Section 508

September 16th, 2014

App Store Optimization: The Basics

Did you know that more apps are discovered through search in the app store than any other method?

So, how do you channel all that searching to your app? You have to optimize. App Store Optimization is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher the app ranks in store search results, the more visible it is to customers, which leads to increased organic downloads.

So how do you optimize?

You need to understand keyword drivers in your category (for competitors) and take a strategic approach to constantly tweaking the main factors that drive ranking.


The two main app stores operate quite differently, but there are some common factors that affect rank like: title, keywords, total downloads, and reviews all play a part. The title you choose for your app should take into account the top keywords that customers search for in your category. It should also be as short as possible to get to the point. Remember, most users are mobile. You only get 100 characters for keywords, so use them wisely. You can change these relatively easily, which is part of the optimization process. Total downloads are an important factor in both Apple App Store and Google Play, which is why we mentioned burst tactics earlier.

Lastly, reviews play an important part, especially in ranking against keywords and in categories. Again, reaching out to users for reviews (and even rewarding them for it) is a crucial part to your app’s overall marketing success.

Apple’s most recent updates are trying to improve and solve app discoverability through scrolling lists of results, suggested searches, trending searches, and explore tab as well as app video trailers. It’s time to get back to optimizing…again.


Tags: iOS mobile apps

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