App Store Optimization (ASO) is the process of improving all elements on an app’s store page to boost visibility and conversion. This includes optimizing titles, icons, screenshots, ratings, reviews, and other metadata to help users find and install the app.
Why ASO Matters
ASO increases search visibility, driving higher rankings, impressions, and installs for target keywords. To achieve this, it’s essential to compile a semantic core, prepare metadata, and encourage more installs, reviews, and ratings. Another goal is conversion optimization — turning store views into downloads through appealing graphics, videos, and positive ratings. Over 65% of App Store installs come from search queries, making ASO critical for growth.
Niches Where ASO Works Best
- Apps searched by functionality (scanners, geolocation, audiobooks, educational tools)
- Games, where visuals matter more than metadata
ASO is less effective for:
- Single-function apps (flashlight, sudoku, VPN)
- Apps with a narrow audience (internal tools for specific companies or professions)
- Gray niches (cryptocurrency, gambling, dating)
- Paid apps
- Oversaturated markets (fitness, self-development, photo/video editors)
ASO vs SEO
Advantages of ASO:
- Faster results (App Store indexes in a day; Google Play in weeks)
- Influences not just search but also Browse/Explore traffic sources
- Growing market potential
- Multiple localization options — 39 in App Store, 80+ in Google Play — enabling global reach without being tied to one market
Steps for Successful ASO
- Identify which metadata fields index keywords: app name, subtitle, keyword field, developer name, and promoted in-app purchases.
- Combine keywords across fields within one localization to create search combinations.
- Research priority markets by analyzing competitor installs and revenue by region.
- Build a semantic core by collecting competitor keywords, search suggestions, Apple Search Ads recommendations, and relevant translated terms.
- Use Search Ads Popularity to prioritize high-volume terms.
- Leverage cross-localizations (e.g., multiple locales indexing for the same country) to triple keyword coverage.
Localization Tips
- Gather the semantic core directly in the target language — don’t rely on machine translation.
- Use region-specific terms (e.g., “car” in Spain is coche, in Mexico carro).
- Validate translations visually or via sources like Wikipedia.
- Prepare 5–10 unique, keyword-rich title variations avoiding brand-first placement unless well-known.
- In Google Play, descriptions index and can drive traffic; in App Store, descriptions matter mainly for potential featuring.
Conclusion
ASO is evolving rapidly, much like SEO did in the early 2010s. Done correctly, it can significantly reduce advertising costs while boosting app visibility and installs worldwide.
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