The Google Play Store hosts over 1.68 million apps, while the Apple App Store houses 1.54 million. Although both are primary platforms for downloading apps on Android and iOS devices, their app ranking and listing approaches differ significantly.
Optimising your app listing the same way for both stores leads you to miss specific opportunities that can dramatically impact your overall app visibility, downloads and traction.
In this blog, we’ll compare the unique ranking factors of the Apple App Store and Google Play Store to help you focus your optimization efforts where they matter most. Check out our guide on App Store Optimization.
Ranking Factors Unique to Google Play Store & App Stores
Google Play and Apple App Store use fundamental factors like keywords, visuals, user engagement, and app performance to determine search rankings. While the basics remain the same, both platforms have unique ranking criteria tailored to better suit their user base. Often, developers overlook these differences, affecting their overall app ranking on respective platforms.
Here are the key unique ranking factors of the Google Play Store and Apple App Store
|
Google Play Store |
Apple App Store |
|
Short Description |
Subtitle |
|
Featured Videos |
Promotional Video |
| Backlinks |
Keyword Field |
1. Short Description for Play Store and Subtitle for App Store
The Google Play Store lets developers add a short description of up to 80 characters, while the Apple App Store does not include this field in their app listing page. Instead, the Apple App Store allows a 30-character subtitle to provide brief context about the app.
The key difference between Google Play’s short description and Apple Store’s subtitle:
|
Short Description |
Subtitle |
|
The short description is visible only after users open your app’s store listing page. |
The subtitle is visible both on the app listing and the result page |
|
Subtitle Play Store does support subtitles like the Apple App Store. |
Short descriptions are not used in the App Store. |
|
It appears below the screenshots section in the app description. |
Subtitles appear below the app title on the app listing and search result pages. |
| The short description is twice as long as the subtitles (80 characters) on other platforms, offering more space to grab attention. |
Subtitles are concise (30 characters) and often serve as app taglines. |
| Optimising the short description with relevant keywords improves app search ranking and visibility. |
Adding key terms in subtitles is not required as they have less ranking weight. |
Overall, the short description in the Play Store impacts ranking more than the subtitle in the App Store. In contrast, the App Store subtitle provides context about your app and can boost click-through rates from the search results page. Both serve distinct purposes tailored to their respective platforms:
- Play Store Short Description: Focus on keywords to improve discoverability and ranking.
- App Store Subtitle: Use concise, compelling language to highlight app benefits and encourage clicks.
2. Keyword Field
The keyword list in app stores is a dedicated field for developers to add terms that describe their app.
While there’s no limit to the number of keywords, the list must fit within 100 characters. Discover how to effectively target your audience by understanding Keyword Optimization.
This field is invisible to users and is used solely to inform the app store about the key terms your app aims to rank for, thereby boosting your app ranking.
Unlike the Apple App Store, Google Play Store does not have a dedicated keyword field. Instead, it relies on the keywords found in your app’s metadata, including the app title, short description, and long description. Hence, it’s essential to maintain a keyword density of 2-3% when optimising for the Google Play Store.
3. Promotional Video
The Google Play and App Store allow promotional videos, but their requirements differ. The algorithms use the video quality, length, and content to help rank apps on the search results page.
|
Google Play Store Video |
App Store Video |
|
You can add 1 video from YouTube with no time limit to your app listing |
Showcase up to 3 videos, each with a 30-second limit. |
|
Does not appear on the result page except for branded search queries |
One video, along with two screenshots, is displayed in search results. |
|
Monetisation must be disabled since the video is sourced from YouTube. |
Video auto-plays on mute in search results. |
Overall, featured video is a ranking factor for both platforms; however, the way it is presented and the restrictions vary. Hence, plan your video optimisation strategies to meet the requirements of both platforms to better appeal to your audience.
4. Backlinks ( For Google Play Store )
Backlinks refer to the number of external websites linking to your app page.
Google Play Store evaluates the quality, authority, and quantity to determine your ranking. More backlinks can improve your position in search results.
The App Store, however, does not consider backlinks as a ranking factor, so they do not affect your ranking in its search results.
Common Ranking Factors of Google Play Store & App Store
The App Store and Google Play Store have distinct ranking factors and display apps differently. However, they also share similar fundamental criteria for ranking apps and matching user queries with relevant results.
You need to look for a few factors on both platforms to increase your overall app performance.
1. App Meta Data
App metadata includes your app’s title and description, which are crucial for app store algorithms and your target audience. They help your app appear in relevant search results and provide context for potential users.
