What is App Store Optimization (ASO)?

With more than 6 million mobile apps in the major app stores, getting your app discovered is one of the biggest issues facing mobile app publishers today. This is why understanding app store optimization (ASO) is so crucial.

App store optimization is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app’s page in the app store.

The ASO process also requires a crucial understanding of your target customer base, including the keywords your potential customers are using to find apps similar to yours. When you learn more about which keywords are being used, you will better understand your potential customers’ language so you can hone in on the best keywords to use.

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App Store Optimization (ASO) factors to pay attention to include:

App name and title

Keywords

Description

Subtitle

Total number of downloads

Ratings and reviews

We’ll cover how to optimize for each of these factors below, but first let’s talk about why AOS matters.

Why Is ASO Important?

According to Google, 40 percent of apps are discovered through app store searches. This makes search in the app store the most used method for discovering and downloading new apps. Simply put, this means that:

With hundreds of thousands of apps in each app store vying to rank above one another, the reality is most publishers are not investing in app store optimization. So here’s my gift to you: ASO is your secret weapon. Spend time every week improving your ASO, and you will meaningfully impact your app’s ranking and overall success.