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App Store Optimization for Google Play: Top 10 Factors

Shared by Caddie Library · Updated
App Masters24:45Open on YouTube
Chapters show their main points

The bottom line

Google Play rankings and downloads depend on ten factors, some you control directly and some you can only influence. Putting keywords in the right fields and polishing what users see lifts both ranking and installs.

Key takeaways

  • Google Play optimization splits into factors developers control and factors they can only influence. 0:22
    • On-page factors are fully in your hands: title, developer name, short and long description, icon and screenshots.
    • Off-page factors are only influenced: installs, ratings and user reviews.
  • Putting the main keyword in the title, descriptions, developer name and package name drives search ranking. 3:10
    • The title gets 50 characters on Google Play against 30 on iOS, and the short description gets 80.
    • In the 4,000-character long description, use the main keyword four to five times, in the first lines and the last five lines. Stuffing it risks a spam penalty.
  • Icon, screenshots, promo video and a small app size turn visitors into installs. 9:23
    • Avoid text on the icon, because it is not readable on a phone screen.
    • Many users skip apps over 50 MB, and low-budget devices struggle with anything over 30 MB.
  • Good ratings and reviews lift both ranking and installs. 20:22
    • The example app has 35,000 reviews, 27,591 of them five stars, and only one one-star rating.
    • When users type the target keyword in their reviews, it helps the app rank for it.
  • Localization and frequent updates add more downloads on top. 22:50
    • After localizing, one app went from 5,000 to 25,000 downloads in 10 days.
    • Updating about twice a month signals active work to Google and helps category and keyword rankings.

The more attractive your title is, the more visitors will become your installers.

Sarmad Sultan

Chapter summaries

0:00 The ten factors in play

Google Play optimization works through a fixed list of metadata elements, taken one by one.

  • The ten factors run from the title to user reviews. 1:02
    • The list covers title, short description, long description, icon, screenshots, developer name, package name, app size and reviews.
    • A logo maker app on Google Play serves as the running example.
    • The talk promises one extra tip for boosting downloads, saved for the end.

1:20 Title and short description

The title carries the main keyword and the short description backs it up while selling the app.

  • A title pairs the brand name with keywords in one of four patterns. 1:52
    • The patterns are brand and keywords joined by a dash or a colon, in either order.
    • The example title is a brand plus logo maker, with design and create as extra keywords.
    • Title strength drives both search visibility and conversion.
    • The title and icon are what a searcher clicks to reach the app page.
  • The short description must paint a clear picture of the whole app. 4:01
    • The example states that the app creates, makes and saves logos.
    • A browser extension, Google Play short description viewer, shows competitors' short descriptions.
    • Big companies often miss keyword ranking through this field.
    • It has to balance keywords against a readable pitch, since it affects conversion.

5:14 Long description

The long description feeds keyword ranking even though few people read it, so structure it for both crawlers and readers.

  • Keyword placement in the long description follows a clear count. 5:41
    • The example app's main keyword appears once in the title, twice in the short description and five times in the long one.
    • Google crawls the text and ranks the app for the keywords it finds.
    • Only about 2% of users read the long description, so write it for the crawler.
    • Use both primary and secondary keywords.
  • A skimmable structure persuades users and fills the space. 6:51
    • Aim for 3,000 to 3,500 characters, in short paragraphs with bullets listing features.
    • Privacy policy, terms and social links can go in the text.
    • HTML formatting such as bold text is allowed.
    • Links are not clickable on the web page but work on mobile devices.

9:17 App icon

A catchy icon wins the click from search results to the app page.

  • The icon should show what the app is about, using a character or symbol. 10:40
    • A user searching logo maker sees ten icons and clicks the most striking one.
    • If text must appear, make it prominent.
    • Small words that read fine in a browser vanish on a phone.
    • The example icon's word maker is unreadable on a device.

12:23 Screenshots, developer name and promo video

Screenshots win installs, while a keyword in the developer name and a promo video help ranking.

