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ASO, App Store Optimisation
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 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.
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.
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.