A comprehensive guide to App Store Optimization (ASO)

• How can I get my app discovered among thousands of competitors in the app store?
• What’s the most cost-effective way to gain more downloads and users organically?
• What free marketing tactics tend to provide the best ROI for mobile apps?
• How do top apps improve their visibility and pop up in searches/browsing without paid promotions?
• What strategies help drive consistent discovery and exposure over the long run?
• What elements should I prioritize optimizing to boost my app’s potential?
• How can I utilize metadata like titles, descriptions, and images more effectively?
• What techniques help my app appeal to overseas audiences as well?
• What types of on-page factors hold importance for surfacing in searches?
• How do certain apps consistently place well for profitable search queries while keeping costs low?

These are the Top 10 questions that every app owner, app marketer, app developer, or any member of the mobile app industry is likely to ask. Although these questions are different than each other, they have one thing in common. It is their answer, ASO.

App Store Optimization or ASO has transformed into one of the most powerful yet cost-effective growth strategies for mobile apps. When implemented properly, a strategic and analytics-based ASO initiative can catalyze rapid organic expansion without requiring huge investments in gaining new users.

In this comprehensive ASO guide, we aim to answer all the top questions about organic app discovery. We will provide a deep dive into ASO best practices, keyword research, metadata optimization, localization tactics, actionable analysis techniques, and more. By the end of this guide, you will have a clear understanding of how to maximize your app’s visibility, surfacing, and conversion through strategic ASO.

What is ASO (App Store Optimization)?

App Store Optimization (ASO) is a multifaceted strategy that plays a critical role in user acquisition. With millions of apps in the app stores, standing out from the crowd and reaching your target audience is a significant challenge. ASO involves optimizing key aspects of your app’s presentation within app stores to increase visibility, attract organic traffic, and drive user acquisition.

The Main Factors of ASO

We can divide the factors affecting ASO into two main groups based on whether those factors can be altered or not.

On-metadata factors (things you can control)

Anything under the full control of the app publishers is in the on-metadata group. These elements can be changed to enhance keyword rankings and boost visibility and conversion in the app stores. Regularly check or update your metadata like the app name, app icon, app subtitle, screenshots, video previews, app description, and app category to showcase new features and stay relevant.

App Title: Choose a clear and relevant app title that includes your keywords to increase your search rankings. Keep it under 30 characters.

App Icon: Use an app icon that is instantly recognizable and relates to your brand. Make sure it stands out in various sizes.

Subtitles: Include 2-4 highly relevant keywords that summarize your app. Keep it under 30 characters.

App Previews: For featured apps, include a video preview under 30 seconds to showcase your app’s value proposition better.

Screenshots: Use high-quality screenshots that demonstrate key features and the app experience. Use the first screenshot as a hero image.

Descriptions: Clearly explain what the app does using keywords and benefits-driven copy in your app description section. Keep it under the character limit.

App Category: Carefully select the primary and secondary categories where your app logically fits and can be discovered.

Off-metadata factors (things you can’t control)

Release updates regularly to fix problems, add features, and keep users engaged with your app. This will positively impact download velocity. Closely track how these off-metadata factors change to identify optimization opportunities.

Ratings: Actively ask happy users to rate your app 5 stars to boost your average rating over time.

Reviews: Prompt validated users for app reviews to gain more feedback. Respond helpfully to low ratings to improve over time.

Downloads: Consistently market your app to drive new installs and frequent re-downloads by existing users.

Download Speed: Prioritize a small app size and fast download times for a better user experience.

Size: Keep your app lean and efficient by not bundling unnecessary resources. Optimize large assets.

Bugs: Track crashes and resolve bugs promptly through releases. Fix common complaint issues highlighted in reviews.

Why ASO Matters for Mobile Apps?

ASO can be very tedious work as one needs to constantly monitor the performance of the chosen keywords and be on the lookout for new ones. But, is it really worth it?

To answer that question, let’s first have a look at the number of apps available in the App Store and Google Play Store.

Given the massive amount of app store competition, ASO is more than a nice-to-have; it’s a must-have for mobile app success in 2024. Here are several compelling reasons why ASO matters for mobile apps:

Increased Visibility

ASO boosts your app’s visibility in any app store’s search results, making it more likely to be discovered and downloaded by potential users who are actively searching for apps in your category.

Higher Ranking in Search Results: One of the primary goals of ASO is to improve your app’s search results ranking when users enter relevant keywords or phrases. When your app ranks higher in organic results, it is more likely to be seen by users actively searching for relevant apps in your category or with features similar to yours.

Greater Discoverability: Users often rely on their app store searches to discover new apps or find solutions to their needs. If your app’s metadata is optimized effectively, it will appear closer to the top of the search results, making it easier for users to find and consider your app as a feasible option.

