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Jul 20, 21  |  Sharjeel Ashraf

Best App Store Optimization Strategies for Google Play & App Store

App store optimization (ASO) is getting tough each day. Once it was a game of adding keywords to your app store listing and voila! The app listing would start ranking in Google App store and Apple app store. 

Today, the world is different. Competition is fierce. More people are vouching for the same app ranking that you are. So, how will you rank your app with simple keywords? 

That’s where new ASO strategies come in handy. In this article, we are going to discuss some of the latest ASO strategies that can help you scale your business easily.

Best App Store Optimization Strategies for Success 

Here is a list of the best ways you can promote your app on Google and Apple app stores in 2021. Let’s see what has changed and how to go about promoting your app.

  • Your App Store Name Matters

This one is obvious. Your app store matters the most. Google has now limited the number of characters you can use on your Google app store. So, choose your app store name wisely because it is the biggest indicator of how people will search for your app.

So, if your app name is a battery saver app, you can add it like this.

APP NAME + APP KEYWORD

BatteryX | Battery Saver & Booster

This is just an example of how you can use your app store name to get more search impressions.

  • Choose App Description Wisely

Another thing you need to focus on for your app store optimization is the app description.  App description should include your app keywords, features, and the reason why someone would want to download it on their smartphone. 

Consider your app description as a way to tell people what your app can do for them. You should list all the features that your app offers within the app description.

  • Find Out What Keywords App Store Users Use

There are many plugins available in the market that can help you about the type of keywords people use for mobile app searches on Google App store and Apple App store. 

Use Keywordtool.io or any other app store keyword searching tool.

You can use Google Adwords Keyword planner or Google App Store search terms to find keywords that work for you..


  • Screenshots Matter a Lot

How do you build the trust of your potential app installers if you don’t show them how your app works?

Screenshots are not only recommended by Google but they are also essential for getting the attention of the users. 


People create screenshots in different formats. Check the two different apps and how they have added screenshots to the app store. Your listing should also have something similar to build user trust.

  • Your Logo Should Be Genuine and Trustworthy

This is the most important step for getting installs of your app. The logo of your app should genuinely depict the keyword intent. For example, if it is a battery app. Your logo should show the battery of the smartphone. There are many examples that you can use for inspiration from the play store.

Here are just a few examples:


Each of these logos is different, yet it shows the user what the app is all about. Now when a user searches for the battery keyword, they are going to see these images. It will automatically build their trust and they can download them instantly.

  • Add More Ratings and Reviews

People search for keywords to land on the app listing page, but they download those apps based on their ratings and reviews.

If the app's ratings are low, a lesser number of people will download those apps. Similarly, if the top reviews of those apps on the play store are negative, people are likely to avoid those apps. 


It is important that as an app developer, you respond to each review your app gets on the play store. This will ensure that you can also tell your side of the story. If people read those reviews, they will also read the replies and this will indicate to them that the developers are actively listening to their queries and answering them.

  • Search Suggestions are the New Buy Box

On both Google play store and the Apple app store, you can now get recommendations about the apps that are similar to what you are searching for. If you are searching for an app, many recommendations will be shown by Google underneath the app listing.

Here is an example:


As you can see, the ‘Similar’ apps section shows a number of apps that are similar to the app that you want to install. If you don’t like the current app, you can easily visit those apps and download them on your mobile phone. 

The ‘Similar’ box is just like the ‘Buy Box’ of Amazon. The only difference is that on the buy box, people are searching for products. While on the app store, people are searching for apps. 

Today, more people make their decision to search an app on the app store after seeing what is available in the ‘Similar’ apps section. So, make sure to work on your app listing page and make it more engaging.

  • Know Your App Category

There are a number of categories on Google and Apple app stores where you can list your app. If the app you have created doesn’t match the category or falls in a different category, it won’t rank well on the store. So, make sure that you always search for the right category when listing and optimizing your app.

To find out in which category your app truly belongs, search for the competitors. You can search just like an average user that wants to download an app similar to yours.

On the app listing page, you can find the listing in which that app is listed. Here is an example:


As you can see, this app is listed in the ‘Tools’ category. So, if you are creating a similar app, it should also be listed in the same category to get more eyeballs and impressions.

  • Encourage Positive Reviews

In 2021, ASO is all about getting positive reviews about your apps on the stores where they are listed. So, to make sure that your apps get more installs, you need to get positive ratings.

How are positive ratings possible? Well, there are a number of ways to do that.

  1. Ask for feedback from the users and add the features they ask for within the app.
  2. Provide a smooth user flow from first touchpoint to the last touchpoint within the app
  3. Increase the overall performance of the app
  4. Offer what you have added within the app description on the app store listing
  5. Ask for a review within the app so that people on the app can give a review when they are exiting from it

  • Re-engagement and Redownloads: the New Metrics

Both app stores are now adding a new analytics feature and this shows the app developers about the re-engagements and the redownloads of their apps. So, what does that mean? It means that some people who had uninstalled the app previously have downloaded it again. Or, some store users who visited your app landing page have now visited it again. These are retention metrics and help developers improve the installs of their apps through multiple ways.

  • Use App Analytics

One of the best ASO strategies is to use app analytics to see who is downloading your app and who isn’t. If you are using the app store for the first time, you will see the ‘Analytics’ section on Google play store and Apple app store. Both offer you analytics for downloads, installs, uninstalls, impressions on the store, and a lot more insights that can help you optimize your app listing for more downloads.

  • Localization Is Crucial for Success

App store allows you to optimize your app with multilingual content. If your app is only serving a geographical segment of the society, you can easily localize it with relevant language. Let’s say your app is for German audience. So, you should create a German language version first and then write the same in English translation. This will allow you to rank higher in app store searches when people from Germany search for your app.

Bottom-line: Ready to Use App Store Optimization Strategies for Your Apps?

We hope that the above tips have helped you rank your app higher in search engines. To improve your app installs, make sure to follow each of the app strategies that we have highlighted above. You should start with descriptions and keywords. Once you have that covered, move to screenshots and videos. After those are done, add reviews and ratings to your app. When you have a few app ratings available, you will automatically start getting more ratings from users organically.

That is it. It is time to practically start ASO of your mobile app. The tips we have highlighted in this ASO strategy list will work on Apple app store and Google app store.

If you are looking for an app store marketing agency that can help you increase your app installs through proper app store optimizations strategies, then start exploring our b2b ratings and reviews platform.



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