing on a title strategy.
How to pick your app’s title
The first thing to note is that you’re restricted to 50 characters for your title, which you want to maximize. You want to pick keywords for your title that are high traffic, on-brand keywords. Let’s take Stitch Fix, for example. When they started out, their title was “Stitch Fix – Your Very Own Personal Stylist.” To improve, they needed to pick keywords that were relevant to their brand and that maximize the 50 characters. So, by taking out “Your Very Own,” they were able to put “Personal Stylist” first and foremost for people to see for the brand recognition, and then were able to fill in additional keywords such as the “Clothes Shopping.”
How to decide on title keywords? First, you want to add your more difficult keywords to your title because it actually has a higher weighting than your keyword chain. The keyword chain, as I mention throughout this post, is going to be referred to as 100 characters that you would submit into your iTunes Connect.
For example, let’s look at just how much of a higher weighting it has for your title keywords versus the keyword chain through my client, Quizlet. Quizlet was focused on their localizing their app in Germany, and we weren’t making high enough for one of their keywords. You’ll see the jump here, by adding it to the title, we Go to the full article.