TRAFFIC
App store optimisation is relatively
straightforward on-page. Get the keywords
right, create readable copy and concise
descriptions, and spend a lot of time
getting the best possible images for your
app. Then – promote! The objective is to
get as many downloads as possible in a
short time frame (see Figure 2 opposite).
What makes an app rank in the
Play Store?
There are subtle differences between
the Play Store and App Store when it
comes to optimising an app, so developers
who have already listed their apps with
Apple will have to prepare for something
slightly different.
On-page ranking factors are mostly
the same and the real difference is links.
Apple doesn’t have access to a link graph –
but Google does. ASO for Android is
much more closely related to SEO for
websites (see Figure 3).
So, if you want to be visible in the
Play Store, start building some links!
Figure 3: Android vs. iOS ranking factors
Ranking Factors
Title
Short Description
Long Description
Keywords
Images
Publisher
Updates
Android iOS
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STEPHEN KENWRIGHT
is strategy director at
St. Ives Group-owned
Branded3 – the best large
SEO agency in Europe
according to the 2016 judges of
the EU Search Awards. Writing weekly
for the Drum Magazine, Stephen has
presented at more than 100 industry
events since joining B3 in 2012 and now
organises the SearchLeeds conference.
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