10 Key Differences in ASO Between Google Play & App Store

10 Key Differences in ASO Between App Store & Google Play

Many app developers and marketers launch their apps on both the App Store and Google Play. While both platforms serve the same purpose – to help users discover and download apps – they are actually very different ecosystems. In this blog post, we will closely examine the main differences in ASO (App Store Optimization) between the App Store and Google Play.

1. Subtitle (iOS) vs Short Description (Android)

The keywords used in the subtitle or short description have a significant impact on your app's rankings and visibility. Both algorithms use the keywords in the subtitle to index your app on a variety of search terms.

Expert Tip: Repeating a keyword in your app's short description might improve your chances to rank on Google Play, as keyword density is an important ranking factor. On the App Store, however, repeating keywords is a waste of valuable space as it will not help you rank higher.

2. Keyword Field (iOS Only)

There is a 100-character keyword field for iOS apps. The keyword(s), invisible to users, is a main ranking factor and helps Apple decide when to show your app in the search results.

The Google Play algorithm is more complex and does not rely on a keyword field. Instead, it looks at the keywords used in your app title and subtitle, and the keyword density in your long description.

3. Long Description

The long description on both the App Store and Google Play is used to explain to users your app's main features and benefits. But in terms of ASO and keyword optimization, the long description has a very different purpose on the App Store as compared to Google Play.

4. Screenshots

When comparing the App Store and Google Play, their distinct guidelines regarding screenshots need to be taken into account. While the App Store allows up to 10 screenshots, Google Play permits a maximum of 8.

5. App Previews vs Promo Videos

App preview videos play a major role in conversion optimization on the App Store. The first video you add to your app page appears in the search results alongside the first two screenshots and autoplay on mute as users scroll through.

6. Ad Placements

Both the App Store and Google Play offer a variety of ad placement options. Understanding these nuances can help developers and marketers craft more effective ad strategies, enhancing visibility, user acquisition, and overall app success.

7. Featuring Placements

Getting featured on the app stores is a highly impactful way to boost brand recognition, visibility, and downloads. Apart from increasing visibility, being featured on the stores can portray trustworthiness to store users.

8. Custom Product Pages vs Custom Store Listings

Custom product pages (CPPs) and custom store listings (CSLs) are alternative versions of app store pages that allow for more targeted messaging and content.

9. In-App Events vs Promotional Content

In-app events and promotional content are both ways to engage users and promote your app. In-app events are specific to iOS, while promotional content is available on both iOS and Android.

10. Role of Backlinks

One last major difference between the Apple and Google algorithm is how they take into account backlinks to your app webpage. Similar to SEO, the Google Play algorithm takes into account the number of backlinks to your app webpage to determine the authority of your app. More backlinks means more authority; and more authority will result in higher rankings.