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So you’re a developer who just polished off the next must-have app for any smartphone or tablet. How can you help your app rise to the top of the search results? No matter which app store or marketplace you are using to distribute your app, don’t forget to think about the right name, description, keywords, and more. If you have successfully released apps before, chip in and add your two cents!

App Store, Appstore or Marketplace?

How you optimize your app’s descriptions will partially depend on which platform it can be found on. Apple’s iTunes App Store is the largest app store right now, and the only app store for iPhone, iPod Touch, and iPad.

Google’s Android Market is the native app store for Android phones and tablets – but it’s no longer the only choice. Amazon has entered the app sales arena with the Amazon Appstore for Android. This curated marketplace is expected to be more selective than the Android Market, but it remains to be seen how many android users will use this alternative store.

Name it well

Naming an app is not easy. Many popular apps have simple, one- or two-word names. Most importantly, make sure your app’s name is short and memorable. You could also consider adding a small description within the title so that users can recognize the purpose of your app before they even click on it. Be careful: the longer and more keyword-laden your description, the “spammier” it appears.

Pick the right keywords

The Apple App Store allows you to include up to 100 keywords to label your app. These keywords are used instead of the description to provide search results. Multi-word keywords are not recognized, and you need to add plural keywords separately (include both dog and dogs, for example). You can include the names of apps or sites which are direct competitors, though it’s not recommended to add the names of popular but unrelated apps.

In the Android Market, the search capabilities are still changing fast, but many of the keyword recommendations still apply.

Don’t forget the category

Your app might fit into multiple categories, so you need to figure out which are the most appropriate, and which categories users might go to in order to find your app. Find your direct competitors, and either use the same category as they appear in, or pick a different one in order to set your app apart.

Write a good description

No, the description is not incorporated in the search functionality of Apple’s App Store, and the search algorithms for Google and Amazon are still unknown. However, don’t let that keep you from writing a great description – just be sure to write it for humans, not for search engines.

Make sure the first few lines of content are direct and encourage readers to keep reading – with limited screen space, some users will not click to expand description fields. However, other users will want to know as much about the app as possible before buying it, so be sure to include pertinent details.

Don’t forget pictures

Letting people see the app in motion is a great way to increase your app’s credibility. Take screenshots of the menu, places where the user interacts, and any screens that make your app unique. Upload as many varied screenshots as possible so that users can get a complete first impression of the app.

Think into your app’s icon, too. Make it as large and high-resolution as possible, and be sure it’s clean, simple, and branded to match the look of the app itself.

Create a lite or free version

Many people are picky about which apps they are willing to pay for, especially if an app is more than $1. By creating a limited version to give away for free, you can spark interest in the paid version of your app – and you could even make money by including advertising space. Make sure the app name is exactly the same, followed by “Lite,” “(Free)” or another variation.

This is less crucial for the Amazon Appstore, which allows users to test drive apps and use them on their computer before purchasing them. Instead, make sure the test drive is working properly after you add your app to the Appstore.

Encourage reviews

Those little stars beside your app’s icon can make it or break it. No matter how high an app appears on search results, the ratings of other users will often decide whether a user will look more closely or scroll to the next search results. Ask your customers directly for reviews, and engage them via social media or blogs as well.

Be receptive to the complaints that you will invariably receive. Your app can set itself apart through your receptivity to the ideas and problems of your customers – an application with timely, high-quality updates can make a big difference in user perception, and will often encourage amended reviews.