Increase your app’s visibility with App Store SEO

While website SEO is well-known, App Store SEO (ASO) is a frequently underutilized - but important - strategy for boosting app visibility and organic downloads. Just as with traditional web SEO, ASO is essential for app discoverability. A study by AppRadar highlights this impact: “70% of mobile users search for new apps, and 65% of all downloads result directly from those searches.” 

With millions of apps vying for attention on Apple and Google app stores, discoverability is critical.
 

The foundation: keyword research and understanding your audience
 

To effectively optimize your app store presence, start with a strong foundation. Begin by understanding your target audience: their demographics, interests, and how they search.

Then, perform keyword research to help your audience find your app:

• What are your app's main features?
• What are the synonyms for those features?
• What are the names of comparable apps?
• What category does your app belong to, and -
• What common search terms are used within that category?

For more in-depth research, including discovering related keywords and identifying high-volume, low-competition keyword combinations, consider using tools like SEMrush or Google Keyword Planner.
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Key elements of App Store Optimization
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After compiling your target keyword list, you'll need to optimize your app store listing.

Here are the essential ASO elements to focus on across all app stores:

• App Title: Including keywords in your title can lead to a 10.3% improvement in rankings.
• Category: Selecting the correct category is vital.
• Description: Start with the most important details, use relevant keywords naturally, and give a clear overview of your app's main features. If you offer subscriptions, be sure to mention them. Use social proof, like user numbers or positive reviews, to build credibility.
• Localization: Translating your app into local languages increases visibility in different regions.
• Screenshots: High-quality screenshots that demonstrate your app's value are key to attracting downloads. (Read more about how to create good screenshots in this guide.)

Keep the following platform-specific differences in mind during optimization.
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Apple 

Apple's search algorithm utilizes keyword tags. Maximize visibility by employing relevant, concise, and highly targeted keywords within the 100-character limit provided in the storefront. The description field, while not impacting rankings, serves as a crucial space to persuade users to download your app. 
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Android 

Unlike Apple, Google's search algorithm prioritizes description text and reviews, rather than keyword tags. Therefore, strategically integrate relevant keywords within your description, ensuring the language remains natural and persuasive.

Fire TV

Amazon app store allows you to add comma-separated keywords (up to 100 characters) during app submission. These keywords should differ from the app title/description - they are designed to be helpful in surfacing your app when users search either by text or with voice.

Roku

Roku's app store algorithm prioritises downloads/installs, user engagement and positive ratings. While Roku does not have a "keywords" field, metadata optimization in title and description is critical.
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Samsung & LG

These TV platforms do not offer a keyword field and, like Roku, rely on metadata (title and description) for search relevance. As for Fire TV, voice search and user intent play a big role in the search algorithm for these platforms.
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Further reading 

For those interested in going into more detail, the below articles offer comprehensive information and provide everything you need to know on ASO and best practices. 

• App Radar’s in-depth App Store Optimization guide
• MOZ’ (very thorough) ASO best practices