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SEA Agency
Grow your business quickly with paid search (SEA).
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SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
App store optimisation, essential for making your app noticeable in the app stores, is the strategic process of optimizing your mobile app’s visibility, discoverability, and overall appeal within app stores like the Apple App store and the Google Play Store. The primary goal of ASO is to increase organic (non-paid) downloads. This is done by making sure your app ranks higher in search results using relevant keywords, standing out compared to competitors and making users not only download the app but really use it.
Standing out compared to competitors can be done by optimizing elements such as the app’s title, description, keywords, icon, and screenshots. When done effectively, the app will increase in the rankings and search results, making it easier for users to discover and download the app. When you use the right ASO strategy, you can reach a bigger audience, appear higher in search results, and ultimately generate more downloads in the crowded marketplace.
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The worldwide app store landscape is dominated by Google Play and the Apple App Store. While these are the biggest platforms, they’re not the only ones out there. There are several alternative app stores that can also play a role in your app’s visibility, depending on your target audience. For example:
A lot of device manufacturers have integrated their customers fully under their brands by offering mobile app stores at their own. On marketplaces like this, there are fewer apps, so discoverability increases for app creators. ASO practices are similar across all these platforms, each app store has its own rules, ranking factors, and user base.
App store Optimisation(ASO) is important because it helps mobile apps get discovered in a crowded marketplace, and still growing. According to Statista, the two largest app stores offer over five million apps combined, with around 3.5 million on Google play and 1.6 million in the Apple App Store. With so many choices available, standing out with just having a good working app is almost impossible.
Most users find new apps by searching within the app stores. If an app does not appear near the top of relevant search results, it is most likely to be overlooked. Even an excellent app with strong features can fail if potential users never come across it. ASO ensures that an app ranks higher when people search for keywords related to the category, functionality, or benefits.
Once users end up on your landing page, you need to convert them. ASO doesn’t just focus on bringing in new users, it also plays a crucial role in converting visitors to your app’s page into actual downloads. ASO focuses on optimizing every element that influences conversion. For example, accurately presenting the benefits or having screenshots, so the people can see what the app looks like, filters out users who aren’t a good fit.
ASO brings organic downloads, organic users are typically the most valuable users of an app, this is because they downloaded the app and were looking for what you offered, and will most likely use your app long-term. ASO will increase your number of these high quality users.
Paid advertising campaigns are effective for generating users quickly, but can be very expensive, with ASO that’s not the case. This is because installs continue as long as your app stays relevant, this organic travel is always working unlike paid campaigns. Once the paid campaign ends, your app’s visibility will drop.
ASO focuses on two main elements:
ASO experts and app marketers work to boost an app’s visibility through a variety of tactics. When these elements are implemented successfully, the discoverability in app stores will put you higher on the rankings and there will be a higher volume of installs to the app. This is a breakdown of the different ASO tactics:
Identifying the right keywords is the foundation of ASO. By identifying the search terms or keywords that users are most likely to search for when looking for an app that serves a similar function as yours. People are more likely to find your app. With keyword research, it is important to keep in mind that the keywords must be closely related to the app’s core features, benefits and category. Irrelevant keywords might bring traffic, but it won’t convert users who aren’t actually looking for what you have to offer. Also, using the keywords that many people are looking for can boost your visibility, but comes with a lot of competition.
The app title is one of the most important parts for ASO. It should clearly describe the app’s function and include relevant keywords without being too long or unclear. Also, the app description is important. It should clearly explain what your app does and what the benefits are. The first few lines are especially important, as they appear in the search results.
A unique, memorable, and aesthetically appealing icon is really important. It is the first impression users will have of your app, and you want the first impression to be good and memorable. The app icon is present at the search results, top charts, featured apps, and the store pages. Also, the screenshots are really important, this is because the screenshots are really prominently present especially in the Apple App Store, where you can see the first screenshots right after searching. With Google Play, you have to press on the listing to see the screenshots of the app. The preview videos are not a requirement, however show a good idea of the app’s interface and function. They play a big role in showing how an app works and to get attention to your app.
This is an example of product page screenshots being used to highlight different features of an app and show its interface.
Reviews and ratings are significant factors in ASO. Positive reviews make your app more trustworthy and make it more likely that users will download it. Encouraging good reviews and working on the negative feedback can be positive for your app’s ranking. The app ratings are almost the first thing users see when going to your app listing.
App stores also consider user engagement as a ranking factor. When users use your app often, it will rank better in the app store. That is why a lot of apps encourage you to keep using the app with the help of notifications, updates and promotions.
