The main principles and rules of running an ASO in Google Play

Text ASO on Google Play: title and short description

Google Play text metadata is quite different from the metadata in the App Store.

  1. Google Play doesn’t have a keyword or subtitle field. Instead of a promotional text, you can find a brief description in the search.
  2. Google Play indexes the entire description, not just the App Store description.

The title must clearly convey the essence of the app. If necessary, it should also take into consideration the country.

App Store search results display the title, icon and first three screenshots of an app. Google Play only shows the title and icon. Branded queries are an exception. These search results will display the app’s screenshots and video previews.

It is crucial to choose the right title to help users understand your app’s purpose. It should inform users about the app’s functions. Google has made it more difficult to create a title with only 30 characters.

Google Play searches are based on the language of the user, and not the country. You must add the country code to your title if your app is only available in that particular country.

Let’s summarize. The title should contain the most important keywords, and the purpose of your app. Your app should be country-specific.

Do not use branded keywords from someone else on the Google Play app page

Google Play doesn’t have a keyword field, and all users can see the app metadata. You can add the branded keywords of your competitors to the description and have the right holder view it. They can also file a complaint about the app.

The moderation process may result in the app being rejected due to other complaints. Google Play’s algorithm validates metadata making it impossible for apps to be allowed with branded keywords. The app could be temporarily banned. In this instance, the app would be removed from Google Play and returned if the branded query is removed.

Google Ads can be used to advertise your app for installs in response to competitor’s queries. Although placements are automatically selected, the app might end up in the “Related To Your Search” section and be displayed for other branded queries.

Google Play apps can generate a lot more traffic for certain categories, so it is important to get into editorials.

Let’s summarize. Google Play app pages should not be populated with keywords from competitors. However, Google Ads can drive traffic through Explore to increase search results for keywords that you are interested in.

Make your Google Play short description sell your product

The brief description is indexed by algorithms and is limited to 80 characters. The short description is visible by nearly everyone who visits the app page, unlike the full description. It is therefore important to balance the description. Use only relevant keywords, and show what features your app offers.

It is crucial to use keywords in the Google Play description to highlight your app’s competitive advantages. You can also check this post, App Store Optimization Tips & Tricks.


Add keywords to the Google Play description

The algorithm ranks the full description, so it is important that you add keywords.

Let’s take a look at some rules that will help you correctly add keywords to your description.

  1. Be careful with keywords. If your app is new, don’t try to answer all the popular queries. Focus on low- or mid-frequency queries.

You can also use Lowest Competitive Keywords to automatically identify keywords that are relevant and have low competition.

  1. You can repeat keywords several times in your description, but don’t overdo it. When the description is between 2000 and 2500 characters, I will add three to four repetitions of key keywords to the text. You can repeat a keyword as many times as you like if the description is more than 3500 characters.
  2. In the first and last 180 characters, include the most important keywords. Google Play developers note that this can have positive effects on rankings.
  3. Don’t chase long descriptions. The description can be as short as 2500-3000 characters or as long at 4000. The app’s position will not be affected by the number of characters. You should include the keywords necessary to describe the app and discuss the most important features.

It is important to select keywords for the Google Play app description based on popularity and the app’s success. You can add the most important keywords multiple times, especially at both the beginning and the end of the description. You can also take a look at the 

Structure your app description in Google Play

Clear description is essential to allow users to quickly and easily understand the text. To highlight the most important information about your app’s features, use bold text. It is so much easier to read structured text.

See the description in Google Cloud Natural Language

Google Cloud Natural Language allows you to extract and analyze different types of information using machine learning. This tool is used by ASO specialists to refine a description. Google Play will rank your app higher if Google Cloud Natural Language correctly categorizes the full description.

