If you have an app in the App Stores, you're probably already aware that App Store Optimization (ASO) is critical for your app's ranking. ASO is just as important for apps as SEO is for websites, since it directly influences visibility and discoverability. Naturally, you want your app to stand out among the millions of apps that are live. But did you know ASO differs between the two largest app stores, the Google Play Store and the Apple App Store? In this blog post, we'll cover the most important ASO factors for the Google Play Store.
Google Play ranking factors: best practices
On average, visitors spend only three to seven seconds on an app's store listing. It's therefore essential to have a visually appealing store listing that convinces them to download your app. In addition, the Android algorithm takes several factors into account when determining app rankings, including the quality of the store listing. The Google Play Console gives you access to practical tools and data you can use to reach potential users. Follow the ranking factors below to boost your app's success:
1. App Name
The keywords included in your app's name have the greatest impact on your ASO score. It's important to choose a name that's both relevant and memorable. Keep in mind that the Google Play Store has a 30 character limit for app names.
2. App Icon
The creative elements of a store listing have a major influence on its success, particularly the app icon. This is often one of the first things users see, if not the very first, which is why it has such a significant impact on branding and conversion rate. For this reason, we ran an A/B test on the app icon for GIMI (an app that helps children learn to manage money in a fun way). This test revealed that one of the variants delivered a conversion uplift of approximately 3.5%.
3. App Visuals
People are visually oriented and often make decisions based on their first impression. Having attractive, clear visuals, such as screenshots, in the App Store can make a significant difference in your app's download numbers. Screenshots are a great way to communicate your app's purpose and key value propositions. The order of your screenshots also plays a role in your app's success:
Most people don't view every screenshot on an app's store listing.
Make sure to place your most important visuals first. You should also consider adding an app video. A video is optional, of course, but as ASO experts, we know it shouldn't be overlooked, as it can significantly boost conversion.
Note: In the Google Play Store, videos need a landscape orientation, since they're played via YouTube.
4. App Description
The description also has a major impact on your ASO score. The Google Play Store distinguishes between a short and a long description.
Short Description
The short description is an important element for keyword usage, as it has the second greatest impact on ASO after the title. Think about what sets your app apart from competitors and translate this into your description. You have 80 characters available for the short description, so make the most of them. It's also important to continuously test your description for the best conversion.
Long Description
The long description has a character limit of 4,000 characters, but keywords still need to be chosen carefully. This description also gives you room to include long tail keywords that don't fit in the title or short description. These keywords influence the algorithm as well. Users see the long description when they tap the small arrow next to the short description.
On average, only 5% of visitors click "Read more" to view the full description.
Even though most people likely won't read the long description, it's still important to make it easy to scan, as this can impact your conversion rate. What's more, the Android algorithm will certainly read it, so make good use of this space.
5. Reviews
With competition on the rise, reviews matter more than ever. They also signal to the algorithm which apps deserve a higher ranking. Keep track of your reviews and make sure to respond to each one. Use reviews to your advantage: learn from the feedback and improve.
6. Update Frequency
An app's update frequency matters for ASO, as it indicates how active the developer is. Regular updates show that the developer is actively working to improve the app and keep it up to date with new features and bug fixes. This can lead to a higher ranking in search results, more downloads, and greater user engagement.
Google Play Store A/B Testing
A/B testing is a key part of ASO, and the Google Play Store offers extensive options, you can test almost everything. Below is a list of elements you can A/B test for your store listing:
- App title
- App description
- App icon
- Screenshots and videos
- Price
- Layout and colors
By experimenting with, for example, different layouts and colors for your store listing, you can increase your CTR (Click Through Rate) and generate more downloads. Be sure to take advantage of this extensive testing option to determine what works best for your app.
Google Play Policy Violations
Now that you know what you should be doing, let's talk about what to avoid. Google Play continuously updates its best practices. The following are currently not allowed in your app descriptions:
- Keywords that promote performance in the Play Store are prohibited, such as "Top 10 apps," "free," "#1," "best," trophy emoji 🏆🥇, etc.
- The use of emojis or all capital letters (unless the brand name itself is in capitals, e.g. GIMI).
- Misleading graphic elements in the app icon are not allowed, such as "upgrade," "download now," version numbers, etc.
- Promoting features and offers in the developer name or app icon is not permitted. This means you can't use words like "no ads," "limited sale," etc.
That's it, you're ready to go!
Now that you know what to pay attention to when creating your own Google Play Store listing, you can get started. Still have questions or need help? Our team knows the ins and outs of the Google Play Console and the various ranking factors. Feel free to reach out, we're happy to help.
Good to know: we keep this blog post up to date, and we'll add new information as it becomes available. Also check out our blog on the recent changes Google Play has made to store listings.
