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With more than 2 million apps in each major app store, getting your app visible to potential users can be a huge problem. Building a great app takes a lot of time and money, so it would be a waste if your app gets lost in the crowd and cannot be found.
According to Apptentive, browsing in app stores is the most popular method of app discovery (with 63%). Thus, marketers need to work on app store optimization to increase their app’s visibility to users.
Read more:
- 6 Mobile Marketing Case Studies from Big Brands You Need to Bookmark
- 5 Things You Don’t Know About Benefits of Mobile Apps
- Top 7 E-Commerce Apps for Your Inspiration
What is App Store Optimization – ASO?
App Store Optimization (ASO) is the process of optimizing your app to maximize its visibility to potential users in major app stores. Consequently, the app will rank higher in the app store’s search results, boost traffic to the app’s page and improve conversions to generate a maximum number of organic app installs.
This process draws a free source of high-quality users to your app, which is the ultimate foundation for any app marketing strategy.
To get the best results of ASO, you’ll need to pay attention to these factors:
- Keywords
- App name and title
- Description
- Subtitle
- Icon
- Screenshots
- Total number of downloads
- Ratings and reviews
Next, we’ll go through how to optimize these factors.
App Store Optimization process in 4 steps
Here is the basic guide to App Store Optimization to walk you through this process:
1. Keyword research
When it comes to app search result ranking, the quality of your app keywords is the major determinant. Your app optimization process should start from keywords. High-quality keywords should be (1) highly relevant to your app while (2) generating a large amount of traffic with (3) low competition.
To find the right keywords for your app, you need to properly and carefully perform the keyword research.
First, you need to come up with a list of potential keywords. You may want to start with brainstorming about 50 relevant choices. There are several sources for you to generate your keyword list.
- Your competitor’s keywords. Go through their app titles and description to get some ideas about what keywords they are targeting.
- User review and ratings are a rich source for your keywords list too. Scan through their reviews to see if there are any constantly used terms.
- Useful keyword suggestion tools that give a variety of valuable ideas, such as Google Keyword Planner, Google Trend,…
Once you have got a possible keyword list, narrow it down to about 25 keywords that best fit your app. Filter your list by its difficulty and then search volume to maximize your chance of high rankings.
Keep in mind that your keywords must be relevant to the app and your target audience. More specifically, the keywords should describe the app’s features, user needs, app category, market or niche. You don’t want your app to be found mostly by users who are not interested and less likely to download it.
2. Optimize on-page elements
When you have done with your final list, you’re ready for the next step: put your keywords in the right places and optimize other on-page app listings:
App name
The first thing that catches potential users’ eyes in the search results is the app name/title. Not only does it give the target audience a clear overview of your app, but it also has a huge impact on your search ranking. App stores give the most priority to the keywords found in your app title. That’s why you need to save the most important keywords for the app name.
Make sure it includes the most relevant and popular keywords to your potential users, but don’t overdo it. Carefully pick 2-3 high-quality keywords, put them next to your brand name to maintain a good balance.
App description
This is where the rest of your keywords should go. However, things are a little bit different between the 2 major app markets: Apple App Store and Google Play Store.
For iOS apps:
Keyword field: You have only 100 characters to include other important selected keywords. Use low difficulty and high volume ones, remember that ranking is more important than traffic. There’s no need to repeat keywords that were already included in other fields. You may want to break up word phases into single words to increase the chance of showing up for a wider range of keywords.
Description: Unlike Play Store, Apple’s App Store does not index the description field for app ranking optimization. Although it does not get your app found by potential users, iOs app description still plays a significant role in generating app installs. In the first 3 lines of the description (they are seen the most by users), describe your app’s main benefits and go more into details after that.
For Android apps:
Short description: This field, which is limited to 80 characters only, weights more in-app search indexing than the long description. It’s critical to naturally integrate keywords into your short description, place the ones with higher quality first for better results. Clearly communicate the benefit in an easy-to-read form to maximize conversion rate. A strong call to action copy can effectively trigger app installs.
Long description: With up to 4000 characters, you have more space to explain in-depth its features and how it works for them. Optimize your description for quick comprehension and better readability, avoid being too technical. Highlight the most important stuff on top. Also, you can include social links to increase brand awareness. Make use of Google Play’s rich formatting to better organize your text.
App subtitle
Right below your app’s name is the subtitle. You can optimize by putting more descriptive keywords in the subtitle. While it’s quite short, about 30 characters only, don’t waste it. Users often check the subtitle before moving to the long description.
App icon
An app icon is the first visual impression of your app. If done right, your app icon can get more potential users to dive deeper into your app page, read the description, check out app screenshots and eventually tap the download button.
A well-designed icon should be simple yet eye-catching. Don’t stuff words into your icon. Use high contrast colors to make it stand out. You may want to add an icon border to make sure it looks great on both light and dark backgrounds.
