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How To Optimize Your App Description To Improve Discoverability

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How To Optimize Your App Description To Improve Discoverability

This week, we had the privilege to collaborate with Tapdaq, the famous mobile advertising platform. We proudly contributed to their blog with a new guest post on App Store Optimization. Are you struggling with your copywriting? Follow our 4 tips to come up with a great app description and increase your organic downloads. Read the rest of this article on Tapdaq blog.

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App Store Optimisation (ASO), or “Mobile SEO”, is getting increasingly popular as the number of available applications continues to grow. With it becoming increasingly expensive for developers to buy installs via paid channels, ASO has become an essential app marketing practice for the majority of developers.

At the time of writing, there are more than 1.4 millions apps on both the Apple App Store and Google Play Store. This means app developers and marketers struggle to generate exposure in what is a highly competitive mobile ecosystem.

In order to get more traffic and gain traction, it is recommended to build a strong 360° app marketing strategy including actions on social media, public relations and, ultimately, paid acquisition campaigns. However, App Store Optimisation should also be taken into account at each stage of the strategy.

ASO’s best practices are based on assumptions on how the app store algorithms work. Indeed, both the Apple App Store and Google Play Store have different ways of ranking apps, but no one knows precisely which metrics are used in the search algorithms, or what weight they have. However, with lots of studies and many tests, ASO experts and specialists now have a strong understanding of the main factors influencing each app store algorithm.

When submitting an iOS app on the App Store, developers are asked to fill in a keywords field, in which they can include  up to 100 characters of keywords.

Apple actually provides such a field because the iOS app description is not taken into account by the App Store algorithm. Nevertheless, it is still important to optimise iOS description in terms of SEO. Indeed, iTunes pages are ranked by Google and other search engines.

On the other side, keywords from the Google Play app description have an influence on the algorithm and there is no keyword field.

An important part of your app description optimisation is to make sure it is well written and convincing while including relevant keywords. This can actually be quite tricky since you want to be human friendly but at the same time, search engine friendly too.

With this in mind, here are 4 tips you can use to increase your chances of being discovered and downloaded.

1) Repeat Targeted Keywords 4-5 Times, No More

Whether it’s for your ASO or your SEO, it is important to sow your description with strong and relevant keywords.

For Google Play apps, these keywords will not only be taken into account by the Google Play Store algorithm, but also by Google’s search algorithm since your app page (product page) is ranked on the web.

It is therefore important  to use keywords that will bring you traffic on mobile as well as on your web page.

Be careful though. To have an impact, it is recommended to repeat your targeted keywords 4 to 5 times max. If lower, the keyword is unlikely to be taken into account.

If higher, Google will most likely punish you, resulting in  your app dropping down the search rankings for your designated keywords. Obviously, do not include a keywords section or list in your description. Be sure that your keywords are all part of actual sentences.

For iOS apps, it is also important SEO in mind. Therefore, you will need to base your keywords research according to web data. Find popular keywords that users are likely to type on their laptop while looking for an app.

Want more tips? Read the rest of this post on Tapdaq blog