Optimizing your app name and keywords for the App Store

Anyone with a keen interest in SEO will tell you the importance of a strong position in the search result pages.

In this regard, a strong ranking position for your app in the app stores is no different: a higher ranking gives your app more exposure, bringing more traffic and downloads.

With approximately 70% of users finding an app through general browsing in the app stores, this is important stuff.

So what determines whether your app features at the top of the App Store results, or the bottom? Today we take a look at some of the factors that really impact your App Store ranking.

Your App’s Name/Title

Of all the keywords attached to your app, the ones included in your title are weighted most heavily by Apple and this holds true for Google Play as well.

In fact, with apps including keywords in their title rank on average 10.3% higher than their keywordless counterparts, you should look to include keywords in your title wherever possible.

Many app developers neglect this, opting for a short, brandable title for their app. This seems perfectly reasonable, but the two aren’t mutually exclusive: you can include your most important keywords and still create something brandable.

Consider an app for insomniacs, ‘Sweet Dreams’. Is your app really any less brandable if you re-named it ‘Sweet Dreams: Deep Sleep for Insomniacs’?

Not at all.

The revised title maintains the ‘Sweet Dreams’ branding, boosts your rank for targeted keywords by including them in your title and removes any ambiguity around your app’s purpose, bringing more targeted clicks.


Your keywords in the App Store (Apple’s only) are somewhat similar to keywords for SEO purposes: the keywords you target directly impact the search terms you rank for.

However, unlike with SEO, where theoretically you could produce enough content to rank for thousands of keywords, in the App Store you’re restricted to 100 characters — because you have to fit all keywords within this limit, you’d better choose wisely.

Make sure you use your full allocation of characters, and avoid targeting unnecessary search terms; if your keyword appears in your title, you don’t need to target it again.

What does a winning keyword look like? Simple: High traffic volume, low competition.

On Google Play you don’t get the option to insert your keywords in a specific keywords field, so be sure to include them in your app’s title and description. Enhance the discoverability of your product by inserting your main keyword once in the title, and 5 times in the description.

Suggested reads:
3 Steps to Choosing the Right Keywords for App Store SEO
App Store Optimization (ASO): App Name And Keywords

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