What is ASO?
App Store Optimization (ASO) is the process of optimizing mobile apps to rank higher in app store search results and category rankings. Like SEO for websites, ASO aims to increase visibility and drive more organic (non-paid) downloads.
With over 65% of app discoveries happening through app store search, ASO is essential for sustainable growth and reducing customer acquisition costs.
ASO Ranking Factors
| Factor | App Store (iOS) | Play Store (Android) |
|---|---|---|
| App Name/Title | 30 characters | 30 characters |
| Subtitle | 30 characters | N/A |
| Short Description | N/A | 80 characters |
| Keywords Field | 100 characters | N/A (uses description) |
| Long Description | 4000 chars (not indexed) | 4000 chars (indexed) |
| Downloads/Velocity | High impact | High impact |
| Ratings & Reviews | High impact | High impact |
Key ASO Elements
Text Optimization (Discoverability)
- Title: Include primary keyword, keep it memorable
- Subtitle/Short Description: Secondary keywords, value proposition
- Keywords: Research high-volume, relevant terms
- Description: Natural keyword usage (especially Android)
Visual Optimization (Conversion)
- App Icon: Distinctive, recognizable at small sizes
- Screenshots: Show key features, use captions
- App Preview Video: Demonstrate core experience
- Feature Graphic: Android promotional banner
Pro Tip: Localization Multiplies Results
Localizing your app store listing (screenshots, description, keywords) for top markets can increase downloads 30-100% in those regions. Start with top 5-10 countries by revenue potential.
ASO Best Practices
- Keyword Research: Use tools to find high-volume, low-competition terms
- A/B Test Visuals: Test screenshots, icons, and videos continuously
- Monitor Competitors: Track competitor keywords and rankings
- Encourage Reviews: Prompt happy users to rate your app
- Update Regularly: Fresh content signals active development
- Respond to Reviews: Engage with user feedback
Measuring ASO Success
- Keyword Rankings: Track position for target keywords
- Impression to Install Rate: Store listing conversion
- Organic Download Share: % of installs from organic sources
- Category Ranking: Position in category charts
- Review Velocity: Rate of new ratings
Popular ASO Tools
| Tool | Key Features | Best For |
|---|---|---|
| App Annie / data.ai | Market intelligence, rankings | Enterprise |
| Sensor Tower | Keyword research, tracking | All sizes |
| AppTweak | Keyword optimization, A/B testing | Growth teams |
| Mobile Action | Competitor analysis, keywords | Startups |