The Complete Guide to App Store Optimization (ASO)

Ready to launch your app? Great, but with millions of them across major stores, getting discovered is one of the biggest issues facing mobile app publishers today. This is why understanding app store optimization (ASO) is so crucial.

But ASO isn’t just about getting eyes on your apps and encouraging downloads. It’s about attracting the right type of users who are more likely to convert, increasing brand awareness, and driving engagement. 

In this piece, I’ll detail what app store optimization is and what you need to know to help your app rank well.

Key Takeaways

• App store optimization refers to practices that optimize your mobile apps so they rank better and have more visibility.
• App store optimization is vital to visibility and conversions. Elements of ASO include finding the right keywords for your audience, writing the perfect description, and teaming it with strong visuals.
• Rather than just getting downloads, app creators should focus on bringing in the right types of searchers who are actively looking and most likely to convert into active users.
• ASO optimization techniques like keyword optimization, descriptive titles/subtitles, and high-quality visuals are vital to getting organic downloads.
• 650 million people visit the App Store every week to find new apps, meaning you have to optimize if you want to stand out from others.

What is App Store Optimization?

App store optimization involves optimizing your mobile app listing to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers.

Why?

Because with optimization comes enhanced visibility and more traffic

ASO optimization also means understanding your target customer base, including the keywords your potential customers use.

ASO factors to focus on include:

1. App name and title
2. Keywords
3. Description
4. Subtitle
5. Total number of downloads
6. Ratings and reviews

I’ll talk more about these factors later. But now that you know what ASO is, let’s talk about how it works.

How App Store Optimization Works

As described earlier, ASO focuses on enhancing various elements of an app listing to improve its visibility and discoverability in app stores. Much of what I’m about to explain is SEO basics, but there are still a few key differences, which I’ll cover later.

Let’s discuss some of the most important elements:

• App name and title: You’ll need to choose your name and title carefully. It should be descriptive, short, memorable, and relevant. With millions of downloads, CapCut is clear about what its app does with a snappy name and title.

• Keywords: Google Play and App Store design their algorithms to show the most relevant results in search queries, making keywords a crucial factor in ranking. You need to know which keywords your target audience uses most often to improve your rank. It’s also helpful to monitor competitors to see how you compare week to week, as is modifying and optimizing your own keywords as needed.

Shopping app Temu uses terms like “Shop incredible deals” and “Shop like a billionaire,” and it seems to be working with over 400 million downloads globally! These terms work well because they grab the attention of shoppers looking for bargains and appeal to aspirational buyers with limited budgets.Temu also makes good use of imagery, showcasing special offers on Black Friday deals,

• Description: Here’s where things get a bit murky. Apple’s App Store algorithm ignores the description for ranking purposes. Note that Google Play has its own algorithm that isn’t identical to Apple, so make sure you cater your description to each store. While you might want to keep your description short and sweet for Apple, Google Play considers keyword density in the description. Users, also are a different story. So, focus on explaining the features and benefits of your product. 

Essentially, you have a limited amount of characters to make your pitch and convince someone you’re worth downloading. Few readers will ever click “more” to read beyond that. As there’s no room for fluff, you may need to A/B test several iterations to find what works best.

• Subtitles: You’re given a subtitle below the title in search results. It’s limited to 30 characters but allows you to include more descriptive, relevant keywords, like this example from mobile gaming app giant King:

As you can see, it uses terms like “multiplayer” in the subheading to help a relevant gaming audience find it more easily.

• Total number of downloads: Downloads are crucial for app success. The App and Google Play stores determine rank based on an app’s current download rate, signaling popularity and user interest. Use ASO and add an app preview video and screenshots (like the image above) to attract more downloads.
• Ratings and reviews: Google and Apple app stores use customer reviews and ratings to influence app rank by assessing user satisfaction, engagement, and app quality.  For example, your app needs a 3.0-star rating or higher to feature in the Top Charts on Google Play. ASO enables you to gather and address customer feedback, which influences your app’s star rating.

• Updates: Regular updates are vital in ASO optimization. It signals to the app store algorithms that your app is actively maintained and relevant, which helps boost visibility. Remember your users, too. Make sure your improvements are meaningful and enhance the user experience, versus changes for the sake of changes.

Why is ASO Important?

Every week, 650 million people go to the App Store to find and discover new apps. That’s just one store.

Simply put, this means if  ASO optimization isn’t part of your app marketing strategy, you’re missing out on a huge opportunity. 

With millions of apps in each app store vying to rank above one another, the reality is most publishers don’t invest in app store optimization, meaning their apps might not get discovered.

