The Do’s and Don’ts of App Store Optimisation

If you want people to download your app, App Store Optimisation (or ASO) is critical.

You’re competing against millions of other apps, competition is tough – you need to stand out.

Implementing ASO techniques can help you do that, but there are a few do’s and don’ts to be aware of. This post is only for Apple apps though – Android version to come soon…

The Do’s

1. Do plan your app store content well in advance

Your App Store card is your ‘front window’ – it needs to be well-planned, clear and impactful. We described how critical this stage is in our eBook on App Store submission best practice; uploading images, videos, and a subtitle means your users are better educated about the value of your app.

Plus, certain elements like the app’s description cannot be changed once it goes into review – you’d need to re-submit a new version of your app for amends which could easily have been avoided.

2. Do pitch yourself to the Apple team

Not all companies realise that they can pitch directly to the Apple team. Since the new App Store was unveiled last year, editors now produce content like ‘App of the Day’ to highlight great new apps for users.

If you want to give your ASO a real boost, being listed as one of these top apps means users can read an article dedicated to your app and why they’ll love it.

3. Do continually tweak it

App Store optimisation isn’t something you can do once and forget about. With every update, tweak your app’s content in the Store to ensure it’s a true reflection of what’s being downloaded.

Otherwise it could lead to some nasty reviews from people who feel misrepresented to. And don’t be afraid of those bad reviews either – reviews and ratings can massively impact conversion, so if you receive negative feedback, act on it.

The Don’ts

1. Don’t ignore keywords

Apple’s new App Store wants to highlight first-class apps via human curators rather than algorithms – but keywords still matter. Optimizing the title alone with a keyword alone can increase your search ranking by 10.3%.

A new feature in iOS 11 also provides you with 100 characters to enter keywords separated by commas, so they’ve made the process even simpler. Keywords matter, so make sure you do some research as part of your planning as to what your audience searches for.

2. Don’t publish under the developer’s name

If you don’t open your own App Store submission account, your app will be listed under another company – most likely your developer’s.

Users searching for your specific brand won’t find you or could think it’s a scam app, but this is easily avoided and simple to set up – you’ll just need your company details to hand, such as your legal entity name and Dun and Bradstreet (D-U-N-S) number.

If you’d like to know how more about ASO or any other part of the app development process, get in touch with our team.