Quick guide to App Store Optimization (ASO)

With over 2 million games and applications on App store and Play store, how do you think you can make your app stand out or discoverable?

ASO (App Store Optimization) is a process that helps an application to maximize its visibility by optimizing in the Apple App Store, Google Play store and other app store markets. ASO is often compared to the SEO process. Well both the concepts have similar marketing related process and has similarities like Keyword research, optimization, backlinks, etc. The only difference between the two is that SEO applies to search engines and ASO applies to the performance of apps in app store markets like Apple’s App Store and Google Play Store. ASO generally boosts traffic to list in top charts and featured tabs to maximize visibility, increase conversion rate and get organic downloads from people.

The main aim of ASO is to get maximum downloads and users. This concept uses On-app and Off-app techniques. On-app techniques include app name, description, keywords, usage metrics and uninstall rate, whereas off-app techniques include, downloads, ratings, reviews and social signals.

You have put all your hard work, pass and ingenuity in making your app, designing it and developing it and you have finally got approval from Apple and Google to accept your app in their respective store. But what is the use if you fail to find an audience for it?

Now comes the time to optimize your app and make it discoverable for the people since you believe that your app provides value to your customer. There is a lot of competition out there and everyone wants their application to stand out, therefore this quick guide will explain how to optimize each step and in what areas to focus so that it boosts your app discovery, organic downloads, and rankings as well.

Before publishing and after publishing your app there are many things that have to be taken into consideration like:

  • Logo

The logo of your app should be attractive and designed in a unique manner. It is basically the face of your app. Research has proved that logo of the app influences people to download it. People do not take time to read the insights of the app, they have very little time, and therefore it is the face of your app and the functional element that makes them download it.

  • Interface screenshots

After logo, the next thing that people see are screenshots of your app interface. This gives them an insight of how user-friendly your app is or how does it look. It plays an important role to make people download your app. App store or Google play store doesn’t show all information about your app until they click on it, therefore screenshot gives a lot of information about user interface and makes an impact on them. Make sure there are at least 6- 7 screenshots of your app. Include screenshots of best app features, testimonials, etc. Make use of real screenshots and ensure that it is readable.

  • Choosing category for app

Select the right category as per your application. Whether it is for educational purposes, business, games, entertainment, etc. choose the right one. Make sure your choose categories based on medium download and medium competition. Ensure that the category is relevant to the app you have created.

  • Keywords

You need to have knowledge on which keywords are relevant for your applications and which are the ones used the most by your target audience. This certainly is a big challenge but is worth since it improves your search rankings. The best keyword is which is relevant to your app and also has high search volumes but low competition. The difficult part here is to find keywords that the audience would search but at the same time would not show many app results.

Effective keywords can also be found by using online keyword tools. Google AdWords keyword Planner focuses on the website more but using this can give you many ideas.

In case of keywords, Apple and Google again work differently. Apple provides 100-character keyword field, whereas Google scans keywords from the description of the app.

  • Title and description

For keyword ranking, title and description are the most important factor to consider. The title means the name of the app. Google play store has 30 character limit for names. The aim is to have keywords in the app itself which are meaningful also. Try to make a combination of keywords and name which will be beneficial for ranking keywords as well as will add uniqueness.

There are two tabs for description, one is for small description, which comes with 80-character limit, and the other one is big which comes with a 4000-character limit. A meaningful short sentence with attractive lines and keywords is the best for short description space. Most people only read the short description and do not prefer to read long description space. In the long description space, do not write a lot since no one is going to read it. Write crisp and relevant information like app features in bullet points and make it keyword rich. Include social links of Facebook, Twitter, etc.

  • Use of social media

We all know the ‘Power of Social Media’ and how it can help promote your business. Therefore, if your app is really unique and you want more people to know about it, make use of social media platforms like Facebook, twitter, etc. before you launch to make sure people are aware of the launching of your app. Ask your friends and families to like or follow your page, engage them by posting relevant information about your app, features of your app and benefits. Make your aim to create a fan base before you even launch your app.

  • Rating and reviews

This step comes after you have launched your app on the app store or play store. Ratings and reviews of your app influences on a lot of things like rankings of keyword rank and category rank. You have to ensure that there are regular reviews on your app. For the start, ask your friends and families to download the app and give positive reviews and rating in the app. Once you have customers or users, ask them to review the app but also make sure that they actually love the app.


There are many tips for App Store Optimization like Localization, tracking the number of installs and uninstalls backlinks, app frequency, etc. but these are the basic tips and guide that you need to know.

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