New app store search engine algorithm - the moburst survival kit

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  • The MoburstSurvival Kit

  • New App Store

    Search Engine

    Algorithm - The

    Moburst Survival



    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.

  • 08

    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


  • 08

    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

    the top.


    Select the Most



  • 08

    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

    just that.


    Opt for Positive

    User Reviews

  • 08

    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


  • 08

    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.


    Indexing Can

    Pay Off

  • About us

    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 or contact us at