Five reasons your app is not getting top ranks on the app stores

Getting downloads from the app stores through organic search is a very common goal. A paid campaign or social media push can provide temporary spikes in app downloads. However, the only way to get a regular stream of downloads is ranking for relevant and important keywords.

The practice of optimizing an app listing, specifically its meta data, to enhance ranks and visibility is called app store optimization (ASO). The rank of an app on various relevant keywords is largely based on ASO.

If you think people don’t use app store search to discover apps, think again. At least 70% people use search to discover apps on the Apple App Store. Moreover, 65% organic downloads on the Apple App Store also take place through search.

Low rankings on app stores can directly impact the number of downloads you’re getting.

There are many reasons behind low ranks on important keywords. The following sections provide an analysis on five key reasons your app is not getting top rankings.

#1 - Flawed keyword strategy

The first obvious reason behind low ranks on the app store is flawed keyword strategy.

In every segment of the market, there are a range of keywords an app can rank for. This doesn’t necessarily mean that the marketers promoting the app should try and rank for every keyword.

Some keywords have low competition and some have competition. Some have low volume and others have high volume. There are a myriad of factors which separate relevant and irrelevant keywords. Choosing the right set of keywords to target and rank for is crucial for getting top rankings.

Let’s take an example and assume you create a WooCommerce app for Android and iOS. Your new shopping app cannot suddenly rank for keywords other major ecommerce apps are ranking for. Thus, it is a fool’s errand to try and rank for high volume high competition keywords in the beginning of an app’s life cycle.

A better way is to select low competition keywords with medium volume. These are generally long-tail keywords ignored or missed by other major apps. Ranking for such keywords is a realistic goal and can bring in more downloads.

There are other keyword-based factors which play a key role. Using optimal keyword combinations is a better option instead of using each keyword individually.

For example, to rank for the keyword ‘online reading app’, it makes more sense to use this combination as it is in the various meta fields. Mentioning ‘online’, ‘reading’, and ‘app’ separately won’t have as big an impact.

#2 - Changes in app store algorithm

The next obvious reason behind low ranks is a change in the app store algorithm. App stores routinely change the way they display apps on their platform. This is done to improve the experience of users while discovering an app on the app store.

Changes in app store algorithms has a direct impact on the ranks of an app.

Why? Algorithms typically change the weight of each factor contributing to app store rankings. For instance, if an update increases the weight of app downloads as a ranking factor, apps getting high rankings because of keyword combinations alone will fall in the charts.

How can an app prepare for app store algorithm changes? There is no objective way to prepare for an update. The best marketers can do is make sure the important KPIs of their app meets the necessary standards.

#3 - Fall in app ratings

A fall in app ratings can cause a direct impact in the fall of rankings. The following graph explains the impact of rating on rankings.

Image source: Fiksu

As visible from the graph, low-rated apps have the lowest ranks compared to medium and high-rated apps.

Enhancing app ratings is not a goal that can be achieved overnight. Marketers have to set up mechanisms that make satisfied and happy users rate the app and write reviews as well.

Such an endeavour takes time to bear fruit. Satisfied users are generally the last people to rate an app on the app store. The squeaky wheel syndrome ensures that a small majority of unhappy users will always influence an app’s rating and reviews the most.

A sound customer response team can regulate squakly customers from spoiling an app listing with poor ratings. Well-timed rating and review prompts can further help direct happy users to provide feedback.

#4 - Number of downloads

App stores see the number of downloads an app has as an essential KPI. It underlines the popularity of an app in the app market. In the end, there is no greater vote of confidence an app can get than a high volume of downloads.

Your app could have all the right keywords in its app listing. Without a regular stream of app downloads coming in, your ranks will fall.

An app with low downloads generally denotes a lack of confidence from the community at large. App stores don’t ignore this trend and generally demote its ranking on relevant keywords.

What can you do to get more downloads? There are many other ways to get app downloads besides organic ASO. Social media, traffic funneling, email, and influencer marketing are all viable channels which can drive app downloads. Getting traction from these channels can increase downloads and thus improve ranks as well.

#5 - Poor in-app metrics

Apps with a high churn rate or low retention rate are generally spurned when it comes to app store rankings. The reason is obvious. App stores see these low KPIs as a vote of no confidence directly from app users.

The eventual goal of an app store is to help people discover good apps. If the app is rejected by its users, why should app stores reward it with high visibility through high ranks?

Enhancing in-app metrics is a continuous process. It starts with creating a good app which actually serves its purpose. No one develops an app from scratch to get poor retention or high abandonment. The goal is always to make the end user happy.

Naturally, most apps are not able to meet this goal. If you use an unreliable app builder to create a Wordpress mobile app for android and iOS, there is a good chance your app metrics end up going downhill. The same is true if you try to pinch costs at the expense of user experience during custom development.

Good in-app metrics are a consequence of good development, design, testing, and marketing. There is no shortcut to getting a higher session duration or low churn rate.

In conclusion

There are many possible reasons behind your app not getting top ranks on the prominent app stores. The large list of reasons however shouldn’t deter you from examining the cause behind your low ranks. There is no other way you can start working on your ASO and improving the ranks.

This piece lists five key reasons your app could be getting low ranks. The list here is not exhaustive. However, even a fair accounting of these causes alone can see a serious jump in your app store ranks.