作者：Puneet Yamparala

应用商店优化（ASO）是便于你的应用被发现并获得下载量的一系列技巧和方法。应用标题、描述和关键字是任何ASO方法的三个关键要素。

ASO非常重要。超过63%的iOS应用（以及58%的Android应用）是通过应用商店的检索功能被用户发现。但是，如果不当使用ASO实际上可能会让你失去一个最大的曝光渠道。

在执行ASO策略时的最常见错误做法包括滥用关键字，填塞过多内容，以及不理解如何最有效地利用标题和描述。

本文要着重说明的是如何更好地创造应用标题和描述，避免关键字泛滥导致应用难见天日的做法。

ASO(from zhuayoukong)

理解ASO的机制

ASO的构成要素是什么？

答案：标题、描述、关键字以及下载量的分析、评价和应用使用记录。

我们都在乎应用曝光度及其后续下载量。因此，我们的关注点应该在于：标题、关键字用法、描述以及如何避免被耽误。

如何优化应用标题

你的标题要能吸引用户注意力，让他们一眼就知道应用的主要内容。此外，应用商店算法会根据标题及标题中使用的关键字对应用进行排名。因此，你很有必要下一番功夫优化标题，以便吸引用户并提升应用商店排名。

以下是一些ASO专家所提供的建议：

*记住32个字符的限制——虽然应用商店对标题的限制是100个字符，但应用商店检索结果中只会出现应用标题的前32个字符。所以要保持简洁性，并用这32个字符清楚表达重要信息。

*要包含关键字——要在标题中加入最重要的关键字。

*不要填塞过多内容——要用描述性的字眼让标题显得自然而流畅

*不要加入公司名称——应用商店已经有固定的区域显示公司名称，所以没必要多此一举。

*不要频繁变更标题——应用获得一些名气时，网络评论员会提到它的名字，用户也会在网上搜索到这款应用。要一直保持原来的名称不变，持续扩大用户范围。如果你非要修改应用名称，也不要每个月或每周都修改。

可能阻碍应用曝光度的因素

关键字填塞过多内容也会让你的应用受阻。这意味着你使用了重复或不相关的关键字。它会创造一种令人不舒服的用户体验，也会阻碍应用的曝光度。与SEO相似，谷歌和苹果也致力于创造更有吸引力的用户体验。因此，任何阻止谷歌打造最强大搜索引擎，或者阻碍App Store成为全球最大应用商店的行为，肯定会被谷歌和苹果所排斥。

在ASO中使用关键字的正确做法

你可能曾听人说过这样的建议：关键字对ASO来说并不重要。

这实际上是个误区。

MobileDevHQ报告显示，84%应用中的标题不含关键字，而Apptentive的调查发现，标题中的关键字会对应用排名产生10%的影响。

关键字会影响排名算法，也是用户了解你的应用内容及其关联性的重要元素。以下是一些避免消极排名和提升应用曝光度的最佳措施。

在字词之间不要留有空格。例如：

假设你的关键字是“1）健康2）运动3）心脏”，那么你就应该：

*避免关键字前后出现空格——错误做法就是：健康， 运动， 心脏（游戏邦注：逗号之后出现了空格）

*避免使用句子格式——例如：健康运动心脏

*书写要正确——例如：健康，运动，心脏（没有空格）

用满100个字符-—–不要浪费修饰标题的机会。要用描述性的字词，如果不用上所有字符，那就太浪费了。

避免使用“免费”字眼——如果你的应用支持免费下载，应用商店自然会有提示。没有必要在此浪费空间。

不要填塞冗余内容——我再重申一遍，不要再破坏应用商店的游戏规则了。这只会让你的应用被拒绝和受阻。即使你能侥幸成功一次，长期来看也只会造成消极影响。谁知道苹果谷歌应用商店之后又会不会推出一个“可靠开发者”的徽章呢。

针对ASO撰写应用描述

你的应用标题和关键字要瞄准和吸引目标用户，而应用描述则是用来推动下载量。

优化后的标题和关键字可以让你的应用获得一些流量，但真正会推动销量的却是应用描述。以下就是一些ASO描述的建议：

*关注前三行文字而非关键字——关注描述并销售应用。当用户点击应用时，他们就会看到前几行内容（这取决于他们手机屏幕的大小，多数时候只能看到前两三行描述）。记住，关键字并不会影响检索效能，你应该更关注传达应用体验或益处。

*撰写优秀的文案——让你的描述内容便于理解和阅读。

*添加行动召唤——号召用户采取下一步行动，提醒他们接下来要做的步骤，要使用“现在立即下载……”“点击安装……”等短句。

再次强调，不要在描述中塞入过多关键字。如果只是为了迎合应用商店排名算法而强塞入不相关的关键字，这只会让你的应用受阻。

总结——不要滥用关键字

你能在标题和描述中塞入过多关键字，但这并不能骗过应用商店排名算法，只会让你的应用受挫。

尽管现在的应用商店已经变得更贴心，不会简单粗暴地将采取这一做法的开发者帐号关闭，但这仍然是一种让你白费力气的损失。（本文由游戏邦编译，转载请注明来源，或咨询微信zhengjintiao）

Why Stuffing Your App’s Title and Description With Keywords Might Get You Suspended

by Puneet Yamparala

App Store Optimization (ASO) is a set of techniques and industry best practices that allow your apps to be easily discovered and downloaded on the app store. The three crucial components of any ASO include the app’s title, description, and use of the right keywords.