Increased Click-Through Rates (CTR): When your app appears prominently in search results, it tends to attract more taps from users who are browsing. Users are more likely to trust and tap on the apps listed at the top of the results, leading to an increased CTR for your app’s listing.

Enhanced App Page Views: Once users tap on your app in the search results, they are directed to your app’s page within the app store. Increased visibility means more users visiting your app’s page, which allows you to demonstrate your features, benefits, and unique selling points.

Improved Conversion Rates: A well-optimized app page, with compelling visuals and a clear value proposition results in higher conversion rates. When users see your app as a relevant and appealing solution to their needs, they are more likely to tap and download it.

Cost-Effective Marketing

Compared to other paid advertising campaigns, ASO is a cost-effective way to attract organic traffic and acquire high-intent users who are genuinely interested in what your app has to offer.

Organic Traffic: ASO mainly focuses on optimizing your app’s presence within app stores, such as keywords, metadata, and visual assets. When you employ ASO best practices, your app becomes more discoverable to users who are actively searching for apps in your category or with specific features. This organic traffic is free and does not require you to spend your valuable budget on advertising campaigns.

No Advertising Costs: Paid advertising, such as app install campaigns or cost-per-tap (CPT) ads, can be costly and may not always guarantee high-quality users. On the flip side, ASO doesn’t require any budget and can better attract your target ideal customer profile (ICP).

Targeted User Acquisition: ASO attracts high-intent users who are genuinely interested in your app’s offerings. When users discover your app through app store search results, they are more likely to download it because it aligns with the particular needs they’re searching for. This results in higher user acquisition quality compared to broad, non-targeted mobile app marketing.

Long-Term Benefits: Optimizing your app’s listing helps in the short term, but it also generates long-term returns on those initial efforts. In contrast, paid advertising campaigns typically require ongoing investment to maintain the results, requiring a substantial budget.

Budget Flexibility: ASO allows you to allocate your valuable mobile app marketing budget strategically. While paid advertising may still have a role in your marketing mix, ASO reduces the pressure to allocate a significant portion of your budget to advertising, giving you more flexibility to invest in other areas of app development and operations.

Cost Control: With ASO, you can adjust your app’s keywords, update visuals, and fine-tune the description as needed without incurring additional costs, providing a level of cost control that’s not always possible with paid advertising.

Sustainable Growth

ASO isn’t a one-time task, so consistently applying ASO best practices can lead to sustainable growth and long-term success for your mobile app.

There are three major benefits of sustainable growth:

Long-Term Success: Sustainable growth is essential for the survival and long-term success of your app. It ensures that your user base continues to expand, generating a steady stream of revenue and user engagement.

Cost-Efficiency: Sustainable growth often comes at a lower cost compared to rapid, unchecked growth strategies. Rather than spending heavily on paid user acquisition, ASO allows you to attract users organically, reducing UA costs.

User Retention: Sustainable growth goes hand in hand with user retention. It’s not just about acquiring them but also maintaining active users over the long term. A growing user base is only sustainable if users find value in your app and continue using it.

Here’s how ASO contributes to sustainable growth:

Relevance: ASO helps ensure that the users who find your app are specifically interested in some features and functionality of your app. By using relevant keywords and crafting a compelling app listing, you attract users who are more likely to download, engage with, and enjoy your app and become long-term users.

Continuous Improvement: Since ASO is an ongoing process, as you continually refine and optimize your app’s store listing based on user feedback, analytics, and emerging trends, you can maintain and enhance your app’s visibility and appeal over time.

Competitive Advantage

Staying ahead in the app market requires outperforming competitors. ASO gives you the edge by ensuring your app ranks higher and attracts more users than similar apps in your category.

Outperforming Competitors: To succeed, your app needs to perform better than similar apps in your niche or category. This performance can encompass factors such as user acquisition, user retention, user engagement, revenue generation, and overall user satisfaction.

ASO as a Competitive Edge: ASO is a powerful tool that can give your app a competitive edge by ensuring it ranks higher in app store search results. When users search for keywords or phrases related to your app’s niche, a higher ranking means that your app is more likely to be one of the first they see.

Ranking Higher: Ranking higher in app store search results is crucial because many users rely on search when looking for apps. They often choose from the first few apps listed since those top positions are perceived as more credible. ASO helps you achieve and maintain these top positions, increasing your app’s visibility and credibility.

Attracting More Users: With improved visibility, your app is more likely to attract users who are actively seeking functionalities or content related to your app’s niche. These users are prequalified and more likely to download your app, leading to increased user acquisition and retention.

Differentiating Your App: Differentiation is something that every app developer seeks. ASO not only boosts your app’s visibility but also allows you to differentiate it from competitors. Through well-crafted app titles, descriptions, and visual assets, you can convey your app’s unique features and value proposition, making it more appealing to potential users and showcasing how you’re different from your competitors.

