When you have built a large set of keywords for your project, it’s time to analyze and prioritize them, identifying the most important ones. How can you do so? There are a few things to keep in mind:
It is important to work with an extensive list of keywords: at least 60-120 per country. Many times the users would rather carry out specific search than broad one. Working with relevant keyword suggestions is key: when there are suggestions, there is traffic, so select all the relevant combinations that can help you drive the users with download intent to your app.
Now that you have built your set of keywords, it’s time to include them to your listing (in the right places!) and see the effect.
App Store and Google Play have different algorithms and thus, different elements are responsible for search rankings. Read on to learn how to optimize the textual elements of your product page on both stores:
This field is one of the strongest rankings factors in both app stores – App Name / Title is responsible for search rankings and also plays a role in the conversion rate to download.
On Google Play Store, you can use up to 50 characters in the Title to add some of your most powerful keywords alongside your brand name. Keep your brand name short and catchy – and include the keywords that identify your app’s main purpose or value.
Source: Maps – Navigate & Explore on Google Play Store
On the App Store, however, space is quite limited – only 30 characters – so keep it short and concise. It’s a real challenge! Come up with a memorable brand name and include some of your core keywords here.
Source: Skyscanner Flights Hotels Cars on Apple App Store
The subtitle has been introduced with the iOS 11 and is a short (30 characters)field that has an effect not only on search rankings, but as well on the click-through rate (CTR) and conversion rate (CR) of your app. CTR measures the rate of users who found your app in search results, to those visiting your product page, and CR measures the rate of page visitors to app downloads.
The main goal of the Subtitle is to add additional information about the product. Use this field to highlight your app’s best features or functionalities and add important keywords. Don’t include those you already added to your App Name – use the space wisely.
Source: Tasty on Apple App Store
Short Description is an 80-character field, used to emphasize the value of your app and deliver a clear & catchy message – and you should definitely include your main keywords here! On Google Play Store, the short description has an effect on both search rankings and conversion rate to download, so it is important to keep the balance between your search optimization and CR optimization efforts.
Source: Messenger – Text and Video Chat for Free on Google Play Store