  • Screenshots that show what the app does convince visitors to install. 12:23
    • The logo maker example uses a few screens that show logos and main features, such as create beautiful logos in a snap.
    • The speaker installs an app based on these screens alone.
    • Try different screenshots and watch the conversion rate in the console.
  • A keyword in the developer name helps ranking. 14:08
    • Most companies forget this, and Shopify skips it too.
    • The pattern is a name like "Shopify Inc - your keywords".
    • Use the main keywords the app targets.
  • A promo video raises the chance of ranking for target keywords. 15:05
    • The speaker claims 200% more chances to rank.
    • The video is a YouTube embed, added in the console.
    • Aim for 30 to 120 seconds. Longer videos work but are not recommended.

16:25 Package name and app size

A keyword in the package name helps ranking, and a heavy app loses installs before anyone opens its page.

  • A keyword in the package name helps the app rank. 16:25
    • The example package is com.shopify.logomaker.
    • The package name must be sent to the developer before the first release.
    • The keyword also shows in the app page URL.
    • Splitting it as logo.maker works too.
  • App size hurts conversion before users reach the page. 18:11
    • Search results list the app size, so a big app gets skipped.
    • A nice icon and title do not save an app that is larger than its competitors.
    • Ask the developer to shrink the APK.

20:22 Reviews, localization and updates

Good reviews, translated pages and regular updates keep adding rank and downloads.

  • Good reviews persuade visitors who read them. 21:05
    • Visitors read the top reviews before they install.
    • An app with fewer crashes earns better reviews.
    • Ask friends and family to download the app and leave five stars.
  • Translating the app page into many languages boosts downloads. 22:41
    • Localize into as many languages as Google Play offers.
    • The speaker calls it the hack promised at the start.
    • He says he tested it on many apps.
  • Frequent updates lift visibility beyond search. 23:50
    • Google sees steady work and a better user experience.
    • The boost reaches the category page and keyword rankings.
    • It also lifts downloads from the Explore section.

In the growth library

Sarmad Sultan, App store optimization (ASO) specialist. Google Play optimization splits into on-page metadata you control (title, descriptions, icon, screenshots) and off-page signals you can only influence (installs, ratings, reviews). The episode ranks ten factors, with an ending hack where localizing one app took it from 5,000 to 25,000 downloads in 10 days.

More from App Masters · The whole library, and ask it anything

Transcript387 lines
0:00

what is a AB nation it is a muscle done and I do air so we are going to talk about Google Play air so tips that big companies over and in the end I am gonna share it a hat that can help you to boost your download in Google Play yes so so stay tuned and watch the video till the end when implementing Google Play Store strategy we should keep in mind that there are two factors on-page metadata and of fishman now what is on page metadata and off page metadata the very first scene on which metadata are the factors or elements at 100% under the control of the developers such as title developers name short description and long long description I can screen shorts ABC off page material these are the factors that are not controlled completely by ID but can be influenced for example installs wrote ratings and user reviews so today we are gonna talk about the top 10 ESO vectors for Google Place which

1:10

are titled short discs long description app icon screenshots developers name read package name app size and user reviews so the very first thing at title what is app title and how it works in Google Play Store I am taking an app of choco pie NC and we are going to talk about this regarding so you can see their logo maker in his title and another keyword design creator actually what happens there there are two ways to write your title you have almost 50 characters and in Google Play while on the other hand in iOS ASO you have 30 characters word so you can cover your title in 50 characters so this is the pattern how you can add your maker time with brand name - your keywords or you can go with this brand name callin your keywords we can also do like this your keywords - brand name or your keywords : brand name so this is the thing on which you can make your title yes so friendly so there are 50 records you can see so

2:48

after giving a name to your app you can use your keywords in title such as logo maker this logo maker is using design and create or gives you it is using logo maker title is having the most important thing in Google here so your main keyword will be in the title right there actually you need to focus on your title on the high priority because it it is a factor of Google sou for your search visibility and your conversion as you can see if you can see there you can read design and create like it is the app actually and the more attractive your title is the more visitors will become your installers number two short description a short description in google playstore ASO effects search air so keyword ranking and conversion rates as you in the logo maker app their short description is clearly queuing a picture the whole app that this app can create logos make logos and you can save your logos said

