App Store Optimization » Get Started with ASO

Posted in December 2017 by Silke Glauninger

App Store Optimization Guide
Also known as: ASO, App Store Optimisation, App Search Optimization, App Store Marketing, App Store SEO


What is App Store Optimization?

App Store Optimization (short ASO) basically describes the process of improving the visibility of your app within mobile app stores.

The higher your app ranks for relevant searches, the more traction it gets. Just like Search Engine Optimization (SEO) is crucial for websites, ASO is essential for mobile apps.

My mobile app is very specific - do I need to concern about ASO?

About 63% of apps get discovered through app store searches. People tend to look for apps using the mobile app store’s search engines (app store search is the most prefered method of finding new apps). Even though, ASO is not only about acquiring initial visitors - the app store is always the last step in your conversion funnel.

Let’s imagine someone already saw your app or mobile game on social media, googled for it, or maybe the app was recommended by a friend - the lead will end up at your app store product page in any case for purchasing your product.

If your app is not optimized for being found in app stores, you are missing out lots of potential customers.

ASO is much more than just stuffing keywords. It is about user experience on the whole. It’s affected by app icon, ratings & reviews and localization to name a few. Thus, App Store Optimization should be of concern to every type of mobile app and game.

Is App Store Optimization SEO for apps?

App Store Optimization is often referred to as SEO (Search Engine Optimization), which describes a similar marketing-related process of boosting your web content within search engine results.

What SEO and ASO have in common is the focus on Search Optimization. The most important difference, however, is that SEO is about improving your website’s ranking in search engines, whereas ASO generally applies to the performance of apps in mobile app stores like Google Play or iTunes App Store.

But let’s have a look at the following checklist explaining the main differences and similiarities between ASO and SEO.


The goal of App Store Optimization

The goals of ASO can be summarized to:

  • increase visibility (high keyword rankings and top charts positions) in app stores
  • to increase downloads and the number of users for your app
The most crucial factor for your download stats is app visibility. Thus, a higher ranking in search results strongly impacts your download numbers, as users consider higher ranked results to be more relevant. (And no one wants to sort through tons of search results)

App Store Optimization


ASO Methods

In contrast to SEO, App Store Optimization is still a young field. However, specific ASO methods for optimizing app appearance in app stores have emerged. Most ASO marketers distinguish between two major processes in ASO: Keyword Optimization and Asset Optimization.

  • Keyword Optimization, often used synonymously with Keyword Research, describes the process of researching, analyzing, and selecting keywords in order to increase the visibility of your app.

  • Asset Optimization is the process of improving your apps appearance in app stores in order to convert visitors into users. By optimizing the app icon, the app preview video, or screenshots, ASO marketers try to improve download rates.

Keyword Search Ranking in App Stores

Both the Google Play Store and the Apple App Store (iTunes) use special ranking algorithms, which determine whether your app ranks for specific search queries. The specific algorithm is not public, although it has been observed that some factors play a major role within these algorithms.

It can get pretty difficult to find out, how your app ranks for specific search queries in multiple languages and stores. So, to make it easier to find out keyword search rankings and to continuously monitor accurate ranking data, we found App Radar.

Check out this 30-second video to find out how App Radar can help you in doing App Store Optimization at lightspeed.

If you would like to find out more about App Store Optimization, browse through our full ASO Guide or visit our App Marketing News Blog.

See also

What You Need to Know About App Title And Description in Google Play Store
App Store Optimization for iOS & Google Play Games - How to do ASO
A Beginners Guide for ASO

Silke Glauninger
Silke is Marketing Manager at App Radar. When not writing about app marketing, you can find her looking for new places to explore or watching series with a cup of tea and chocolate.