Learn the similarities and differences between Google Play and the App Store and which factors they use to determine how to rank apps for search results.
- [Instructor] My experience, as well as research from marketers who focus on ASO, suggests that the App Store and Google Play store work a little differently from each other in terms of just how much importance each factor has on a ranking's search results. The app name is the most important component of how your app is discovered in both stores. Keywords are very important and influence how your app can be surfaced in the App Store and Google Play. However, Apple has a dedicated keyword field, so it's important that you use it for the App Store.
For Google Play, Google does not provide a dedicated keyword field. Rather, they leverage their larger search expertise and index your entire app description so your keywords are surfaced there as opposed to a dedicated keyword field. The quality of the ratings and reviews your app receives influences how well it ranks. This places an emphasis on you as the developer to make sure that you are building the highest quality app you can and providing the user with the best experience possible. For marketers, this places an emphasis on figuring out the best way for you to ask for users to leave you a review in the App Store.
Keep in mind that reviews are tied to specific version of the app. So if you have a major release of your app coming, you'll need to ask users to review your app again because reviews of the current version have more weight than reviews of the previous versions. Both app stores consider the number of downloads and the velocity of those downloads to determine your app's ranking. When possible, try to coordinate your marketing efforts to drive a large number of downloads in a short period of time. For social signals and links back to your app, the Google Play store incorporates their indexing of the web and take into consideration how many links you have back to your app.
For web pages, this is known as page rank, how many and what quality of sites link back to you. Because Google's business is based on indexing the web and these links, they can use this to help influence Google Play store rankings. Apple on the other hand, is not in the index-the-web business. So they don't use this as a ranking signal. Keep these differences and similarities in mind as you develop your ASO content based on the platforms your app supports.
- Comparing the App Store and Google Play store
- How Apple and Google rank your app
- Choosing an app name, keywords, and category
- Writing a description for your app
- App indexing
- Deep linking
- Creating icons, screenshots, and demo videos
- Monitoring ASO performance