By working on optimization, you gain visibility, encourage downloads, increase traffic, and enhance discoverability,  making it an essential part of your app’s success.

The Relationship Between ASO and SEO

App store optimization and SEO are both essential for online visibility. While they are complementary in some cases, they can differ in terms of the purpose and platforms they serve. 

Here are some key differences:

• Platform: ASO focuses on app stores (Google Play, Apple App Store), while SEO targets search engines.
• Keywords: Both center on user search intent, but ASO optimizes for app-related keywords instead of broader web-based SEO keywords.
• Metrics: ASO measures success through app downloads and rankings, and SEO focuses on web traffic, search rank, and other metrics.
• Content type: ASO focuses on app descriptions and visuals through screenshots and videos, whereas SEO trends are more toward text-based content and visual optimization.
• User intent: ASO targets users looking to download apps, while SEO concentrates on users seeking information or to buy a product or service.

Both strategies complement each other by driving traffic from search engines and social media (SEO) to app pages (ASO). 

How To Be Successful With ASO

With so much competition, you’ve got to take action to get your app noticed. By introducing some best practices and following the steps below, you’re giving your app the best chance of succeeding. 

Let’s begin with keyword research.

Focus on The Right Keywords For Your Audience

If you’re new to this, Apple has some awesome tips for finding the right keywords:

• Begin by choosing the ASO keywords based on research that you think your audience will use when looking for your app. For example, a kid’s educational app might include “academic games,” “educational apps for children,” or “interactive learning.”
• Remember, Apple limits the keywords field to 100 characters.
• Ensure app features and functionalities are accurate so the algorithms will show your app for relevant searches.

Also:

• When choosing ASO keywords, go for a mix of high competition, less popular, and long tail keywords. Consider keyword relevance and search volume, too.
• Use Search Match to find new keywords if you’re using paid ads. 
• Understand search intent for better audience targeting.
• Consider your products’ USPs, competitor’s keywords, niche, trends, and popular niche keywords when brainstorming keywords.
• Include your brand name.

Build The Perfect App Title and Subtitle

The title is our first impression online. It’s what drew you to read this post and attracts users to your app. It can help you get noticed in search, too.

According to research that BrightEdge shared with Search Engine Journal, title tags with keywords rank in the top five positions of Google 85 percent of the time. Although we’re not talking about search engines when it comes to ASO, this does highlight the importance of choosing the best title.

Obviously, some limitations apply, as the App Store is very regulated.

Best practices for app titles and subtitles include:

• You’re given only 30 characters for a title in Apple or Google Play, but your title can get cut off to 26 characters, so keep them concise.
• Avoid keyword stuffing and keep names simple and easy to remember.
• Stay away from generic titles, and make your titles unique, descriptive, and in keeping with your brand.
• Work with a professional designer so your app icon looks good. Users are wary of downloading shady-looking apps because of privacy concerns.
• Use your subtitle to summarize what your app does and highlight features for your target market.
• Create up to three visually compelling previews of your app to engage searchers, but notes that screenshots don’t appear in Google Play’s search results.
• Add screenshots from your app’s UI.
• Be smart about how you optimize. Apple suggests considering “the trade-off between ranking well for less common terms versus ranking lower for popular terms”. Deezer, for example, does everything right: 

Its icon is sleek and simple, and with a short name, it could fit in three essential keywords. When searching the App Store for “free,” “music,” or “radio,” you’ll find Deezer at or near the top.

Optimize Your Keyword Field

Apple provides you with 100 characters to enter keywords separated by commas. These help your app get discovered through search and related content.

You can do some in-depth keyword analysis using Apple Search Ads, but this feature is only available to iOS app developers. It’s an essential tool for listing any project.

You can also use a keyword research tool like Ubersuggest to find and test common key terms.

Implement Strong Visual Elements

You know what they say about first impressions.

As they’re the first thing people will see, screenshots and images will do some of the selling for you, so you’ll want them to be as good as possible. Here’s how:

• Use the maximum amount of screenshots: You get ten for the App Store and eight for Google Play. Ensure they tell a story and start with the most important one.
• Make the most of icons: Create eye-catching icons that reflect the personality of your game and your brand. Keep your icons simple and ensure they’re compatible with different platforms.
• If you’re targeting different regions, ensure localization is part of your strategy.
• Keep images clear and uncluttered and do the same with your layout. Consider using professionally created images if you have limited design skills. 
• Ensure your color palette reflects your branding and use clear messaging.
• Focus on text, too. Select your fonts carefully and check readability. Ariel, General Sans, and Poppins work well.
• Add reviews for social proof.
• Finally, A/B test screenshots, videos, and images to see what works best.

