App Store OptimisationReverse engineering the App Store search algorithms

Mouhcine El Amine

The ultimate goal

The ultimate goal of every app is to reach the highest number of app downloads.

-> More revenues, a bigger user base and more brand recognition.

What is ASO ?

App Store Optimisation (ASO) is the process of improving the visibility of a mobile app (such as iPhone, iPad, Android or Windows Phone app) in an app store (such as iTunes or Google Play for Android). App Store optimisation is closely related to search engine optimisation. Specifically, app store optimisation includes the process of ranking highly in an app store’s search results and top charts rankings. — Wikipedia

Why search matters?

Download channels: • App Store search

• Being featured in the App Store

• High ranking

• Direct links

App Store search algorithms

Number of downloads

App name

KeywordsApp rating

App name

App name

App name

App name

App name

App name

App name

App name

Why?!

App name

• In August 2013, the app name became the most important factor in search ranking

App rating

App reviews

• Bad reviews arrive first

• Unsatisfied users almost always post reviews

• Satisfied users almost never post reviews

Improving App rating & reviews

• Make a quality app

• Insist on asking colleagues, friends and family to rate the app and write a review after each release

• Add a new version even without updates

• Monitor reviews and flag the inappropriate ones to get them removed

Should we ask for reviews?!

“So not only is Threes an amazing iPhone game, they prompt for App Store reviews in a classy way too. Let’s reward this.”

John Gruber

App reviews

App reviews

Keywords

• Volume

• Difficulty

Tools

• MobileDevHQ

• AppAnnie

Questions