ASO Academy

Google Play Store Metadata 101

June 30th, 2023

by David Bell

CEO at Gummicube, Inc.

App Icon Optimization

The app icon is one of the first listing assets users see when browsing the Play Store. An eye-catching icon that communicates an app’s value creates a positive first impression and increases the likelihood of users clicking through to the rest of your listing. It should hint at what your app offers and stand out among the multitude of competitors fighting to be seen within search results.

How to optimize your app icon:

Recognizable: Your icon should be a reflection of your brand identity across all channels. Whether it’s your logo or unique symbolism, it should serve as an indicator that it is related to your brand.
Service-Related: Your icon should also serve as a glimpse into what the rest of your app is about. A good strategy is to adopt imagery relevant to your features or industry that helps potential users decipher what your app is about.
Simple: Excessive details in your app icon can lead to confusion and the user potentially misinterpreting what your app offers. It’s better to have one core emblem or character that clearly represents your brand and avoids clutter.

App Title Optimization

The app title is one of the most crucial elements for ASO. An optimized app title should be concise, yet descriptive, providing a clear understanding of the app's purpose or main features. Through specific terminology, you can create an app title that both helps attract users and increase visibility.

How to optimize your app title:

Keywords: Including relevant terms that users may be using in their search queries opens the door to ranking opportunities in search results. These title tags act as supporting text that provide context to what your app offers while also being indexed by the Play Store algorithm, helping with app visibility.
Consistency: Like your icon, your app title should align with the rest of your brand identity. Keeping your image across channels the same helps build familiarity with existing customers.
Localization: If your app is available in multiple regions, ensure that your app name and title tags translate correctly to effectively target users and avoid confusion.

App Short Description Optimization

The app short description is a brief overview of the app's functionality and features. It appears just below the app title on the Play Store and serves as a space that captures users' attention and entices them to explore further. It also provides further indexing opportunities with 80 characters developers can leverage to include targeted terms.

How to optimize your app short description:

Short & Sweet: A compelling short description should provide a concise and engaging message that communicates the app's benefits to potential users in 80 characters or less.
Keywords: Incorporating important keywords in your short description can help increase your app visibility and create relevance for users’ search queries.

App Full Description Optimization

The full description provides a more detailed explanation of the app's features, benefits, and other relevant information. It allows developers to elaborate on the app's core functionalities, highlight key features, and mention unique value propositions.

How to optimize your app full description:

Go Into Detail: The full description should provide comprehensive information about the app's features, use cases, and value proposition. It is an opportunity to showcase the app's strengths and differentiate it from competitors.
Keywords: Including relevant keywords naturally throughout the full description can improve search rankings and attract users looking for specific functionalities. Combining copy readability and targeted terms strategically can aid in improving app visibility as well as conversions.
Structure Effectively: A well-written and informative full description can help users understand the app's value and make informed decisions about downloading it. Organize your description in a way that makes it easy to digest for users with short bursts of information rather than large bodies of text.

App Screenshot Optimization

Screenshots are static images that depict the app's user interface, illustrate key features, and provide context to the inner happenings of your app. They provide users with a visual representation of the app's design and functionality. Including clear and well-organized screenshots is essential for showcasing the app's most appealing aspects.

How to optimize your app screenshots:

Follow Guidelines: First and foremost, your screenshots should abide by the Play Store’s requirements to avoid being rejected. This includes limiting the amount of text to 20% of the screen, showing primarily in app imagery, and avoiding calls to action among others.
Highlight Important Features: Showcase key features and provide an overview of the user experience in your app screenshots. Captions or annotations can be added to provide additional context to the features being shown.
Incorporate Screenshot Design Best Practices: Include different elements that enhance the user experience when viewing screenshots. This includes using phone models, consistent colors, effective contrast between elements and more.

App Preview Video Optimization

Preview videos provide an immersive experience for users, allowing them to see the app in action. They help showcase the app's features, user interface, and overall user experience more effectively than static images. Preview videos allow developers to highlight the app's key functionalities, demonstrate its use cases, and engage potential users.

How to optimize your app preview video:

Have a Strong Hook: Starting off your video with an engaging hook is arguably the most important part. You’ll want to attract users within the first 3 seconds of your preview video so having eye-catching imagery and copy can help retain user attention.
Highlight Key Features: Showcasing your app’s most significant features and functionalities increases your chances of attracting users and securing a download. By highlighting your app’s unique value proposition you can effectively portray what makes your app stand out.

By paying attention to each of these elements and optimizing them effectively, developers can enhance their app's visibility, attract more users, and ultimately improve conversion rates on the Google Play Store through successful App Store Optimization (ASO). It's important to ensure that all these elements are aligned with the app's value proposition, target audience, and branding, and to continuously monitor and refine them based on user feedback and market trends.

Need help with your app’s Play Store Optimization? Contact the ASO experts at Gummicube today!

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