Increase Reviews and Ratings

Have you ever downloaded a one-star app? Or an app with limited reviews? I doubt it.

Customer reviews and ratings are important considerations for users, especially those unfamiliar with an app brand.

Apps with higher ratings also rank higher, but you also want positive reviews because apps with three stars get penalized, while apps with four stars above get promoted. So, you need a way to connect with your customers inside your app, giving them a place to vent and talk directly to the developer.

Ultimately, you want a page full of glowing reviews.

To get more app reviews:

• Put a message in your app inviting people to leave a review or include an in-app plugin feedback form. Examples of great times to do this are after the first level of a game or after a customer sends their first message through your encrypted messaging app.
• Use surveys and social media.
• Invite influencers to play and review your app, but be aware they will also likely point out any negatives.
• Offer incentives, like entry into a competition or a small discount on a new app.

Here’s the downside: the more reviews you get, the more negatives may appear. You can limit this by:

• Including your contact details and inviting feedback.
• Making the app available in beta so you can find any flaws.
• Answering new feature requests.
• Addressing any negatives. Be sure to reply to negative reviews. A bad customer experience could be due to an error or glitch you’ve corrected.

Regardless of the type of feedback, always be responsive, helpful, and polite.

Ratings also affect conversions.

Maintaining a high rating is often easier than raising one from two or four stars. That’s why it’s important to solicit reviews from customers within the app, preferably within the first two weeks.

That’s how long 73% of users will use an app before deciding whether or not to keep it.

Increase Your App Downloads

Ultimately, it’s a download that matters, and if you want searchers to discover your app, you’ll have to focus on your ranking.

Google says it favors “apps that are high quality and relevant to a broad audience. The best thing that a developer can do to increase discoverability is to build an app that people enjoy and recommend to others.”

Makes sense, right?

To increase your app downloads, consider these factors:

• Ensure your app has a good user experience.
• Optimize your screenshots and icons. Use bold colors and basic but eye-catching designs.
• Track your metrics. Look at key areas like conversions, downloads, time spent playing, app retention rates, subscriptions, in-app purchases, units downloaded, and daily sales figures.
• Invite users to test your app first and limit bad reviews. For example, Apple lets you run a beta test with its TestFlight feature.
• Follow the guidelines. Both Apple and Google give marketing and design resources.
• Consider advertising. App stores have search ads, so you can use paid promotions to drive traffic.
• Editorial value. Google Play lists curated recommendations to help searchers find interesting and noteworthy apps.
• Keep your app updated to stay relevant to users and the app store algorithms.

Enhancing your app store optimization is a great place to start. Beyond that, work on marketing your brand and app. Focus on improving recognition, awareness, and appeal, from app store descriptions to images, ratings/reviews, and social media presence.

Monitor Your Results and Be Ready To Adjust

You should be up and running by now, but that doesn’t mean you won’t have to shift strategies along the way.

Below are some of the metrics to monitor:

• Keyword rankings: These measure visibility, so keep a keen eye on them.
• Tap Through Rates: In the App Store, this measures how many people click the “Install” button. On Google  Play, this is when visitors click on an app listing and then open the App’s details in the Play Store. 
• Top charts and category ratings. The App Store uses top charts for free and paid apps and games. Google Play lists categories for the editor’s choice, popular apps, etc.
• Conversions: These are your installs/download rates.

I’ve listed some further tools to help with tracking under the “Use ASO Tools” section, and you can use App Store metrics for views, sales, downloads, usage, etc.

Google Play has Play Console where you can customize KPIs like device growth, engagement, and store listing performance. 

Focus on Your Retention Rate

How long your app stays installed and how many times it’s used while installed can help App Store search rankings.

Retention rates are important for mobile device rankings. High retention rates mean more engagement, conversions, and higher lifetime value. But the bar isn’t set very high.

According to Business of Apps, iOS retention rates start at 25.6 percent on day one but fade to 4.13 percent by day 30. On Android, the retention rate begins at 23.01 percent and ends at 2.59 percent on day 30.

After 30 days, the average churn rate is 68 percent, so it’s not great, but there is some good news there, too:

Using in-app notifications, like those feedback forms I mentioned earlier, can boost retention by 30 percent.

Now let’s look at a few tools you’ll find useful.

