How to be Listed in The App Store Search

ASO

Chen Shifer 15 December 2016

When you’re listed in the app store, it showcases your app to the world. There are two types of app store searches: 1. Users can browse the app store looking for new apps. 2. Users can search for your app via name, keywords or developers name. Regardless of the route, app store searches play a pivotal role in discovery, downloads and conversion rates. How do you get listed in the app store search? App Store Optimization (ASO)! Just as you have to conduct SEO to increase visibility in online Google searches, marketers must do ASO to increase their visibility and listing in app store searches. A Forrester study showed that 63% of apps are discovered through app store searches, so developers need to make sure optimization is at its finest. But don’t panic, the good news is that you can impact where your app ranks in search results to help users more easily find your app. Let’s get started! Important variables that impact your listing in the app store search When users search for your app name, they know exactly what they are looking for. Be as clear as possible in your name and it will capture the attention of interested users. Keep your app name short as longer names tend to get truncated depending on the device you’re browsing on. Also, although this sounds obvious, avoid little misspellings or any slang language that can confuse potential users. Here a few additional tip on how to choose an app name. When users search for something similar to your app, you want users to find your content through keywords. You need to have a great content strategy for keywords to be ranked in the top 15 positions, to increase organic traffic and visibility. Because realistically, users conducting app store searches probably won’t scroll past the top 15 results. Remember that keywords have a powerful impact on search results, so always keep them optimized. If marketers are relying on users finding their app through browsing, then their keywords need to directly align with the content being searched. For different types of apps, categories in the app store search help users find and discover what they are looking for. As for app marketers, categories are very important and act as a landing page for search results. It’s essential to select a category that describes your app’s primary purpose.

Get listed in app store searches and now get featured If your app has great optimization, ratings and reviews, then the Apple App Store and Google Play Store algorithms  will help you gain even more visibility, increasing your likelihood to be discovered via app store searches. The Google Play Store knows all about your app’s metrics such as installs, uninstalls, install retention, engagements, ratings and reviews. Based on the Google Play’s unique algorithm, apps that are successful in all these metrics are likely to be ranked highly in their app store searches. If your app is gaining significantly more traffic than predicted on a given day, the Google Play Store will feature it in their trending section. But make no mistake, it takes a great deal of optimizing to dramatically drive higher traffic than competing apps in your category. Other app store search listings include top free, top grossing and top new paid. Users conducting app store searches for iOS apps can see what other users are looking for by viewing  Apple’s “Trending Searches”. Each week, App Store editors seek high-quality apps across all categories,  highlighting new apps with striking features and updates. Those selected receive Apple’s highest endorsement, Editors’ Choice. Editors will write “App Store Editors’ Notes”, showcasing the app’s best qualities. Also, Apple’s algorithm will list your app higher in search results, if you get good rankings and reviews, ultimately increasing your visibility.

I’m listed in app store searches, now what? Once users find your app in the listings, you need to make it visually appealing so they download it – this includes icons, screenshots, video demos, quality content – the whole ASO package.  As always, continue to monitor and optimize your content accordingly as keyword rankings change on a daily basis. Also tap into competitor research to see how their apps are listed in app store searches.Remember that getting listed in app stores searches is a creative and strategic process. It requires patience, hard work and determination!

Chen Shifer

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