Monitoring and Adjusting: To maintain your competitive advantage, you must continually monitor the trends in the app stores, user behavior, and competitor activity. By staying informed and making adjustments as needed, you can adapt to changes in the market and stay ahead of your competition.

How to Do App Store Optimization?

You have developed your mobile application and are prepared to launch it on the app stores. While eager to gain installs and revenue, effectively optimizing through app store optimization (ASO) is key to long-term success.

Before jumping into specific ASO tactics, it is important to set appropriate expectations. ASO is not an instant cure-all that delivers miracles promptly. It is a continuous marathon, not a sprint, requiring diligence and patience over time. Strategic optimization of keywords and metadata, regular updates, and localization will enhance an application’s discoverability and ranking gradually when implemented wisely as part of a long-term growth strategy.

To achieve meaningful results, developers must commit to ongoing refinement and watchful evaluation of key performance indicators. Now that the foundation is laid, exploring actionable ASO methods can begin.

Keyword Optimization

Keyword research is the cornerstone of App Store Optimization. This section of the guide will explore keyword research for ASO, including how to analyze keyword competition and the significance of long-tail keywords. Then, we’ll cover strategies for localized keyword research and ASO tools for discovering valuable keywords in the following parts of this guide.

The Art of Keyword Research for ASO

Relevance: Choose keywords that are relevant to your app. Start by selecting keywords that accurately describe your app’s core features, functions, and purpose. Think about the words or phrases users would use when searching for solutions to their needs.

Put yourself in the shoes of your target audience. What problem does your app solve? What needs does it fulfill? Ensure your list of keywords aligns with the user intent.

Variety: Don’t limit yourself to one or two keywords. Develop a comprehensive list of keywords that cover various aspects of your app’s functionality. Think about synonyms, related terms, and variations that users might use.

Later on, group these keywords by theme or category to help you organize your ASO strategy. For example, if your app is in the health and fitness category, separate keywords related to fitness from those related to diet tracking.

Balanced Search Score and Chance Score: Search Score refers to how frequently users search for a particular keyword. Keywords with a higher Search Score have more search traffic, but they are often more competitive. On the other hand, the Chance Score assesses the competition for your chosen keywords.

Evaluate how many apps are targeting the same keywords and how established those apps are. Aim for a balance between high keyword search volume and low competition. High-volume keywords can be attractive but competitive, while low-volume keywords may have less competition but may not drive as much traffic. Middle-ground keywords can offer a good compromise.

Utilize ASO Tools: Give keyword suggestion tools a try. ASO tools offer keyword suggestion features that provide you with ideas for relevant keywords based on your app’s category and niche.

Use these tools to monitor the performance of your chosen keywords. Track changes in rankings and user engagement to assess the effectiveness of your keyword strategy and refine it as you go.

We are going to dig deeper into the benefits of having a full-funnel intelligence tool in Chapter 6.

Analyzing Keywords

User-Centric Approach: Think like your audience. Consider what they are likely to search for and what specific language they would use. For example, would they say “affordable” or “cheap?” Tailor your keywords to match their preferences and behavior.

Here’s a goldmine for you: pay attention to user reviews and feedback. In addition to seeing what language they use, users often mention the specific keywords they used when they discovered your app or how they would describe the features.

User Engagement and Conversion Data: Monitor user engagement and conversion metrics for your app as well as for competing apps. This includes metrics such as click-through rates (CTR), conversion rates, and user retention. Analyze how well-competing apps convert users who discover them through specific keywords. If you notice certain keywords are associated with high user engagement and conversion rates for competing apps, consider targeting those keywords more aggressively.

Iterative Analysis: Keyword research is an ongoing, iterative process. As user behavior and app store algorithms change, your keyword strategy should evolve accordingly. Therefore review and update your list of keywords periodically. Stay informed about industry trends and emerging keywords in your niche.

Long-Tail Keywords Exploration

Long-tail keywords (specific, longer phrases) often have lower competition than broad, single-word keywords. Consider exploring long-tail keywords that relate to your app’s functionality. Analyze whether competing apps have optimized their listings for long-tail keywords. If not, this can be an opportunity to target niche audiences.

There are two main reasons to leverage long-tail keywords:

Specificity: Long-tail keywords are characterized by their specificity. Unlike short and broad keywords, which may consist of one or two words (e.g., “fitness app” or “weather forecast”), long-tail keywords are more detailed and specific, often comprising multiple words (e.g., “fitness workout tracker for beginners” or “hourly weather forecast for New York”).

User Intent: Long-tail keywords are typically used by users who have a clear and specific intent. They know precisely what they are looking for, and they use longer phrases to find information or apps that meet their precise needs.

This is why finding long-tail keywords is crucial for ASO:

Lower Competition: Long-tail keywords often have lower competition compared to short, generic keywords. This means fewer apps are actively optimizing for long-tail keywords, making it easier for your app to rank well for them.

