A Comprehensive Guide to App Store Optimization (ASO) | 2024

Did you know that aside from websites, the application of the app store also needs optimization? If you are an app developer or operating an application business, it is important to understand app store optimization (ASO).

This is because there were over 1 million gaming applications and 3.83 million non-gaming ones on the Apple App Store in 2023, while there were 2.43 million applications on the Google Play Store. 

This means that it can be tough to win the app store search if you do not have a prominent strategy. Moreover, many of the applications might use ASO to lead the search. 

Therefore, knowing how to implement an app store optimization strategy is crucial to place your application in the leading position. Read this article until the end to figure out the app store optimization best practices!

What Is ASO?

App store optimization or ASO is a collection of strategies designed to improve a mobile app's visibility and convertibility while adhering to the particular technical specifications of a marketplace (such as Google Play or the App Store) and user preferences.

As a result, users can easily find your application through an app store search. This tactic is also known as ASO marketing, app search optimization, and app store SEO. 

Generally, ASO aims to increase the number of app downloads, but it also aims to boost user interaction, raise business exposure, and get reviews from users. Aside from that, this tactic is also beneficial to increase click-through rate (CTR). 

In brief, ASO and SEO are alike. What makes them different is the optimization platform where SEO focuses on search engines and ASO focuses on the app stores. 

Similar to SEO, ASO has many ranking factors depending on the app's stores. Yet, the most common aspects of ASO you can maximize are:

• App store keywords
• Application name
• Ratings and reviews
• Downloads
• Application description
• Application updates
• Subtitle
• Icon
• Screenshots/supporting visual
• Application preview

Why Does App Store Optimization Matter?

As mentioned before, ASO can help you increase application visibility in the search while directly competing with other applications. 

ASO is important because up to 82% of users find apps through app stores either by browsing or by using the shops' app recommendations. This implies that the majority of users only download apps after finding them in an app store.

Your app's visibility and ranking in the app store depend on the search engine and some luck if it isn't optimized for the app store.

App store optimization is also crucial for escalating conversion rates. Strong organic traffic will encourage downloads and serve as a valuable resource for keywords related to paid user acquisition.

In addition, with more than 5 million applications existing on both the Apple App Store and Google Play Store, it can be challenging for application businesses to compete in the search. Therefore, starting to implement ASO can help your application outrank others. 

Benefits of App Store Optimization

There are many advantages of using ASO for your application business, such as:

1. Improving Discoverability

Discoverability is important because even though users may already type the keywords in, there are many options they can choose. 

Using ASO for your application can place it on the highest search result, increasing the possibility of getting clicked and downloaded by users. 

This perhaps seems to be simpler, but since users most probably choose applications in the highest place, sitting on the prominent rank is crucial. 

2. Increasing Organic Download

You can increase organic installs and maintain long-term success with solid ASO strategies. The app will appear in search results when users look for keywords associated with it. You may maintain top ranks by consistently working on your ASO.

3. Targeting the Right Users

App store optimization can help you target the relevant users who truly look for applications similar to yours. Because app store optimization matches your software to relevant keywords, it helps you reach the correct people.

On the other hand, if your application appears to irrelevant users, they might delete your app after downloading it. 

4. Boosting Revenue

Your apps can be made profitable in several ways, including through subscription models, in-app purchases, and in-app advertising. Consequently, many of you might run advertisements to increase user traffic and money. 

However, your marketing spend will be wasted if users do not download your software from your app store listing page and convert. It is important to keep in mind that app store optimization includes increasing click-through rates and encouraging users to download the app. 

5. Being Visible to the Global Market

You may take your app global with the aid of ASO. You can attract consumers from all around the world to find your app by making it available in many languages through app localization.

How to Do App Store Optimization

There are some ways to optimize ASO for your applications. Below are the steps you can adhere to:

1. Undergo Keyword Research

Keywords are important for ASO optimization. Understanding how to do keyword research for ASO can help you understand what words and phrases are used by users to find certain applications. 

To do so, you can list some keywords defining your application and its features. Then, put those words into tools like Google Keyword Planner or Sequence Stat to see the difficulty and search volume. 

Although those tools are used for Google web searches, they can show you what words and phrases users use to look for something.

