The App Store environment is frequently shifting as users find new ways to search for apps and new functions are added. With the constant changes, one might wonder what rankings still matter – are category rankings important, or are they a relic of a bygone era of the App Stores? The differences in displays of the Apple App Store and Google Play Store, and how they have changed over time, are an important piece to consider in an App Store Optimization strategy.
1. Changes in Category Display
In the early days of the App Store, Apple prominently displayed apps based on rankings in their categories. Users browsing the App Store could instantly see a large list of apps that were the most popular in a given category. This was great for an app’s visibility, so any developer would have been thrilled to have an app rank in the top of their category. The app stores have changed since then, and the categories are no longer featured front and center. Instead, the app stores showcase curated content and a variety of sections, with “categories” being de-prioritized. These days, it’s more important for an app to rank within keywords, as the majority of app discovery and downloads come from search. Marketing tools such as Search Ads are also important for improving discovery, making category rankings less significant. However, while category rankings may not be as essential as they once were, they do still serve a purpose.
2. Apple App Store Category Rankings
There are a few ways an app’s category ranking comes into play on the App Store for iOS devices. While browsing apps, users will find an array of suggestions for popular terms, before being able to look at apps by category. Within those categories are multiple subcategories, allowing an even more specific view.
3. Google Play Store
Specific categories are a little easier to search through on the Google Play Store. From the Home menu on the Google Play mobile store, the “Categories” tab sits right between “Top Charts” and “Editors’ Choice,” remaining in a visible position. From there, users can scroll through the range of categories. Each section offers recommendations based on user activity, as well as a selection of apps for various purposes, such as guitar apps and apps for sleeping better.
4. ASO is Essential
Category ranking is still important on both stores, albeit in different ways. The hard part then is getting an app’s ranking up within its category. Given the thousands of apps available on each store, this can seem like a herculean task. App Store Optimization (ASO) can help an app on its journey to the top. A strong ASO strategy can improve an app’s rankings for keywords, reach more users and increase its conversion rate. The greater an app’s download volume, the better its ranking within its category, so ASO for organic downloads and supplementary paid marketing can help an app compete. Additionally, category rankings are far from the most important aspect of discovery. Apple states that around 65% of app discovery comes from search, and marketing tools such as Search Ads play a large role. App Store Optimization can improve visibility within a multitude of searches, making more of an impact than ranking in a single category. Once an app does appear for a user, whether in a top-ranked list or through search, the next challenge is converting users. The improved visibility from a high ranking will bring potential users to the app page, but strong creatives and a well-written description will help turn those viewers into active and engaged users.
5. So Does Category Ranking Matter?
The short answer is “yes.” Category ranking does still matter on both the Apple App Store and Google Play Store. However, the ways that they make an impact can differ between the stores, whether it’s for improved visibility or for gaining user trust. It also no longer matters as much as it once did, and plays a smaller role compared to search and marketing. No matter which store an app is on, App Store Optimization is still essential for improving its rankings. With a solid ASO strategy, your app will have an edge over the other competitors in its category. Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.