4 mistakes 99% people are making when optimising their App Search

When an app has a good ranking in Apple’s App Store, it greatly promote the popularity of the app and increase the download volume. In order to gain a good ranking, App Search Optimisation is one of the most effect methods. However, during the process of App Search Optimisation, it is inevitable that ASOers make mistakes, here, Appvocado lists 4 most common-seen mistakes.

1. Neglect App icons and screenshots

While optimising the app, a large portion of optimisers usually put most of his energy into the title, keywords, etc. , but ignore the app icon and screenshots. However, we all know when users find a list of apps, the first thing enters their eyes is the icon. If an app’s icon is unattractive, the user’s desire to download will be greatly reduced. Next, when the user clicks on the software to look further, he or she will firstly look at the screenshot. Because the screenshots give the user a relatively large visual impact, it brings the initial experience to the users even before downloading the application. Appvocado recommends that you should show the advantages of the application as much as possible when selecting the screenshots.

Screenshot of mobile game to demonstrate the importance of using good screenshots in app search optimisation
 Good screenshots sample : Match 3: Element Saga RPG 2020
  • In game screenshots
  • Short and strong phrase introduces game functions
  • Add flame effects making screenshots more attractive

2. Neglect the importance of App description 

The app’s application description equals to the app’s opening remarks and is also a self-introduction. Even though the application description does not have a large effect in the dimension of App Search Optimisation, it is an indispensable part of the App itself. First of all, the description is a supplement to the in-depth explanation of the App. Due to the limitation of the number of characters of the application title, it cannot fully demonstrate the function of the App, which makes the user look further into the App description to have a better understanding. However, as we all know, most users are reluctant to click on the description to view more content, and stay in the lines of words that are intuitively displayed. This makes the opening statement particularly important. Generally speaking, only 3-5 lines of the description can be seen by opening an application on the App Store and Google Play Store. Therefore, the opening 3-5 lines should be as concise as possible to write out the functions of the application, which is inevitable to have a major impact on our conversion rate. 

To show a good sample of App Search Optimised Description
 A good sample of App Description

3. Duplication of title and keywords

The weightage of keywords cannot be overlaid among the app’s title, keywords, descriptions, or an app promo text. If you choose to duplicate keywords in those fields, it will be nothing but a waste. Therefore, the best choice is to first select the keywords that are required for each field, and fill them in the order of importance, and make sure that there is no duplicated keywords. Also, don’t use spaces in the fields of the keyword. This is because in Apple’s algorithm, using spaces breaks the combined advantage of each keyword. It’s best to separate the important keywords with commas to highlight each keyword’s importance.

4. Keywords relevance and order

The characters of the keywords are limited,  high search volume keywords are not necessarily the best. Since we can only submit 100 characters keywords, the characters are very precious, so we must be very cautious in the selection. After submitting new keywords, be sure to keep track of keyword rankings and the amount of users brought by the keywords. If the keywords in the previous version does not bring enough users, you can consider changing to other keyword by optimising in the next version. In general, if a keyword is relevant to the application and is sufficiently competitive, the optimiser should focus on optimising the keywords. Moreover, keywords should be ordered by the importance and separated by commas.

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