Enhanced User Experience: By optimizing for long-tail keywords, you are tailoring your app’s content and messaging to specific user needs. This can lead to higher user satisfaction and engagement, because users can find exactly what they are looking for with ease.

The importance of leveraging long-tail keywords in your App Store Optimization strategy cannot be overstated. Long-tail keywords, with their specificity and alignment to user intent, offer key advantages and can lead to higher user satisfaction, increased engagement, and a more successful app in the competitive app marketplace. Incorporating long-tail keywords into your ASO strategy is an effective way to connect with niche audiences and achieve better results for your mobile application.

Metadata Optimization

Now that you know the fundamentals and applications of the new features in the app stores, it is time to discuss how to craft the ultimate product page.

By understanding how to manipulate your product page elements with your mobile growth strategy, you can keep experimenting and building upon your existing user acquisition framework to make it more effective. After all, this is the ultimate purpose of all the changes happening in the app stores. Let’s get right into it and help you create a product page that allows visitors to download your app!

App Title

The app title is a critical component of your mobile app’s metadata and a cornerstone of ASO. As the app’s first point of contact with potential users, the name plays a significant role in shaping their perception and decision to engage with your app.

Your app’s title is the first impression users have of your app, and a well-crafted app name can capture their attention and pique their interest. It should be clear, concise, and memorable, conveying the essence of your app in a few words.

Your app title serves as a hook, drawing users into your app’s ecosystem and sparking their desire to explore further. An effective app name can make the difference between a user scrolling past your app and one who stops to learn more.

Your app’s title is also a brand keyword, which is an essential component for discoverability. It’s an opportunity to incorporate relevant keywords that users might use when searching for apps. By including keywords that align with your app’s core features and functionalities, you can increase your app’s visibility in app store search results.

However, it’s crucial to strike a balance when optimizing for keywords. While including relevant terms can enhance discoverability, it’s equally important to maintain readability and user-friendliness. An app name that feels overly stuffed with keywords can come across as spammy and deter potential users. The key is to find the right blend of clarity, conciseness, and keyword relevance.

Here is what you should consider when creating your app title:

• Simple is better. Don’t complicate things by adding unnecessary words.
• Be distinctive. Find an app title that is easy to spell and easy to remember for users all around the world.
• Communicate what your app is all about.
• Be patient for results. It may take 2-3 weeks for indexing to occur, which will impact your visibility.
• Localize your app title to limit the impact of the language barrier.

The app title is an integral part of your app’s branding. It’s how users identify and recognize your app in the app store and on their device’s home screen. If your app title aligns with your brand, it contributes to brand consistency and recall. Users who are already familiar with your brand are more likely to trust and engage with your app when they see it in the store.

Furthermore, a distinctive and memorable app name can set your app apart from competitors. When users can easily recall your app’s name and its associated value, they are more likely to choose it over alternatives.

The app title is an integral element of ASO that creates a first impression, affecting both brand recognition and user engagement. It’s not just a label but a strategic way to significantly impact your app’s discoverability and success in the competitive app market. Clear communication and keyword relevance are key principles to consider when crafting an effective app title.

App Icon

App store icons are small but mighty. These tiny squares are one of our favorite things about the app store.

They encompass much of our craft and knowledge as app store experts in these limited spaces. Designing a good app icon is a discipline that focuses on creating a memorable graphic that combines utility and art. And yes, at their best, they are works of art.

What Is an App Icon? 

An app icon represents your brand or product visually. This is the first element they see when users visit the App Store. The app icon is the only creative element that appears throughout the user journey in the app stores.

The icon appears on every listing if a user finds an app or game through top charts, search, or featured placements. For paid users that land directly on an App Store page from an ad, the app icon is again your first point of contact.

Why Are App Icons Important? 

The app icon is the first impression you get to make, and one glance can tell users a lot:

• What is it used for?
• What’s the app’s purpose?
• Would I be interested in using it?

This concise summary will help you take the right approach toward your app icon with some tips and steps to follow and implement immediately.

Let’s have a look at the app icon’s role in user discovery again:

Any path to your product page counts whether the user comes from a Facebook ad, a feature placement, or the search results page. Additionally, the icon is the only visual element that stays with the user after they install the app, as it appears on their home screen. Hence, it impacts engagement & app openings as well.

Now that you know the fundamentals of a successful app icon design, let’s talk about how to conduct a structured test to understand what works for your app.

• Always keep in mind the power of your app icon, its impact on driving conversion, and the narrative you are trying to convey in the rest of the store.
• From there, craft reasonable hypotheses that can be confirmed or refuted (weak hypotheses can lead to subtle and misleading differences).
• Design good app icon variations that will yield meaningful and actionable results.
• Create a traffic strategy (to know your audience and understand exactly who to target).
• Run the tests and give them enough time to accumulate reliable data.
• Analyze results using the app store engagement data to understand different audiences and identify exactly which messages/creatives drive their actions.

