The Secrets to ranking on the Google Play Store | Revealed
We’re going to jump right into the deep end today. The differentiations about ranking on Google Play vs Ranking on Apple. This article is based on an interview that had been conducted with the folks from W3i and Nate Dykstra.
First question: How do Google Play’s and Apple’s ranking algorithms vary?
The key in Google Play is quality. Having taken a lot of heat in their early days for having apps that were extremely lacking in regards to quality; this method allows them to hold developers accountable if the want to see success on the platform.
Google Plays ranking algorithm seems a lot more calculated than Apple’s seeing as they take into account variables that date back ot the initial launch date of the apps (that means 4+ years for some). Meanwhile Apple is believed to calculate their rankings based on more ‘real-time’ data measuring only a few days back, this is what enables media buys (paid promotion) to have such immediate influence.
As of late, Google has begun requiring Google+ accounts to write app reviews. While the App Store requires an Apple Account it’s not the same thing as directly being tied to a social network. Needless to say, you’ll also need to consistently be drawing in new users.
2nd Question: Because Google accounts for uninstalls when calculating your app’s rank, how does this change the mindset of developers when they are prepping an app for submission?
If users aren’t deleting your app, they probably like it. If they are uninstalling your app by the boat load, it’s going to hurt. Luckily, Google makes it easy for developers to update their apps in a matter of hours, vs putting them through a lengthy review process. This is great because Google is giving developers the opportunity to iterate their apps and respond to complaints very quickly (unlike Apple’s newest update where developers can’t even change their screenshots after they submit their app anymore) while still maintaining their quality score for charting. Your app is not going to be perfect when you submit it but don’t submit a bad app. Once the app is sound – submit, and monitor user feedback.
3rd Question: With all the discoverability channels that Google offers including: top chart lists, top paid, top free, top grossing, top new free, staff picks, recommended for you, trending apps, etc..What does it really take to get there and how long are apps eligible?
Apps are eligible to be listed in the “Top New Free” charts for the first 30 days after they launch on the Google Play store. This is why it’s critical to release a sound app and maximize downloads during your first 30 days. When you launch, you should be prepared to measure and influence retention (making changes as necessary).
Have a marketing plan ready and do everything in your power to prevent users from deleting your app. Why not include push notifications to increase engagement. Just don’t be overly aggressive and pester users to return to your game too often will have an adverse effect which will lead to uninstalls and ultimately hurt your chances of ranking in the “Top Free” charts.
4th Question: Does it make sense to aim for the “Top new Paid” char intead (given chart rankings are based on more than just quantity of installs, and assuming users will pay for quality)
If your app is a game, use the freemium model because that’s what the market is demanding. Right now 9 out of 10 apps and 42 out of the top 50 grossing apps on Google Play are free-to-play.
Also note: The Trending Apps list includes a blend of paid, free, and local apps, as well as other apps listed in the top new charts.
App Store Optimization (ASO):
“Similar to SEO, keywords and keyphrases are very important for Google Play ASO. Use them tactfully throughout your title, descriptions, title tags, app name, and even in the file names of your screen shots. Basic optimizations like including your most important keyword somewhere in the title will pay dividends, even when people search for your app in search engines outside of Google Play. “
said Dykstra.
Also using Google’s Keyword tool and auto-response search suggestions that appear to gauge popularity is not a bad idea.
Once you are able to get users to visit your app’s page, welcome them with a GREAT icon and memorable screen shots from your game. Just try not to oversell your app with the screen shots. Remember, uninstalls hurt you.
At the end of the day..
Both stores value quality but have different methods in policing and rewarding their developers. Currently, Quality installs will help you more on Google Play than on the App Store because rank does not degrade as quickly as it does on the App Store (which only accounts a few days in the past, vs Google Play is from the beginning of when the app came onto the platform).
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
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