The mobile app market is growing rapidly every year: users are increasingly purchasing services and subscriptions, installing utilities, and installing games. In such a competitive environment, standing out is extremely difficult — and this is where ASO comes in.
What is ASO and why is it needed
ASO (App Store Optimization) is a set of measures designed to improve an app’s ranking in the App Store and Google Play search results. Essentially, it’s similar to SEO, but for mobile marketplaces. The main goal of ASO is to increase product visibility and ensure stable growth in organic installs.
Application card optimization includes:
- selecting search queries and keywords,
- improving text descriptions,
- working with the title,
- preparing graphic materials,
- analyzing and improving behavioral metrics and conversions.
ASO is an ongoing process. Your app’s profile needs to be regularly updated, adjusted to market trends and demands, and analyzed based on competitor and audience feedback.
Optimization solves several problems at once:
- attracts and retains users,
- distinguishes the app from similar competitors,
- reduces the cost per install compared to traditional advertising,
- helps develop the product and tailor it to the actual needs of the audience,
- increases monetization through increased organic downloads.
The main difference between ASO and other promotion methods is its emphasis on search within app stores. Users come to the App Store and Google Play with the clear intention of finding a solution to a problem or a service. Therefore, ASO delivers the highest quality and most relevant traffic.
How is ASO different from SEO
Although both methods are aimed at search engine optimization, there are fundamental differences between them:
- search intent. App Store users are looking for specific services and solutions. In classic search, queries are broader: from reviews to news,
- content format. ASO is heavily limited to text fields — keywords and descriptions must be as concise as possible,
- the role of visuals. Icon design, screenshots, and videos have a much greater impact on conversion in ASO than on web pages.
Pros and cons of ASO
ASO is suitable for most applications available in the App Store and Google Play.
Pros:
- better visibility and higher search rankings,
- increased organic installs,
- lower costs compared to advertising,
- natural download growth — an important signal for ranking algorithms,
- accelerated monetization,
- increased revenue from sales and subscriptions,
- increased audience trust — users are more likely to install apps from search.
Cons:
- it’s difficult to predict results quickly,
- a low share of traffic from branded queries,
- limited space for metadata in the App Store.
ASO requires constant competitor analysis, visual updates, and regular description updates.
Types of ASO
ASO is divided into two main areas:
1. Technical ASO
Working with text elements:
- keyword selection and analysis,
- title and subtitle optimization,
- short and long description creation,
- relevant category creation.
Technical optimization directly affects the indexing of the application.
2. Visual ASO
Optimization of visual elements of the card:
- icons,
- screenshots,
- promo blocks,
- videos.
The visual element creates the first impression and is responsible for conversion to installation.
Basic elements of ASO
To enhance the app’s appeal, it’s important to highlight:
- key features,
- competitive advantages,
- product value for the user.
Semantic core
A semantic core is a set of keywords that users can use to search for an app. To build a strong semantic core:
- Create a list of keywords manually based on your audience’s needs.
- Add synonyms and query variations to expand your coverage.
- Evaluate search volume and competition. New apps should focus on low and mid-frequency keywords.
- Study your competitors — their names, descriptions, queries.
- Use suggestions from the App Store and Google Play, as well as semantic analysis services.
- Gather user opinions — ask colleagues and friends what they would enter in the search.
It’s better to focus on narrow keywords that best match the essence of the application.
Application Title
The title is the first thing the user sees.
It should be:
- easy to read,
- reflecting the product’s meaning,
- meeting store requirements,
- unique.
Include your main keyword in the title. Limits: up to 30 characters in the App Store and up to 50 characters in Google Play.
Icon
The icon is a crucial element of visual ASO.
It should:
- be noticeable among competitors,
- convey the app’s core concept,
- have a concise and recognizable design.
It is better to avoid excessive detail and aggressive colors.
Screenshots
Screenshots help demonstrate a product’s key features.
The first three images are the most important: they form the first impression.
