Definition, tips and benefits of App Store Optimization

Table of Contents

What is ASO (App Store Optimization)?

What is the Difference Between SEO and ASO?

Why is ASO Important in 2023?

What Are the Main Ways to Improve ASO

App Store Optimization Tips

4 Benefits of ASO in 2023

App Store Ranking Factors in 2023


What is ASO (App Store Optimization)?

App Store Optimization aka ASO is the process of improving an app's visibility within an app store to improve app install rates. There are two main components that drive ASO: Searchability and Click Through Rates (CTR). Gone are the days of just focusing on searchability and keywords. At the end of the day, if users are finding your app but not installing it, you're leaving dollars on the table.

What is The Difference Between SEO and ASO?

If you understand SEO (Search Engine Optimization) and are wondering if ASO is simply the same thing as SEO but for mobile apps, you'd be 70% right. Though both processes are very similar, the main difference between ASO and SEO are the ranking factors. SEO ranking factors for websites on search engines like Google and Bing involve more than a few hundred factors, where as the list for ASO is much shorter. Towards the bottom of this post we jump into ranking factors if you want to skip ahead.

Why is ASO Important in 2023?

For starters, Apple's App Store has roughly 2.22 million available apps for iOS users. Google's Play store has nearly 3.5 million apps. Needless to say there are more mobile apps than ever before which means individual app publishers are an ever shrinking fish in an ever expanding pond! One of the first factors app publishers should focus on is maximizing visibility, in doing so, you'll maximize downloads.

Another very important reason why you should care about ASO is that regardless of if you're running ads or have a fancy website to attract new users, at the end of the day new users must visit your app's page to download your app. If your page is hard to find or if it's not attractive or trustworthy, new users will bounce.

What Are the Main Ways to Improve ASO

Here are some suggestions that will assist you in improving the ASO.

Conduct Keyword Research: The use of appropriate keywords is the single most important component of ASO. Therefore, it is absolutely necessary to carry out in-depth research in order to discover the keywords that are the most pertinent to your app and the most popular. After you have chosen your keywords, you should make sure that they are included in the name of your app as well as its description and the metadata associated with it.

Localize Your Content: The importance of localization cannot be overstated in relation to ASO. You can expand the reach of your app and drive additional installation activity by localizing the content you provide. Take into account the increased possibility of conversions that results from localizing your app's language and currency for use by a variety of users. Because of this simple modification, the value and functionality of your app may immediately improve.

Optimize Your App's Visuals: You can better demonstrate the features and benefits of your app by including screenshots and other helpful images. Make sure that the visuals you use are of high quality and that they accurately represent your app and the benefits it offers.

App Store Optimization Tips

The following are three additional recommendations that will be of assistance to you in improving the ASO of your app:

Tip 1: Encourage User Reviews and Ratings

User reviews and impressions play a significant role in determining the rankings of apps. To encourage users to leave reviews and ratings, it's essential to prompt them within the application. Additionally, providing incentives such as rewards or exclusive content can help to increase the number of reviews and ratings received.

Tip 2: Regularly Update Your Content

Your application, as well as the needs of its user base, will inevitably change over time, and the optimization strategies you use for it should adapt accordingly. It is not a coincidence that the apps with the highest rankings in the app store are those that regularly maintain and update the content of their offerings. They want their ASO to take into account feedback from users, and to guarantee that any newly added features are mentioned in the product description.

Tip 3: Monitor Your Competitors

Investigating the methods that were employed by apps that have attained the highest rankings in a category that is comparable to your own can be an efficient way to learn how to improve your ranking. By monitoring the ASO strategies utilized by your competitors, you can optimize the content you produce and gain an advantage over the other businesses in your industry.

4 Benefits of ASO in 2023

  1. Improve visibility and discoverability → No mater how awesome your app is, if users can't find it, they can't download it.
  1. Increase organic app downloads → App publishers that make ASO a priority rank highly for keywords which in turn allows your app to be discovered and downloaded by users that haven't even heard of your app before searching. The best part? These users don't cost you a dime in marketing cost to find them.
  1. Reach a global audience → Though this is more of an expert level optimization process, if your app can be easily translated or used globally without a language barrier, you can make your app available in other languages through localization.
  1. Cut customer acquisition costs (CAC) → Instead of spending money on Facebook ads or social media influencer campaigns, you can lower your CAC by focusing on organic reach with ASO. This not only lowers your CAC it also provides you with a steady stream of new user growth.

App Store Ranking Factors in 2023

The following graphic shows the ranking factors shared by both Apple's App Store and Google's Play Store along with the unique ranking factors. Despite knowing the list of factors, app marketers and experts in ASO are still somewhat unsure which criteria are weighted highest. What they are sure of is that the App Title on both stores is the number one contributor to ranking highly.

App Store Ranking Factors - ASO 2022


What’s the Most Important Thing I Can Do To Optimize My App Store Listing?

Understanding your target audience and using relevant keywords in your app name and description are the most important things you can do to optimize your app store listing. This will increase your app's visibility in search results and entice potential users to download it. Furthermore, optimizing your app's visuals, such as using high-quality screenshots and videos, can help convert users and increase downloads.

What Does it Mean to Optimize My App Store Listing?

Optimizing your app store listing entails increasing the visibility and appeal of your app in the app store in order to attract more downloads and engage your target audience. This includes incorporating relevant keywords into your app's name and description, creating high-quality visuals, obtaining positive feedback, and keeping your content up to date. By optimizing your app store listing, you can improve the performance and value of your app to potential users, resulting in better organic growth and more downloads.

How do I Increase Downloads of My App Organically?

Focus on optimizing your app store listing and gathering positive reviews to increase organic downloads of your app. This can include the use of relevant keywords, the creation of high-quality visuals, the addition of useful and engaging content, and the provision of excellent customer service. Consider promoting your app via social media and other marketing channels to increase visibility and attract new users. You can increase organic downloads and build a loyal user base by consistently providing value to your audience and optimizing the performance of your app.

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