You had a marvelous idea and transformed it into an awesome application that is just awaiting the launching day. You’re excited, aren’t you? Yeah, let me be a party pooper here, there are over 2 million other mobile apps out there on the market... Can you imagine the number? Okay, now, try to imagine getting yourself noticed among those competitors... See my point?
It’s crucial to have a strong strategy when it comes to product promotion and the battle for user’s attention. So much work is needed to be done – marketing through social networks, linking of all kinds, reviews checking, SEO, ASO and so on. Wait a minute... we all know what the SEO is, but ASO... Intriguing, right? Let’s see what this strategy actually does.
To become a successful developer on huge marketplaces like Apple’s App Store or Google Play Store isn’t an easy task, believe me. Not to mention staying there for a long profitable run. You’ll get invisible in the app store faster than you blink, if... If you neglect some basics steps that are required during your application marketing campaign. Fine, I’m not trying to scare you, on the contrary, I’ll tell what to do in order to become confident in the field of the app presentation on the market.
Okay, in short, App Store Optimization (ASO) is a tactic for improving app’s discoverability on the market (iOS’s App Store and Android’s Google Play). Which means optimizing a mobile product in the way that will make its app store’s rank and the number of downloads jump up, therefore, make the application greatly noticeable. Simply put, you increase the real number of customers, who are, in fact, your revenue.
App’s ranking indicates where your product will be placed – first page or... As a developer, you have to track user’s behavior and its psychiatric aspects. Not everyone is like me, you know, I could find my precious app on the third store’s page, but most people won’t go further than the second one. Still, over 65% of applications are downloaded and installed directly through a search on the app stores. So, my point here is that your ASO tactic has to be superior!
Main factors are, of course, a title and the keywords. More so, optimization is an ongoing person, and these two aspects should be monitored and optimized on a regular basis according to trends and users’ preferences and search results reports of the app stores.
Sounds interesting, isn’t it? There’s a lot to do, so we’ll try to make a trip more comfortable for you. Let’s focus on the two particular issues – optimization of your app’s title and keywords usage.
Is it so valuable? Even more than app’s features and functionality level? Well, yes, my friend, not more, but no less either because without a proper title you won’t be discovered by the mass audience. As we keep reminding our readers from time to time, the app name and its icon are like 20-30% of the final success, as it is the critical piece of the app’s metadata.
An application’s title is a sensitive asset that shows users the meaning of your product and the purpose for them to download it (or purchase). So, be careful, focused, and creative when you’re developing a title that would stick with your product. You have to keep in mind that app stores have their own ranking algorithms based on the name’s length, keywords position, and value.
First impressions are half the battle! The name has to describe the core features of your product, at the same time being unique, catchy, and enticing, but short and informative. Also, make sure you put in there some relevant keywords representing search queries that customers would use to find your application in the store. However, limit appetites and don’t stuff more than 2-3 possible keywords in the title.
In general, an app title has to contain such things:
Keep the title readable and easy-to-understand for your target audience. Also, you must not use special characters like trademarks and copyright symbol because your application’s title will be used in store’s web page URL.
And don’t forget to make a research of your competitors – you shouldn’t repeat/steal someone else’s title. It would be neither wise nor productive in terms of your app’s visibility on the market. In addition, as restricted by Google Play, there has to be no another brand’s name, only references to yours.
When we look for something, what do we type in the search bars? Exactly, brand’s name or keywords. So, if you’d look at top ten ranked apps in Apple App Store and Google Play Market, most of them have names no longer than 2 words within the requirements described above.
Take a look at successful names:
See? The keyword is there along with a brand name.
Check out these most important ASO lifehacks that will significantly ease your way to the app store’s leaderboard. However, note that all these tactics should not only be implemented during Pre-Launch Development Stage but also – continued regularly according to some reasonable schedule. It has to be done after some monitoring and keyword research, that we must discuss below.
|The app’s name length||
For Google Play, it should be only 30 characters (spaces included).
For Apple App Store, it 50 characters max. Make them count – only valuable words that would weight in a ranking system. Avoid stuffing slogans and catchphrases.
|Characters limitation||No special characters or misspelled keywords. Name shouldn’t be too similar to other famous apps because the Store wouldn’t prefer you over them.|
|Composition of keywords||Use only best important keywords and place them in the beginning of the app title. First 25 characters are your way on top because they are the ones that are shown on the phone screen. Which means they catch user’s attention and lead higher rank. To indicate such words, you need to do some keyword research, understand what your customers will type into the search bar. For this purpose, you can use a long-tail keyword generator or keyword tools (AppTweak, App Annie, Google Adwords, Keyword Planner, Keyword Tool, Straply) to find the pattern that will satisfy your end-goal.|
|Balance the pressure of keywords||From 1 to 3 relevant keywords are allowed. Don’t put them randomly and don’t use all of them in your title – create a name that makes sense.|
|Localization – aim for global market||If you want a greater number of clients – localize the app’s name for the most popular worldwide languages.|
Same rules apply here:
The hardest part about app name development is that you have to come up with a unique title that no one used before, at the same time following the recommendations we enlisted here.
ASO strategy is an important part of mobile app marketing that should be handled with care and passion. A memorable branding name along with the perfect icon would ensure your acceptance at the market store and strong presence in the Top League of App Developers.
It could be a fun process, actually! We hope this guide is helpful to some degree, but don’t be shy to contact us if you have some troubles with app title or ASO tactics. Our experts will gladly consult you and provide some tips for your future promotion campaign.