Recommendations:
- highlight the product’s benefits,
- accompany screenshots with brief captions,
- use a story sequence.
Limit: 10 screenshots in the App Store, 8 in Google Play.
Application description
The description consists of a short and a long version.
The short version is immediately visible in search results.
The full version is on the app page.
Tips for composing:
- clearly define the problem the app solves,
- avoid long and complex wording,
- don’t overuse keywords (up to 2%),
- showcase the most useful features and use cases.
Optimal volume: up to 2 000 characters, maximum 4 000.
Updating the application
To maintain high visibility and conversion:
- update your visuals,
- correct your descriptions,
- experiment with icons,
- test screenshots and promo blocks.
Google Play has a built-in tool called Google Experiments, which allows you to conduct A/B tests.
In the App Store, you can create multiple alternative app cards.
Adviсe:
- change only one element at a time,
- test radically different variations,
- don’t add additional traffic sources during the experiment.
Customizing the app page
The App Store allows you to create up to 35 custom pages for different advertising campaigns.
This is suitable for seasonal applications, special features and promotion of new capabilities.
Video optimization
Videos help increase conversion and quickly explain the essence of a product.
Recommendations:
- the video should be short (up to 30 seconds),
- the first frames are the most important,
- show practical benefits,
- comply with the requirements of both platforms.
You can add up to 3 videos to the App Store and 1 video to Google Play via YouTube.
Featuring
Featuring is the placement of an app in the App Store and Google Play collections. This is a free and extremely valuable traffic channel.
Criteria:
- uniqueness and visual appeal,
- ease of use,
- absence of serious bugs,
- regular updates,
- 4+ star rating.
Working with reviews
Reviews directly impact rankings and install rates.
Adviсe:
- encourage users to leave ratings,
- use pop-up windows,
- respond to all reviews, including negative ones,
- and quickly address errors and bugs.
A loyal audience improves ratings and increases conversion rates.
How to evaluate the effectiveness of ASO
Three groups of metrics are used for analysis:
Visibility metrics
- keyword position,
- category and top chart positions,
- presence in collections and thematic feeds.
Conversion metrics
- CTR (click-through rate),
- CVR (conversion rate to install).
Growth metrics
- number of organic installs,
- retention dynamics,
- user activity data.
Feedback
- average rating,
- number of reviews,
- percentage of negative reviews.
Monetization
Evaluate which keywords and which card versions bring in the most valuable users.
How to choose an ASO service
When choosing a tool, pay attention to:
- feature set,
- analytics capabilities,
- plan prices,
- trial period availability,
- reviews from other specialists.
Popular services:
- Asodesk — is a powerful set of tools for the App Store and Google Play,
- ASOMobile — is keyword collection, position monitoring, and analytics,
- AppFollow — is analytics, semantic keyword collection, and a user-friendly interface.
Useful tools for promotion
- TheTool — competitor keywords, search query statistics,
- AppAnnie — competitor position dynamics analysis,
- App Radar — promotion strategy, review management,
- Appsflyer — traffic and advertising channel analytics,
- SplitMetrics — A/B testing,
- Yandex.Wordstat, Mutagen — semantic keyword collection.
Common mistakes in ASO
- lack of competitor analysis,
- ignoring store suggestions,
- omitting a subtitle (App Store),
- lack of direct keyword inclusions,
- repetition of keywords in the Title and Description (for the App Store),
- lack of structure in the description,
- lack of screenshot captions.
Refresh the page gradually — this will help you accurately understand which element is driving install growth.
ASO is a comprehensive process for promoting a mobile app, aimed at increasing visibility in the App Store and Google Play and increasing the number of organic installs.
Card optimization includes technical and visual elements: collecting semantics, formatting metadata, preparing screenshots and videos, and page customization.
Constant updates also play an important role: testing, analysis of visibility, conversion, and retention metrics.
Effective ASO can significantly improve app performance, increase revenue, and propel your product to the top of its category.