This blog post will cover a basic breakdown of what ASO is, why it is beneficial to you as an application owner, and what app store optimization strategies are worth considering to help your app rank higher in the app stores.
What is App Store Optimization (ASO)?
App Store Optimization (ASO), is the optimization of your app’s title, keyword choices, description, screenshots, reviews, and other areas to improve the ranking of your application's presence in app store search results - it is like an SEO for apps, focused on driving visibility and conversions (downloads).
Why is ASO a great tool?
Increased Visibility: ASO maximizes the chances someone will find your app organically.
Higher Downloads: Better rankings in app stores means additional traffic and ultimately installs.
Cost-effective: ASO removes the need to rely on paid advertisement and provides organic discovery for your app.
Audience Targeting: The right keywords and a few other factors can help ensure you attract the right audience for your app.
Top ASO Tips To Rank Higher
- Find the Right Keywords
The title of your app and the keywords (for iOS) or description (for Android) should utilize high-search, low-competing keywords.
Tips:
Use tools that can help find appropriate keywords, like Sensor Tower, App Radar, or
Think like your user: What might they search?
Use long-tail keywords (i.e., "budget planning for college students").
- Optimize Your App Name
You want your app name to be unique, brandable, and include some sort of keyword.
Example:
Instead of: Fitness Tracker
Try: FitGoal - Fitness Tracker & Step Counter
iOS title character limit: 30 characters
Google Play title character limit: 30 characters
- Write a Good App description
You want your description to be clear, keyword dense, and user-centric. Make sure to highlight benefits and features in the first few lines.
Helpful Hints:
Use bullet points to improve readability.
Include a call-to-action (i.e., "Download now and start your road to fitness!").
Google Play scans your entire description for keywords, so include them naturally.
- Utilize Quality Screenshots and Videos
Screenshots and videos are big factors for conversions. Show screenshots of the core features of your app and a demo video whenever possible.
Tips:
- Emphasize user experience and user interface
- Use captions or feature highlights
- Use as many screenshot slots as possible (10 max for iOS and Google Play)
- Promote Positive Reviews & Ratings
The more good ratings your app has, the more visibility it gets and the better it ranks. Always ask users who are happy to provide you with positive feedback.
Tips:
- Use smart prompts inside the app
- Limit spammy or intrusive requests
- Post reviews to invite engagement and build trust
- Update Consistently
Regular updates show that an app is still alive and improving and being maintained, which helps with ranking.
Tips:
- Publish a changelog that mentions features added or bugs fixed in the app
- Update your screenshots, images, and descriptions.
- Measure and Review your Performance
Use tools and analytics to monitor your ASO efforts.
Important Metrics:
Impressions
Conversion Rate (views to downloads)
Keyword Rankings
Retention Rate
Tools to Use:
App Store Connect
Google Play Console
AppTweak
App Store Optimization is not a one-time job. It is an ongoing task with an emphasis on analysing, hypothesising, testing, and improving your listing to remain competitive. Implementing these ASO tactics allows you to improve your app's visibility, get more users, and achieve long-term results — organically and efficiently.