App Store Optimization

Posted in February 2016 by Silke Glauninger

App Store Optimization Guide

Modifications & familiar Keywords

ASO, App Store Optimisation

Keyword Meaning

App Store Optimization (short ASO) basically describes the process of improving the visibility of your app within an app store. Commonly, it is referred to as SEO (Search Engine Optimization), which describes a similar marketing-related process of boosting your web content within search engine results. Indeed, both processes show some similarities, such as Keyword Research, Optimization, Backlinks, etc. The most important difference between SEO and ASO, however, is that SEO applies to search engines, whereas ASO generally applies to the performance of apps in app stores like Google Play or iTunes App Store.


The goal of App Store Optimization

The goal of ASO is to increase downloads and the number of users of your app. Therefore, the most crucial factor for your download stats is app visibility. Thus, App Marketing experts agree that a higher ranking in search results strongly impacts your download numbers, as users consider higher ranked results to be more relevant and simply do not have to scroll down to sort through all the available apps.

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.

Here you can find the ranking factors for iOS App Store and ranking factors for Google Play Store.

See also

App Store Ranking Factors
App Monitoring

[1] App Radar as Crucial Part in Mobile App Marketing
[2] Was ist eigentlich App Store Optimization?

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.