How to conduct an app store optimization audit (ASO)

How to conduct an app store optimization audit (ASO)



There are many ways to use natural channels to attract users to your app and increase visibility. However, the biggest contributor is your presence in the app store. If done correctly, App Store Optimization will give you the opportunity to attract a large number of high-profile users and make your application visible to millions of existing applications.


Last month, we partnered with AppFollow to hold an online app review meeting. Our Growth Deputy Director Rishan Weerakoon and AppFollow Chief Consultant Anna Kochetkova joined forces to review a number of applications submitted by webinar participants. This conference is full of insights and learning. We decided to give you tips and practical examples of ASO inspired by audit events.


Phone Keeper: Cleaner and Booster Application Review


Phone Keeper is an application in the Google Play store that can help users increase memory and save power by managing applications and freeing up space on the phone.


Optimize Android titles and subtitles

The title of the application is very important for keyword optimization because the application will get the keyword index in the title. In this case, this is the best opportunity for developers to include more high-value keywords in the title and increase the visibility of the app in the Play Store.


Using the AppFollow platform, you can also see the store performance index, which shows that the current application search performance is 62%. This indicates that there is still a lot of work to be done and needs to be done to find out:


Which keywords match the application

How competitive these keywords are

How much traffic this keyword brings

Another important field of text is a brief description. The app uses 73 out of 80 characters, which means there are 7 characters left to enter one or two additional keywords. Like titles, short descriptions are also indexed by algorithms, so using these copied elements will be very important to determine important keywords and increase application visibility.


Master detailed instructions in the Google Play Store

When viewing descriptions (which is also the main text field in the Google Play store), this app has used about 3700 characters, including a lot of text and icons. The use of icons is very smart because it is a good way to attract users. However, there is still a lot of work to be done on formatting. Unlike the App Store, the Google Play Store allows you to create some rich formats, such as the bold format for titles, combined with smart spacing, so that important elements in the description can stand out. It is important to make sure that the key points and value propositions really stand out.


If you are not sure which format is most appropriate, you can also use Play Store experiments for A / B testing, such as using fewer icons, more clear formats, and text to test the copy version, and trying different instructions To see which can maximize the conversion rate.


Use keywords to maximize application accessibility

From a keyword and searchability perspective, key descriptions will also be indexed by the Play Store algorithm, so including keywords in key descriptions will help rank your app for search terms. We recommend that the app use the Play Store description on the first screen to optimize keywords to ensure that high-value keywords are reused. In this app, it is clear from the title that the emphasis is on “clean” and “booster”, so it is useful to use it with some other keywords related to the application. Again, doing A / B testing on the full description is a great way to increase the number of keywords to be indexed. In the Google Play Store, the variants you include will also affect your ranking. By entering ten keywords in each of the three variants, you get 30 more keywords to index.


Focusing on keywords will help improve the visibility of the app store. By using the AppFollow platform to find relevant keywords, this indicates that the app ranks first in the “phone manager” (i.e. brand), but this is not the most common way people search for the app. People may search for words like “memory enhancer” or “memory cleaner”, and this app does not currently place many of these keywords.


Although some of these keywords have been merged into a brief name or description, it is important to use headings, subtitles, and key descriptions to integrate keywords more often. By doing this periodically, the algorithm will index the application period, and over time, the application will start getting rankings for this keyword. A good way to do this is to search for keywords with high search volume.

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