Guide: How Your App Gets Found Through App Store Optimization (ASO)

According to Forrester, 63% of all app downloads happen right after a search in the app stores.

That makes app store optimization (ASO) a crucial process for developers and marketers to improve the visibility of their apps in the app stores and generate more downloads. This guide offers a comprehensive introduction to ASO, including proven methods and strategic tips to bring your app to the top of the search results.

ASO pursues two goals:

• Improving your ranking in the app stores
• Increasing the conversion rate (install rate) of your app

ASO and SEO: what is the difference?

ASO is the SEO (search engine optimization) of app stores. While SEO means optimizing your website so that search engines list it as high as possible in the search results, the main purpose of ASO is to increase your app’s visibility in the app stores so that you achieve more downloads and installs.

App stores essentially work like search engines: they want to suggest the best app that matches your search.

And the competition is fierce - your app competes with more than 3 million apps in each of Google’s and Apple’s app stores.

So the rule is: the better your app store listing is optimized for relevant search queries, the more installs you can expect.

Source: App Radar

How app store optimization works

To optimize an app properly for the app store, you need to be clear about a few things:

• Who is the app’s target audience?
• What terms does that audience search for?
• Are the app and its audience multilingual?
• What does the audience expect from the app?

Below are the most important criteria for a good app store listing.

Keyword optimization

• Research: use tools like App Annie or SensorTower to find relevant keywords your potential users actually type.
• Integration: place those keywords sensibly in your app description, in the title and - ideally - in your app’s name.

An example: if you have built a fitness app, keywords like “health”, “fitness”, “workout” and “tracker” could be relevant.

Optimize the description

Your app’s description should not only be ASO-friendly but also speak to users and move them to download.

• Clarity and persuasion: explain clearly what your app does and why it is the best choice for its users.
• Call to action: add a clear call to action, e.g. “Download now and get fit!”.

Visual appeal

While browsing an app store you have surely noticed it yourself: with some apps you think “Wow, that looks cool - I have to try it!”, and with others “Wow, that app is ugly, I am definitely not installing that.”.

So the rule is: your app should be visually appealing.

That does not mean you should upload screenshots that do not match the actual app. But even if your app has a very simple, unassuming user interface, you can still turn it into attractive screenshots that users find appealing.

App icons and screenshots

• Icon: your app icon should be eye-catching and recognizable. Avoid overloaded designs, especially here.
• Screenshots: show your app’s core features in the screenshots. Consider adding short explanations or benefits directly inside the screenshots.

User ratings and feedback

As everywhere on the web, trustworthy “social proof” is decisive. When you have the choice between two products, restaurants or - indeed - apps, you rarely pick the option with the worse reviews, do you?

So the rules are:

• Ratings are decisive: a higher number of positive ratings can significantly increase app downloads.
• Show activity: respond to reviews, especially negative ones, and show that you take user feedback seriously and keep improving the app.

Localization

If your app is relevant for several countries, adapt your app description, keywords and screenshots to the different markets. This increases your app’s reach globally.

• Example: if you offer an app in Germany and France, make sure all content is available in German and French.

Tracking and analytics

Use analytics tools to monitor the performance of your keywords and your overall ASO efforts. Tools like Google Analytics or specialized ASO tools can be very helpful here.

Based on the collected data, you should adjust and optimize your strategy regularly.

Off-app factors

Just as with websites, the app stores have on-page and off-page signals. We covered the on-page signals above. The off-page signals for the app stores are:

• Number of installs
• Number and quality of reviews (see above)
• Number of backlinks to the store listing (relevant for the Play Store only)

Conclusion: ASO is an essential part of every app strategy

ASO is not a one-off project but a continuous process. By regularly reviewing and adjusting your ASO strategy, you stay one step ahead of the competition and make sure your app is seen and downloaded by more potential users. Use the tips above as a starting point to bring your app to the top of the app stores.