ASO trends can change based on the season. The season or month can seriously influence your app’s success. For instance, fitness apps often see a big increase in January, when the new year’s resolutions are starting and people want to work on their body weight and start to work out.
A highly effective method for evaluating new features and modifications to your landing page is through A/B testing. A/B testing in ASO is the process of comparing two or more variations of visual or textual elements to see what the visitors view as the most appealing option. Here is how it works.
In A/B testing, you split the total number of users into two groups: group A and group B: Group A is experiencing the current screenshot. Group B receives a new experience with different screenshots. This test continues until the group with the best conversion rates is identified. With this test there are a few parameters to select, you can choose the countries in which the test can be done or decide the percentage of users to whom it will be displayed.
The main goal in A/B testing in ASO is to improve conversion rates in one of the variants. Sometimes minor changes, such as a different colour for elements, can lead to big differences in user interaction. This is a great way to see if what you were showing in the app store was to its full potential, or if something else works better.
There are a few things to consider when preparing for A/B testing:
A good example is the app The Coast, they changed the app icon to look if one would get more conversion. The icon stayed the same, only the colours changed. Nike used an A/B test by comparing screenshots with bright blue backgrounds against screenshots with lighter backgrounds. They found out that the brighter blue version led to more app installs.
App Store Optimisation can be compared to SEO (search engine optimisation) for websites, but instead of improving the visibility of your website, you improve the visibility of mobile apps. However, there are bigger differences between the two:
While ASO and SEO share the same goal, which is driving organic traffic, they are different in their approach due to the different platforms.
Even though there are differences with the Apple App store and Google Play, most of the time the approach for App Store optimisation stays the same with these platforms. There are some ranking and upload differences between the apps to consider:
Apple App Store and Google Play: keywords have strong weight and title needs to be short. An app name can be up to 30 characters long.
Apple App Store: not indexed for keywords, however really important for conversion. Apple has a dedicated keyword field. At the top of the description there is a promotional text. This text can always be changed and can be used to share the latest news about your app, such as upcoming features.
Google Play: there is a short description and a long description in the Google Play Store. The short description can be 80 characters long and is important. The long description can have up to 4000 characters. Both indexed for keywords.
Apple App Store: keywords are limited to 100 characters total, with terms separated by commas and no spaces.
Google Play: keywords must be naturally included in descriptions.
Apple App Store: you can add up to 10 screenshots, the first screenshots are really important as they appear in search results. You can also add a preview video, and this can be up to 30 seconds long.
Google play: you can add up to 8 screenshots, they appear prominently on the listing. It’s also possible to add promotion videos which are uploaded from YouTube so they can be as long as you want.
Apple App store: star ratings, with a heavy influence on ranking and conversion, does allow developers to reset ratings with each update.
Google Play: star ratings with influence on ranking and conversion, the ratings can’t be reset.
This is the Apple App Store, here you can see that screenshots are one of the most important factors when people look up your app, since they are so prominently displayed. App ratings are also important, because they appear directly under the icon when users search for apps. People can see the ratings even before they go to your listing page
This is the interface of the Play Store. When working with Google Play, it is also important to have good ratings, because just like in the Apple App Store, the ratings are shown even before users visit the listing page of your app.
We made you a step-by-step guide:
The process begins with research into the market, competitors, user behaviour, and keywords to identify the best way to reach your target audience.
A strong app name should be memorable, unique, relevant to the brand, and easy to spell. A good name has to have a good impression, tell brand identity, and has to stand out from competitors and can lead to a great recognition for people.
Keywords need to be integrated naturally into the title, subtitle, and description, so the app ranks well for relevant searches. Using keywords strategically also involves continuous checking, since search trends change over time. Regular updates help keep the app listing relevant and in line with the users who want to find apps like yours.
A clear and benefit-driven description highlights key features, communicates value, and convinces users to download. The first lines are especially critical, as they often determine whether someone continues reading or loses interest.
Screenshots are really important in an app listing, often acting as a deciding factor in whether a user chooses to download. They should not be just some random images within the app, but carefully selected visuals that highlight the most important features and benefits of the app in a visually appealing way. The first few screenshots are the most important ones, since the user sees them first. You need to get the users’ attention in those first screenshots.
A short, engaging video provides a dynamic overview of the app and builds trust with potential users. A video can really show what your app looks like in a way that screenshots can’t. The style and tone of the video should image the identity of the app.
The icon design is the first element users notice, most of the time. The app icon should be simple, recognizable, and visually original, since it plays a major role in catching attention in search results. Colours and shapes play a big role in attracting attention. The design also should reflect the app by, for example, reflecting the app’s purpose.
