App store optimization-metadata optimization of the app, aimed at increasing the search position of the store. To install the application, users need to find it in search results. Through aso google play, you can occupy a leading position in search and gain more devices and new audiences. It¡¯s not enough to find the app, it needs to be interesting. Otherwise, the user will download other developers’ applications. You can choose the ASO World aso service directly or do the optimization by yourself with our guides step by step.

How does application metadata optimization help promote on the App Store and Google Play?

ASO changes will not become obvious immediately. You should not expect a surge in organic traffic. Changes in search will occur gradually, and the growth in android installs will remain stable.

Elements of ASO optimization

Application Name

Each application has two different names-the visible name that users can see and the name in the application store. The name of the store is used to promote the application. Google Play limits this name to 30 symbols, while the App Store has no limit. However, this does not mean that you should add all keywords consecutively.

Adding keywords to the application name can add value to the application. By using these words, customers will see a shorter version of the application, so you need to create a name based on the user¡¯s interests. One should understand the meaning and function of the application as long as one reads the title.

The application name on the detail page contains more allowed symbols. Here you need to provide complete information about the application-the most important keywords. It is only logical to put the application name at the beginning of the sentence of a well-known brand. If it’s not popular, the best solution is to use the available space for more important keywords. You can add the brand name at the end of the title.

You can also add keywords to the application name. In this case, you need to evaluate its importance and put the brand name at the beginning.

Application icon

The icon is the first thing users see in the app store, and it affects three main factors:

¡ªThe clickability of search results;

-The number of app installs on the store page;

¡ªThe number of times the application has been launched on the device.

Taking into account the personal style of the application, icons should be drawn based on popular applications in the niche market. For example, App Store management evaluates whether the font of the icon matches the style of the store.

Use keywords

When using application metadata, keywords become the most valuable optimization object. The keyword function is only implemented in the App Store. Recommendations for filling:

¡ªThe keyword of an application has 100 symbols;

-Exclude all spaces from the line-keywords should be separated by commas;

¡ªThe most important keywords should be placed at the beginning of the line¡ªthey gain more value in ranging;

¡ªThe words in the application name and developer name should not be written in the keyword field. In the search process, this data will be used automatically;

-When writing, the usage of words is very important-plural or singular. The App Store is having trouble processing Russian requests.

For optimization tasks in Google Play, you can use the description of the app-including all keywords in the text in the appropriate format and order will help promote the app. The obvious spam in the description is invalid-you should not simply list keywords.

Before starting application promotion, it is necessary to create a semantic core-select all keywords.

After adding revisions to the metadata, it is necessary to track the validity of these revisions-regardless of whether the location of the application increases. The location of the application can be checked manually or using a special service. It is necessary to periodically perform manual checks-confirm the location of the application.

Screenshot of the app

The first screenshot of the application is the most important to the user. The first thing the user sees is a screenshot of the application. He decides-install, read the details or continue searching. Currently, the App Store shows the first two screenshots of the application.

The purpose of adding a short description to the screenshot is to illustrate the functionality of the application. Non-target screenshots have a negative impact on the number of installs because they have no value to users.


The App Store allows 15 or 30-second videos to be played, which demonstrate the functionality of the application. High-quality video is very useful for gaming applications-when you need to involve users. For paid apps, you need to have a video clip-the interested person should understand the features he is paying for.

On the screen of search results, screenshots of videos occupy the first place. You need to diversify the display-the screenshot should not repeat the image in the video.

For general suggestions on how to design app previews, see Apple’s suggestions.

Application note

The text about the app describes the task the app is solving. Entertainment applications point to popularity and provide opportunities to enter the “enlightened” circle. Few people read the description from start to finish-if it’s interesting, the app will be downloaded.

General advice-make the first two or three sentences interesting, then add optimized text with keywords.

what is new

The corrections and the description of the new features of the application are among the first elements visible to users. Most developers describe the changes and updates very briefly. However, you can describe these updates in interesting ways to attract the audience: using satire, self-satisfaction, and linking changes to important events in real life. Indirectly, this method will gain more audiences.

Ratings and reviews

User feedback will affect two aspects of application life:

¡ªScore will affect the ranking of the application in search results;

¡ªUsers evaluate apps based on reviews ¡ªNegative feedback scares away viewers.

It is necessary to work hard to review. Developers can answer people¡¯s comments on Google Play. Competitors may try to negatively rate the application. In this case, it is necessary to contact the management departments of App Store and Google Play.

In the work of the app, it is necessary to embed an algorithm to motivate users to leave feedback-users are a free source of comments on the app.

