8 Tips to Improve App Store Rankings with ASO

Exposure is a major shortcoming for all cash-strapped developers in getting their games into the market. So how do you get visibility in the App Store? If you think ASO is an option, you’re on the right track! More users discover apps mainly through searching. Far more apps gain exposure through this channel than through word of mouth or browsing popular charts.

There is a lot of consensus on how to use App Store Optimization (ASO) strategies. We will share with you some best practices and experiences that helped propel our own game to #2 on the US App Store charts using the search field “Ludo”. Getting your game into the top ten of the App Store charts can be a tricky business, but it is a possible goal with a few guidelines and a little effort. The good news for all you indie developers out there is that if you invest just a little time into ASO, you’ll likely get better results than you would otherwise get from other apps. So this approach is definitely worth a try.

1. Keywords

Although keywords are boring, you can’t do without them if you want to improve your rankings. Keywords determine how your app appears in the search results list when people search on the App Store. Because higher rankings can give your game greater exposure, it's important to know how to use keywords when naming your app and in the iTunes Connect form.

In order to get the maximum number of keywords, you have to analyze your competitors and see what keywords are the best for them. We also looked at what keywords the top studios in the industry were using to learn from their keyword strategies. You may need to use a little tricks in this regard. We used Sensor Tower, an extremely useful tool to research our competitors and it can also recommend keywords that can help your app rank higher in the App Store .

2. Best general practices

There are three places where you can optimize keywords in the App Store for the best results: your app title, your 100-word keyword field… but what you may not know is that In-App Purchases (IAP) are also an available index in the App Store, so take advantage of that.

Unfortunately, app descriptions are not indexable content on the iOS App Store. Finally, having excellent ratings and reviews, as well as a significant number of downloads will also have an impact on your App Store ranking. These two are the options you have the least control over, but you can still make them work when you are short of money.

3. App Title

● The name of your app is VITAL, keep it as simple as possible.
● While it doesn’t have to be unique, make it descriptive.
● Make it relevant to the app type or the desired outcomes for your target users. For example: "Chess, a classic strategy game".
● Only 25 characters of your app name will appear in the search results. Make sure to display the most important information so that you don't miss anything important.
● You don’t need to use the word “free”. If your app is free, the App Store will automatically classify it as “Free”.

(We use different app titles for English and Spanish. Both use keywords that people would use when searching for this classic family game. Both are the same characters that will always appear in search results and will not be truncated from the app title.)

• Ludo, the funniest board game to play with your family
• Parts, the table with familiar faces is different

4. Application Description

● Although it will not be indexed in the App Store, it will still work.
● The first line of your text is extremely important as it represents your chance to stand out from the crowd.
● Describe what your app is about and repeat the most important keywords in your app.

(Again, we used different content for English and Spanish. But this time we started with the terminology that different cultures associate with the game. For example, "Ludo" would be "Parchis" in Spanish-speaking countries, and "Petits chevaux" or "Le Jeu de Dada" in French.)

5. 100 character keyword field

● Here you need to use 100 characters to describe the keywords most relevant to your app.
● Do not use spaces, use commas to separate keywords.
● Use common language and short text.
● Start from the player’s perspective and think about how you would search if you were looking for a game.

The first thing we did was to search for keywords used by the top apps of the most successful studios in the industry. Understanding why they chose these (even a little strange at first glance) keywords helped us understand the behavior of their target users.

If your app is of the same type, you might want to adopt this approach. You will find out which keywords your competitors are using so you can find your own position. Now, if your app is already published in the App Store, you might want to invest more time in using ASO to increase your download rates. It usually takes some research and testing before you get the hang of keywords. Trial and error is the only way, and that’s how you optimize and improve your rankings. ）

6. IAP Name

● Your IAP names will also be indexed. Therefore, choose the words carefully.
● Don’t name your IAP content package “Paid Content”; it’s too generic and doesn’t describe the content.
● Make the name unique and relevant to your application. For example: "Advanced Customization", "Special Weapons", "Difficult Puzzles".

The last two are the hardest things for cash-strapped developers to control, but they are still possible to influence!

7. Ratings and Reviews

● You can't control them completely, but you can still make the situation develop in your favor.
● Creating excellent content can generate favorable comments.
● Ask for reviews when users are “feeling happy,” for example, when they complete a rewarding task or beat a high score. Remember to guide, not force.

8. Downloads

● You may not have the financial resources to purchase installations, so spend more time on the design.
● Make your app icon stand out from similar products.
● Use screenshots to show the natural flow of your app so users can see at a glance how it works.

Summarize

We were fortunate to have a decent amount of downloads when the game launched, which helped it rise to the top of the charts due to search activity. Additionally, if we hadn’t followed ASO best practices, the game might not have had as much exposure on the App Store—and ultimately, wouldn’t have had as many downloads. As downloads begin to decline, our ranking for the search term "Lido" will also drop.

It’s important to remember to use these different aspects of ASO at the same time, and don’t neglect one over the other. They complement each other!