#MCS2014: Embrace app store optimisation to attract mobile customers

To increase mobile app downloads and earn better rankings it is important for firms to choose the correct keywords and optimise their app store entries.


Speaking at The Mobile Content Summit 2014, David Llewellyn, head of mobile marketing for Europe at Skyscanner, said: “When it comes to browsing and searching, rankings are king.”

Skyscanner has more than 25 million unique monthly visitors and has seen more than 30 million downloads since launching its own mobile apps.

Llewellyn recommends utilising the iOS App Store’s 225-character limit to include as many keywords as possible. On Google Play firms must keep to a 30-character limit, but can see benefits from keyword repetition within their descriptions.

It is also important to keep an eye on rankings, even if they are good. According to Llewellyn, if a company has a very ranking it could take months until consistently bad scores become noticeable on the overall star rating. Websites like App Annie can monitor and analyse app optimisation.

It is also good once someone has downloaded and logged into an app to put features behind it that keep them engaged. Llewellyn says: “The challenge is not about getting users to login, the challenge is product. They want to get good value. Make sure what you’re offering is a high quality product.”

How can your business make the most of its digital content on mobile? Click here to catch up on our coverage of The Mobile Content Summit 2014.

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  • JulioLaker

    255 characters but Apple will reject your app if you stuff the title with keywords so it’s a fine balance really.

  • David Llewellyn

    My actual advice was exactly that Julio, find a balance and definitely don’t use all 225 characters! :)

  • JulioLaker