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App Store Optimization (ASO): 5 Key Considerations

App Store optimization is the process of improving the visibility of an App in an App store.

We know more than one million apps exist in the Apple Store and Google Play Store together. Making visible our app to the external world among this huge collection is not a simple task. I’m here to discuss some of the App Store Optimization techniques which can be used for the better recognition of our App. Here are some of the App optimization techniques for better visibility of the App in the store.

5 Ways to optimize your app for app stores

1. App Icons

App icons are the first impression that a user has about an app. In general, app icons should be eye-catching such that user has to either download or make him go through the description and screenshots of the app. An app icon should convey what the app is all about to the user.

Some of the best practices that can be followed for an app design are:

  • Avoid using words in the app icon.
  • The design of your icon should be consistent with your app design.
  • It is always better to add a margin to your icon so that it will look great in all backgrounds.
  • Also, research for various designs to stand unique in the crowd.

2. App Name

App name is the second thing after App icon that a user sees when he searches for something in the Store. Make sure your app name itself gives a complete description of your app and is unique. Sometimes we might have come across certain app names which not at all suits them. Always it is better if the name you put in there acts like a keyword. Avoid changing your app name often, that is stick on to one name even if there are multiple updates for your app. Finally make sure the name you selected for your app is short, attractive and catchy for all age group users.

3. Keywords

Keywords are one of the most important factors for app visibility in Store. When a user doesn’t know the exact name of the app, the search will be based on certain keywords associated with the app he/she searches for.

iTunes gives an option to enter the keywords with a 100 character limit which can be separated by commas whereas Play Store takes the keywords from the App description which has a 4,000 character limit. The Keywords should appear 5 times in the app description in the Google Play Store.

App names with keywords also have a better impact on the recognition of the app. In iTunes the character limit for App name is 255 words and if there is space left make sure you enter additional keywords which are relevant. But in case of Google play the character limit for App name is 30 and choosing the right keyword is so important.

4. Description

We all know, once the user clicks on our App on a desktop, iPhone/iPad or Android device only the first three lines of our App with App icon is visible. In all the cases the user has to click on the “more” link to read the description completely.

Always make sure to put the most important information in the first three lines, which gives the user a clear idea of what your App does and why is it different from others.

Also make sure you have included a Call to Action sentence in the App description which actually invite the users to download, like “Download AA to enjoy BB now”.

Avoid using a technical sentence in the App description, let every user understand what is the app for and why it should be used.

In the Google Play store, the word which is entered a minimum 5 times in the Description will be considered as Keywords. Always make sure proper repetition of the words which can be a Key for the users.

5. Screenshots

Screenshots are one of the first visual element that is visible to the user when viewing an App.

If adding a screenshot, make sure the first two images in the screenshots convey what the app is for and why it should be used. It’s not on the number of screens you have added but the information about the app in a few screens.

Always make sure there is some description of the screens you have added. Ensure the images used for this purpose are of the same size, attractive and clearly visible to the user.

Also, it is advised to add genuine videos that describe how the interface will look like and help the potential user to get an idea of the app even before downloading it.

There are more things that are to be kept in mind while uploading an App to the App Store for better visibility of the App. The points discussed here are some of them, which are to be followed in common. So, let’s together follow these simple techniques mentioned here for better recognition.

–  Ebin J Sebastian

Always Do This: Top 10 Things to Market Your Apps Well

Before getting into the details of app marketing strategies, we must understand the purpose of mobile app marketing & what is the relevance of implementing the best marketing practices for your application?

Marketing a mobile app is equally important as developing the app itself. According to the current statistics, there are approximately 2.2 million apps in the Apple App Store and 2.8 million apps in Google Play store (reference). This may give you an idea about how strong the competition is and how critical it is to market your application well!

It would be difficult for users to notice your app if you are not using appropriate app marketing strategies. Here comes the importance of app marketing strategies. However, marketing a mobile app requires careful thought and planning.

Here are some of the best and simple strategies you can follow to market your apps well.

