Ranking Factors in ASO: Differences Between the App Store and Google Play

The battle for user attention and downloads is fierce in the ever-expanding universe of mobile apps. Having a stellar app isn’t enough; you need to ensure that it’s discoverable in the crowded digital marketplace.

This is where App Store Optimization (ASO) plays a pivotal role. ASO is the process of fine-tuning your app’s presence on app stores like the Apple App Store and Google Play to increase visibility, attract organic traffic, and drive downloads.

Central to ASO are the elusive “ranking factors,” which determine how your app fares in search results and recommendations. In this comprehensive guide, we’ll dissect the ranking factors in ASO and uncover the key differences between the Apple App Store and Google Play.

The ABCs of ASO: What Are Ranking Factors?

Before diving into the specifics, let’s clarify what ranking factors in ASO are. These are the various parameters or attributes that app store algorithms use to evaluate and rank apps in search results and categories. They play a critical role in determining where your app appears when users search for specific keywords or browse app categories.

The ultimate goal of optimizing for these factors is to secure a prime position in app store rankings, as higher visibility often translates to more downloads.

ASO Ranking Factors: A Universal Approach

While there are differences between the App Store and Google Play, some ASO ranking factors are universal. These factors apply to both platforms and are fundamental to your ASO strategy:

1. App Title

Your app’s title is the first thing users see. It should be concise, catchy, and contain relevant keywords. Think of it as your app’s elevator pitch.

2. Keywords

Effective keyword optimization is essential for ASO’s success. Incorporate relevant keywords in your app’s metadata, including the title, subtitle (App Store), and app description. In Google Play, keywords are derived from the title and description.

3. App Description

Craft a compelling and informative app description that includes keywords and effectively communicates your app’s value proposition. On both platforms, the initial lines of your description are particularly crucial for user engagement.

4. App Icon

Your app icon is the face of your app. It should be visually appealing, memorable, and reflect your brand’s identity.

5. App Screenshots and Preview Videos

High-quality images and videos that showcase your app’s features and benefits can significantly impact conversion rates. Users are more likely to download an app when they can see what it offers.

6. App Ratings and Reviews

Encourage users to rate and review your app. Positive reviews and high ratings can boost your app’s credibility and visibility. Responding to user feedback also demonstrates active engagement.

7. App Updates

Regularly update your app to fix bugs, add new features, and enhance the user experience. Frequent updates signal users and app stores that your app is actively maintained.

8. App Size

Consider the size of your app. Smaller apps are more accessible to users, especially those with limited device storage.

First, let’s focus on ranking factors in ASO when it comes to Apple’s App Store.

The App Store: Apple’s Unique Approach

Now that we’ve covered the universal ASO ranking factors let’s delve into the specifics, starting with the Apple App Store:

1. Keywords

Keyword field – the App Store has a dedicated keyword field with a 100-character limit. Use it to include essential keywords that can’t fit into the title or subtitle.

Pro-tip: there’s no need to add a space after each keyword. So instead of having “food, delivery, health, banana…” you should have “food,delivery,health,banana…).

2. Subtitle

App Store only – Apple allows you to include a subtitle, which is a concise additional description. Make the most of this by including important keywords.

3. App Size

App Store specific – app size is a more significant consideration in the App Store due to Apple’s focus on delivering a seamless user experience. Keep your app’s size in check to appeal to a broader audience.

4. Localization

Cross-localization on the App Store – localization remains crucial for global app discovery and downloads. Traditional localization targets specific markets, but what’s intriguing for ASO is cross-localization, where keywords in at least two locales can appear in App Store searches worldwide. See more: Expanding your app to new markets.

Google Play: Android’s Playground

Next, let’s explore the unique ASO ranking factors for Google Play:

1. Keywords

In the description – unlike the App Store, Google Play doesn’t have a dedicated keyword field. Instead, it scans your app’s description for keywords. Use them naturally within the text.

Pro-tip: many online keyword density tools are available to analyze the density of your description. Check how often your most important keywords are repeated, but don’t exceed 2-2.5% density.

2. App Size

Android’s approach – while app size is still a consideration, it’s somewhat less critical on Android devices. These devices generally have more storage space compared to their Apple counterparts.

3. App Engagement

User-centric – Google Play factors in user engagement metrics, such as app crashes, retention rates, and time spent in the app, when determining rankings. Ensuring a stable and engaging user experience is crucial.

4. Localization

Global reach – Google Play rewards apps that cater to a global audience. Consider localizing your app for different regions and languages to increase its appeal.

The Ongoing Quest for ASO Excellence

Understanding the differences in ranking factors between the App Store and Google Play is crucial, without a doubt, but it’s only the beginning of your ASO journey. Achieving ASO excellence requires continuous effort and adaptation. Here are some additional tips to keep in mind:

User-centric approach: always prioritize the user experience. Ultimately, ASO is not just about climbing the rankings; it’s about delivering value to your users.
Regular monitoring: keep a close eye on your app’s performance, user reviews, and competitor movements. Adjust your ASO strategy accordingly.
Stay informed: the world of mobile apps is dynamic. Stay up-to-date with platform changes, industry trends, and evolving user preferences.
Experiment and iterate: don’t be afraid to experiment with different keywords, visuals, and descriptions. ASO is an iterative process, and you may need to refine your approach over time.
Seek expertise: consider seeking ASO expertise, such as REPLUG, or using ASO tools to help you fine-tune your strategy. The insights they provide can be invaluable.

Ranking Factors in ASO: Conclusion

Mastering ASO is essential for any app’s success in today’s competitive landscape. While the core principles of ASO remain consistent, understanding the nuances and differences in ranking factors between the App Store and Google Play can give your app a significant edge.

Remember, ASO is not a one-time effort but an ongoing process that evolves with your app and the ever-changing app store ecosystems. Keep optimizing and adapting, and watch your app climb the rankings and attract the audience it deserves.

Avoid frequent ASO mistakes that can lead to a failure in your strategy. Get in touch with our app marketing team to improve your App Store Optimization game.