Apple App Store vs. Google Play Store

ASO on-metadata and the variations there are in terms of optimizing a list in App Store and in Google Play in 2021 to get the utmost visibility and to enhance the conversion price to obtain. The ASO begins (and ends) with the listings and it’s extremely vital that they’re 10/10 optimized.

Table of Contents

ASO definition (by TheTool)

ASO is the acronym of “App Store Optimization” and defines the optimization technique of an app (each of its itemizing and of the app itself) with the purpose to extend its Search and Browse / Discover visibility on the app shops, in addition to to enhance its conversion price to go to and to obtain. Briefly, ASO’s most important goal is to get extra downloads on the lowest value potential.

Supply: PICKASO’s ASO Information

ASO is the bottom of any App Advertising and marketing technique as, in addition to from offering natural downloads, it additionally has a direct impression on paid consumer acquisition campaigns prices and, thus, on enterprise. The higher the ASO, the upper the conversion price to obtain and the decrease the CPI / CPL / CPA.

The most typical error in ASO will not be understanding it, and the second is to assume ASO is similar on the App Store and on Google Play. Even when all of the app shops have a really comparable foundation, there are some vital variations. Carry on studying to find out about all the ASO on-metadata variations between the 2 most vital app shops in the marketplace: Apple App Store (iOS) and Google Play Store (Android).

ASO on-metadata elements: Apple App Store vs. Google Play Store (2021)

The ASO elements are the texts and visuals of the shop itemizing of a cellular app or recreation that may be straight modified on App Store Join or Google Play Console. You’ll find all of them beneath:

Title / App Identify

Google Play: In Google Play’s case there are presently 50 characters out there for the Title area, an important ASO on-metadata area, the place we must always embody essentially the most related key phrases for the mission and those for which we need to rank the very best. Additionally, the title must be descriptive and catchy. Quickly, Google Play plans to replace its pointers and this area will likely be restricted to 30 characters.

App Store: In App Store’s case, the App Identify area comprises 30 characters and, as for Google Play, it is advisable to add essentially the most related key phrases on this area and those you need your app to rank for.

Brief description / Subtitle

Google Play: On Google Play there are 80 characters out there that ought to embody the primary key phrases of the mission (you possibly can even repeat some key phrases from the title to present them extra relevance) and describe briefly the primary functionalities of the app. This article will be seen on the first sight of the consumer within the itemizing and thus have a direct impression on its resolution to put in the app or not.

App Store: On the App Store the subtitle area comprises 30 characters that ought to embody the primary key phrases of the mission and describe briefly the primary functionalities of the app. This area seems proper beneath the App Identify, which signifies that they need to be complementary and they need to not repeat the identical key phrases.

Promotional Textual content

Google Play: On Google Play there is no such thing as a such area, however the brief description has the same performance.

App Store: the promo textual content area comprises 170 out there characters and it’s the solely area on the App Store that may be up to date with no need to publish a brand new model of the product. Apple recommends utilizing this area to “share the most recent information concerning the app, corresponding to restricted gross sales or new functionalities”.

That is how the shop listings appear like on App Store & Google Play (half 1)

Full description

Google Play: The Description area on Google Play comprises house for 4.000. The outline have to be used appropriately to take advantage of out of its potential in terms of rank your cellular app or recreation. You must watch out with “over-optimization”: the abuse of key phrases within the description could be a purpose for Google Play’s rejection or, within the worst case, app suspension.

App Store: In Apple’s case, the outline will not be taken under consideration in terms of search outcomes. Nevertheless, the sector must be used as a advertising software to promote the app and its most important options, benefits, and so forth.

Key phrases

Google Play: On Google Play there is no such thing as a key phrases area. Google tracks the Title, the Brief Description and the Lengthy Description (in addition to the developer identify and different fields) to know that are key phrases or theme / matter of an app or recreation.