A high rating signals satisfaction and creates trust, encouraging new users to download with confidence. Offering good customer support and addressing negative feedback quickly can be helpful in making users more satisfied. Reviews also influence your ranking, another reason why it is really important to encourage positive reviews.
ASO is not a one-time effort, it requires continuous monitoring and testing to stay effective. Performance should be tracked continuously, with experiments and A/B tests used to measure what works best. Monitoring also involves keeping an eye on competitors, as shifts in their strategies can affect your visibility.
This stage makes sure that your app remains competitive and adapts to market changes over time. Insights gained from monitoring and testing are applied to improve results, completing the cycle and ensuring the app remains competitive in a changing environment. Over time this consistent refinement provides a boost, keeping your app visible, attracting new users and remaining relevant in a highly competitive market.
To optimize your ASO even more, there are a lot of tools that can be used, each to help you optimize your visibility, track the rankings, and monitor the competitors. Some tools focus on keyword research and make it easy to find the best search terms for your app. Others, are best in managing reviews and user feedback, making them a good fit if your top priority is customer satisfaction.
The best tool for you depends on your needs. If you want more competitor tracking, better review and feedback management, or a combination of all the factors. By comparing what all the different tools offer, you can decide the tool that fits well to your ASO strategy.
When it comes to ASO, even small mistakes can make a big difference in how your app performs. Here are some of the most common slip-ups developers run into and why you’ll want to avoid them.
You talk about keyword stuffing when you overload an app’s title, subtitle, or description with irrelevant, misleading, or excessive keywords in an attempt to get ranked for those keywords even though they have nothing to do with your app, just to get more reach. This approach should be avoided because:
Since visuals are the first impression a user gets, a weak or cluttered design can instantly lower trust and reduce download rates. Poor visuals suggest that the app itself may also be unfinished or unreliable, even though the app works perfectly. Icons that are too general, too complex, or inconsistent with the corporate identity are often overlooked in busy search results. Using screenshots that fail to highlight real features or benefits do not convince users to install your app. High-resolution, clear, and professional looking visuals are essential to get attention, build credibility, and drive conversions.
Reviews and ratings are critical signals for both app store algorithms and potential users. Many app developers make the mistake of ignoring user feedback, which can cause negative reviews to pile up and damage the app’s reputation. Poor average ratings discourage downloads, no matter how strong your keywords, visuals, or description may be. Most users won’t even consider downloading an app if it has a rating lower than four stars. Reviews also contain valuable insights that can guide app improvements, feature development, and big fixes. By failing to address them, you risk losing your audience and losing long-term users. Active engagement with reviews like thanking happy users, addressing complaints, and showing that you care, can build trust, help with rankings, and improve retention.
Another common mistake in ASO is rarely updating your app. Apps that go for months without updates often appear neglected, making both users and app stores assume that they are outdated or unsupported. This can harm your ranking, as app stores tend to favour apps that are actively maintained and improved. In addition, outdated apps are more likely to have compatibility issues, bugs, or performance problems that frustrate users and lead to higher uninstall rates. Regular updates not only improve the app’s functionality but also demonstrate to users that you are committed to delivering ongoing value. Consistent updates signal freshness, reliability, and dedication, and that drives visibility and downloads.
Failing to localize your app’s metadata and visuals is a missed opportunity for growth. Many developers assume that offering their app in English is good enough, but most app downloads worldwide come from non-English speaking markets. Without localization, you exclude huge audiences who are more likely to engage with apps in their own language. Localization goes beyond just translation, it includes adapting keywords, adjusting visuals, and ensuring cultural relevance. Apps that don’t localize often struggle with visibility in foreign app stores, as users are less likely to visit or download them. By localizing, you can increase global reach, improve conversions, and connect authentically with users around the world.
Ignoring competitor analysis is a strategic mistake that limits your app growth potential. In the competitive app marketplace, it’s not enough to focus only on your own app, you need to understand what other apps in your category are doing. Competitor analysis helps identify the keywords that drive traffic, the design styles that appeal to users, and the features that keep audiences engaged. Without this knowledge, you may miss valuable opportunities or fail to recognize areas where your app can stand out. Competitors also reveal market gaps and weaknesses that you can exploit to your advantage. Regularly studying and learning from others in your category gives you the insights needed to refine your ASO strategy and stay ahead of the competition.
App Store Optimisation (ASO) is not a one-time task but a strategy that keeps on going, combining research, creativity and analysis. With millions of apps competing for attention, ASO helps you by making your app more visible, more appealing, and more successful. When done right, it delivers organic growth, high-quality users, and long-term engagement at a lower cost than paid campaigns would be. By constantly refining your keywords, visuals, reviews, and updates, you make your app as relevant and competitive in a changing marketplace.
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