The Ultimate Guide to App Store Optimization

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Launching an app is the most important step in introducing your app to the public, but it takes a lot more to make it visible and popular amongst target users. Want to show your app to the world, improve its visibility, and increase conversion rates? It’s time you focus on ASO (App Store Optimization). Read this definitive guide and improve your app store ranking.

In today’s fast-paced world of digitization, businesses can’t afford to miss a single opportunity to reach their target audience. This is why they are leveraging all the possible channels, including developing a mobile app and launching it in the app stores.

But the work doesn’t end here. Once the app is launched and published on app stores, you need to make it easy to find. That’s where ASO comes in.

What Is App Store Optimization?

ASO, also called app store SEO, is the process of app optimization of your app store page to improve its visibility within the app stores, in order to attract and convert visitors into downloaders. It allows you to make your app more visible on the iOS App Store and Google Play store, gain more exposure, and increase discoverability.

As a result, your app stands out immediately, provides you a competitive advantage, and brings in more downloads and revenue.

Why ASO Is Important for App Growth

According to a Forrester app discovery report, more than half of apps (63%) are discovered exclusively through app store searches. Per TechCrunch, 47% of iOS users said they found an app through the App Store’s search, while 53% of Android users did the same on Google Play.

These stats speak volumes about the importance of app store optimization for app growth. With nearly 5 million apps available to download between the App Store and Google Play, every app faces intense competition.

If your app search optimization is not done or your app store page isn’t optimized well, it will fail to appear in many relevant searches. Many marketers overlook some common ASO mistakes that cost them, potential users. That’s why ASO needs to be done right to drastically increase app downloads and users.

Ranking Factors: Apple App Store and Google Play Store

iOS App Store Ranking Factors:

  • App Name
  • App URL
  • App Subtitle
  • Keyword Field
  • In-App Purchases
  • Ratings and Reviews
  • Updates
  • Downloads and Engagement
  • Other Hidden factors

Android App Store Ranking Factors:

  • App Title
  • Short Description
  • Long Description
  • In-App Purchases
  • Ratings and Reviews
  • Updates
  • Downloads and Engagement
  • Some Hidden Factors

What Are the Best App Store Optimization Practices?

ASO ensures that your app meets app store ranking criteria and rises to the top of a search results page. To boost your app ranking, we’ve listed some ASO best practices that will help you improve your ASO in both the Apple App Store and Google Play Store.

App Title

An app’s name plays a vital part in ASO’s strategy and success. It’s the first thing your users see, and that’s why it’s crucial to choose an app name that’s easy to read, unique and describes your app’s idea and purpose well. The title length can differ: the App Store limits it to 30 characters, while Google Play allows 50 characters. It’s always advisable to use keywords in the app’s title for the strongest ranking weightage.

App Description

An app’s description is the first three lines that your users will see while searching for the app. Both app stores allow you to use up to 4,000 characters for the description field, so your app description should include unique features, a strong call to action, time-sensitive keywords, and detailed, easy-to-read information about the app.


Keywords with high traffic and a low-to-moderate number of apps will be best for your ASO strategy, so you’re advised to do some research on the traffic, and demand for specific keywords related to your app, and how many other apps are already using it. Include relevant keywords across all required sections: app name, description, subtitle, and keywords field. As a result, your app rankings can increase between 80-100 positions.

Standout Visuals

Using intuitive visuals makes your app look more appealing to users and drives your app’s conversion rate. Optimize your visuals (including app icon, images, videos, etc.), keeping a “less is more” approach in mind. The app icon is the first visual impression users have of your app, and it’s crucial to get it right. Make sure you have a one-of-a-kind icon that conveys your app message effectively.

Localize Your App Page

Localization is a crucial ASO component. To reach the masses, localize your app’s visual and written content, and get thousands of users from new locations, competitive advantage over your competitors, better UX, and a greater reach. Localize all available metadata: title, subtitle, description, keywords, and text on images and videos.

In-App Purchases

In-app purchases are an essential step towards app store SEO and ASO marketing, and help your app appear in the app stores’ search results. App users spend 24% more on in-app purchases than on downloading an app. You’re allowed to showcase up to 20 elements for both in-app purchases and subscriptions, each one having its own name, description, and icon. Ignore IAPs at your own risk.

Reviews and Ratings

Reviews and ratings are quite influential for users who have difficulty choosing or downloading apps and want to know other people’s opinions. You can ask your users to review your app either by using a two-step pop-up notification or make sure to send the request when users are more likely to leave positive feedback.


Backlinks are the fuel of app optimization. According to a recent experiment, links directly impact the app store rankings (keywords) on the iOS app store and Android app store. For that reason, you have to get quality links to position your iOS or Android application and improve the ASO of your app.

A/B Testing

A great way to test what really works for your target audience is A/B testing. A/B testing is a comparison of two different versions of store listing against each other to identify which version has better conversion, clicks, and installs. The idea behind it is to create an app that boosts conversion rate, brings more installs with more traffic, and gets you the most clicks.

Summing It All Up

App store optimization takes considerable time and effort but delivers great results. To stand out from your competitors, you must place a strong emphasis on improving your ASO store strategies. We hope this comprehensive guide will help you optimize your app to maximize downloads and conversions.

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