App store optimization (ASO) is nothing new, but as with all search algorithms things are continually changing and new ranking factors emerge. Like many of the fundamental components to a digital marketing strategy, if you don’t have your finger on the pulse it can be easy to get lost in the details.
One thing is for sure – people are more likely to find your app while searching through the app store, so you need to maximise the chances of being visible at this ‘discovery stage’ of the acquisition funnel in 2015.
Today, as we had (have?) with SEO, businesses and app developers are leaving ASO to when the app is finished, maybe pausing for a few seconds to fill in the title and description when the app is submitted. That’s as deep as it goes – few are developing a concrete mobile app promotion strategy before the app is created to ensure downloads happen outside the circles of immediate family and friends.
With our further delay, here are my top 5 app store ranking factors for 2015.
- Use a relevant keyword which your target audience actually use to describe your app in the title, description and keyword tags.
- Encourage users to rate your app – the more high ratings you can get, the higher you will rank. The frequency and freshness is important. Gather as many as you can and use offsite promotion to drive users to rate the app (E.g. Mention it in an email newsletter, use Hellobar throughout your website, run a Facebook competition etc.)
- Get as many people as possible to review the app within a 4 hour window, this will increase the chances of appearing in the ‘top’ lists sections.
- More downloads will result in higher rankings – put aside short term gains of a few quid, and give away the app to get your install base up.
- Direct advertising for app installs have very low conversions, a trend set to continue into 2015. Allocate the budget here elsewhere.
And that’s it – follow these 5 points and you’ll be better placed to generate higher rankings in the app store this year.
Have you tried these techniques out and had any successes/failures? Drop them in the comments below.
Thanks for reading