Key ASO factors in Google Play Store Search
App Store Optimization process is very different for iOS and Android apps. The stores are different and so are the rules of the game in each of them – but the goal is always the same – to make our apps stand out among the others, boost visibility, improve conversion rate and increase the number of installs.
Last week we talked about optimizing the ASO strategy for app store search, and today we will see how to apply these rules for Android apps in Google Play Store.
Google Play Store interface
After having conducted an extensive keyword research and having your keyword rankings goals figured out, it is time to fill them in your textual On-metadata fields (the set of factors that, similarly to the SEO On-page factors, fall under the direct control of the developer).
Learn more about App Store Optimization Factors.
Title, Short description and Long Description will become your best tools for improving keyword rankings, but they are also affecting the conversion rate to install, so the key is to keep these textual elements extremely attractive and converting for the users that come to see your app’s Google Play Store listing.
How to Optimize Title for ASO in Google Play
Title in the Google Play is one of the first element that is visible on the store listing, and it allows to include up to 50 characters. The best practice is to keep your brand name short, and include 3-4 (1-2 before the last update) of your most important keywords alongside the brand name. This way your Title will be acting as an ASO instrument that improves your rankings for the keywords included in it.
A model for a perfect Title in the Google Play Store looks like this: Brand Name + Keywords, or Keywords + Brand Name.
It is important to use the maximum space of 50 characters to optimize your Title, but don’t make it very “spammy” – for example, the app below has included very useful keywords, but their brand name “gets lost” between all the keywords. This can confuse the users and, consequently, decrease the conversion rate.
Google Play App Title
Instead, a great Title would include both brand name and keywords that convey the key functionalities and the tasks that an app can perform, and delivers a clear message about the purpose of the app. For example, Duolingo does this really well:
Google Play App Title 2
A great idea is to add emoji in your Title – it helps catching user attention and improves the conversion rate! ⭐ ✌️