Having a great app is only the beginning of your app developer or marketer road to success. There’s a lot to do in order to achieve your goals. Building a powerful marketing strategy is a crucial step in your journey. It implies to work on a whole set of element like PR, social media, backlinking, deep linking, app review mentions, ASO, SEO, and more.
In this post we will focus on App Store Optimization (ASO) (the process of improving your app store discoverability) and more particularly on your app title optimization.
Your app name is actually the most important piece of your app’s metadata. Discover how you can improve it with these 4 effective hacks that will increase your app store visibility.
#1. Use the right length: 65 - 75 characters
One of the most important element to take into account in app title optimization is the length. Although it was previously allowed to use up to 255 characters, in practice Apple now only allows a maximum of 75 characters.
Not only this clearly restricts keywords stuffing in super long app titles, it also confirms that Apple wants to improve its user experience.
Plus, this new rule highlights the importance of keywords density. Indeed, using too many keywords in the same title will reduce their weight on the algorithm. Using a fair amount of keywords will however show the algorithm which keywords your app targets in priority. The algorithm will therefore rank your app higher than other apps using the same keywords in a longer title.
This is all a question of finding the right dose of keywords. We recommend using a short descriptive sentence of about 4 - 5 keywords, in addition to your brand name.
#2. Include your most important keywords
Apple’s algorithm takes multiple sources of keywords into account to rank apps in the search results. The app title is actually the most powerful one, as it has the biggest influence. App name keywords research should therefore be taken very seriously into account.
If you want to maximize your chances of being found, it is important to target your strongest and most relevant keywords in your app title. Try to include the ones with the heaviest search traffic and the lowest competition possible.
Important to note: it is not necessary to repeat your app title keywords in your keyword field (100 characters). Indeed, it is a waste of space as Apple only takes the same keyword once into account.
#3. Smart keywords placement
Although no real evidence has officially surfaced on this matter, keywords position in the app title might have an influence on the algorithm. In other words, keywords used at the beginning of the app name may have a stronger impact in the ranking than keywords at the end.
Since it doesn’t really cost you a thing to re-position your keywords in a descending order of importance, we advise you to put the odds on your side and to follow this practice.
Try to use your most relevant and strongest keywords at the very beginning of your app title, even before your brand name. Check these examples of real estate apps where the first two keywords are “Real Estate”, before the brand:
- Real Estate by Ozaam – Search Homes and Apartments for Sale or Rent in Belgium
- Real Estate by Zillow – Search Homes & Apartments for Sale or Rent
- Real Estate App by Redfin – Search Homes, Condos & Town Houses For Sale - Buy or Sell a Home
#4. Find the right update frequency
The App Store is a dynamic platform, holding over 1.5 million apps and welcoming about 1,600 new ones every day. Needless to say that this whole ecosystem is changing very fast. New apps and new trends are emerging; new behaviours and new rules are reshaping the way apps are searched and ranked.
In order to keep up with these evolutions, it is important to make regular app metadata and App Store Optimization (ASO) updates, in tune with the current tendencies. We advise to make these updates at the same time with other in-app updates and features improvements.
These ASO updates should however be the fruit of a thoughtful strategy, taking into account the previous results and avoiding the same mistakes.
Your app title should therefore be optimized as well. The best way is to keep the good keywords: the ones that are well-ranking your app or that are showing a great ranking progression.
At the same time, you need to change the ones that are not ranking your app despite your efforts. The ones with a negative progression might indicate that it’s time to replace them.
AppTweak Keywords Monitoring Tool can actually help you choose the strongest keywords for your app and monitor their performance and progression in time.
Don’t change your app title (or keywords in your keyword field) too often though, as keywords take a few weeks to be indexed by the algorithm.
Finally, it is important to keep your identity as much as possible, or you will confuse app users and word of mouth won’t be effective. Don’t change your brand name, unless you’re planning on doing a massive business drift.
Your app title is a very important but sensitive element that should be carefully taken into account. Along with your app icon, your app name makes your app’s first impression and guides your audience towards the global meaning of your app.
It is important to find a memorable branding name (and baseline) with a strong USP and to stick to it. However, keywords optimization and iteration is crucial in order to keep up with the App Store’s evolutions.
With the recent introduction of App Store search ads (paid ads that will appear at the top of the search results), App Store Optimization and keywords research will be more important than ever.
- How to write app descriptions that sell
- The right way to design you app screenshots for App Store and Google Play
- How to get your app featured
About the author:
Laurie is Inbound Marketing Manager at AppTweak. Passionate by new technologies and apps, she loves finding new ideas to spread valuable content on App Store Optimization and App Marketing. She’s in charge of the company’s blog, crafting articles helping users to increase their app downloads and rankings. She’s also at the head of the ASO University, teaching App Store Optimization basics through video tutorials, all available for free on the AppTweak blog.