Optimise App Store Discovery Channels

By Jody Lee on 29th Nov 2021

Optimise Your App To Get Discovered In App Stores & Search Engines

If you’re looking to get your app or game discovered, you’ve got two main channels to focus on - the app stores, like iOS App Store and Android Google Play Store, and those mighty search engines.

App Store Optimisation services are a natural and obvious choice to increase your app's discoverability. But an SEO service seems unintuitive, doesn't it? It makes a whole load of sense when you know a large section of people will simply Google what they want.

So, if you’re hunting for “Angry Birds” on Google, you’ll see something like this pop-up...

ASO to discover apps and games in search engine results
ASO to discover apps and games in search engine results.

And if your search is a little vaguer, say “casino app”, you might see this…

Search engine result for search phrase "casino app" offers app store result
Search engine result for the search phrase "casino app" offers app store result.

Different Algorithms for Different Channels

Now, let me tell you, these channels each have their own fancy algorithms to rank apps. So, you’ve got to play by their rules. Optimise your app specifically for each channel. Google Play and iOS App Store are as different as chalk and cheese. They’ve got different input elements and different ranking factors. And of course, search engines are a whole other ball game.

Factors Affecting Competition Across Channels

As you can imagine, the competition can vary across these channels. Not every business launches its app on both iOS and Android. So you might find it a breeze to rank well in one store and a tough nut to crack in the other. All while keeping search engine optimisation in mind too.

Importance of Market-Specific Optimisation

And don’t forget about the location and language of your app. A smaller market in a less competitive country with an uncommon language can make your app shoot up the ranks. But remember, there has to be a hunger for your app, no matter where or in what language.

To rank well in the app stores and search engines, tailor your app for each market. Trying to go wide and use the same metadata across all channels is like trying to fit a square peg in a round hole.

Starting with ASO Basics: Optimising for Different Channels, Bots & People

Start with the basics of app store optimisation - your app’s name, subtitle, descriptions, keywords, categories, and such. Sure, many elements are the same, and the algorithms often look at the same things.

But you’ve got to optimise them differently. For example, Google Play loves a well-optimised description. If you know the game, you can improve your keyword rankings and increase app installs. But Apple couldn’t care less about the description. It's not a ranking factor there.

That doesn’t mean you should ignore any field. We’re not just trying to woo people here, we’ve got to impress the bots too. The search engines use this information to populate their results pages (SERPs).

Plus, the search engines will do their best to highlight the app as the right choice. In the examples above, you’ll see the search terms are bold in the listings. They’re showing the user that what they’re looking for is right there in the link. They add another layer of encouragement with star ratings and reviews.

Immediate Impact of ASO Changes

These basics are the key to launching your app in the store. Fill them in as best you can. Unlike SEO, any changes you make in ASO take effect immediately when you publish your app. SEO changes take some time to show results.

So, if you mess up during an update, you’ll see the fallout instantly. Maybe you accidentally deleted a keyword, and your metrics nosedive. No worries - just fix the mistake, update your app, and watch your metrics bounce back.

The Ongoing Game of ASO

From there, it’s a never-ending game of testing and measuring your app store optimisations. Keep at it, and you’ll hit the jackpot!

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sophisticated marketing target
Significantly Increase Your Company's Revenues
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sophisticated marketing target Get Your Strategy To Increase Revenues
sophisticated marketing target
Significantly Increase Your Company's Revenues

Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.

sophisticated marketing target
Significantly Increase Your Company's Revenues
Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.
sophisticated marketing target
Significantly Increase Your Company's Revenues

Create and tweak your marketing strategy, plan for action, and set out your marketing campaign.