The mobile content industry is at the peak of popularity now; this fact cannot be disagreed. Mobile apps are core components of business development, actively affecting its success and profitability. Millions of users from around the world use mobile applications daily, and their number grows constantly. Consequently, the demand for mobile apps is also increasing. That is why the number of people, who want to start making money in this very demanded field, also grows every day.

One can find either large companies or smaller ones among them, but still, they all have to compete with companies that have been in this market for a long time. To assess the extent of competition, simply open app store vs google play and see what a variety of applications is offered to choose from. That is why today we will take a closer look at comparison between app store and google play optimization.

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General Information

The leaders on this market are such giants as App Store and Google Play. They represent two opposing camps of the Android and iOS users. For a long time they compete with each other having no other worthy opponents. They have many things in common, but there are also some differences.

App Store vs Google Play

• Quality vs Availability: While Android is often criticized for the low quality of its apps, Apple controls the quality of iOS apps before they get to the App Store. Although such Android policies may be frustrating for users, it simplifies an app deployment procedure for developers.

• Profitability vs Free of Charge Apps: Developer accounts are much cheaper for Android developers, so much more apps appear at Google Play. Correspondingly, most of apps at Google Play are free; most of those at App Store are paid.

• Downloads vs Number of Apps: The last year showed that having approximately the same number of apps, App Store total download rate exceeds its rival more than twice.


That is not a full list, but the idea is clear: it is necessary to take into account the peculiarities of each of the stores in order to effectively promote the application at each of them. Thus, we start to see the necessity to apply ASO for Google Play and App Store.

App Store Optimization for Google Play vs App Store

ASO is an application store optimization. This is a set of measures to improve the visibility of mobile apps in the search results on App Store and Google Play. The purpose of ASO is evident: the higher the place of your app in search results, the more profit you will make.

ASO has factors that are beyond our control and factors that can be controlled, tested, and improved. For example, it is impossible to control feedbacks and audience engagement. Nevertheless, one can control the context factors of the app, namely, the content displayed on the app page. This content plays a major role in improving your position in the ranking. So, let us discover the differences to take into account while applying app store optimization for google play vs app store.

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Application Title

It is quite clear that the name of the application greatly affects its popularity and the number of downloads. Along with the icon, they are the first two things that the user sees, and determine whether the user will go to the application page or not. Thus, one should be not only creative, but, in addition, well aware of the search engines work principles of the stores. Knowing that App Store search engines look only for exact matches, the bare fact that the app title with keywords in it can increase app ranking by 10% here seems convincing enough to start ASO with writing a title. However, using common keywords may even do harm to the application: it can get lost among the hundreds of similar names and never be found by users. The solution is to use the title, which would uniquely describe your app. To make the most of the keywords power and uniqueness at the same time, try and find the golden mean.

Read alsoHow to Name Your App?

Application Icon

A relevant icon is the second thing in a successful marketing strategy. What exactly means “relevant” here? It is not as simple, as it seems.

• It’s more preferably to have identical icons for the same app in both stores.

• Better avoid the title repetition on the icon.

• Choose simple icons that catch the user’s eye and repeat the design of the app itself.

Remember, that to be displayed distinctly on mobile devices the icon should be also unfussy enough.

Read also7 Tips to Design The Perfect Mobile App Icon



The screens often determine, whether the user will read the description of the app or not. As it were highlighted before, it is highly desirable to keep the icon and the design of the app identical, that is evaluated as a sign of quality by the users. There are some extra useful ideas:

• Display as many screens as possible. It is another chance to tell more about your app. Use all the possibilities.

• If the resolution of the images is high enough, divide them into several sectors and add multiple screenshots to it.

• Put the stress on the uniqueness: display what is the most interesting in your app at the very first screenshot.

These were three universal factors for these two major stores. The optimization of them will allow you to get more downloads in both of them. Those factors, that will be described further, have different effects in each store, or their influence is not so significant, in comparison with abovementioned ones. They will represent the difference between app store and google play for ASO.

Application Description

Despite this point comes to mind the first, it does not affects the ranking as much as the former three points. In the App Store, keyword relevance can not be applied to app descriptions, that means that they have a stronger impact on Google Play than on App Store. In App Store this text is considered only to be read by users, not by search engines. It allows focusing on the ability of the text to persuade users with its words. As for Google Play, here the description is indexed as well as the title, author and comments of each app, and this can easily be used in ASO.

• Describe the core and unique functionality of the app in the first two lines, so that users do not have to scroll and click “More”. In App Store, we have 360 characters for short description, while in Google Play we have only 80. Try to interest or even intrigue the users to make them read more.

• There is no use of posting long and boring descriptions of every feature, so focus on the most significant of them. Describe them in simple language.

• Nobody likes reading too much keyword-stuffed texts. Thus, it is important not to abuse keywords and make them sound naturally.

There are also some less important features, which, however, can also be used in ASO.


Categories. These are one more important thing to make your app easily searchable. Though, it is arranged in different way in App Store and Google Play.

App Store:

• Two categories are chosen: primary and secondary one;

• Apple makes verification if the app really fits them.

Google Play:

• Only one category can be chosen;

• No verification is envisaged.

Localization. It is really useful to localize the full description of the app into different languages. It expands the area of your app distribution.

External Links. These influence apps rankings only in Google Play, but can indirectly influence them in App Store, thus, there is no reason to avoid them.

Keywords. App Store has a special field for keywords instead of searching them in description.

Read alsoThe Winning Mobile User Acquisition Strategy


An incredible speed of mobile development industry makes ASO for Google Play and App Store topmost. Each store ranks the apps a bit differently, but it still necessary to take these differences into account. To sum up, keywords have a stronger impact on Google Play than on App Store, when the latter attracts users with the product quality. It is the core of all the differences, that arise in App Store vs Google Play battle. Other differences have technical nature and can be managed by adjusting text content of the product page. This article will help everyone to generalize knowledge about ASO and highlight the differences between two biggest app stores.

App Store vs Google Play
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