Features of the ranking algorithm:

¡ªTo increase the value of the target word, the target word must be copied in the title and keyword fields of the App Store;

¡ªThe most valuable keywords should be placed in the first 13-14 symbols;

¡ªIn order to improve the ranking of the application on a particular request, it is necessary to obtain its upload from the search results of the request;

-Changing the category of an application may bring in additional traffic-After changing the application to a new category, it may get more installs. However, when choosing other categories, you should concentrate ¨C it must be directly related to the task of the application.

Track changes

In the process of promoting the application, it is necessary to fix any works aimed at improving the position. Fixing changes and improvements may help understand which methods work and which do not.
In order to better understand the market segment, it is necessary to mark 2-3 competitors and pay attention to their work in optimizing applications-so that you can avoid repeating others’ mistakes.

Choose a strategy

Before starting work, it is necessary to determine how the plan will attract viewers and understand whether the chosen method will work. If the optimization level of the current application is very low, it is necessary to work in various directions:

¡ªAdd new keywords to improve the visibility of the application;

-Use keywords to improve applications in search results;

¡ªIncrease the number of installations under the same number of views.

If the app¡¯s ranking is already high and it receives organic traffic, iterative work must be done-this will help to understand which actions are better.

Analyze the current state
It is necessary to analyze all components of the application that will be changed in the future:

¡ªName and description;

-Screenshots, videos, icons;

-The current position of the main keyword;

¡ªAnalyze the ASO of competitors;

-Comments and ratings.

Competitor analysis is the most important. The competitor’s application has been installed from the search, so they have a strategy and have already completed the optimization work.

Semantic selection
Collecting requests is the main step of promotion. The frequency of phrases in the App Store and Google Play searches is unknown, so you need to perform indirect analysis:

¡ªSearch prompts when typing queries in Google Play and App Store;

-Use the service that displays the request frequency in the search engine results-Google¡¯s Yandex.Wordstat and Keyword Planner;

– ask questions.

Keyword selection service:

-Sensor tower;

-Search people;

-Move action.

As a result, there will be 30-40 unique words for the search request. For applications, multiple languages ??can be used. For example, Russian and English.

The number of applications in search results in the request indirectly indicates competition. At each stage of development, the location of the application and the location of competitors must be tracked.

A large number of competitors¡¯ apps will help to understand which words they use to optimize. You must determine where a keyword is used in the title, the developer¡¯s name or the main keyword.

Compile title and keywords

The title of the application should contain the most popular words. Words with lower frequency will be indicated in the keywords. In Google Play, the length of the title must not exceed 30 symbols; in the App Store, the name of the English title can contain 255 symbols, and the Cyrillic alphabet can contain 125 symbols.

The name of the application should be clear and easy to understand. Users will only see the first few words, and the rest is optimization. Simply listing keywords in the application name does not work-the administration will not accept such applications.

The App Store has a separate field for indicating keywords, and its length is 100 symbols. This is why it is necessary to make full use of this field. When changing the application name, it is necessary to make changes in the keyword list to expand the semantic scope and eliminate unnecessary duplication.

The App Store’s function allows the expansion of keywords and provides a separate field for the second language. For European countries (English), for the United States (Spain).


The first two or three sentences should be clear and concise, explaining the main tasks of the application, its features and advantages. It will be difficult to read detailed instructions using a smartphone. These suggestions can be applied in both stores.

Screenshot preparation

Since the addition of screenshots can increase the conversion rate of the application, not only need to add screenshots, but also need to explain on a monochrome background. However, adding a lot of text to the screenshot would be a mistake. Small fonts are almost impossible to read on smartphones and previews.

The mobile operator should be hidden in the screenshot and the battery should be fully charged. The app¡¯s screenshots should fit the user¡¯s device; the first screenshot of an older iPhone will reduce conversion.

Video preparation

The impact of video on application conversion can be positive or negative. It is necessary to conduct a separate test.

When preparing videos for the App Store, you need to consider other requirements:

¡ªThe language of the video should match the language selected in the iTunes settings;

¡ªVideo must be created for each screen resolution. The iPhone 5 video will stretch and look blurry on the iPhone 7 Plus.

¡ªThe video should only contain the functions of the application-operations and screen sequence. No transition to other applications in the video is allowed.

Create an icon

This icon affects download conversion and restart. The icon should also be tested-the weakest icon (in terms of design) may be the easiest to communicate. Before creating the icon, it is necessary to analyze the competition-maybe the potential customer is accustomed to a certain standard.

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