When launching your app in both the Apple App Store and the Google Play Store, it is important to understand that the algorithms and search result rankings differ between the two platforms. To maximize your app’s visibility and increase downloads, you need to adjust your app store optimization (ASO) strategy accordingly.
ASO is similar to search engine optimization (SEO) for app stores. It involves optimizing your app listing so that it appears near the top of relevant search results, increasing visibility and driving conversions. Understanding how the app store algorithms work is crucial in developing an effective ASO strategy.
App store algorithms use ranking signals to determine the relevance of an app to a search inquiry. These ranking signals include on-metadata ASO and off-metadata ASO factors. On-metadata factors are within your control and include textual fields such as the app title, subtitle, and description, as well as visual assets like screenshots and videos. Off-metadata factors are determined by user reactions and market behavior, such as install volume, ratings, reviews, backlinks, and user engagement.
In terms of the app title, both the Apple App Store and the Google Play Store have a 30-character limit and consider the keywords used in the field as a strong ranking signal. However, Google Play Store search results only display the app title and icon, so your app title should be descriptive to attract the right audience. In contrast, search results on the Apple App Store include the app name, icon, subtitle, and screenshots, allowing you to be more creative with the app title and use the subtitle to explain what your app does.
The subtitle in the App Store and the short description in the Google Play Store serve the same purpose of informing users about your app. However, they differ in character limit and content placement. The App Store allows a 30-character subtitle that appears alongside the app name and screenshots in search results. On the other hand, the Google Play Store allows up to 80 characters for the short description, but it does not appear in search results. Including relevant keywords in these fields can help improve your app’s ranking.
In the Apple App Store, you have a separate 100-character keywords field where you can include relevant search terms. These keywords are not visible to users but are an important ranking factor in Apple’s ASO. Google Play, on the other hand, does not have a specific keywords field. Instead, the algorithm considers keywords and keyword density in the app title, short description, and long description.
The long description in both the App Store and Google Play aims to explain your app’s features and benefits. However, Apple does not use the long description as a ranking factor, so you can focus on writing creative copy that resonates with your target audience. In contrast, keywords in the long description are a ranking factor in Google Play, so adhering to SEO best practices and including your top keywords with a density of 2-3% can help improve your app’s ranking.
Visual elements such as screenshots and videos play a crucial role in attracting users to your app listing and convincing them to install the app. The requirements for screenshots and videos differ between the two stores. For example, the first three screenshots appear in the App Store search results, so it is important to use eye-catching and representative images. In Google Play, screenshots do not appear in search results for generic terms, and the images may be smaller than those in the App Store. When adding text to screenshots, consider the differences in display size and placement.
Both Apple and Google allow videos in their listings but have specific guidelines and formats. Apple’s app previews appear in search results and autoplay on mute, showcasing the user flow of the app. Promotional content is not permitted. On the other hand, Google Play allows one landscape promo video per listing, which automatically plays in search results for branded searches. The video can be descriptive or promotional, but monetization must be disabled.
Backlinks to your app page are used as a ranking signal by Google Play to determine the app’s authority. More backlinks from reputable sources can help improve your app’s ranking. However, backlinks are not used as a ranking signal in the Apple App Store. Nonetheless, promoting your app through multiple channels to drive high-quality traffic can still be beneficial for increasing downloads and receiving positive feedback, which can improve your ASO.
To stay competitive in both stores, A/B testing can help fine-tune all these elements and continuously improve your app listing’s performance. By understanding and adapting to the differences in algorithms and presentation of search results, you can maximize your app’s visibility and downloads in both the Apple App Store and the Google Play Store.