Subtitles

Subtitles are valuable but often overlooked components of ASO that can enhance your app’s visibility and user understanding.

Subtitles are opportunities to offer additional clarity and context about your app’s purpose and functionality. While the app name and icon set the initial impression, subtitles serve as an extension, explaining your app’s features in more detail. They help users better grasp what your app offers and how it can benefit them.

Think of subtitles as the “secondary names” of your app. In a brief phrase or sentence, they can encapsulate what your app does and why it’s valuable. This added layer of information can be instrumental in persuading users to explore your app further and ultimately download it.

Subtitles are not just about providing context; they also play a crucial role in keyword optimization. Including relevant keywords in your subtitles can boost your app’s discoverability in search results. When users search for apps using specific keywords or phrases, apps with those keywords in their subtitles are more likely to appear in the search results.

However, as with app names, it’s essential to find the right balance when optimizing for keywords in subtitles. Prioritize readability and user-friendliness, and avoid stuffing too many keywords in your subtitles, which can appear spammy. Lead with clarity and relevance, ensuring that users can easily understand the value your app offers.

Subtitles can also be persuasive. When users encounter your app in the app stores, they might not have time to read a lengthy description immediately. A compelling subtitle can quickly give them context and encourage them to tap through to your app’s full listing, where they can learn more.

The subtitle is an opportunity to convey value clearly. It should highlight the primary benefit or unique selling point of your app, giving users a compelling reason to explore further. Effective subtitles can lead to higher tap-through rates, contributing to increased app store visibility and user acquisition.

Subtitles are valuable for your ASO strategy, offering additional clarity, context, and opportunity for keyword optimization. They enhance user understanding of your app’s value proposition and can persuade users to explore your app further. By crafting clear, relevant, and compelling subtitles, you can improve your app’s discoverability, user engagement, and success in the competitive app marketplace.

App Previews

App previews, such as video trailers or demonstrations of your mobile app, are powerful App Store Optimization tools that can significantly impact user engagement and conversions.

App previews provide a dynamic medium for visual storytelling. They allow you to showcase your app’s functionality, user interface, and key features in action through visual storytelling.

In a few seconds, an app preview gives users a taste of what they can expect.

The app preview is an opportunity to demonstrate the value your app provides. Here you can highlight how your app solves specific problems, addresses pain points, or enhances users’ lives. When they see the real-world benefits of your app in action, they are more likely to be convinced of its value.

In a competitive app market, app previews also set you apart from the competition. They showcase how your app is unique and why it’s the best choice for users. If you can effectively communicate the value propositions through app previews, you’ll see higher tap-through rates and conversions.

App previews serve as a call to action. If users watch a compelling preview, they are more likely to take the next step, whether it’s downloading your app, signing up, or making an in-app purchase. App previews bridge the gap between discovery and action, encouraging users to move forward in the user journey.

Users can also engage with your app preview if you include calls to action, such as prompting them to download the app or visit your website. By guiding users to take action, app previews contribute to improved conversion rates and user acquisition.

App previews are a dynamic and engaging part of ASO where you can tell a story, demonstrate your app’s value, and encourage users to take action. By creating captivating and informative app previews, you can enhance user engagement and increase conversions.

There are 4 main requirements to create a compelling app preview:

Showcase Your Best Features in a Simple Way – Remember, potential users are watching your app preview to make an informed decision about whether or not to download your app. Showcase your app’s benefits in a simple and straightforward way.

Many apps have many features, but you don’t want to overwhelm users with information overload, so use the preview video to showcase the top 5 features.

Make The Video Interesting and On-Brand – Besides being informative, videos need to be visually appealing. The colors, effects, and transitions all make the app preview enjoyable. Remember that every asset plays a part in developing a successful app branding strategy. So you want to use your logo and brand colors in a way that ties the video together seamlessly. Professional video editing makes a big difference in the look and feel of the final product.

For instance, the branding in Facetune’s video is clear. The brand colors stay consistent in all the video overlay treatments—the logo appears at the top and is used frequently to increase brand awareness while communicating a strong brand image.

Be Mindful of App Preview Guidelines – When developing an app video, it’s critical to pay attention to App Store guidelines. They differ from Google Play, so if you want a video on each App Store, you must make the appropriate edits to make your preview App Store compliant.

Structuring Your Creative Process – A storyboard is a great way to break your video into sections and acts as a roadmap to guide the video. After discussing which key features a client would like to highlight, split the storyboard into sections highlighting each of those features. Since videos must be under 30 seconds, you need to create an easy- to-follow story that quickly and effectively communicates key features.

