App Store Optimization

 App Store Optimization 

Title & Description: 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.

After having conducted an extensive keyword research and having your keyword rankingsgoals 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 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.

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. For example, Duolingo does this really well:

A great idea is to add emoji in your Title – it helps catching user attention and improves the conversion rate!  

How to Optimize Short Description for ASO

Short Description is an 80-characters field that is shown to the users in the listing and can then be expanded to see the full description. Being short and concise, short description should highlight the best features of your app to ensure the interest and increase the conversion rate, and at the same time include important keywords that you want your app to rank for in Google Play search.

As in the other textual fields on Google Play Store, you can include some emoji to your short description to make it more attractive.

In order to see short descriptions of other apps on Google Play Store from your desktop browser, you can use this free extension.

How to Optimize Full / Long Description

Long (or Full) Description on Google Play Store can include up to 4.000 characters. Use them to provide an extensive, yet clear and structured, description of your app’s features and purpose.

Include your keywords a few times, especially in the first and last lines of text, to help Google Play rank your app for these keywords, and add some more in the rest of the text. Write in short paragraphs, use bullet points and rich formatting to give a structure to your text, and make the advantage of maximum possible characters to get a perfect Long Description.

In the example below, Memrise combines some of the greatest tactics for their long description: using rich formatting and bullet points to organise text; including emoji in the text, mentioning the awards, providing links to social media pages, including a call-to-action.

Memrise

Other Text On-metadata Optimization on Google Play Store

The Title, Short and Long Description are the most important elements in the ASO for Search and Conversion Rate of mobile apps, but there are some other fields that can help improve the visibility and keyword rankings.

For example, Developer Name can include a few keywords to help your app rank and be found by the users:

URL (package) can also include some keywords – read our case study about the effect that it can have on keywords rankings.

Optimizing the main textual elements of a Google Play Store listing –Title, Short Description & Long Description– is the first essential step of your ASO strategy, as it would affect both keyword rankings and conversion rate to install. The last piece of advice would be to revamp your keywords and change the textual On-metadata accordingly, to keep up with the changes on the market and beat competition.