Pay attention to six sources when building a semantic center

These sources will help to collect keywords for Google Play:

  1. ASO tools .. Suggestions for queries. They will speed up the collection and let you select the queries you couldn’t come up with.
  2. Your own logic and knowledge.
  3. Google search suggestions. They are often used by users when they search, so it is important that suggestions be added to the semantic core.
  4. Analyzing the descriptions of your competitors will help you identify keywords that are relevant to app promotion in Google Play.
  5. Keyword analysis in reviews. Google Play algorithms index reviews, so it is important to include keywords from these sources when creating the semantic core. You can also use reviews to better understand your target audience’s needs and challenges.
  6. Google Ads. Check if keywords from Google Ads are appropriate for ASO before you add them to your semantic key.

To check their popularity (Daily Impressions), difficulty and competition, you can add keywords to Google Ads to Keyword Analytics.

  1. Google Images Keywords These keywords can be used to suggest long-tail keywords you won’t see elsewhere. It is important to verify the popularity of these keywords on Google Play before you use them.

Visual ASO on Google Play: icon and screenshots

Google Play displays visual metadata differently to the App Store. It is important to observe certain rules when optimizing screenshots and icons.

You should pay particular attention to the choice of Google Play Store icon

Google Play search results display only an icon with no screenshots, and not the App Store.

The title and icon are the only way to get the user’s attention. It is important to choose an app icon for Google Play.

Choose an icon that is distinctive from the rest, demonstrates the purpose of the app, and can be associated with it. Usually, I will show the designer icons from other apps and ask them to make something unique.

Rely on the app features and A/B testing when selecting screenshots from Google Play Store apps

These rules will help to choose the best images for your app.

  1. Consider what you would like to convey.

Do not try to make them look pretty. Consider the message you wish to send. Look at what your competitors are offering, and take screenshots to show the app’s value.

  1. Choose between vertical and horizontal orientation

You must consider the task your app can accomplish, the analysis of competitors, and the niche features to choose the best orientation for screenshots.

  1. Take into account Google Play requirements when taking screenshots

You are currently not permitted to mention the app’s awards, success, price, or advertising in the icon and screenshots. The words “Best”, #1″, ” Popular”, “New”, Discount”, “Sale”, and “One million installs” are not allowed. It is also forbidden to add calls to download the app or overload them with small elements.

  1. You can choose between videos and screenshots

It is important to consider the Google Play metadata requirements when creating screenshots or videos of Google Play Store app.

Working with app review on Google Play

You should take into account the indexing of reviews on Google Play and the mobility of Google Play’s algorithm when working with featured reviews.

Use keywords to respond to reviews

Google Play indexes reviews using search algorithms. However, they have no impact on search rankings in comparison to other factors. You should include keywords in responses to reviews if you can. These keywords can be helpful for:

  1. You will be able to rank higher for keywords that you include in your metadata.
  2. For words you cannot use in the metadata, rank
  3. Positions for brand keywords are available

View featured reviews

Google Play’s algorithm for selecting featured items is dynamic. Reviews are quickly inserted into this section. I review featured reviews at least once per week. You can ask your friends to mark negative reviews as “Not helpful” to remove them. Ask your friends to download the app and leave reviews. Google Play may not remove their “Not helpful” marks if this happens.

Share your news with other users in What’s New

Only those who have installed your app will see what’s new. This section allows you to share news, promotions, and awards.

Having a website for your mobile app

The game never ends after development is done. Even if you don’t like to do tedious work, every app requires a website. Having a website is also a backlink for your app. AppPage was created to address this problem. In 5 minutes you can make a beautiful website without having to know html, domain, css or domain. You also have app-ads.txt and privacy policy pages for free.


Google Play Store Optimization

  1. You might be banned if you add keywords from other companies on your Google Play App page.
  2. The icon is the most important thing. Users will rely heavily on it to decide if they want to use the app.
  3. Add more keywords to your description when writing it.
  4. Google Natural Language can help you categorize your app better.
  5. To improve your search ranking, add keywords to your reviews.
  6. Consider Google Ads queries and search suggestions when building the semantic core.
  7. Google Play’s algorithm for displaying reviews is dynamic. Make sure to check out the featured reviews quickly.
  8. Creating a website for your app

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