Screenshots

Remember that the app listing is the last stop for all the marketing efforts that drive traffic toward your install goals. Conversion on this single app store page is key for maximizing ROAS and overall ROI on more “organic” marketing strategies. Users don’t read listings — they scan. You have less than 3 seconds to convince your visitors, and most of that time will be spent looking at your graphics.

Screenshots are also fundamental components of your mobile app’s listing. They provide a snapshot of your user interface, features, and benefits. A picture is worth a thousand words, and a well-crafted screenshot can convey a wealth of information about your app to your target users.

Effective screenshot design lets you engage users and immerse them in the app’s experience. You can use screenshots to show specific app functionalities, highlight key features, and demonstrate how your app addresses users’ needs. Users who can see the app’s value in action are more motivated to explore further.

Screenshots create opportunities to visually communicate how your app can solve users’ problems or offer unique benefits. When they see tangible evidence of your app’s value, it builds trust and confidence.

Trust is crucial in the app marketplace. Users are more likely to download and engage with apps they trust.

Well-constructed screenshots help establish this trust by showing users what to expect before they download your app. Just be sure the screenshot is an accurate representation of what the user experience will be once they download to ensure they have a consistent experience and trust your marketing. You can also highlight positive user experiences in your screenshots, such as reviews and ratings, to reinforce trustworthiness. 
 You can even use screenshots strategically to encourage specific user actions. Include captions, a call-to-action, or annotations that guide users toward desired behaviors, such as installing your app, signing up, or making in-app purchases. Effective screenshot design can lead to improved conversion rates and user acquisition.

Screenshots are a visual storytelling tool that plays a vital role in ASO by conveying value, building trust, and driving conversions. They allow you to showcase your app’s user interface, features, and benefits in a compelling way. By crafting informative, visually appealing, and action-oriented screenshots, you can enhance user engagement, increase conversions, and contribute to your app’s success in the competitive app marketplace.

Descriptions

App descriptions are an opportunity to offer in-depth information about your app’s features, benefits, and functionality. While other elements like app names and icons offer high-level information, app descriptions allow you to go into greater detail and explain what your app does, how it works, and why users should download it.

Potential users who read your app description gain a comprehensive understanding of your app’s value proposition. This helps users make an informed decision about downloading your app, as they can assess whether it meets their needs and expectations.

App descriptions are another area you can employ keyword optimization and enhance your app’s visibility in search results. Including relevant keywords that align with your app’s core features and benefits can help users discover your app when they search for those terms or phrases.

However, similar to other ASO elements, finding the right balance is key. While optimizing for keywords is important, don’t overload your app description with keywords to the point where it becomes cluttered or challenging to understand.

App descriptions can also impact user conversion. Once users are drawn in by your app’s name, icon, and screenshots, they turn to the description for more detailed information to reinforce their decision. A well-crafted app description can convince users of your app’s unique value and encourage them to take action, such as downloading your app or exploring further.

You can use app descriptions to highlight specific benefits, use cases, testimonials, or user reviews. Consider including calls to action that guide users toward desired behaviors, whether it’s downloading the app, signing up, or making in-app purchases. Persuasive app descriptions contribute to improved conversion rates and user acquisition.

Decide on your best qualities. What separates you from the rest? Why should users prefer you to others?

• Understand your audience’s challenges and communicate how your app will solve them.
• Highlight key features that are new or differentiators.
• Don’t throw in unnecessary keywords. They won’t affect your App Store rankings but will drop the quality of your description.
• Don’t mention pricing in your description.
• If you have any accolades, you can utilize them to catch users’ attention at the beginning. Social proof is still very relevant and practical.

App descriptions are comprehensive and persuasive tools in ASO that provide in-depth information, enhance user understanding, and influence discoverability and conversions. Crafting informative, keyword-relevant, and persuasive app descriptions can help users make informed decisions, improve your app’s visibility in search results, and drive user engagement.

App Updates

Mobile apps are dynamic entities that require ongoing attention and enhancement. Regular app updates are not just about fixing bugs; they are an essential part of your ASO strategy. In this chapter, we’ll explore the significance of keeping your app up-to-date, effective strategies for managing updates, timing and frequency considerations, and the importance of addressing user feedback and bug fixes.

The Importance of Regular App Updates

App updates can significantly impact your ASO efforts in the following ways:

Improved User Experience: Regular updates can enhance the user experience by fixing bugs, improving performance, and adding new features. A better user experience leads to higher user retention as well as positive ratings and reviews, which are key ASO factors.

Keyword Optimization: With each update, you have the opportunity to refine and optimize the keywords in your app’s title, description, and metadata. ASO relies on these keywords to ensure your app appears in relevant search results.

App Store Ranking: App stores take into account the frequency of updates in their ranking algorithms. Apps that are regularly updated are often perceived as more active and user-friendly, which can increase your app’s ranking in search results.