10 Strategies to market your app

1. Target your audience

The first and most important step in marketing your mobile app is to find your target audience. Understand your niche market and their needs well. This will help you to attract more customers.

Create a blog/website for your app

Blogs and Websites are the best places to advertise your app. Here you can explain about your app as much as possible by elaborating its importance and how it is beneficial to the customers.

You can also invite customers to download the app.

Another way to market your app is Print Marketing. Along with digital marketing efforts, you can promote your app with print marketing materials like:

  • Postcards – engage your customers with direct mailing postcards.
  • Stickers – creative stickers will work for you in a cheaper way.
  • Banners – you can get the job done with the help of large banners placed near busy interactions or high traffic areas.
  • QR Codes – include QR Codes on postcards, stickers or even on your website/blog.  It will be easy for your customers to access/download your app.

As an example, you can check out how AlignMinds has designed an amazing website for our own mobile app – Apprikot

Social media marketing for your app

It is very important and necessary to have strong social media presence to promote your app. It is important to spread the word about your app infamous social networking platforms like Facebook, Twitter, LinkedIn, etc. You can offer promotion & advertisements, offer gifts/rewards to download the app through social media.

According to Forrester Research, 19% of iOS & 15% of Android downloads come from people finding apps on social media.

Demo your app

Videos always help users to understand things easily. Most of the users like to watch rather than read the content. Create a video that explains how to use your mobile app. In the video, you must clearly explain what the app is all about & how it is useful in a real-life scenario.

Already, there are a number of mobile app demo videos in the market. A short, creative and clear demo will give a good mileage to your application. Video demos are one of the easiest ways to display the value of your mobile app.

Don’t forget to place your demo on your blog/website.

Animated explainer video

Animated explainer videos are another way to market your mobile app. They help you to explain the benefit of using your mobile app and the value it will add to the life of its users.

If you can make an interesting animated explainer video describing your app along with some storytelling touch and humour to it will really show the result. Experts say about 90% of the apps that have explainer video increases their reach around 4-5 times.

Check out this wonderful explainer video from one of our clients.

PingStamp Subbed

Network with other app developers

Networking with other mobile app developers will help you with marketing your mobile app. Find out some of the top-rated app developers from App Store; be sure that the developers have a good rating. You could propose a mutually beneficial marketing opportunity that helps you increase your downloads. There is a possibility that the users may end up downloading both the applications.

The old marketing tactics still work

Yes, it still works! Even though we have progressed in the world of digital media, the old marketing strategies still proved good enough for your app.

You may publish ads on websites or publications or print out business cards and distribute them.

You can even attend relevant business meetings and events so that you may spread the word about your app.

Radio and television ads, brochures and fliers also do a great deal in marketing the concept.

All these different marketing techniques can help you to promote your app.

Put the links to download everywhere

This is one of the easiest ways of app marketing. Put links to download your mobile app on your blog, your website’s home page, in your marketing emails, and on your social media accounts – you can even add a custom tab to your Facebook page.

Take a look at WhatsApp’s page below, which includes four calls-to-action on just one page, all of which is to download their mobile app.

Availability of your app on various platforms 

Make sure that your app is accessible to everyone. The main question is – Is it available for all platforms – iPhone, Android, Blackberry, Windows? Don’t forget to mention your app’s compatibility.

Monitor feedback and encourage reviews

Last but not the least, the most important point is to collect your user’s feedback and encourage them to post reviews. This process will help you identify bugs that you may otherwise miss out and can make quick changes to improve the user experience to make your app greater. 

It would be advisable to respond to feedback and comments without delay. This gives the users a reassurance that you are listening to their comments and making appropriate modifications. It’s an unwritten rule that the app with best reviews gets the most visibility and downloads.


In the present state of things, having an app is very important for your business. However, if you don’t market your app properly in the market, it may be lost out in the crowd. It is vital to understand the specific business need and plan accordingly. Prepare the best strategies for app marketing and spend the extra time making sure your app is visible, accessible and integral to your customers.

– Pratiksha R. Prasad