LIVE FROM APP PROMOTION SUMMIT, LONDON: Black hat app store optimisation (ASO), or the manipulation of app store algorithms, is a huge problem for developers that Apple is not addressing, warned Gabriel Machuret (pictured), director, ASO Professional.

He said the App Store algorithm “is a joke” and that Apple does not have a team dealing with the issue, nor is there any penalty for those found guilty of using the unethical means to get apps to higher positions in the charts.

At least in the case of Google Play, the search giant will shut down an account automatically after sending three warnings if a user is found to be manipulating the system.

In Machuret’s opinion, a dedicated team is required to tackle black hat, because those behind it are working at it constantly, with 15 per cent of the top 100 publishers in the world using the technique. Usually this is outsourced to a marketing company promising to improve an app’s ratings, which in some cases charge around $5,000.

It works via techniques such as keyword stuffing, spike search and using bots to search for a particular keyword attached to an app and then downloading.

It exploits the fact that developers have predictable app marketing strategies and trust ASO tools too much, rather than relying on instinct. Developers also fail to take advantage of the “breadcrumbs” these tactics usually leave behind.

Machuret’s recommended solutions include thoroughly analysing all competitor apps and researching them “like a crazy ex” would. Developers must look at where an app is coming from – if it is a new app suddenly shooting to number one, or if it has only 25 downloads but 7,000 positive reviews, chances are something is not right.

He also said to use more than one ASO tool and keep an eye on the latest algorithm updates in app stores, because sometimes they change overnight and no one notices.

Black hat is is getting more effective while app stores are becoming less efficient at fighting back, he said.

“Make noise and make people react, otherwise nothing will change,” he said.