App Store Optimization Tips from Ubertesters. Cover

Searching through the App Store is the most popular way among users to find an app. That’s why, once you’ve created your mobile app, you should know the app store optimization techniques better than the content of your fridge.

In order to attract the interest of users scrolling through the application store, you have to be in the top, with a 5-star rating. Take a look at these statistics:

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In the course of a month, about six million unique search phrases are processed by Google Play; why not turn them into your users and customers? Any app store, whether it is iTunes or Google Play, gives your app a great possibility of being seen and downloaded, and a high rating is a cornerstone of success. However, keep in mind that each platform has its own requirements you should meet when uploading your app. Here we will show the differences between them.

The differences between iTunes and Google Play

Let’s first take a look at the difference between the most popular app stores and their app submission rules.


AppStore allows for the use of longer titles, video previews and a special keyword field. Google Play in turn gives the possibility of creating featured image, up to 8 screenshots of your app and a longer description.

Now we are going to consider common tips for the optimization of your app for both marketing platforms. These are ‘on page’ and ‘off page’ optimization.

  • On page optimization (also called ASO – app store optimization) means improving the appearance of your app and information about it on the app store according to the users search requests.
  • Off page optimization has to do with improving your app’s rating, like the app’s compatibility or number of downloads.

On Page Optimization Tips

App title

  • Make it catchy, unique and containing keywords (Apple especially, likes titles with keywords).
  • The keyword in the title should be the heaviest.
  • DON’T repeat keywords in the title.
  • Shorter keywords are more popular among users.


  • Describe benefits, not features. Why is your app worth downloading?
  • People are looking for a solution, so tell them what problems your app will solve and how.
  • Don’t hesitate to persuade. Such words as, “Free”, “Instantly”, “New” still work.
  • Only the first 3 lines are displayed as a preview – make it count.
  • Give up-to-date information about any upgrades in an appropriate section.


Searching for the right keywords is somewhat secret knowledge.

  • First of all – look at what your competitors do. To track their keywords you can use such tools as Keyword Spy Tool or similar.
  • Analyze the user reviews to find new relevant keywords. The Review Analysis Tool is a great one to use in this case.
  • Integrate keywords into the description of the app. The number of keywords directly affects the number of downloads.
  • Use “downloads” instead of “download” and for instance, “scans” instead of “scan”. The plural form is ten times less competitive than the singular.
  • Avoid “keyword stuff” and keep your copy readable.

Localization of your App’s Name and keywords can bring you additional downloads from non-English speaking regions. The most popular languages apart from English are French, Spanish, Italian & Russian Why? High volume English keywords are way more difficult to target, thus your audience may not be only English speaking.

You need them. Take the most engaging ones that demonstrate the core functions of your app and don’t forget to add descriptions. They are your stop-motion commercial. Use all available screenshots for each type of device (phone and tablet). Screenshots are factors approved by a real person in charge, not an algorithm. This means that first they have to decide that your app is good enough for the App Store, and then add an appropriate identifier for the algorithm to give your app a higher score.

Off Page Optimization Tips

CTR/page visits
This is where App Marketing reigns. No holds barred: app’s web page, forums, Twitter, Facebook community, Mashable, Google – you are free to generate the page visits from wherever you want. The more – the better. Unleash the marketing maniac in you!

Universal compatibility
The algorithm of any application store seems to rate apps with multiple compatibility higher than that compatible with only one device. Looking to go big – create a universal app. Period.

Multilingual version
As with multiple compatibility, application stores assign the apps with multiple languages available higher score than that of the English-based ones.

Rating & reviews
Sounds obvious but still: ratings ARE important for app ranking. However keep in mind that a lower rank based on a larger number of votes will be scored higher than a high rank based on few votes.

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t, u, v, w, x, y, z on the picture are just indexes.

Number of downloads
In a nutshell, yes, it has a significant effect on your app’s rating. Remember that time is important – you need a large amount of downloads from the app store within a 72 hours timeframe to increase your app ranking. There are two ways of increasing your number of downloads: you can buy them, or increase them organically.

  • Organic method involves traditional marketing through social media, pay-per-click ads, email marketing and so on.
  • Buying downloads is like walking on thin ice – the algorithms can identify junk and automated downloads. You can try to use robotic download spurts at your own risk; but for many mobile app developers this is a no go.


The evolution of application store algorithms moves towards better understanding of the quality of your app. Still, the main ranking factor is the quality of your app and it is your primary goal. We give all these tips assuming that you have created a great and useful app, so all you need is to properly optimize it for iTunes or Google Play.

Any doubts about the quality of your app? Afraid of losing potential customers due to undetected bugs? Be doubly sure – call Ubertesters for help!

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