The iOS App Store has been around for over a decade, growing to host over two million apps with more than 500 million weekly visitors. Increasing App Store ranking requires a strong strategy.
In a space where mobile apps are anything but scarce, how do advertisers stand out among the competition? By taking advantage of features like App Store Optimization (ASO) and Apple Search Ads (ASA), advertisers can improve app store visibility and increase app installs to ultimately drive organic uplift. Check out these seven ways to increase App Store ranking and visibility.
- App Landing Page Optimization
- Keyword Selection
- Promotional Text
- App Category Selection
- Encouraging User Reviews
- High-Quality App Experience
- Leveraging Apple Search Ads (ASA)
App Landing Page Optimization
ASO is the process of improving the discoverability of a mobile app in the App Store to appear in more search results and drive installs. An app’s landing page is the perfect starting point for optimization to increase app store ranking.
- Compelling Visuals: Use up to 10 attractive screenshots and 3 video previews showcasing your app’s key features and user experience. Consider including at least one screenshot demonstrating Dark Mode compatibility (if applicable with iOS 13).
- Engaging Description: Craft a concise subtitle (under 30 characters) that clearly communicates your app’s value proposition. Avoid generic phrases. In the main description (the first sentence is crucial), use clear and concise language to highlight unique features and benefits that resonate with your target audience.
Keyword Selection
Don’t neglect keywords. While the description and subtitle shouldn’t be stuffed with keywords, utilize the dedicated keyword field strategically. Here, include relevant terms users might search for to find your app. Conduct keyword research to identify high-performing keywords related to your app’s functionality. There are various free and paid keyword research tools available online to help you with this process.
Promotional Text
Remember the importance of promotional text. This feature doesn’t impact App Store rating, so you don’t have to stress about keywords. Promotional text is a great way to engage users and showcase seasonal news about the app since it doesn’t require a full app release to update. This text appears at the top of the app description, so use the 170 characters to address any updates, limited-time promotions, or cool features coming soon.
App Category Selection
An app should be assigned the primary category that is most relevant to its function. This will help increase discoverability through App Store browsing and filtered search results, and determines if the app will be placed in the Apps or Games tab. It may be tempting to choose a less competitive category for your app, but this will ultimately work against your App Store success.
Encouraging User Reviews
Consider A/B testing different approaches to encourage user reviews, such as prompting users at opportune moments within the app or offering incentives for reviews. Respond to both positive and negative reviews to demonstrate that you value user feedback. Focus on delivering a high-quality app experience to cultivate a loyal user base more likely to leave positive reviews.
High-Quality App Experience
Behind every successful app that enjoys high ratings and positive reviews lies a robust technical framework designed to deliver the best user experience possible. Our journey with enhancing DevOps with Datadog highlights how implementing advanced monitoring and analytics has enabled us to proactively address potential issues, ensuring our apps run smoothly and maintain high user satisfaction. This technical diligence is key to fostering a positive app experience that encourages loyal users to leave positive reviews, directly influencing our App Store ranking and visibility.
Leveraging Apple Search Ads (ASA)
Search Ads are a great companion for an app with a properly optimized page and can be leveraged to increase App Store visibility. ASA are ads that appear at the top of App Store search and have an average conversion rate of 50%. These ads use keyword matching from your app’s metadata and category to be placed at the top of relevant search results. This comes with strategically crafting all landing page metadata while including relevant, top-performing keywords for the ad to pull from. ASA consists of metadata, video, and imagery used on your listing page, so be mindful of the visual elements that best illustrate your app.
Apple Search Ads, a critical component of mobile app advertising, empower developers to place their apps at the forefront of App Store search results, significantly enhancing visibility and driving installs.
Master the App Store Landscape
By following these steps and continuously refining your approach based on data and user feedback, you can significantly improve your app’s discoverability and drive organic installs. Remember, App Store success hinges on a strong foundation. The higher your app ranks in relevant searches, the more users will discover it organically. This translates into a larger user base and ultimately, a thriving app.
Ready to take your app to the next level? Contact AdAction today. Our team of app monetization experts possesses the knowledge and experience to help you leverage these ASO strategies effectively and unlock the full potential of your app within the iOS App Store and beyond.
Nick is a seasoned digital marketing expert with multifaceted expertise across SEO, paid media, content marketing and data analytics. Leveraging the latest technologies, Nick future-proofs brands through integrated strategies that enhance their visibility and maximize ROI.
