The MoburstSurvival Kit
New App Store
Algorithm - The
On November 3 Apple issued a new app store search engine algorithm that
users and industry insiders were very quick to notice. All of a sudden,
searches became more intelligent and relevant, whereas certain high ranked
keywords rapidly dropped to lower rankings, leaving app owners confused
and on edge. Naturally, more and more clients of ours came asking about
their app store ranking and whether or not it was damaged by the new
algorithm. If youre one of those concerned and confused individuals, youre
in the right place.
Here at Moburst, weve always believed that keywords arent everything and
have taken a more holistic approach to app store optimization, which is why
the new algorithm change didnt quite catch us with our pants down.
Therefore, wed love to share our two cents with you and with the following
survival kit compiled by our ASO experts.
In order for your apps discoverability level to not be hurt by the new algorithm,
make sure you have an awesome description that includes the most relevant
keywords. The reason for this is that up until now the Apple app store didnt pay
attention to the keywords within the description, and only took into account the apps
title and first 100 characters. Now, the new algorithm takes keywords throughout the
entire description into account which also means that from this point on app
descriptions cannot be spammy and must include substantial and informative facts
about the app. Our general impression from this update is that the description on
the Apple App Store is seemingly becoming judged for keywords in a way thats
more similar to the Google Play Store.
Have a Flawless
With the new algorithm changes it is more important than ever that you choose the
most appropriate category. One of the major differences we noticed after the change
is that Apple can now determine, at a much higher level, who your competitors are. If
your app is in the wrong category it is less likely that it will be discovered when users
are searching for competitors.
In addition, because your competitors are now seen with your app it is important to
thoroughly monitor the movers and shakers and make sure your app is always close to
Select the Most
Another update, is that the Apple app store is starting to pay attention to user reviews.
This is a gigantic step for the hardware giant and a chance for newer apps to gain an
advantage. In the past, apps that had an unlimited budget could reach the top of the
app store by paying their way as the app store heavily favorited app downloads (and
having good keywords of course). Now however, apps will need to make sure that their
users rate their app highly by asking for reviews at the right time and most importantly
present a top-grade product, thus giving a chance to apps of smaller, yet satisfied user
Before We Continue...
Before we continue with our list of survival guidelines, its important to note that the
best way for any app to survive any future Apple App Store algorithm changes is not
to react, but to be preemptively. Below are a couple of tools you can use to accomplish
Opt for Positive
Unlike the Google play store algorithm which takes into account your apps page
conversion rate, the Apple search engine does not. We predict that in the near future,
Apple will update its algorithm to do just that, so in order to be prepared ahead of
time, you might want to start working on boosting your pages conversion rate. This
can be done by implementing excellent screenshots in your apps page to help
convince potential users to download the app.
Invest in Good
Earlier this year Google reported that there are more Google searches taking place on
mobile browsers than on computers. This is a big deal that Google and Apple have
taken note of it. With indexing, apps can now be found through browser searches out
of the app stores. As users are starting to use this browsing method more and more,
we expect Apple to issue a new algorithm in the near future that rewards apps that are
indexed and boost their app store discoverability.
Moburst is a full service, global mobile marketing agency that helps
companies grow their mobile business. After redefining hundreds of apps
and A/B testing every possible feature in every vertical, our team knows
what works for each product, and how to deliver the most relevant
experiences for each user. We love solving clients tough mobile challenges
and believe that the combination of creative thinking, advanced technology,
and data drives success at scale.
Hundreds of companies, from local startups to large global brands such as:
Microsoft Accelerator, Get-Taxi, Conduit, Sony Music and Nielsen Innovation,
have leveraged our product refinement, app store optimization (ASO), user
acquisition, and mobile consulting services to enhance their product and
maximize their KPIs.
Every day, our teams mission is to innovate creative solutions that connect
brands with highly targeted audiences that convert into loyal users.
Moburst has offices in New York City, Israel and San Francisco.
To learn more, visit www.moburst.com or contact us at email@example.com.