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App Store Optimization Techniques and Strategies

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Neil Patel


Competing with millions of mobile apps, on the app store and Google play store, isn’t a breeze. In the first quarter of 2021, there were 3.48 million apps on the Google Play store. On the other hand, the iOS app store had 2.22 million mobile apps.

In both cases, getting your app noticed is indeed a tough nut to break. That’s why app store optimization is a must.

Store optimization is a marketing strategy that delivers measurable results. It is the process of optimizing, improving, and refining the app’s listing on the app store and Google play store. Different app store optimization tools can be used for making the process easy.

Thus, mobile app developers must use the best techniques that smoothen the chances of an app getting featured in top results. To improve the mobile app search ranking on the app store and play store, it is vital to focus on factors such as:

Name of the application

  • Wise keyword selection
  • Description
  • Inclusion of screenshots
  • App icon
  • Reviews & ratings

We’ll be covering all the factors and answering the question of why you need app store optimization services. But first, let’s understand the importance of app store optimization.

Why is ASO important?

Google stated that 48% of its users find new apps by scrolling through the play store. With that being said, 111.5 billion downloads are happening that way- random scrolling. But making it into the list of ‘downloaded apps’ is possible when you acquire professional app store optimization services.

As per experts, app store optimization is an amazing marketing strategy. It is, unarguably, the best way to push the mobile app.

It not only focuses on increasing the number of app users but aims to rope in as many prospective loyal users as it can. The higher the number of loyal users, the higher the conversion rates will be.

In case a brand misses out on implementing the ASO, it is willingly avoiding a major discovery channel. So, here’s a quick look at some ASO optimization tips & strategies that will increase search results, the number of organic downloads, and improve Google play and app store rankings.

What do App Store and Google Play look for?

App Store and Play Store share one common trait — Bridging the gap between the user and desired mobile app(s). They figure out the relevant apps by judging the user’s behavior and displaying the relevant product pages.

Let’s focus on the key app factors that major app stores always consider.

In All but NAME

Naming the app is equivalent to naming a baby. Hence, you should be considerate while choosing the right name for the application. A wise name choice will not only provide it an identity but improve search rankings as well.

Presently, all apps go on the app store and Google play store. Since both stores manage titles and keywords differently, your name/title approach should be store-specific.

Google Play Store

When you are creating an app for android users, you need to be concise with its name. This is because the play store gives a meager space of 30 characters. However, the keywords can be integrated into the description of the app.

App Store

When you create the app for the iOS platform, you get plenty of space. The iOS platform provides 255 characters which is more than sufficient. Hence, making a crisp and keyword-rich name is not a bad idea.

Strong Keyword Game

Keyword research is a prominent ASO strategy preferred by mobile app developers. The right amount of keywords injected helps users to find and download your app effortlessly.

The unsaid rule of the app store optimization strategy says that one mustn’t exceed the keyword insertion limit in the app description. After all, the app is for users and its description should make sense when read.

But how to stuff the right keywords if thinking of an app store optimization strategy? Here’s the answer.

Keyword Research

Companies offering app store optimization services always conduct thorough research before integrating keywords. Factors like demand, traffic, difficulty, and how many apps are using it are checked.

Using app store keyword tools for keyword research can simplify the work. You can go for the free tools or paid tools as they offer worthy insights about the phrases and keywords used extensively by the target audience.

Ubersuggest, Answer The Public, Google Search Console, Keyword Sheeter, etc., are some free KW research tools. Also, here’s a quick look at some pro tips for picking up the best keywords for your mobile app:

  • Include keyword(s) in the app name
  • Avoid adding prepositions/conjunctions
  • Use digits instead of spelling out figures
  • Prefer commas instead of space for separating keywords

Briefing About The App

Technically, the app store and Google Play Store ignore the algorithm. But here’s the twist- users prefer a description to know & understand what the app is all about. In this section, experts emphasize the importance of focussing on the core functionalities instead of SEO.

Always keep it to the point and try clearing user queries like:

  • The purpose of the application
  • How does the application resolve an issue?
  • Will it leave an impact by simplifying complex tasks?
  • Is it worth downloading?

However, it is vital to remember that conciseness is the key. Do not go overboard with too much information. Increased mobile app downloads are directly linked to user acquisition. The more the downloads, the higher will be the user acquisition rate.

High-Quality Screenshots- Hidden ASO Strategy

How to convince someone to download your app without saying a word? It’s simple- just show them the HQ screenshots. High-quality screenshots are the second-most influential factor after ratings & reviews when it comes to inducing the target audience to download your app.

iPhone screenshot

Since users do not spend beyond 10 seconds judging the app, the appearance of the app product pages becomes vital. Hence, it should be visually appealing to make a big difference. To make it impactful, add the most engaging screenshots.

App Icon – The Face of Mobile App

The icon is the face of the app that represents the brand on digital platforms. A catchy app icon can be a game-changer and magnetize more users to download the app, hence, it is a key part of app store optimization. The app icon should be simple, visually appealing, and congruent to the purpose served by the app.

mobile app icons

For the best results, always look at the app icons of business competitors. This will aid in figuring out the loopholes in their design that you can avoid and integrations that have been made for a better appearance.

Reviews & Ratings

All reviews and ratings, in terms of quantity & quality, impact the app store optimization efforts. Reviews and ratings can be mustered from users that have downloaded the app. These can be further used as consideration for potential users looking for the right app.

Furthermore, more than 56% of users go through the ratings of an app before downloading. Hence, for more organic downloads and positive reviews, it becomes vital to keep the users delighted.

Star rating

All satisfied users will drop a positive rating for the app that upscales the visibility on the app store and Google Play Store. You can muster reviews from users by sending push notifications or integrating an in-app popup.

The Bottom Line

If you seek numerous downloads, positive ratings, higher app store rankings, and potential revenue, paying close attention to app store optimization becomes vital. It is a process that needs to be monitored periodically for evaluation for better results.

The app store and Google Play Store won’t spill the beans about ranking the app, but there are certain criteria discussed above that positively impact the mobile app.

Right from conversion rates, user acquisition, and organic downloads, you can scale measurable results by acquiring professional app store optimization services.

Image Credit: Provided by the Author; Pexels; Thank you!

Praveen Mishra

Praveen Mishra

Content Strategist at Resourcifi Inc

Praveen is a Computer Science graduate with a flair for creating content. He writes about emerging technologies and is currently working as a Content Strategist at Resourcifi – a Staff Augmentation Company.

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Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Politics

Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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Politics

UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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