App store optimisation: our tips for a high-ranking app

Author: Michal Szczepanik - Solution architect at EPAM

So you’ve built an amazing application, added it to iOS App Store and Google Play, and you’re ready for the downloads to start rolling in. But have you done everything to get its rankings up, get it seen by the most people possible and increase downloads? This is where a well-considered app store optimisation (ASO) strategy comes into play.

What is App Store Optimisation?

The same way in which marketers use Search Engine Optimisation (SEO) to improve the rankings of web pages on Google’s search results, app developers can also use certain methods to get their apps right to the top of app store search results. It’s about understanding the nuances of Apple and Google’s stores and their ranking systems – which have never been released but are studied by the experts at Emakina.

Why you need an ASO strategy

This optimisation process is a crucial process for a 12-factor application – the methodology used for building software-as-a-service applications. The right strategy will enable you to:

  • Increase the number of organic searches and downloads.
  • Spend less money on advertisements to get more active users.
  • Be seen and downloaded by more people, with the potential of them becoming long-term users.
  • Earn revenue from your app, where applicable. 
  • Find yourself among the top search results for strategic keywords and terms that describe what your app does.

Many of the same content optimisation tactics used in SEO can also be used with ASO, such as the right word count, aiming for good readability, using enough primary and secondary keywords, and making title and description tags as optimal as possible.

5 ways to make your app stand out

ASO is a constant iterative process as algorithms change, new keyword trends emerge and app features are updated. Working with an app expert like Emakina, you can ensure that your app is not only optimally designed and built, but also correctly integrated in app stores – and monitored and improved afterwards through A/B testing and user feedback.

App producers should factor in some these best practices to ensure their labour of love doesn’t get lost amongst thousands of other apps. Read our tips on getting app store ready in the original EPAM article.

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