App Store Optimization is an incredibly important yet frequently overlooked
opportunity for developers, when trying to create growth and traction.
Not surprisingly, there’s quite a bit of overlap between traditional SEO and
App Store optimization, but it’s necessary to remember that the App Store is in relative infancy
when compared to its big search counterparts.
What follows is an outline of the utmost important factors which can impact
app store ranking, along with a few tips to assure long-term growth.
On-Page Pertinent Factors
According to a study of more than 200 app searches, it seems that the
following on-page factors are the most relevant within the app store.
Relevance Factors for Off-Page
Application Title: Utilisation of keyword in the title appears to be one of
the most crucial relevance signals. Currently, it is unknown whether it's a direct signal
(usage of a keyword means higher ranking) or an analogous one (results in higher click
rates, utilisation of keyword).
App Description: Proper keyword usage should also be employ within the body
Keywords Data: A good old keywords tag, you ask? Yes, but it looks Apple is
already de-weighting its influence. Expect keywords tag to get the point out collectively as
application development becomes even more convenient to a mainstream audience.
Unlike Google, Apple has complete access to everything which happens within
the limits of an application that means there’s a boatload of data to manage user appreciation.
The below signals can be used to compare apps within alike categorical group:
Usage Weights: What is the moderate frequency of usage within the app?
CTR: What is the click-through rate when served in a higher position?
Discard Rates: How frequently is an app removed? What is the average life
of an app on a desktop?
Downloads: How many downloads does the app consist?
Updates for an app: How fresh is the app? Is it continuing to create
innovative features and optimize for fresh OS releases?
Reviews: What is an average review score and how authentic and
authoritative are the reviewers?
It is believed that Apple would be silly not to incorporate the following
Where App Store Optimization is Leading
App age: Are users reliably and consistently using this developing app?
App Speed: Is the app responsive when compared to its competitors or is it
a heavy experience?
Incoming Links/Social Signal: What kind of flow in the traditional web
ecosphere is this app making?
Brand Trust: Is the app released by a maker which has a trusted arsenal of
successful/popular apps? This would likely assure that the application has undergone a vital
QA (quality assurance) process.
Like any search engine, an App Store appears to be shifting from one of
semantical significance to the deeper and more compelling KPIs which revolve around user data
(nearly every algorithmic change thus far appears to support this notion).
As the entire industry ripen, failure and success in ranking will be much
more focused on the quality experience of its users.
Tips for Improvement
Here are a few tips to help you rank better in the App Store:
Focus on natural incorporation of keywords in the title and description data
Use conversion optimization techniques and push notifications to ensure more prolific usage
of the application
Keep the application “top of mind” through email and social media integration. Give your
users a great reason to share, like, and follow.
Offer heavy users the opportunity to review the app. A simple push with the opportunity to
rate can give your ambassadors a platform to evangelize the product
Try traditional PR to improve download rates and a bevy of quality content regarding the
Use event tracking and some iteration of “last state” tracking to prevent users from
Use open graph (wisely!) to help spread the word.
Make an absolutely killer app (if you’ve done that, feel free to ignore most of the above).