Google Play Store ASO guide for 2018: How to optimize Android Apps

App store optimization

What is app store optimization?

App store optimization is an effective way of increasing the greater visibility of apps on the play store, higher conversion of visitors to users and increase the app ranking. The entire point of App store optimization is that it becomes easier for users to locate the app. The reason why it is called App Store optimization is the concept is derived from Search Engine Optimization or SEO.

Ways to optimize your Android Applications

Step-1: The Right keywords

Right Keywords in the right place determine your visibility on the app store. It should entail relevance, popularity and low competition. Make sure that the keywords you choose are relevant to the application you are providing. Add to it that the keywords you put in have higher search volume and low to medium level of competition.

There are a number of sites to guide you through the hunt for selecting proper relevant keywords. Some of them are:


Google Adwords


Keyword tool                             

Step 2: Placement of keywords in the right place

App name

The first impression is the last impression. The name of your app should convey the purpose of it in one go. Add the special keywords so it can be quite easily searched and found on the Google Play Store. Keep in mind the character limit. App name in the Google play store is limited to 50 characters. Short and sweet is the golden rule! Keep the title short and use the remaining space to add more keywords in order to get more exposure.

App Description

This is the most crucial part where it can make or break your performance. It is provided to briefly explain the workings of your app. See to it that the application’s description is natural and put into sensible sentences. Including the right keywords is going to optimize your app visibility tremendously on the Google Play Store. You need to make sure that your app pops up when people search on the app store. You must remember that you use layman language and its way of understanding rather than using too many technical terms. Tell the users why it is unique and why will they love it.

Let’s admit it that we all don’t actually read the whole description unless it really intrigues us. So make sure that that the first few sentences catch the attention of the visitors. Keep it concise and attention-grabbing.

Highlight the features

Use spacings and bulletins

Google Play Store allows rich formatting and emoji in your app description. Make good use of it.

Don’t forget to add your app’s social media links 

Application category

This is also one of the important things to keep it in mind that you choose the apt category for your app as it is going to get you noticed.

In-app Purchases

                                                             App store optimization

Google Play store indexes the names of in-app purchases (IAP) in the App store optimization search. And give information about it prior rather than giving your users a surprise. That surprise is not appreciated.

 Step 3: Conversion of visitors to users

App icon

Your application icon should be catchy and should explain your app aptly (no pun intended). You need to design in such a way that it lures the visitors to look at it regardless of the number of apps on the display. One very important thing to note that if your app is a well recognized eminent brand, use the logo to it recognizable in present and for future too but if it is a functional app, use the object that best portrays the functions. A bright and good contrast of colors, right design, and frame help you make the perfect app icon.

For example Instagram. The icon of Instagram is a camera that signifies that it’s a social media site where you can post or edit photos.

                                                        App store optimization


Users before reading the description jump directly to the screenshots and most of them don’t scroll past 2 or 3 images. So keep that in memory and put up your best screenshots which delivers the purpose in a single message. Avoid login, registrations, purchase forms and ads in your screenshots slots. Make the best use of it. Keep them vertical. Generally, the users are more inclined towards swiping through them. They do not prefer horizontal ones as they don’t invest too much time in actually rotating their phone screens. You need to make it as time saving and effortless for the visitors as you can to increase the number of apps installs.

Preview Video

Making a video might me too much work and time-consuming but putting it up increases the install rates highly. Creates a big impact on the users. If its made attention-grabbing with good sound effects you’ve been successful in gaining the user for sure! But it should also make sense without the sound too. Include the best features instead of all the features.

Ratings and reviews

Users greatly depend on the ratings and reviews section. Crucial for conversion of visitors to users. Also, make sure that you don’t ask the user to rate it in the beginning. Ask for ratings that pops up after they’ve been using it for a week or so. “Ask nicely, don’t beg!” should be your mantra.

Also, give the first priority to the users who’ve been having problems with the app and bug fixes. Answer the negative comments first and then thank the appreciative comments. If you are interactive and active the users are more attracted to downloading it. Show the users that you value their feedbacks and care about them.

App size

Try and make the app size 100mb or less than it. Phone memory is an important factor for users to consider. Plus they do not prefer downloading it on cellular data and that might make you lose your potential users.

Timely updates

Putting up regular updates to improve your app performance is a must. You have competition out there you don’t want your users to shift to other good substitutes. Provide and produce the best you can for them.


This useful infographic will summarize the whole process of App Store Optimization.


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