Engagement and Retention: Consistent updates help retain existing users and engage new ones. Regular feature additions and bug fixes can keep users coming back to your app, leading to higher engagement rates, longer session times, and better retention – all of which are important ASO metrics.

Optimized Visuals: You can update your app’s icon, screenshots, and videos to keep them fresh and aligned with current design trends. Visually appealing assets can entice users to click through to your app’s page and download it.

Competitive Advantage: In a highly competitive app market, regularly updating your app can help you stay ahead. It shows potential users that you are committed to improving and maintaining your app and that you care about their experience.

Promotion Opportunities: App stores often feature recently updated apps in their “What’s New” sections, giving your app additional exposure to potential users.

Bug Fixes and Performance Improvements: Resolving issues and improving performance is essential for retaining users. It also prevents negative reviews and ratings, which can harm your ASO efforts.

Regulatory and Security Compliance: Staying up to date with industry regulations and security standards is crucial. Regular updates ensure your app remains compliant with these standards, which can positively impact your app’s visibility and trustworthiness.

Adaptation to Platform Changes: App stores and mobile operating systems often update their guidelines and requirements. Regular updates help your app keep up with these changes, ensuring it remains compatible and available to users.

Regular app updates are essential for maintaining and improving your app’s ASO. They positively influence user experience, engagement, rankings, and discoverability, helping you attract and retain users and stay competitive in the app marketplace.

Strategies for Effective App Updates

Effective app updates involve strategic planning and execution to ensure that each update enhances your app’s value and user experience. Here’s are some specific strategies for effective app updates:

Consider User Feedback: One of the primary goals of ASO is to improve user satisfaction and engagement. Effective app updates should address user feedback, fix bugs, and introduce features that users are requesting. This ensures positive reviews and ratings, which are vital for ASO.

Regular Release Schedule: Establishing a predictable and regular update schedule demonstrates your commitment to the app’s development and maintenance. It can positively influence user perception and app store rankings.

Feature Enhancements: Keep an eye on your competitors and industry trends to identify opportunities for feature enhancements, in addition to your own reviews and user feedback. Regularly adding new and innovative features can differentiate your app from competitors and attract more users.

A/B Testing: Experiment with different elements in your app updates, such as screenshots, icons, or descriptions, and measure their impact on conversion rates. This data-driven approach can help you make informed decisions for ASO.

Localized Updates: If your app is available in multiple regions, consider tailoring updates to specific markets. This can mean adding support for additional languages, addressing region-specific issues, or optimizing keywords for different languages. You are going to learn more about localization in the following chapter.

User Notifications: When you release an update, inform your users through push notifications and in-app messages. This encourages users to update, ensuring that they have access to the latest features and improvements. It also provides a seamless experience so they don’t have to go looking to see if there’s an update available.

Response to User Feedback: Actively engage with user feedback and reviews, both positive and negative. Acknowledge and address concerns, thank users for their feedback, and demonstrate your commitment to improving the app. Negative feedback can hurt, but it’s a great opportunity to show that you care about their experience and instills trust in potential users.

Promotion and Marketing: Use ASO strategies to prmote your major updates and releases.. Refresh your app’s screenshots, description, and promotional materials to highlight the new features, and consider running advertising campaigns to drive attention to the update.

By following these strategies for effective app updates, you can ensure that each new version of your app contributes to its growth, user satisfaction, and overall success. Effective updates not only retain existing users but also attract new ones who are impressed with your commitment to delivering a top-notch user experience.

Timing and Frequency Considerations 

Timing and frequency considerations for app updates are critical to ensure that your updates are well-received by users and do not disrupt their experience. Here’s a more detailed explanation:

Timing Considerations 

Off-Peak Hours: To minimize disruption to users, schedule your major update releases for off-peak hours.Choose times when your app’s usage is lower to avoid inconveniencing the majority of your user base.

Time Zones: Take into account the time zones of your global user base. Coordinate updates to minimize inconvenience for users in different regions. For example, if you have a significant user base in Europe and the United States, schedule updates to occur during non-business hours in both regions.

User Behavior Patterns: Analyze when your users are most active within your app. Avoid releasing updates during peak usage periods to prevent potential frustration among active users. Instead, opt for times when user activity is lower.

Frequency Considerations 

Regular But Not Excessive: Strive for a balance between regular updates without overwhelming users. Regular updates demonstrate your commitment to improving your app, but excessive updates may frustrate users who have to frequently update their apps.

Bug Fixes: Bug fixes should be released promptly to address critical issues. Smaller, incremental updates for bug fixes can be more frequent, as long as they are well-communicated to users.

Feature Updates: For major feature updates, consider a less frequent release schedule, such as quarterly or bi-annual updates. This allows you to bundle multiple significant improvements into a single update, giving users a more compelling reason to update.