Your icon design should be consistent with your overall app design to increase brand awareness and differentiate from your competitor’ apps.
Screenshots
Most visitors don’t see more than the first 2-3 screenshots. So deliver your app’s strongest features through these first screenshots. Add short caption text to each screenshot so that even people who know nothing about your app still can get it at once. Don’t just list out everything, focus on how users can benefit from your app. Also, A/B testing your screenshots can improve your app performance up to 20%.
Preview video
A short video will be totally worth your effort.
It allows you to quickly and memorably show people what your app is about and how it works. It enables your potential users to experience your app before actually downloading it. Highlight your app’s best features, use attention-grabbing graphics and keep your video short and sweet (up to 30s). A clear call to action to install the app at the end is recommended.
3. Manage off-page factors
Off-page factors are the elements that affect app ranking and conversions while are not directly under your control. Yet, there are still several actions you can take to better manage these factors and improve your app’s ASO.
App ratings and reviews
Most users typically check app ratings and reviews before deciding to download them. As a result, the average star rating has a critical impact on your app conversion rate to install.
To get better ratings and reviews, the key points are (1) prompt happy customers to leave a review on your app page and (2) make it easy for unhappy ones to reach you and express their feedback so that you can fix the problem and update in the fastest manner.
You can’t stop people from leaving negative reviews but you can change the ways they do it. By having a close eye on customers’ in-app actions, you can identify when is the right time to proactively ask for in-app feedback. If users are pleased with the experience, nicely invite them to submit a positive review on the app store. If they’re not, reach out to them for more detailed feedback and let them know their opinions are appreciated. Responding nicely to customers lets them and other users know that you are listening and ready to fix the issues (if possible).
App download
This is the ultimate goal of publishing your mobile app, and it’s also a key factor to let the app store know whether to rank your app higher or lower on the search results. Moreover, potential users are prompted to first check out an app with more downloads.
Not only the total download number, but app stores also pay keen attention to the current download rate. For instance, a newer app with a higher current download rate may rank higher than an old app with higher total downloads.
>> See more: 20+ Best Strategies To Increase App Downloads in 2025
4. Track and monitor your app’s ASO
When the above process is done, it’s time to check your progress and measure how well your app is performing.
Take into account the main ASO performance indicators: keyword ranking, top chart ranking, category ranking, organic downloads, conversion rate,.. to see the exact impacts and know where else to further improve your ASO.
Also, keep an eye on market trends, your competitor’s rankings, keywords, changes in app listings, other updates, …
ASO for Google Play vs Apple App Store
App Store Optimization(ASO) for Google Play and Apple App Store both aim at increasing the visibility and downloads of an app; however, there are some unique differences among these platforms concerning ranking factors and optimization of app stores.
A thorough explanation of ASO for Google Play and the Apple App Store is presented below:
| App store optimization factors | Google Play Store | Apple App Store |
|---|---|---|
| Keyword Analysis | Analyzes keywords in the app title, short description, and long description. Rewards apps using the same keyword across placements. | Uses a 100-character keyword field. Keywords in the description are ignored for ranking. Avoid duplication, as a keyword is factored only once from the app name, subtitle, or keyword field. |
| App Title | Includes product/brand name and a brief description with a primary keyword. Limit: 30 characters (ideal: 26). Prioritize clarity over excessive keyword targeting. | Should be recognizable, memorable, and easy to spell. Limit: 30 characters (ideal: 26). Not necessarily keyword-focused but user-friendly. |
| App Subtitle | No subtitle field; relies on short and long descriptions. | Provides a 30-character brief description below the app name. Highlights app benefits and serves as a tagline or call-to-action. Can include keywords separated by commas. |
| App Descriptions | Includes a short description (80 characters) and a long description (4,000 characters). Keywords are important for ranking. | Limited to 4,000 characters. Ignored for ranking but critical for user understanding. The first two lines are most visible. Can include a 170-character promotional text editable without re-submission. |
| App Icon | Should be simple, with strong contrast and iconography. Designed to stand out in the store. | A key visual element with strict design guidelines. Should be impactful, using color and contrast effectively. Testing is recommended. |
| Duplicate Keywords | Rewards apps using the same keyword across title, descriptions, and other placements. | Only factors a keyword once. Avoid duplication across the title, subtitle, and keyword field. |
| URL | Custom URL or package name can include keywords but cannot be changed after publishing. | Optimizing the app’s URL is beneficial for App Store Optimization (ASO). |
| Update Cycle | Updates recommended every 6–8 weeks. Changes are indexed quickly and visible almost immediately. | Updates recommended every 4 weeks. Changes typically take about 24 hours to reflect. |
| A/B Testing | Built-in A/B testing platform available. | Requires third-party tools for A/B testing. |
| Ranking Factors | App title, short description, long description, downloads, engagement, in-app purchases, ratings, reviews, updates, and Android vitals. | App name, subtitle, URL, keyword field, downloads, engagement, in-app purchases/events, ratings, reviews, and updates. |
| App Previews/Promo Videos | Promo videos are optional but valuable for engagement. | Can add a 30-second app preview video. |
| App Screenshots | Up to 8 screenshots. Should showcase app features and user experience. Descriptive text allowed but no promotional or ranking text. Must support all language versions. | Up to 10 screenshots. The first 1–3 appear in search results. Should highlight core app features. |
| Categories | Choose one primary category and up to five tags for relevance. Users can browse categories to discover apps. | Choose one primary and one secondary category, but only the primary is displayed. Misclassification violates guidelines. |
| General Guidelines | Follow official Google guidelines. Focus on user experience, quality, and effective keyword usage. | Adhere to strict Apple guidelines. Prioritize quality development and UX design. |
Best app store optimization case studies
1. Binance Global
Binance Global wanted to step up its game in the app store to attract more users to its cryptocurrency trading platform. Using AppTweak’s API, they dug into market trends to sharpen their ASO strategy. The team put a spotlight on smart keyword choices and eye-catching visuals to enhance their app listing. The result? A whopping 95,000 extra installs a year, giving a huge boost to their user base and market presence.
