Debunking 5 Myths about App Store Optimization

Why App Store Optimization?

Whenever we think of App Store Optimization (ASO), the first thing which strikes is the need for it. Is app store optimization really important? The answer is a clear Yes! The app business is a huge industry right now. By the end of 2016 the app industry will be soaring at a global figure of $143 billion! Developing and purchasing new apps is rising at over 30% per year.

App Store Optimization automatically becomes important for developers and search optimization experts. Thousands of app are being released daily and the result is huge competition. App Store Optimization is required to check competition. Many entrepreneurs are facing one common problem which is myths surrounding the App Store. In this article we will debunk 5 common myths which have made developers reluctant. We will also tell you the ultimate truth to make sure your soar high above in the App Store Optimization world.

Customers are continuously searching for new apps. If reports are to be believed then more 62% of iOS users simply browse through apps searching for newer ones. Search can be related to media, blogs, friends etc but yes new searches are there each and every day! All we need to do is get rid of myths and make ASO even better to match the needs of all such users.

Myth Number 1: Change your title regularly

Reality: Choose an appropriate title and stay with it


Ankit Jain, the head of Google Play searches says that “title is the most important part of metadata”. Some developers have changed their titles every now and then to match up with the App Store Optimization requirements. Changing the title too often can be harmful. Here is how you should choose the title:

  • Keep it short: Short titles can be easily read on a single screen. Long titles tend to get cut off. You should keep the title short and simple.
  • Be unique and creative: The title should be one of a kind and creative in the sense such that it lures the user to check it.
  • Don’t use irrelevant keywords: Keywords are very important but one does not need to stuff them irrelevantly. It causes irritation for a user to read the same thing again and again.

There are only 25 characters to go with. Only a short title and short keyword is what you have in your arsenal.

Myth Number 2: Keywords are not important

Reality: Keywords hold a lot of importance.

They say keywords are for SEO and rankings are for ASO. This is a pure myth. Keywords matter a lot and should be placed in the title and description. App titles which have keywords often get a rank 10% higher ranking than the ones which don’t.

Play Store as well as App Store both have traditional algorithms which use keywords for ranking.

Myth Number 3: Ratings are all that matter

Reality: Ratings are important but not the end all.


Ratings do give a user a certain level of impression which other factors don’t. The truth is that ratings are important but not everything which would help an app rank better.

Inside Mobile Apps conducted a study to ascertain the impact of rating. They examined a random sampling easy, medium and competitive search terms. The results showed that ratings on all these apps took a deep dive after the eighth position. In the easy search term category, an app ranked at 10th position had a horrible rating of 1.03. This shows that ratings do not really affect the ranking of an app.

Ratings are important. A rating as good as four or five surely lasts a solid impression on the user. However, rankings and ratings do not really go hand in hand.

Myth number 4: People will find an app as long as it is on the store.

Reality: Downloads give an app the recognition which it requires.

Some of the App Store Optimization experts believe that just having an app on the store will generate installs and revenues. Reality is that there are over 1.2 million apps on App Store and 1 million apps on the Play Store (as of June ’14).

The above mentioned figure tells you how competitive the app market is. There are going to be apps which would be similar to the one which is yours. To keep your app recognizable you need more than keywords and descriptions. Therefore, you need downloads.

The impact of downloads is overshadowed by the impact of ratings. In order to get more downloads, you need more downloads! Marketing answers all questions. Your app’s downloads depend on how you market it.

In order to increase app downloads, you can choose mediums like social media, blogs, mails, PPC, etc. A chain starts with more and more downloads which results in better ranking and revenue.

Myth number 5: Descriptions hold less importance

Reality: Descriptions are very important

App Store Optimization campaigns have not been as successful as they should have been. A poorly written description has always been the culprit.

Description might not be capable to impact the ranking algorithm but it can surely make users download an app. Downloads will then automatically make a huge impact on rankings.

One should focus on natural insertion of keywords in the description. Stuffing a description with keywords can turn it a bad one.


In conclusion we would like to mention, the App Store Optimization myth has been a long time hurdle for many developers. In order to make App Store Optimization a breezy affair we have tried to debunk the most common myths attached to it.

One part of App Store failure is simply avoiding the basic mistakes which others have made. Myths on the other hand aren’t really a mistake. As a result they rather stop developers making their app perform well.

Maximum amount of effort and savvy will definitely let your app get found on store. App Store or Play Store, the basics are going to remain the same.

Don’t forget to read other amazing articles here! 



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