App Store vs. Google Play: Tailor Your ASO Strategy

App store optimization (ASO) helps your app rank higher in search results, increasing visibility and downloads. Just like SEO strategies differ for various search engines, ASO strategies must be tailored to the unique algorithms of each app store. Many brands mistakenly assume the same strategy will work for both Apple’s App Store and Google Play, but this approach often fails.

Differences in ASO Strategy

For instance, in the U.S., where iPhone usage is prevalent, some companies copy their App Store strategy to Google Play. This results in missed opportunities, especially since Android users comprise about 45% of the U.S. market, according to Statcounter. Neglecting Google Play means losing potential users.

To help you navigate these differences and maximize your app’s success, this article explores unique strategies and considerations for optimizing your app on each platform.

ASO for the App Store

When optimizing for Apple’s App Store, focus less on keywords and more on visual storytelling and brand identity. While keywords shouldn’t be ignored, the App Store algorithm does not crawl the description. Instead, craft a compelling story of your brand and why your app deserves to rank for key terms.

A unique feature of Apple’s App Store is the hidden keyword field, which holds up to 100 characters. Since the algorithm doesn’t pull keywords from the description, this field is crucial for determining your app’s relevance. Conduct keyword research and test what works best, separating individual keywords with commas. Avoid long-tail phrases and instead list individual terms for better ranking potential.

Keywords are also important in the title and subtitle fields, but don’t repeat terms already included in the hidden keyword field. Use the title for your primary keyword and the subtitle for secondary terms.

Another standout feature is the display of screenshots directly in search results. The first three screenshots should convey the story of your app and why it stands out. A/B test your screenshots to find what drives the most clicks, and consider updating them seasonally to show that your app is active and refreshed with new content.

To build trust and maintain consistency, align your visual identity across all app versions and your website. Update screenshots and icons if your app’s UI or logo changes. While the App Store algorithm doesn’t function like Google’s, E-E-A-T principles (experience, expertise, authority, and trustworthiness) remain critical for optimization.

ASO for Google Play

The Google Play algorithm places more emphasis on keywords and algorithmic intelligence. A successful strategy prioritizes relevance and authority, starting with thorough keyword and competitive research. Unlike the App Store, Google Play’s algorithm crawls the description in your app listing. Incorporate target keywords and variations strategically throughout.

Google’s advanced algorithm understands synonyms and related terms, thanks to its machine learning capabilities. Screenshots don’t appear in search results on Google Play, leaving the title and logo as your primary tools to attract users. Use Google Play’s robust A/B testing tools to refine these elements, including experimenting with different icon colors.

While screenshots aren’t visible in search results, they still matter in the store listing itself. Strengthening your app’s authority beyond the listing is crucial. Backlinks are a direct ranking factor in Google Play, so securing links to your app is valuable. Encourage linking with keyword-rich anchor text to build context and relevance for the algorithm.

Key Differences Between App Store and Google Play

1. The description in the App Store is not indexed, whereas in Google Play, keyword density in the description is important.
2. The App Store displays three screenshots in search results, while Google Play does not show any.
3. Backlinks are a ranking factor for Google Play but not for the App Store.
4. The App Store includes a hidden keyword field that helps determine which keywords to rank your app for.

Conclusion

While ASO for all app stores aims to help users discover the apps they need, strategies and optimizations must be tailored to each platform. Adapting to platform-specific requirements, from screenshot optimization to link building, can significantly enhance your app’s visibility, downloads, and user engagement.

Image: Generated by Leonardo.Ai
Source: Search Engine Land