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Why app store optimization services are important today?

AOS or App Store Optimization services had somewhat taken a backseat with the shift of focus on the rapid growth of artificial intelligence(AI), Google’s mobile-first indexing and machine learning.

App store optimization is an important factor to take note of to maximize your app store’s success. We will shed some light on this topic, read on for more understanding.

What is ASO or App Store Optimization?

App Store Optimization is the process followed to make sure your app store is all sorted to gain visibility and increase organic downloads. This is directly proportional to the increase in revenue too.

What are the main differences between SEO and ASO?

ASO and SEO have certain similarities like keyword optimization, conversion optimization and backlinking. SEO is used for website whereas ASO is used for apps. One of the main differences between App Store Optimization and Search Engine Optimization is the way the ranking factors work.

Google has a list of more than 200 factors to keep optimized for the best rankings and this list is ever-expanding. The list for ranking factors for ASO is much shorter. People are still not aware of the importance of app store optimization services as much as SEO.
App Store Optimization VS Search Engine Optimization

Are App Store Optimization services important?

Let’s give you some stats just for your information. Today, there are over 2 million apps on App Store Connect and over 3.3 million apps on the Google Play Store. At any moment, your app is facing tough competition in the apps world. These numbers are mind-boggling and only shines a light on the importance of app store optimization.

What are the benefits of ASO?

Apps are mostly found by searching for them. Similar to SEO, the ranking is better here if optimization is better. It is a must if you want to get in front of the right audience at the right time. App Store Optimization can have the following benefits:

  • Increase organic downloads.
  • Increase your conversion rate and revenue.
  • Improve reach, visibility and make you stand out.
  • Get seen by the most relevant users.
  • Grow your business worldwide.

How does ASO work and how is app optimization done?

Once you’ve developed your app you can decide to launch it on Google Play Store, Apple App Store or both.

The basis of ASO lies in improving CTR or click-through rate and the rankings within the app store – either Google Play or Apple App Store. By optimizing your app name, logo, title and the images, you can convince people to click on it to increase reach & ranking, but ASO is more than this.

Once people are on your app’s landing page, you have to make sure they download it or at least make a purchase. This in-App optimization is also known as CRO or Conversion Rate Optimization.

To grow your mobile business and have a steady stream of users, the app needs to be fast, agile and updated.

Nobody likes bad quality apps and apps with high crash rates tend to have lower rankings. This is why it is highly essential to effectively manage your app.

Let’s dive deep into complete ASO, follow these steps:

  • Have a very clear ASO strategy.
  • Pick the right title or name for your app.
  • Learn to do keyword research for your app.
  • Give a description to your app.
  • Do A/B testing to get the right app icon.
  • Update app images and videos.
  • Complete app listing and localization.
  • Give heed to app ratings and reviews.

1. Have a very clear ASO strategy

What is your niche market? To know this, research is very important. Understand what your customers are looking for and make a solid strategy. Do competitor analysis and see what kind of keywords they are using, what is working right for them and what are the keywords people use while searching for similar apps like yours. Language is also a huge factor to consider. This forms your first step of ASO before moving onto the next ones.

2. Pick the right title or name for your app

What is in a name you ask? The answer is – everything! This is what the user first sees. It is important to make sure that the app name is as close as possible and relevant to the app. If the title is catchy and appealing, it will be at the back of the user’s head for a long time – this is called recognition value. The name should be easy to read and unique for it to stand out from the competition.

Keep in mind of the character length too. The current available character limit on Google Play Store is 50 characters and the character limit for the Apple App Store is 30 characters.

3. Learn to do keyword research for your app

Form a set of words (keywords) relevant to your app, by which you want to be found on the app store. Keep in mind the following points to find the keywords.

  • What category does your app fall into?
  • What are the synonyms describing the features?
  • What are your app’s features?
  • What are the apps similar to yours?

Forming keywords list is an ongoing process and needs continuous optimization.

4. Give a description to your app

The app’s description is an important part of the metadata. It gives your app’s information to the user at first glance along with an outline of its features. This is essential for people looking for apps they need and there is a high chance of conversion if the information is relevant. Incorporate keywords into the description so it comes up on searches.

The description must be clear, descriptive and not too long.

5. Do A/B testing to get the right app icon

Your app must be visually appealing on the app store too. The app icon must be attractive so the user would want to click on it. Think about how you can design the icon to describe what your app does. A great way to learn what suits best is to experiment. A/B testing is a great way to learn what the audience is interested in. Analyse, run the tests, evaluate, apply changes and follow up.

6. Update app images and videos

Visual communication doesn’t end in designing icons. You have to somehow make the audience download your app. How can you further visual communication? Through images and videos. They allow you to explain the look and feel of the app to the users even before downloading. Study shows that 50% of the decision of downloading the app is made right when they see the images or videos. So make these as visually appealing as possible and explain what they’re going to receive once they get the app. Tell a story and be innovative in how you do that.
capp store optimization strategies

7. Localize your app

App Localization is a great way to reach out to more users across the world. It is the process of adapting and refining an app to appeal Geo specific target market. By ensuring this, your app creates a huge opportunity to fit the needs of users who speak other languages.

8. Give heed to app ratings and reviews

Reviews go a long way and is a vital part of ASO. The better your ratings are, the better and more relevant your app is considered to be. Make sure all the feedback from the users is taken into consideration and queries are resolved. Make customer experience as smooth as possible. The ranking also improves through this step.


These are the steps involved for A-class ASO. After this, you need to track your app’s performance too. This can be done through multiple apps and tools that are available today. Some of the tools are:

  • App Annie
  • App Radar
  • Apps Flyer
  • Split Metrics

App store optimization services must be part of your marketing strategy. Do you need experts to help you with this? We suggest you talk to us today. Our marketing ninjas will sort out your ASO and take it to new heights. Happy optimizing!