In this post we will take a deeper look into App Store Optimization for Google Play Store, and see how to optimize the most important ASO textual fields: the title, the short description and the long description. These fields can be modified easily in the Google Play Console, so everyone can (and should) start optimizing them right now!
Title & Description: Key ASO factors in Google Play Store Search
The App Store Optimization process is very different for iOS and for Android apps. The stores are different and so are the rules in each of them – but the goal is always the same: to make your apps stand out among the others, to boost their visibility, to improve their conversion rate, and to get more app installs.
After having conducted an extensive keyword research and having your keyword rankings goals figured out, it is time to add them to your textual on-metadata fields (the set of factors that, similarly to the SEO on-page factors, fall under the direct control of the developer).
The title, the short description, and the long description will become your best tools for improving keyword rankings, but they are also affecting the conversion rate to install, so the key is to keep these textual elements extremely attractive and converting for the users that come to see your Play Store listing.
How to optimize the title
Google Play Store’s title is one of the first element that is visible on the store listing, and it allows to include up to 50 characters. The best practice is to keep your brand name short, and include 3-4 of your most important keywords alongside the brand name. This way, your title will be acting as an ASO instrument that improves your rankings for the keywords included in it.
A model for a perfect title in the Google Play Store looks like this: Brand Name + Keywords, or Keywords + Brand Name.
It is important to use the maximum space of 50 characters to optimize your title, but also not to make it too “spammy” – for example, the app below has included very useful keywords, but the same keywords are repeated twice and the brand name “gets lost” between all the keywords. This can confuse the users and, consequently, decrease the conversion rate.
Instead, a great title would include both brand name and keywords that convey the key functionalities and the tasks that an app can perform, and delivers a clear message about the purpose. For example, Duolingo does this really well:
A great idea is to add emoji in your title – it helps to catch the users’ attention and to improve the conversion rate ⭐ ✌️ But, be careful, you won’t be able to run Google Ads UAC campaigns if Google detects an emoji in the title of your app / game.
How to optimize the short description
Short Description is an 80-characters field that is shown to the users in the listing and can then be expanded to see the full description. Being concise, the short description should highlight the best features of your app to convince the user and to increase the conversion rate. At the same time, it should include important keywords that you want your app to rank for in Google Play search.
As in the other textual fields on Google Play Store, you can include some emoji to your short description to make it more attractive.
In order to see the short descriptions of other apps on Google Play from your desktop browser, you can use this free extension (made with ❤️).
How to optimize the long description for ASO on Google Play
The long description on Google Play Store can include up to 4.000 characters. Use them to provide an extensive, yet clear and structured description of your app’s features and purpose.
Include your keywords a few times, especially in the first and last lines of text, to help Google Play rank your app for these keywords, and add some more in the rest of the text. Write in short paragraphs, use bullet points and rich formatting to give a structure to your text, and make the most of all of the available characters to get a perfect long description.
In the example below, Memrise combines some of the greatest tactics for their long description: using rich formatting and bullet points to organize text; including emoji in the text, mentioning the awards, providing links to social media pages, including a call-to-action.
On-metadata optimization of other textual fields on Google Play Store
The title, short and long descriptions are the most important elements in the ASO for Search and Conversion Rate of mobile apps, but there are some other fields that can help improve visibility and keyword rankings.
For example, the developer name can include a few keywords to help your app rank and be found by the users:
The URL (package) can also include some keywords – read our case study about the effect that it can have on keywords rankings.
Optimizing the main textual elements of a Google Play Store listing –the title, the short description & the long description– is the first essential step of your ASO strategy, as it affects both keyword rankings and the conversion rate to install. The last piece of advice would be to revamp your keywords and change the textual on-metadata accordingly, to keep up with the changes in the market and to beat the competition.
Stay tuned for more recommendations for ASO of your apps on Google Play Store! 🙂
This post was originally written by Katerina Zolotareva.