App Store Optimization (ASO) is the process of improving your app's visibility in app stores. With millions of apps competing for attention, effective ASO can mean the difference between obscurity and success. This guide covers everything you need to know.
Why ASO Matters
70% of app store visitors use search to find apps. If your app doesn't rank for relevant keywords, you're invisible to the majority of potential users. ASO drives organic installs—the highest quality, lowest cost user acquisition channel.
ASO Impact
Apps in the top 10 search results receive 80%+ of search traffic. Moving from position 15 to position 5 can increase installs by 200-500%.
Key ASO Elements
| Element | App Store (iOS) | Google Play |
|---|---|---|
| Title | 30 characters | 30 characters |
| Subtitle | 30 characters | N/A |
| Short Description | N/A | 80 characters |
| Keywords Field | 100 characters | N/A (uses description) |
| Description | 4000 characters | 4000 characters (indexed) |
Keyword Research
Finding the Right Keywords
- Relevance: Keywords must match your app's functionality
- Search Volume: Higher is better, but consider competition
- Difficulty: Can you realistically rank for this term?
- Intent: What are users looking for with this search?
Keyword Optimization Tips
- Use long-tail keywords with lower competition
- Don't repeat words—the algorithm combines them
- Avoid spaces in the iOS keyword field to maximize characters
- Localize keywords for each target market
- Update keywords regularly based on performance data
Visual Optimization
App Icon
Your icon is the first impression. It should be simple, recognizable, and stand out against competitors. Avoid text—it's unreadable at small sizes.
Screenshots
Screenshots are your app's sales pitch:
- First 2 screenshots are most important (visible without scrolling)
- Use captions to highlight benefits, not features
- Show actual app UI, not just marketing graphics
- A/B test different screenshot orders
Preview Video
Videos can increase conversion by 20-30% but require investment. Keep them under 30 seconds, show core value in the first 5 seconds, and design for sound-off viewing.
Reviews and Ratings
Ratings directly impact rankings and conversion:
- Prompt for reviews after positive experiences
- Respond to all negative reviews professionally
- Use the in-app rating API (no App Store redirect)
- Fix issues mentioned in reviews promptly
A/B Testing
Both stores offer A/B testing capabilities:
- iOS: Product Page Optimization in App Store Connect
- Android: Store Listing Experiments in Google Play Console
Test one element at a time, run tests for statistical significance, and implement winners promptly.
Localization
Localized listings can increase downloads by 30-50% in non-English markets. Prioritize:
- Markets with existing organic traction
- High-GDP countries with your target demographic
- Markets where competitors haven't localized
Conclusion
ASO is not a one-time task—it's an ongoing process. Monitor rankings, test continuously, and adapt to algorithm changes. The apps that invest in ASO consistently outperform those that ignore it.