Use ASO Tools

You can take the hard work out for finding niche keywords and phrases with ASO tools. Depending on which one you’re using, they’ll also:

• Track metrics and revenues.
• Gauge user sentiment.
• Monitor comments.
• Cross-platform monitoring.
• Perform competitor analysis.
• Give actionable insights.
• Optimize search ads.

Some popular tools are:

StoreMockups, for creating screenshots and in-built, high-converting templates.

AppFollow for keyword tracking, competitor analysis, and analyzing and managing reviews at scale.

Asodesk for App Store optimization, App Store and Google Play competitor research tools, and keyword research.

SplitMetrics for its free AI-based Apple Search Ads optimization and mobile A/B testing.

Consider Working With An ASO Agency

The basics of app store optimization might seem simple enough initially, but it can soon become overwhelming if you have a small team or lack expertise. 

And just like search engine optimization, ASO needs constant work.

There are changing algorithms, regular monitoring, and knowing how and when to change course if needed. And that’s before I get to keyword research, competitive analysis, and understanding user behavior.

Fortunately, there’s no shortage of app store optimization agencies to help you. But before you choose, look for one with:

• Proven expertise and positive testimonials.
• Both technical knowledge and a strong level of creativity.
• A tailored approach to help secure downloads, engagement, and retention.
• An understanding of analytics.

Myths About ASO

Ready to dispel some common myths about ASO? Here goes:

• You need to change your title often: Regularly changing your titles won’t boost your ranking and may even have the opposite effect, limiting your app visibility. But you may want to change keywords occasionally because of seasonal demands, new features, or trends.
• Keyword stuffing will help you rank: Keyword stuffing can harm your ranking, and Apple states that using repetitive keywords may get your app removed from its store. That’s obviously something you want to avoid, so limit keywords to relevant, descriptive terms that help searchers find your app.
•  It’s all about the ratings: Short version: Nope. While ratings are important and can increase tap-throughs and downloads, they won’t necessarily increase rankings.
•  As long as it’s on the store, people will find it: With the millions of apps available, there’s no guarantee app store users will even see your app. Like any other product, you need to market your app with advertising, content marketing, and social media to drive initial interest and keep fresh traffic flowing.
•  The description’s not that important: Research shows that descriptions are vital. Your description can determine whether someone downloads your app or not and is every bit as essential as high-quality images.
•  I can copy my iOS strategy to Android: Each platform has different algorithms and ranking factors, and they display apps differently, so while some of the same steps may apply, you need to consider what sets each platform apart and optimize accordingly.

How ASO Factors Into Other Marketing Channels

ASO store optimization is only part of the story. You’ll want to use other marketing channels to get even more traffic and downloads of your app, too.

Why?

When a searcher is actively searching the App Store or Google Play, they’ve probably already decided to buy. But you can use other marketing channels to get traffic from people who aren’t so sure.

How do you do this? With the digital marketing techniques I mentioned earlier as part of a broader strategy. 

Get consumers who are at an earlier stage of the marketing funnel with:

• Email marketing: To get your subscribers excited and keen to learn more about your app, use your regular emails to send customers directly to your new app. For example, Calm sends emails to entice email subscribers to download its app and try it for free.
• Create a stir on social media: If you’re already active, that’s great! If not, set up new accounts for your ideal audience and use your chosen platforms to market your app.
• Set up a website and landing page: SEO optimize these pages to sell the benefits and features of your app and link to your store.
• Finally, use paid ads for more targeted traffic and an even bigger buzz.

FAQs

What is app store optimization?

This involves optimizing your mobile app listing to rank higher in the app store search results. ASO helps to increase visibility and gives you more opportunities to get downloads.

What’s the most important thing I can do to optimize my app store listing?

The most important thing you can do to optimize your app store listing is to research and use the best keywords to reach the target audience for your app.

How do I increase downloads of my app organically?

Optimize your listing through keyword research, choose engaging title names for your apps, ensure quick download speeds and great UX, run social media campaigns that get people talking about your app, etc.

How much can you earn with an app?

It varies by how much you charge for your app, its quality, competition, subscription numbers, in-app purchases, ad experience, etc.

Conclusion

Like SEO, ASO is a process you must monitor and constantly tweak over time. Your optimal set of keywords is rarely the set that you first opt to put in the app store.

In most cases, little or no research on keyword searches occurs before the app submission, leaving most apps hidden and the likelihood of discovery quite low.

To reap the rewards of ASO optimization, you need to invest time and effort. If you do, you’ll have a consistent channel driving traffic to your app.

Being found is one of the most difficult challenges for mobile apps, but it is a problem you can actively solve with these tips.