4:22

these things you can include up to 80 characters in your short description area in Google Play Store Google Places it is very important to keep the balance and provide a clear picture of your app in the short description as it also effects your conversion rates and you can rank your main keywords by using in short description that usually most of the big companies miss you can use this extension at four air so Google played short description viewer to see the description of your competitors and other apps number three long description it is extremely important here so far affecting both search and conversion rates you you have to use your keywords in your long description such there is a logo maker our main keyword and how many times it is repeating in the long description one time in title two time in short description most one two three four and five times in long description the one thing you have to

6:05

memorize that only 2% users in whole word Albert reads your long disk so feel free to use your keywords in your long description remember don't overstuff the keywords as you will get penalized for putting spamming or doing spamming in your long description always use your main keyword four to five times in your long descript and use your main keywords in the very first lines of your long description and last five lines of your laundry and your long description is having 4,000 characters in Google Playstore and try to use more space cover minimum 3,000 to 3,500 characters for your long description use images you you can use their HTML and hold the text of your law and the one thing that you have to take care of your long description pattern like you should have a structure for your long description like you should not use long paragraphs just write your description in small paragraphs use

7:28

bullets to define your who's tell all the features of your app in the long description so and convince users to install your app through your long you can also use images in your title and long description so it is going to help you to rank for your keywords usually Google search engine crawling through your long description and find the keywords in your long description your app ranks with those specific keywords that are using in google play description of your app so it is very important to use your keywords your primary and secondary keywords in your description and your main keyword should be in the very first lines of your description and the last five lines of your disk you can also put your privacy policy terms and services social links right there in your long description to connect people to your app description now on so it won't be clickable on on the website as you can see there I

8:56

cannot click on the sink but it can be clickable on and the mobile devices when user wants to go for a specific link of your social media page you can click on the link and for app a pike is having a huge stroll in the ears of your Google Play Store either it is Google Play Store or its so app I can plays a very big role in it so the more catchy and you have an app icon for your app the more users will click on your app and to this page your app page let me go back and tell you how it is working here you can see these are the top 10 apps that are angling for a logo maker in Mike so you can see I'll choose this icon as I like it most how much catchy is your app ID the more clicks you will get like a user is typing logo maker or the or is Curie and it comes to and see the search and he will click on your title and your app icon based to move through your ia application page so I found this very

10:35

catchy and click on it and you can see there so your app I can should describe in your all app and telling history or your app and remember one thing this is the browser and you have you are watching app icon then Android devices try to avoid using text on your in the app icon as most of the apps are doing this like this logo maker is using maker and you cannot see this maker on your device or read it's not readable also there might be possible it is readable or not but it's not readable so try to find write any text on your icon either you can use a character base this is representing something this is representing something so these are the best but to not to use your any text on your app icon and if you want to use it should be prominent and get so this is prominent but not readable like maker is not readable in the mobile devices you can read it here but not on the device

12:18

number five screenshots this is the very very important to boost your convert to boost your downloads and make your conversion rate best bring more users download your app the move your screenshots will be attractive you will see more downloads in your console I'm gonna watch you have here so this is my first rising and there you a few screens are really clearly defining the app I create you can you can there you are watching logos and the main features of offices in the screenshots it is having one tooth or five screenshots and but defining a clear picture of their app like you can create beautiful logos in a snap yes I've used this app you can see you can make your logos in just few clicks these are the catchy so I will gonna install it by clicking on this button in my pond and depends on these screenshots so don't try to make attractive screenshots try different screenshots and and test new screenshots

