What is app store optimization (ASO)?

App store optimization (ASO) is how app marketers improve the visibility and conversion rate of an app in the app stores. ASO is a critical factor for the success of an app marketing campaign, and an app in general, long term and short term. In addition to increasing discoverability in the app stores and driving a higher volume of organic installs to an app, it also has a positive impact on the conversion rate of paid campaigns. By successfully implementing optimized keywords, metadata, engaging visuals (videos, screenshots, and icons), localizing for each relevant market, making seasonal updates, and continually iterating, high rankings can be achieved and maintained.

App store optimization (lower case) refers to optimization and app keyword rankings for any app store—App Store Optimization (upper case) refers specifically to optimization for Apple’s App Store. App store optimization across the App Store and Google Play is similar, but with some important ranking factor—and user—differences.

App store optimization helps you push your app’s unique selling points and connect with the most relevant audiences. Quality ASO boosts installs considerably, making it highly valuable to app marketers. Furthermore, the installs are organic, which often prove to be an app’s most valuable user base in terms of lifetime value (LTV). By localizing, it’s also possible to reach highly engaged, global audiences and to increase brand awareness across markets.

ASO is an essential part of an app marketing strategy. Let’s take a look at the benefits of ASO:

• Discoverability: If your app can’t be found on the app stores, organic downloads will be low. Higher rankings for relevant keywords not only means more users, but highly relevant ones. For most app verticals, the app stores are the biggest discovery channel.
• Organic traffic: Organic users are typically the most valuable users of an app, offering the highest LTV. Strategic ASO will increase your number of these high quality users at scale.
• Low user acquisition cost: By offering continuous, scalable growth, high rankings naturally lower user acquisition (UA) costs, meaning you can invest more in your best paid channels.
• Conversion rate and revenue growth: Along with keyword optimization, ASO is defined by improving the conversion rate of an app’s landing page. The better your conversion rate is, the better the page will rank—the app store algorithms want to display apps that other users like. Top app reviews are another factor here.

Strategic app store optimization is a process of continuous improvement. As the expectations of users—and their search patterns—change, so too should your ASO. Ranking factors differ between stores, but the fundamental goal of each of the stores is the same: to provide users with the best possible apps according to their search. The exact information on ranking factors isn’t known, but there are multiple ways to improve visibility, drive up conversion rates, and power your presence on the app stores. In addition to keyword research, these are some of the key components of a holistic ASO strategy:

• App name: A unique app name that ideally includes a primary keyword.
• Subtitle or description: Capture your app’s benefit, complete primary and secondary keywords in the subtitle (App Store) or description (Google Play).
• Localizing content: All the attention to detail channeled into your primary language should be matched for international listings.
• Primary and secondary categories: In addition to your primary category on the App Store, you can select a secondary category, out of a list of 27 (games can pick two subcategories from a list of 19). On Android, you can only select one category, but you can add up to five tags.
• Screenshots and videos: Selecting the right screenshots and videos are essential to high conversion rates. You want the page to be engaging and visually appealing, while also providing an honest representation of what users can expect in-app. If you set false expectations, you’ll likely see low retention rates.

Successful keyword research for ASO and finding “ASO keywords” is the backbone of a robust app store optimization strategy. Without knowing which keywords users are searching, you won’t have insight into what they’re looking for, and the ways your app already meets their needs or could be developed to closer align with market expectations. Use the following points to get started with comprehensive keyword research.

• Brainstorm keywords that solve problems, highlight features, or relate to key demographics.
• Research competitors to determine which keywords they are ranking for and which they are missing. Both represent opportunities.
• Make unique lists for each app store, as there are nuances in search habits and styles between the two. If you’re listing your add on any alternative stores, also optimize for its algorithm and requirements.
• Read reviews to find information (and keywords) that are relevant to your competitors and your app.

There are also a range of tools like App Radar and Gummicube, which you can work with for keyword research, competitor analysis, and some aspects of measurement.

There’s a lot of crossover with app store optimization and conversion rate optimization, as well as SEO for apps. This means there’s a lot of potential to test and a lot to measure. Apple’s Custom Product Pages, for example, allow you to 35 variations of your product page on the App Store to improve personalization for Apple Search Ads campaigns, which is shown to have a kick-on effect on organic performance. Google’s equivalent is Custom store listings, part of Play Premium growth tools, which allows an additional 50 variations.

Note that these custom pages are linked directly to paid campaigns. Your organic store listing on the App Store can have a total of three alternate product page versions (via Product Page Optimization) for A/B testing. The Play Store offers the same functionality with Store listing experiments.