6 strategies for App store optimisation


Although app economy competition is quite fierce where Facebook is now possessing four out of the five most downloaded apps which have led startups to still bouncing the claims new as well as old markets. As per the research from Gartner, Facebook is considered to be least of their worries since on average a normal user can access 6 to 10 apps and ending up deleting the rest. Hence you can understand the happiness behind Apple to accept the app as far as App store is concerned. Even the immense hard work to create the mobile app, it has to strive the app store optimisation. Although App Store Optimisation (ASO) is the process of optimising mobile apps in order to reach higher as far as app store search results are concerned. Since it is analogous to SEO, hence it is known as App Store SEO or App Store Optimisation.

Keywords are considered to be fundamental

Although it is analogous to SEO where keywords are considered as a foundation in order to get apps in various app stores. Initially, they get started with a keyword in the app title and it is advisable to choose it very wisely. Last year in September 2016, one big change that has been witnessed was limiting the characters from the peak of 255 to 50 characters or in order words restricting word choice with the fundamental idea to maintain the balance between the app’s name as well as keywords.

Keywords are considered to be fundamental

As far as keyword field is concerned, the App Store is known to limit keywords to 100 where each word would be separated by a comma with no spaces. Although there are two considerations while choosing keywords for the app: relevancy as well as competition. Hence ensure that the keywords are relevant to the app’s purpose but should chase for a less- competitive longer tail keywords rather than those broader ones that are quite arduous to rank for. These are the ultimate responsibility of mobile app development companies to keep focus on keywords, so that those sleepless nights of mobile app developers do not go in vein.

Proper checking the guidelines of Google and Apple

Although Apple is very rigorous as far as App Store guidelines are concerned, which has got various human editors in order to review all the submissions as far as apps and updates are concerned with existed apps. In case of Google Play’s review process which employs a mix of automated as well as human editors, with a contrast to Apple’s policies which are quite lenient with the list of practices that must be complied with the submission test.


  • In order to use Apple name as well as logos Apple Marketing Guideline is used.
  • How to design iOS here App Store Human Interface Guidelines come into the picture.
  • Apple Store review guidelines


  • Considering over restricted content, security as well as privacy, here Google Play Developer Policy Centre ensure its existence.
  • To encompass from establishing developer account to testing and all other best practices.
  • Best practices in order to discover on Google Play

Prioritisation on concise description

App’s description is pretty much important. It must not contain elaborate or over-descriptive language about the company. But must stuff the keywords as well as concise information exactly what the app does for its users.

Considering the giants, Google Play which offers two distinct app description fields i.e. long as well as short. In case of short description this is what the user usually sees on the download splash screen: a concise 80-characters sentence. While considering the long description which can be upto 4000 characters, comes with an opportunity where the brand, key features as well as contact information come into the picture. But it must be taken into the consideration not to get drenched with highly competitive words which is something analogous to the high competition. Sketch some strategies in order to use keywords that will not only be unique but popular as well.


You might have heard that a picture is capable enough to speak thousands of words whereas the icon speak positively about the brand as the first impression. What really intensifies its utilisation, is the app is on the home screen which can cause a daily reminder of the brand.

Few screenshots really do matter

Considering screenshots which are like any other opening sentences of a blog or any other online article. If those words are incapable of grabbing your attention, you are more likely be clicking on something else. This principle is applicable even on screenshots which are as impactful to grab the attention as a potential user while visiting an app store. Reckoning the data by AppShots where 53% of Android users as well as 47% iOS users have identified their last app via app store searching, and apps with the screenshots that are appealing have increased downloads with over 30% rather than those that are found out with words.

Encouraging In-app ratings as well as reviews

Encouraging In-app ratings as well as reviews

Since developers or app owners have zero control over the rating or reviewing process within app store which is considered to be the most frustrating part as far as ASO is concerned. It is quite simplified that higher rating is something analogous to the higher rankings within the app store. But negative reviews/ ratings will always be a part of this process. Hence users providing feedback to app developers directly via app. Hence in-app feedback is considered to be the great way in order to keep the complaints in-house along with the enabling developers to tweak functionality.

Aforesaid are some of the strategies in order to rank the app with the help of App Store Optimisation.

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