ASO promotion tips: Do not abuse keywords in app titles and descriptions

App Store Optimization (ASO) is a set of techniques and methods to make your app discoverable and get downloaded. App title, description, and keywords are three key elements of any ASO approach.

ASO is very important. More than 63% of iOS apps (and 58% of Android apps) are discovered by users through the search function of the app store. However, if ASO is used improperly, it may actually cause you to lose one of your biggest exposure channels.

The most common mistakes when implementing an ASO strategy include overusing keywords, stuffing too much content, and not understanding how to use titles and descriptions most effectively.

This article will focus on how to better create app titles and descriptions to avoid keyword flooding that makes it difficult for apps to see the light of day.

Understanding the Mechanism of ASO

What are the components of ASO?

Answer: Title, description, keywords, and analysis of downloads, reviews, and app usage history.

We all care about app visibility and subsequent downloads. Therefore, our focus should be on: titles, keyword usage, descriptions, and how to avoid being delayed.

How to optimize your app title

Your title should grab the user's attention and let them know the main content of your app at a glance. Additionally, the app store algorithm ranks apps based on the title and the keywords used in the title. Therefore, it is necessary for you to put some effort into optimizing the title in order to attract users and improve the app store ranking.

Here are some tips from ASO experts:

*Remember the 32-character limit - Although the App Store has a 100-character limit for titles, only the first 32 characters of your app title will appear in the App Store search results. So keep it brief and use those 32 characters to convey the important information clearly.

*Include Keywords – Include your most important keywords in your title.

*Don’t cram too much content – ​​use descriptive words so the title flows naturally

*Don’t include your company name — the App Store already has a dedicated area for your company name, so there’s no need to include it.

*Don’t change your title too often – As your app gains some fame, online reviewers will mention it by name and users will search for it online. We must always keep the original name unchanged and continue to expand the user base. If you must change your app name, don't do it every month or every week.

Factors that may hinder your app’s visibility

Overstuffing your content with keywords can also hold your app back. This means you are using duplicate or irrelevant keywords. It creates an uncomfortable user experience and also hinders your app’s discoverability. Similar to SEO, Google and Apple are also working on creating a more engaging user experience. Therefore, any action that prevents Google from building the most powerful search engine or hinders the App Store from becoming the world's largest app store will definitely be rejected by Google and Apple.

The right way to use keywords in ASO

You may have heard someone advise you that keywords are not important for ASO.

This is actually a misunderstanding.

MobileDevHQ reports that 84% of app titles do not contain keywords, while Apptentive's survey found that keywords in the title can have a 10% impact on app rankings.

Keywords affect the ranking algorithm and are also an important element for users to understand the content of your app and its relevance. Here are some best practices to avoid negative rankings and increase your app’s visibility.

Do not leave spaces between words. For example:

Suppose your keywords are "1) health 2) exercise 3) heart", then you should:

*Avoid spaces before and after keywords - Wrong choices include: health, exercise, heart

*Avoid using sentence format – for example: healthy sport heart

*Write correctly - for example: health, sports, heart (no spaces)

Use the full 100 characters—don’t waste the opportunity to embellish your title. Use descriptive words; it would be a waste if you don't use all the characters.

Avoid using the word “free” – if your app is available as a free download, the app store will indicate this. There's no need to waste space here.

Don’t cram in redundant content — I repeat, don’t break the App Store game. This will only get your app rejected and blocked. Even if you succeed once, it will only have negative consequences in the long run. Who knows whether Apple or Google's app stores will launch a "trusted developer" badge in the future.

Writing an App Description for ASO

Your app title and keywords should target and attract your target users, while the app description is used to drive downloads.

An optimized title and keywords can get your app some traffic, but it’s the app description that will really drive sales. Here are some suggestions for ASO descriptions:

*Focus on the first three lines of text, not keywords – focus on the description and selling the app. When users click on the app, they will see the first few lines of content (depending on the size of their phone screen, most of the time only the first two or three lines of description). Remember, keywords don’t affect search performance; you should focus more on conveying the app experience or benefits.

*Write excellent copy – Make your descriptions easy to understand and read.

*Add a call to action - Call on users to take the next step and remind them of the next steps to take. Use short phrases such as "Download now..." or "Click to install..."

Again, don’t cram too many keywords into your description. If you force-feed irrelevant keywords just to cater to the app store ranking algorithm, this will only hinder your app.

Summary – Don’t abuse keywords

You can cram too many keywords into your title and description, but this won’t fool the app store ranking algorithm and will only cause your app to suffer.

Although today's app stores have become more considerate and will not simply and rudely close the accounts of developers who adopt this practice, it is still a loss that makes your efforts in vain.