BLOG OF FINTAN COSTELLO - MOSTLY ABOUT WHERE DIGITAL MARKETING OVERLAPS WITH THE GAMBLING INDUSTRY. 

Don't have a sucky app

Getting to the top of the App Store charts is on everyone’s wish list.

 

When surveyed the vast majority of Android and iOS users said that they find new apps through searching on the relevant App Store. Data from MobileDevHQ shows that search accounts for over 65% of downloads. What is more interesting is that similar to search engine results; the number one result gets the majority of the traffic. So for example, if you are lucky enough to rank number one your app is downloaded eight times more than if you ranked tenth!

 

 

How do I rank well in the App Store?

(Given the Google Play policy banning gambling apps, I’ll focus just on the iOS App Store)

 

Accounting for approximately 30% of the impact is the App Meta Data. This includes everything from the app Title, Category, Developer Account and Keywords.

 

For example by simply including the search term in your app name you could receive a rankings boost of over ten percent. Ensuring your app is in the right category (sometimes a less competitive category is better) and choosing the right keywords are both equally important. Anyone who has been doing SEO for any length of time should feed very comfortable with all of this and it is relatively straightforward.

 

Accounting for the vast majority of the ranking factors is the performance and engagement of your app. This includes downloads (volume and velocity), ratings/reviews (volume and quality) and freshness.

 

Downloads are easily the biggest possible ranking factor, the more downloads you have, the higher you rank. Using paid channels to drive downloads (not spammy bot stuff) will be key. You should expect for every paid download you get you should expect approximately 1.5 organic installs. Data from App Annie and BI Intelligence shows that apps that issue regular updates receive a boost to rankings, and this could help maintain your rankings.

 

 

Ratings and reviews are the second most important factor in your ranking. When you look at the top 1,000 apps, over 75% of them have 4+ Star Ratings. One area to consider is when you prompt them to leave a review, maybe after a win? We’d also recommend using the review prompt to pre-screen users (happy / not happy?) and re-directing the not happy users to your support page. While the happy users get sent to the app store review page.

 

However, none of these tactics will help if your app sucks, so make sure you are focusing on a quality product!

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