How To Rank the Application High In Search Results?

There are almost 2 millions mobile applications in the app store which are getting viewed and downloaded by the users continuously. This has become a real challenge for the app developers to come up with a new idea in the market. The reason behind is that the competition is continuously getting harder. Due to that app developers need to be on the top of the list. It can be achieved by improving mobile app performance optimization.

To optimize the mobile apps, developers need to understand app store optimization process. Its aim is to rank the application high in the search result of app store for better chance of getting it downloaded. It is similar to CRO and SEO. It is believed that ASO is much more challenging. As it has goal to get good number of installations and not just the traffic.

Here the question arises, how app developers can optimize their apps for the app store?


Apple has a section for the specific keywords, but Google Play doesn’t. Developers can take advantage of this separate section as these characters get considered in search results. And they are allowed to use only 100 characters in it.

Here are few suggestions for stuffing keywords:

  • No long tail phrases should be used
  • Words must be separated with a comma
  • Keywords that have been used in the title must not get repeated


This is the most important part of the metadata that developers will create for their app. It is the first thing along with the icon that will be seen by the people. It will let them know whether the app is relevant to their search or not. That’s why it has to be descriptive. Ideally, the title and the little description about it should be fit into 25 characters.

If the name given by developer is set in place and not describing the objective of the app, then they can add a slug after the name for it. This will help them in search and with the user’s identifying the relevance.

App Description

There are two parts of app description that need to be filled in app’s metadata: below the fold and above the fold. Many users only read “above the fold” part of the description that is enough for 1–2 sentence.

Users care more about the utility of an app in their daily lives rather than the keywords. Developers need to focus on the benefit and function of the app in first couple sentences.

Mobile App Optimization Based On Image

Images are about the presentation more than the optimization based on actual metadata. Probably, companies have the perfect setup for keyword-optimized metadata, but their images must be explanatory or enticing. Otherwise, they will lose the rankings. Because users will not interact with the app description and download that app.

The icon of the app should look good. It must be attractive enough to make users want to open it. The quality of the app needs to be high. Plus, the design should correlate with the name and function of the app.

Next thing is the screenshots of an app. The screenshots uploaded to the app’s page in app store should only demonstrate the flow of the app, it does not need to be exclusive.

Publisher Name

“The publisher name is also used by the App Store algorithm,” said Sylvain Gauchet on Apptamin. “Search phrases mixing keywords between the developer’s name and the app name seem to work.”

If a company or an individual developer publish only one app or create an app that will focus on the specific niche such as cooking, workouts etc, then it is necessary that the publisher name has related keywords in it. This can help the company or publisher to rank better for the users that do the generic search.


Mobile app performance optimization is a clear science. Things like ratings, a number of downloads, reviews and top charts rankings can help the developers to get the idea of how successful their app is. But those numbers don’t tell them how their app is influencing the bottom line of their business.

The guidelines given above can give a great start to the publishers. And they need to do experiments on their app store optimization to see how the changes in one place or platform affect the metrics like downloads and ranking. Developers need to learn about ASO constantly, it will let them know the current trend and tricks to increase their app’s downloads.

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