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App store optimization is, just as it sounds, the practice of optimizing the title, description, and other characteristics about your application’s App Store page to make it easier for users to find. Being more easily found by users leads to more downloads and happier customers.
Because of the lack of data we get from the App Stores, we generally resort to using more traditional keyword research methods. Keep in mind, with search data being used influence branding strategies and more, this isn’t as crazy of an idea as it sounds.
One tactic that is good to use here is the ever-famous “Don’t Hit Enter” strategy. By not hitting enter, the App Store displays what it thinks you (someone about to download an app) are going to search for.
Just like normal web pages, app pages have meta data which includes titles, subtitles, and descriptions. We suggest using the following guidelines for writing your App Store metadata (based on the keywords you found, of course).
Categories in the App Store can be thought of as similar to YouTube. This is how the App Store gets a better idea of what the app is about. Additionally, the right categories help users find your app as they can search the App Store by category.
Choosing irrelevant categories can also result in the app getting rejected by the App Store.
Ratings and reviews heavily influence how an app ranks in search as they often encourage users to engage with your app from search results. Focus on providing a great app experience that motivates users to leave positive reviews, and you can also directly ask users to rate your app on the App Store.
When asking users to rate the app you should wait until they’ve played a few sessions before prompting them. User’s who are allowed to enjoy the app for a small time before they are asked to leave a rating are more likely to leave a positive review.
The number of downloads is a key factor for an app’s ranking in the App Store. The more users that download and install an app, the better its position is likely to be.
On the flip side of that, retention of downloads is also taken into consideration. If users are downloading the app, then uninstalling it – the number of uninstalls could potentially have a negative impact on rankings.
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