2. Perform Competitor Analysis

Aside from the difficulty and search volume, you must do a competitor analysis. Gaining an advantage over your competitors requires you to be aware of and comprehend the keywords they use in their app store page improvements.

Regarding this, you can use the app store search box to perform basic competitor research by simply entering the keywords you found.

Then, take note of the applications that appear first for those keywords and examine their use of keywords in app titles, descriptions, subtitles, and other app store page elements.

3. Add Convincing App Descriptions

App descriptions provide information about your application and its features to your users. You can take some time crafting a captivating app description. 

Then, you can give a brief description of its goals, key components issues it resolves, and any other details customers should be aware of. Do not forget to make it comprehensive and put the keywords in the descriptions. 

4. Put Captivating Visual Aids

Both the Apple App Store and Google Play Store have a section for visual elements like videos and screenshots. Both the app store app page and the search results for the app include visual components.

You can utilize the visual components in your app to demonstrate its functionality, how it solves problems, and the benefits users will experience. A video preview can also be included so that users can see a preview of your app's functionality through videos.

5. Ask for Review and Ratings

Next, you can encourage the users to give reviews and ratings to your application on the app stores. Reviews and ratings provide insight into the quality and popularity of your app.

Please note that your chance of appearing at the top of the app store results in decreases if you have low ratings.

6. Maximize Applications’ Title and Subtitle

Among other elements, the app’s title is also an important aspect of ASO because the user will see the title first before diving into the descriptions. Therefore, the app’s title is considered one of the greatest ranking factors. 

Yet, determining the app’s title is not easy since it is limited to 30 characters or less. Thus, you must leverage it wisely and do not stuff too many keywords there. Moreover, make sure to make the title as natural and remarkable as you can. 

7. Put Keywords (for Apple App Store)

Different from the Google Play Store, the Apple App Store has a standalone field to put keywords related to your product. This is important since Apple will determine your rank by the keywords as one of the factors. 

Since the feature only has 100 characters or less, you must be wise in putting keywords in the field. You should also avoid repeating terms or phrases in the keywords field because of the way Apple crawls and indexes it, even if the same words appear frequently in your keyword research.

8. Magnify Downloads

It is important to note that your app will become more noticeable the more downloads it receives. Additionally, you will receive more downloads the more visible your software is. 

To levitate downloads, you must increase the proportion of users who access your app store page and then download it or conversion rate. 

Some tips you can adhere to are:

• Modifications to your app's title or name.
• Various payment options for your application.
• More captivating visual components.
• Various terms and their combinations in the "Keywords" field (Apple App Store only).
• Distinct app icons.
• Improve the copy in your descriptions.

9. Continuously Update the Application

Last but not least, you must regularly update your application on the app store. Apps that are always evolving and getting better are what users and app stores want to see.

Additionally, updates provide you the chance to make improvements to your program based on bug reports, user feedback, and new features. Do not forget to add some relevant keywords and features to your updated information.

Apple App Store vs Google Play Store: Which ASO Tactic Suit Them?

Talking about app store optimization, it reaches all kinds of application marketplaces. Yet, the most used ones are the Apple App Store and Google Play Store. 

Before being released in the app stores, apps must pass review and approval processes on both platforms. Depending on the size and complexity of your app, app authorization might take a few days to over a week.

Despite having many similar traits, both marketplaces have their approaches. Two features that are exclusive to the App Store that Google Play does not provide are the subtitle and the keywords field. On the other hand, Apple does not give a brief description field like Google Play does. 

Furthermore, below are some ranking factors for both marketplaces you should pay attention to:

Google Play Store Ranking Factors

Google Play Store has ranking factors as follows:

• Application name
• In-app purchases
• Application descriptions (short and long)
• Application updates
• Review and ratings
• Installs and engagement

Apple App Store Ranking Factors

On the other hand, the Apple App Store has some different ranking factors than Google Play Store, such as:

• Application name
• In-app purchases
• Application name
• Application updates
• Application URL
• Reviews and ratings
• Keywords
• Installs and engagements

Conclusion

Those are the ins and outs of app store optimization you must take note of. ASO is important to make your application appear in the highest search results. 

If you also want to win the search engine results, consider using SEO Services by cmlabs. Outperform your competitors with cmlabs now!