The Adjust Mobile Measurement Glossary

ASO | Definition

What is ASO?

App Store Optimization (ASO) is a tactic that improves an app’s visibility in an app store. App stores rank each app based on a variety of factors. By successfully using optimal keywords, useful images and localized descriptions, you can rank higher and drive more downloads due to that visibility.

ASO is often compared to SEO, but the former only applies to an app store’s search function and ranking algorithms. That being said, there are several ways SEO and ASO overlap - which may help you when first looking into improving App store rankings.

ASO is effectively a closed-site search engine. Just like SEO, it relies on the right indexation, discoverable content and manipulation of the App store’s ranking algorithms. If you can successfully communicate the uses of your app, both to the store and potential users, there’s huge potential to increase reach and drive installs.

How important is ASO?

App Store Optimization helps you connect with a relevant audience and push your app’s unique selling points. Quality ASO can considerably boost installs, making it valuable to app marketers. Furthermore, these are organic installs, which often prove to be an app’s most valuable users.

What are the main ways you can improve ASO?

Here’s a short list of ways you can improve your app’s ranking with ASO:

  • Using keywords in your app’s name
  • Including keywords in your app’s description
  • Localizing content
  • Using the right primary and secondary app categories
  • Screenshots and other useful images

Let’s take localization as a prime example of how to benefit from ASO. Consider the increased likelihood of conversions when your app’s language and currency have been localized for various users. This small change could immediately increase your app’s reach and further drive installs.

Your app and the needs of its audience will inevitably change over time, and your ASO should also follow suit. It’s no coincidence that the app store’s highest ranking apps regularly maintain and update their content. They aim to reflect user feedback in their ASO and ensure that new features are included in the description.

Another way to learn how your ranking can be improved is by researching the practices of the highest ranking apps in a category relevant to you. By observing your competitor’s ASO, you can optimize your content and get ahead of the competition.

Adjust and ASO

Adjust offers an app store analytics tool, Apptrace. This is a built-in feature in the Adjust dashboard. Within the Apptrace tab, the tool shows your app’s global rankings, average ratings and reviews. You can also view your app’s sentiment analysis, which shows user feedback based on positivity, addictiveness, crash and negativity. Click here to read our Apptrace walkthrough guide.

We also have guides which can help you implement the changes you need to raise your rankings. Click the link to be taken to our ASO guide with App Annie, and you can also find more ASO tips here.