App Store Optimization: Common Failures to Avoid

There are millions of apps in the app ecosystems that are just waiting to be downloaded. Apps often face the troubling situation of being noticed with high competition. While there are many different tips and tricks for increasing download levels, App Store Optimization is the most effective technique.


Although ASO is the go-to strategy for making sure the app is accessible and attracting customers, some developers are not listening to others ‘ shortcomings and suffering the consequences of slipping and making mistakes. Such pitfalls will decide the success of an app.

App Developer Dubai makes sure that you avoid these pitfalls and build a good ASO plan.


1. Not targeting the right keywords:

Users use specific phrases to scan for applications that are important to what they are searching for. You need to integrate keywords title, definition, and screenshots into each section of the metadata of an app to give it a fighting chance to appear in consumer search queries. 

You can target keywords that are important to your product, but also take the time to consider how your users are searching. Users tend to scan for phrases of two or three words. It means that a mix of short and long-tail keywords can cover more ground and make the app appear more often in user searches.

2. Using the same ASO strategy for iOS and Google Play:

Although your ASO approach is likely to have minor overlaps between iOS and Google Play, they should essentially be different. Since each platform indexes apps differently, approaches that use best practices for both will need to be set up.

How you approach the description should be a big difference. Since we already know that Apple has a keyword bank of 100 characters while Google doesn’t, the keywords are established already. It would be great to create clearly defined feature sets for a long description of Google Play to help the app index faster for the keywords you want to rank for.

3. Unimpressive creative:

Consumers want to see the app in motion, so the creatives (icon, images, and demo video) are crucial to showcasing the various functions of the app. The most important feature on Google Play is the button, while screenshots are the most important feature for the Apple App Store. This is because the display of each search result shows the first various creatives. So, whatever makes most of the first impression.

The icon must be the immediate eye-catcher that prompts customers to tap into a search query first. Often essential are screenshots and a demo video. We need to market the app and show its core features to potential users.

4. Failed paid search campaigns:

Although using an ASO plan will help make your app more accessible, you need to use other marketing strategies such as paid search to ensure that consumers first see your product. Developers may set up ads to bid on keywords specific to their app with platforms like Apple Search Ads, Google AdWords, and even Twitter.

When you don’t use and effectively run this ad funnel, you’re losing out on a massive conversion margin. However, you will need to make sure that your ASO plan is on track before launching a Search Ads campaign, as the ads are drawing directly from the metadata of the app.

5. Forgetting about your ASO strategy:

It’s tempting for developers to believe that once they find what works, they’re all set, but you can’t always float on one ASO plan. Sometimes a high-volume keyword becomes low-volume just because consumers are no longer looking for it. You need to take care of any sudden changes and instantly re-optimize your software.

Trends are evolving, new competitors are growing, and app stores are changing. Developers who neglect these trends are going to lose relevance and scope. If changes occur, you don’t need to completely re-do anything, but simply realign what you’ve been doing with what’s working right now.

It may seem long and overwhelming to build an ASO plan, but Mobile App Development Dubai will ultimately help the popularity of your app. Make sure to actively monitor patterns to find success just in case there is a sudden change.

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