App Store: On the App Store, there are 100 out there characters to incorporate key phrases for the app. We remind you that you shouldn’t repeat key phrases that already are within the App Identify or Subtitle area and to separate key phrases solely with a comma, with none house (corresponding to “keyword1,keyword2,keywords3”, and so forth.). Apple’s pointers specify that utilizing rivals’ model key phrases will be an expulsion purpose, even when it’s a actually frequent observe within the sector…

Class

Google Play: Google divides apps in two huge teams: “apps” and “video games” which might be additionally divided into totally different classes. You will need to ensure you select the acceptable choice.

App Store: Apple permits to incorporate a major class and a secondary one in case the app suits into 2 classes, however the major class all the time must be thought of as an important one.

Icon

App Store and Google Play: The icon wants to obviously and creatively outline the primary performance(ies) of the app. We suggest you to make use of the identical icon on all of the app shops to bolster branding. Additionally, the icon on Google Play Store has a direct impression on natural visitors, because it impacts the CTR, on search rating and on browse visibility (comparable app).

Screenshots

Google Play: You may add as much as 8 screenshots.

App Store: You may add as much as 10 screenshots.

In each shops, the screenshots straight impression the CTR and the CVR (conversion price to obtain), particularly the primary ones which might be displayed.

Design screenshots that can enable you to generate downloads. Extra info right here.

Video

Google Play: Google Play affords the likelihood to publish a video out there on YouTube within the app itemizing. This video will be descriptive or promotional.

App Store: In App Store’s case, you possibly can add as much as 3 movies, regardless that they will solely present app content material and be 100% useful. Promotional movies will not be allowed.

Developer Identify

Google Play: On Google Play you possibly can edit and customise the Developer Identify that seems publicly on the listings. With a 50 characters restrict, we suggest you to make use of key phrases to enhance their rating. Be VERY cautious with the adjustments you make on this area:

OJO con los cambios de developer identify en Google Play, que tienen mucho más impacto en #ASO de lo que os pensáis.

Cambio de developer identify el 14 de Junio de 2021 y cambio un poco el orden de algunas key phrases, y retiro algunas otras. El resultado:

HUNDIMIENTO! pic.twitter.com/m4lQPhPFvv

— Daniel Peris (@DanielPeris) June 23, 2021

App Store: On the App Store the Developer Identify can’t be edited, however we nonetheless suggest including some key phrases there. To take action, the identify of your organization (or your identify as a bodily particular person) might want to include key phrases… and this isn’t so standard.

Package deal Identify / Bundle ID

Google Play: On Google Play you possibly can edit the app ID (URL) earlier than launching the app, and the key phrases which might be within the area will likely be listed by Google and can assist us with the ASO key phrases rankings. Essential: as soon as the app is launched, this area can’t be up to date.

App Store: The app ID can’t be edited and doesn’t have any impact on key phrases rating.

ASO On-Metadata iOS vs. Android Scheme

ASO on-metadata factor	Google Play Store	Apple App Store
Title – App Name	50 characters. Impacts on visibility and conversion.	30 characters. Impacts on visibility and conversion.
Short Description – Subtitle	80 characters. Impacts on visibility and conversion.	30 characters. Impacts on visibility and conversion.
Promotional text	Doesn’t exist.	180 characters. Does not impact on visibility but does on conversion.
Description	4.000 characters. Impacts on visibility and conversion.	4.000 characters. Does not impact on visibility but does on conversion.
Keywords field	Doesn’t existe.	100 characters.
Icon	Impacts on visibility and conversion.	Impacts on conversion.
Screenshots	8 screenshots.	10 screenshots.
Featured image	Impacts on conversion and is only showed if there is a video.	Doesn’t exist.
Video	1 video.	3 videos.
Category	1 category.	2 categories.
Tags	5 tags.	Doesn’t exist.
Developer Name	Can be edited. Impacts on visibility and conversion.	Can’t be edited.
Package Name / Bundle ID	Can be edited. Impacts on visibility and conversion.	Can’t be edited.

These are the variations by way of ASO on-metadata elements in 2021 between the two most important app shops within the west: Apple App Store & Google Play Store.ASO on-metadata App Store vs. Google Play in 2021 – Conclusions

Be happy to share the ASO on-metadata variations between iOS & Android with your folks and contacts on social media. Thanks!

ASO On-Metadata in 2021: Apple App Store vs. Google Play Store