2. Flipster
Flipster, the digital magazine platform, struggled to stand out in a crowded app marketplace. To tackle this challenge, they rolled out a complete ASO makeover—fine-tuning metadata, targeting high-value keywords, and testing different visuals to drive clicks. The payoff came fast: an impressive 88% surge in organic downloads in just one month. Proof that a well-optimized app store listing can work wonders!
3. Headspace
Facing fierce competition in the wellness app space, Headspace needed to boost both visibility and engagement. Their winning ASO formula? Deep keyword research, a polished short description on Google Play, and smart A/B testing. These efforts delivered a 40% increase in visibility, an 18% rise in installs, and an 8% lift in local store conversions—showing that a data-driven approach really pays off.
4. Sephora
Sephora’s app aimed to bring the joy of in-store shopping to mobile users while leveling up its app store performance. The secret? Tapping into popular product keywords and optimizing the short description with multiple test versions to find the best fit. The results speak for themselves: a 44.2% jump in conversion rates, 40% better visibility, and a major increase in installs across global markets.
ASO Trends to Watch in 2025
App Store Optimization (ASO) is evolving fast, and staying on top of the latest trends can give your app a competitive edge. Here’s a friendly guide to what’s next in 2025:
1. Getting More Complex—and Exciting!
With new platforms like the Apple Vision Pro stepping into the spotlight, ASO isn’t just about mobile apps anymore. The smartphone market may be crowded, but that only makes a sharp ASO strategy more critical to help your app stand out.
2. ASO + SEO: A Power Duo
Think of ASO and SEO as partners, not competitors. Techniques that work for boosting website traffic can also drive more eyes (and clicks!) to your app store listing. Linking your website to your app page creates a win-win for downloads and discoverability.
3. It’s All About User Experience
Downloads are great, but happy, engaged users are even better. ASO in 2025 is all about getting the right users. That means optimizing your app page with a focus on user behavior—how long they linger, whether they click ‘download,’ and if they stick around after.
4. AI Is the New Best Friend for ASO
Artificial intelligence is transforming SEO, and it’s bringing its magic to ASO too. From smarter keyword research to AI-powered A/B testing, you’ll need to embrace these tools to keep up with shifting algorithms and user habits.
5. The Must-Have ASO Basics
Some things never go out of style:
- Keywords still reign supreme—choose them wisely!
- Visuals matter more than ever. A stunning icon, eye-catching screenshots, and engaging preview videos can be game-changers.
- A/B testing is your secret weapon for finding what works best.
- Localization helps your app speak to audiences worldwide.
6. Data Is Your Secret Weapon
Numbers tell a story, and it’s one you’ll want to pay attention to. Whether it’s tracking competitor moves or measuring conversion rates, data-driven decisions will fuel your ASO strategy and keep your app climbing the ranks.
7. Mix Organic with Paid Strategies
Paid ads, like Apple Search Ads, are the perfect sidekick to your ASO efforts. A well-optimized app page lowers ad costs and boosts user retention. It’s all about making your investment go further.
8. Keep Tweaking, Testing, and Trying New Things
There’s no “set it and forget it” in ASO. To stay relevant, you’ll need to refresh keywords, visuals, and descriptions regularly. ASO success comes from continuous learning and adapting to new trends.
Wrap Up
App Store Optimization is a complicated and continuous process. It might take a lot of time and effort to see a better result. No matter how well-optimized your app is in the app store, the job is never done. When you finish the checklist, go back to step 1 and start all over again. The app market is dynamic and never stops changing, and there are hundreds of apps published daily. App Store Optimization needs constant observations and regular management to maintain and increase your app’s visibility and conversion.