App Store Optimization is very important. Over 63%of iOS apps (and 58% of Android) are discovered through searches in the app stores. Hence, improper use of ASO is practically costing you one of the largest discovery channels out there!

However, one of the most common mistakes made while employ ASO includes misuse of keywords, stuffing, and not understanding how best to leverage the title and description to the greatest effect.

This post highlights the best practices for creating the app’s tile and description, how to avoid keyword stuffing, and hence prevent your app from being suspended.

Understanding the Mechanics of the ASO

What is ASO made of?

Answer: Title, description, keywords, and analytics about number of download, reviews, and app usage history.

We’re concerned about app discovery and consequent downloads. Hence, our focus will be on the primary factors: the title, the keywords usage, the description, and how not to get suspended.

How to Optimize Your App Title

Your titles capture the attention of your audience, giving them a punch-line about what to expect from the app. Furthermore, App Store algorithms rank/organize the apps according to their titles and the keywords used in the titles. Hence, it is important that you put in some effort in optimizing your title for the customers and for the App Store bots.

Here are some best practices from the experts in ASO:

Remember the 32 Character Limit — Though you get a 100 character limit, only the first 32 characters of your app’s title are displayed in the app store results. Cut them short and communicate the punch line within the 32 characters.

Include Keywords — Add the most important keyword into the title

Don’t stuff — Be descriptive and try to make the title natural and fluent

Forget Your Company Name — App stores have a defined area for the company name, so don’t add it again in the title.

Put Change on Hold — Once the app gains momentum, it will be referred and cited with the name that reviewers and website found it on the website. Keeping the title consistent increases reach. Stick with eh initial title, and even if you have to change it avoid experimenting every other week month.

What will get you suspended?

Keyword stuffing will get your app suspended. Stuffing, as defined by both Apple and Google, means use of repetitive and/or irrelevant keywords. It creates an unpleasant user experience and can result in an app suspension. Similar to SEO, Google and Apple are targeting a better and more engaging user experience. Hence, any effort to hoodwink the biggest search engine on the planet, or the biggest app store will obviously not be taken kindly.

The Right Way for Using Keywords during ASO

You might have come across the advice: keywords aren’t that important for ASO.

It’s a myth.

A MobileDevHQ report (acquired by Tune) has shown that 84% of the apps did not have keywords in their titles, and Apptentive measured the impact of keywords in the title — discovering that keywords in the title affected the ranking of the apps by 10%.

Keywords tip the algorithms and searchers about the content of your app and its relevance. Here are some best practices  avoid negative ranking and improving your app discovery.

Never leave spaces in between words. Here’s an example:

Assuming that your keywords are “1) health 2) exercise 3) cardio” then:

Avoid spaces before and after keywords — health, exercise, cardio [WRONG]

Avoid sentences — health exercise cardio [WRONG]

Write Right — health,exercise,cardio

Use all the 100 characters — Don’t waste the opportunity to elaborate your title. Be descriptive, it’s a waste not to use all the characters.

Avoid FREE — If your app is free for download, the app store knows. You’ve told it, and it will let the searcher know it’s free. No need to waste space.

Don’t Stuff — I repeat, avoid gaming the system. It will get your app rejected and suspended. And even if you can game your system right now, it will hurt in the long run. Who knows? They might even come up with a “trusted developer” badge.

Writing Your App Description for ASO

Your titles and keywords are meant to target and engage your target audience; the app description is to compel downloads.

With optimized titles and keywords, you should have traffic to the app. It’s the description that must sell. Here are some tips for writing ASO descriptions:

Focus on the first three lines, and not on keywords — Focus on describing and selling your app. Once the user clicks the app they will see the first few lines (depending on their screen size, it’s likely the first two to here lines of the description). Remember that keywords don’t affect search-ability, hence you should focus more on delivering the app experience or benefits.

Write good copy — Make your description easily consumable and readable.

Add a Call to Action —Give them the next step, remind them what to do but keep it short “Download Now and…” “Tap install for…” etc.

Once again, avoid stuffing the description with keywords. Real people will also be reading it, and adding irrelevant keywords just for the App Store algorithms will have your app marked for suspension.

In Conclusion — Avoiding Keyword Stuffing

You can stuff keywords into the title and description. But it won’t get past the app store algorithms; rather it will simply have your app suspended.

And though the app stores have become more considerate and do not simply close down the account if stuffing is practiced, it still is a loss of effort.（source：gamasutra）