14:01

your conversion rate number developers yes this is the thing usually me most of the companies always forgot to do in their ear so as Shopify is also not doing this as it is a brand don't nee but your developers name have an effect in Google s row so you can do like this choppa fight i NC - your keywords put your keywords bring your developers name boost your rankings for those best and try to use your main keywords that are using you got that you are targeting in your apps numbers have a promo video for your app yes you can see in this hat logo maker app that it is having a PD so if you are gonna click on this video to the YouTube embedded that is the here is a option in control to add a video so why do we need a video for air so Google booster rankings of your keywords if you will use the video in your app page so if you are using a video you have 200% more chances to rank for your targeted

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keywords so a video length should minimum 30 seconds 120 seconds you can make everything so you can also make a video of 5 minutes or 10 minutes but it is recommended to have a video minimum of 30 seconds and max 120 seconds it is very helpful here so factor it helps me just thank you number eight a packaging what is Becca's name or a bundle I and actually two of the people don't know your package in security a bundle ID also have an effect on Google Play so if you can see there they are using comrade Shopify dot logo maker dot and yes there is expert know the package name is also having an impact on your rankings so he is using logo maker right there in the package name so it is from a developer's and and you need to send a package name to your develop for uploading your initial release have your keywords and and to target your keywords in the package it was gonna help you to rank in the app packs if you are using your

17:28

keyword in the URL or as you can see your keyword is the URL of app page so if you are using this you have more chances to rank for that specific keyword make sure you have your main keyword and targeted keywords in your package name as you can make their Conrad Shopify dot logo maker dot H full you can also make like comrade Shopify dot logo dot maker dot H full it's up to you you are making your bundle ID number not application size its application size does matter in google playstore air so to boost your conversion rate as if you can see most of the people don't have and having a device that supports a huge memory or having more memory so they avoid to install apps lose more than 50 mb s some of the people having very low budget of while devices and they can not an app that is over 30 mb/s so your size does matter in the google play here so you have to try that your application size as your developer can so ask your

19:08

developer to reduce the size of your apk and you if you have end device if you search for a add Google Play Store like you are searching for ABC and you have many apps in your list and you can see there are the visibility of search results there is a mentioned app size so if your app size is higher than the users expectations it will not come to your page and install your app you want click on your app either it is its icon is beautiful its title is beautiful and he's not gonna install your app if it having it is having more size then your competitors to have so you need to reduce your app size if you can control your app size you can have more downloads more conversion rates than others number 10 and the lab user reviews yes user reviews does matter in your Google Play yes so if you have more ratings or file star you you can boost your app as well so you are watching their this app is having thirty five thousand reviews and

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twenty seven thousand five hundred ninety-one are the five stars and then four stars two stars there is no one star two there is only one star of eight hundred what is Thurmond so more you have good reviews more your application will crew so a few users in Google Play Store comes to your page and you see also read you top reviews that what people are recommending like this application is having three file star out of four from their top reviews so if I am gonna read will install it on the basis of this juvies I will - definitely - so make sure your reviews are good your happy is having less less crash crash so you will have more good reviews ask for your friends and family members to download your app and give a 5-story if you're going to help you a lot so the other thing is that if the user is you keyword in the in his preview it is very but will you can say it's very much words book such as if someone is using logo

22:19

maker such like this it is very helpful for this app that users are also using the keywords in their reviews so it will gonna this app to boost in the rankings and - no I'm gonna share a hack at I promised you this beginning of this video that will help you to boost your downloads so it is localization yes localization a huge impact on Google Play here so if you localize your app in multiple language and translate to app application page in multiple language languages so it will gonna help you to boost your downloads and as well as you tested on many apps and one of my app add from the 5,000 downloads to the 25,000 downloads in just 10 days so just localize your app as much in the languages you as many as the languages you have available in the Google Play Store if you're gonna help you to boost your downloads on a peak of your there is another trip for youth frequent app updates also helps get more

23:58

downloads as if you update your app on regular basis like you are updating your app twice in a month or twice in a month so Google will see that you are continuously working on your app giving a better user experience to your users also helps us to post your in the category page and for the keyword rankings and also boost your downloads in the Explorer section so these are the top ten ASO factors that matters a lot in the google play yes so stay tuned with this wait for the neck