Mobile applications promotion: ASO

Today we will tell about the main points of mobile app promotion.

First of all, let's talk about metadata optimization. It is also called ASO (AppStore Optimization). This procedure is carried out for search engines of app stores. The better optimized the application, the greater the likelihood that it will fall into the tops of stores.
What are the criteria we have to work?
First of all - this is the name of the application, keywords (in the AppStore) and a description. Next - icon, screenshots, video. And finally, the rating and work with reviews.

Consider these points in more detail.


  1. Name. It should be noted that the actual name of the application does not have to be 100% consistent with the name given in the stores. There is a restriction on the name in the strobe - for example, on Google Play it is only 30 characters. In the AppStore - 255. This allows the use of "Seo" -names - i.e. titles with keywords. Keywords are those phrases that people type in their search and by which they can find your application. For example, if your application helps to book hotels, the keywords are "hotel booking". The user will enter these words in the search and get a link to your application.

    The value of keywords in the names is higher than in the column "keywords" - and this should be used.

    However, remember the main rule: users will watch your application on a smartphone. The smartphone is not as big a display as a computer. And because the visible part of the name of your application will be limited. Keep this in mind. 

    Make sure that the key urge is visible in the visible part of the application name. Speaking more simply, people should understand by their name, and what your application does.

    This is a fairly common mistake. Looking at the name, people simply do not understand why they need this application.

  2. Keywords. Only available for AppStore. Basic requirements - a length of no more than 100 characters, words must be separated by a comma (without spaces). From the keywords you can remove the name of the application and the name of the developer. 

    There are no keywords in Google Play. Therefore, descriptions are used there - keywords can be added to them. This is called a seo description. In its pure form - i.e. simply by comma-separated list - keywords are prohibited. 

    For a more accurate result, we recommend that you break through each search keyword and see what is ahead of you and by what parameters. To do this, measure the position of the application in the issue - for this there are services such as App Annie, Sensor Tower, Search Man, etc.

  3. Descriptions. Consider a couple of points. The first is that practically nobody reads long texts. So kill in yourself Lev Nikolayevich and Fedor Mikhailovich. & nbsp; Second - a key feature must be reported in the first two sentences. It is advisable to make it so that the user wants to click on the "more" button.

  4. Icon. It's even easier. The icon should be memorable, cool, causing the right associations. It is very important to avoid a situation in which the user will look at the list of applications in a couple of days and will not understand what it is from your icon. In this case, your application will be deleted in 99% of cases. Therefore, do not disregard the icon.  

  5. Screenshots Mostly successful screenshots with short descriptions. Like, what this app does. The important point is that the descriptions should be on the screenshot itself. And it is on these descriptions that you need to show what the application does. You can even enter keywords into them.   The text on the screenshots should not be long: on the contrary, it should be short and easy to read.

  6. Video. Optional, but one of the most convenient. The video is displayed before the screenshots and the user can immediately understand in 10-15 seconds whether he is interested in this application or not.

  7. Work with reviews. Oddly enough, you have to work with them! Answer, really fix bugs, add expected features. Motivate users to write reviews. In addition, do not forget to look through the reviews of competing applications. Useful and expected features can be taken from there.

  8. Rating. By all means, improve your application for rating. Already one he can influence the choice - to put your application or not. If your application will have 1 star out of 5 - almost no optimization will help.

A few words about application reviews. This is one of the easiest and cheapest ways to promote. Several simultaneous reviews on popular resources - and thousands of users will learn about your application. The main thing - do not overdo it. Be also ready for a flurry of questions like "And how is this application better than ...." and "Where is the version for ...."

How to work with reviews:

  1. Make a list of sites where you are going to post reviews. Open the table in Excel, put there a list of addresses, contacts. Approximately calculate the cost of each review.
  2. Send a message to the editors briefly about the application. It is short - do not write a sheet. Just tell us what the application is about, what it does and why it’s cool. You can also add a couple of screenshots and videos.
  3. Arrange for publication in one day. 

What are the viewing platforms?

Appleinsider.ru, Planet iPhone, i10.ru media group. You can also stay on the "Lifehacker" and "Zuckerberg will call." In addition, there are news applications - Applifto, Apps.

Metadata is the basis of any promotion. Keep this in mind and let your application take top positions.