3.5 million apps, 32 categories, 77 languages, and still growing. No wonder Google Play Store is the largest app store across the globe. With over 3 million Android devices in the market and app marketers desperately trying to reach them, the number of apps on Google Play will only increase.

The app market is full of noise. So, how do you cut through it? How do you ensure your app visibility over the rest?

Google Play ranks apps using specific algorithms that identify and find high-quality apps. Direct and indirect factors associated with these algorithms impact your app's success differently. So understand these Google Play store ranking factors and model your app accordingly.

App store optimization, or ASO, is not a new concept. It refers to tactics and methods that app publishers can adopt to make their apps rank higher, increase the number of downloads and improve their Play Store KPIs(Key Performance Indicators). Read on to gain insights and build a competitive app visibility strategy.

Working of Google Play ranking: A Short Note

Keywords help Google understand the user’s search intent. Google also maintains a keyword-based index of all apps in the Google Play Store. For an app to gain relevance, it has to use the right set of keywords. While keywords are critical, other factors also influence app ranking, like downloads, retention, and conversion rates.

So, to gain relevance, you need a high-quality app customized based on Google ranking factors. Also, provide the correct information about your app to Google and ensure an excellent user experience.

Google ranking factors explained

Google divides the factors into two parts: direct factors and indirect factors. While direct factors are related to keywords and their placements, indirect ones have no direct relation to keywords.
Read on to get an insight into these factors.

App Title

By far the most important ranking factor. Place your most important keyword in the title to optimize your app title. Plan your keyword so that it aligns with your brand name. Be careful to stay within the 30-character limit Google has placed on all app title lengths.
Beginning your app title with your keyword will enhance your chances of a better ranking. But ensure that your brand name aligns with the Google Play guidelines and is optimized so Google can spot it early.

Short Description

Google allows a maximum of 80 characters within which you can write your app's short description. Be intelligent with what you write. Don’t spam by using too many keywords. Instead, think about the message you want to convey to your audience. Then, align the content with relevant keywords. This is the 2nd most important influencing factor. So, use it diligently.

Long Description

With a 4000-character limitation, Google encourages you to write more about your app here. So describe how it works, give details about its features, provide its administrative information, and anything you feel can help your app gain relevance in Google rankings.

Google generally indexes the keywords in the app's long description. But audience patience is very low, and they will rarely read your long description thoroughly. Instead, capitalize on the five sentences that are visible above the “Show More” tab. Put the most relevant app-related information here. You must also use your important keywords liberally throughout the text.

Developer Name

Present just below the app title in the Google Play Store, the developer name gains relevance because Google indexes the keywords you use in it. However, you can update the developer name anytime by opening your account settings in Google Play Console.

Package Name/Bundle ID

Are you aware that every app in the Google Play Store has to be given a unique package name? Incorporating your most important keywords in this name provides an additional keyword boost. While this name might not be as important as the app title, it still holds some relevance. One word of caution here. This unique package name cannot be changed once given and saved in the Google Play Store. So, plan your package name properly.

User Ratings

This is a critical ASO factor. Unfortunately, you have no direct control over it. However, user ratings can be indirectly influenced by ensuring an excellent user experience and high-app quality. The more positive reviews your app garners, the better your rankings will be. Google notes two factors here: the number of ratings you receive and your average ratings. Since search results show your ratings, they directly impact your install conversion rate. So work proactively on ensuring your app gets good user ratings both in quality and quantity.

User Reviews

They reflect the quality of your app. Since users generally rate and review apps together, user ratings and user reviews have a cumulative effect on your app rankings. In instances of a positive review, Google’s ranking algorithm indexes the keywords used to describe the feedback. Although you cannot directly influence what users write about your app, you can still try by being communicative and thanking people for leaving good reviews. When someone leaves a bad review, resolve it immediately. Users who feel you have helped them might feel inclined to change their reviews.

App Downloads

The more downloads, the better for your app. Google links app relevance to its downloads. The download velocity and keywords that attract the downloads also play an important role. Work on your app keyword optimization. If they attract more downloads, your app store performance improves.

Conversion Rates

Your app will only receive store-listing visitors if it is properly optimized for metadata and asset visuals and receives impressions from your audience. If these visitors use specific keywords to find your listing and download your app, it sends a message to the ranking algorithm that your app is relevant to those keywords. So, keep analyzing the entire user funnel consistently and try to enhance conversion rates for each step the user makes.

App Performance

Google depends on Android vitals, user, and technical experience to assess app health. Android vitals consider a broad spectrum of technical thresholds like app crashes and app not responding (ANR) rates. Low Android vitals will affect your keyword rankings and app downloads. So, monitor them with diligent continuity. If you receive Google warnings, ask your developers to resolve them before users complain.

Keyword Retention Rate

What happens if users download your app but uninstall it within a short time period? Google concludes that the keywords used to download the app are not aligned with it. Hence, Google will not consider your app a good answer to user search queries. Google also keeps track of all keywords that attract downloads. App retention rate is also vitally important for Google. You can still monitor your app retention rates despite having no direct control over these factors. If you find them going lower than your peer groups, consider improving your app or text keywords to enhance it.

Conclusion

Develop a keyword-based ASO strategy to rank higher in Google Play store rankings. Guide your efforts towards improving your relevant keywords and work consistently to improve your store listing. Enhance your app quality and its relevance to your audience. Align it with your keyword optimization strategy to improve your conversion rates and help you to better your ratings.