The best practices for app titles are the same across both platforms. Use relevant keywords in your title while ensuring it reflects your brand and niche.
While some suggest that keyword inclusion in the Apple App Store’s long description isn’t necessary (due to the dedicated keyword field), adding relevant keywords can still improve your app’s visibility. It helps match relevant search queries with your app listing and increases the chance of appearing in relevant results.
For Android optimisation, focus on the app title, short description, and long description. iOS developers should optimise the app title, subtitle, and long description.
2. App Downloads
App downloads reflect your app’s popularity, user base, and experience. A higher number of downloads increases your chances of ranking higher and getting featured in both app stores.
This metric signals to algorithms that your app meets user needs, which can improve overall visibility. However, focusing solely on downloads will not suffice since all factors, from visuals to app categories, play a key role in attracting and converting ideas users.
While the download number is the primary ranking factor, the growth rate of your downloads plays a significant role in your search ranking. Hence, to improve app downloads, focus equally on all ranking factors and conversion strategies.
3. App Revenue
App revenue reflects an app’s ability to generate income through subscriptions or in-app purchases. For specific strategies on monetizing mobile apps, visit our detailed guide on Monetizing with Google AdMob.
A higher revenue often correlates with higher user engagement and retention, which is the primary factor influencing ranking and app visibility.
A consistent revenue stream can boost your app’s ranking by signaling to the algorithm that your app is reliable, trusted, and meets users’ requirements.
While revenue doesn’t directly control search rankings like download numbers, it plays a key role in long-term success by contributing to user trust and, ultimately, user acquisition and retention.
4. Reviews & Ratings
Reviews and ratings are key user satisfaction and trust indicators. The quantity and quality of reviews can significantly influence an app’s ranking in the App Store and Google Play Store.
A higher average rating, combined with positive reviews, signals to the algorithm that your app provides value and a good user experience, which can help improve its visibility and position in search results.
Users often rely on reviews to assess whether an app is worth downloading. Positive reviews can enhance credibility, while negative reviews can discourage new users. This user feedback loop directly affects download rates, which further boosts ranking. A constant flow of positive, up-to-date reviews can improve your app’s standing in search results.
5. Screenshots
Visuals like screenshots and videos are among the first things users notice when browsing apps. They serve as a visual representation of your app’s core features, design, and user experience. High-quality, engaging images can attract potential users by highlighting the app’s value and user interface.
The App Store allows up to 10 images, while the Google Play Store limits you to 8. The App Store displays images on search result pages, but Google Play displays them for branded search queries.
When users find the visuals appealing and relevant to their needs, they are more likely to download the app, improving the download rate, directly tied to better rankings.
6. App Retention
App Retention measures how well your app keeps users engaged over time, reflecting its ability to provide ongoing value and maintain user interest.
It impacts ranking as both stores’ algorithms prioritise apps with returning users. When users consistently open and use your app, it signals to the algorithm that it offers something worthwhile.
Just like downloads, app retention is an ongoing process. Regular app updates, user-focused features, and addressing bugs, crashes, and other performance issues are essential to keeping users active and engaged and reducing the churn rate over time.
7. Localization
App Localization is crucial since it speaks directly to users in their language, considering cultural nuances.
Both stores prioritise relevance in their ranking algorithms, and localisation helps you achieve just that by offering an experience that feels personalised and accessible.
The more your app resonates with local users, the better your chances of ranking higher in those regions. However, it’s not just about translating content; it’s about adapting your app’s description, keywords, and visuals to match different markets’ specific needs and expectations.
8. In-App Events
In-app events allow developers to promote time-sensitive activities or content directly within the app store listing, such as sales, updates, challenges, or seasonal promotions.
In-app events appear in a dedicated section within the app’s listing. When users browse or search for apps, the events are highlighted and can significantly influence users’ decisions to download.
9. App Category
Both app stores organise apps by categories, making it easier for users to browse and discover apps that align with their interests.
Correctly tagging your app under the relevant category signals to the algorithm that your app matches user intent, which can lead to better ranking and exposure.
However, while app category is a ranking factor, choosing the most accurate rather than simply aiming for a broad or popular category is essential. Overcrowded categories may result in your app getting lost among the competition, so striking a balance between popularity and relevance is vital to stand out.
There are other unverified ranking factors beyond the ones listed above. However, these factors have less impact than the primary ones we’ve covered. Focusing on the key factors above will optimise your app listing for better visibility in search results.