User Feedback: Make sure to prioritize user-requested feature updates and communicate your ongoing commitment to implementing their feedback continuously.

Platform Considerations: Keep in mind each app store’s policies regarding update frequency. Some app stores have guidelines on the maximum number of updates you can submit within a specific timeframe.

Stability: Maintain a balance between introducing new features and ensuring app stability. Rushing frequent updates with new features can lead to more bugs and instability, negatively impacting the user experience.

The timing and frequency of your app updates should align with your app’s goals, user behavior patterns, and the nature of the updates. Find a balance that allows you to provide timely improvements without overwhelming users. Finally, ensure you’re managing expectations by communicating with your users about the reasons behind updates and how the update will benefit them.

Localization

By adapting an app’s content, metadata, and marketing materials to specific target markets, localization increases the app’s visibility to a broader audience and enhances user experience. Incorporating localized keywords, app descriptions, and screenshots that resonate with local users improves search rankings and increases the likelihood of users finding and downloading the app. In this chapter, we’ll discover how by recognizing the importance of localization in ASO, app developers can effectively expand their reach, tap into new markets, and maximize the success of their mobile app.

ASO Strategies for International Markets

Market Research 

In-Depth Analysis: Before venturing into a new international market, conduct comprehensive market research to understand the unique characteristics, preferences, and behaviors of your target audience in that market. Analyze your competitors’ performance in the same region.

Localization Insights: Research local competitors and top-performing apps in your category. This will provide insights into the keywords, features, and strategies that work effectively in that particular target market.

User Behavior: Learn how users in the target market search for apps, what keywords they use, and their app discovery habits. This knowledge will help you optimize your app’s visibility.

Keyword Localization 

Native-Language Keywords: Adapt your app’s keywords to the local language. Use native-language keywords that resonate with users in the local market. Consider linguistic nuances, slang, synonyms, and regional variations.

Keyword Tools: Utilize ASO tools that support multiple languages and provide keyword suggestions tailored to each market. These tools can help you identify high-performing keywords in the target language.

Keyword Testing: Continuously test and refine your keywords based on user engagement and search trends in the international market. Monitor the performance of keywords and adjust them as needed.

Localized Content 

Translation Quality: Translate your app’s descriptions, user interface, and promotional materials accurately. Consider hiring professional translators who are native speakers of the target language to ensure linguistic and cultural accuracy.

Cultural Context: Ensure that the translated content is culturally sensitive and contextually appropriate. What works in one culture may not work in another, so adapt your messaging accordingly.

Local Appeal: Tailor your app’s descriptions to highlight features and benefits that are particularly appealing to users in the target market. Address local pain points and showcase how your app solves them.

Localize App Graphics 

Visual Localization: Customize app icons, screenshots, and visuals to resonate with the preferences and cultural norms of the target market. Visual content should effectively convey your app’s value and appeal to local users.

Graphics Testing: Test different visuals and graphics to see which ones perform best in the international market. Visual optimization can significantly impact user engagement and conversion rates.

User Feedback and Reviews 

Monitor User Feedback: Pay close attention to user feedback and reviews in the international market. Address user concerns and issues promptly. Show that you are responsive to user feedback, which can enhance your app’s reputation.

Encourage Local Reviews: Prompt satisfied users in the international market to leave positive reviews. Positive reviews and high ratings boost your app’s credibility and visibility in the app store, and if you have reviews from specific locations, target users in that same area will resonate with those.

Localization is a continuous process: Keep in mind that localization is an ongoing effort. As your app gains traction in international markets, stay attuned to changes in user behavior, trends, and preferences. Regularly update and refine your ASO strategies to maintain and enhance your app’s success in global markets.

By implementing these ASO strategies for international markets, you can optimize your app’s visibility, engage with a more diverse audience, and increase the likelihood of success in new regions.

App Store Ranking Factors

When doing ASO for iOS apps, it is imperative to know the differences and how each factor affects the rankings. Here is a visual summary of all ranking factors for the App Store:

App Title

As the strongest ranking factor, app title not only affects your ranking in search results but also directly affects the conversion rates. That’s the first thing the potential users see when they discover your app, so what you write there truly matters.

The app title can be at most 30 characters long. Yet, there are some strategies you can utilize to make the most of those precious 30 characters.

Here are some tips:

1. Include your brand name. Even if you don’t have a famous brand yet, it still helps to make your app more memorable. Check these examples:

2. Include the most important keywords that define your app in the best way possible or relay the value it provides. But, don’t just stuff it with unrelated keywords. That will look spammy and scare your users off.

3. Choose a URL-friendly app name. Apple uses your app name to create the URL for your app. So, resist the temptation of using some special characters that would kill your URL.

4. Keep it short. Your app name should be as memorable as possible. Putting the most related keywords may sound plausible at first. Yet, at the end of the day, your long-term success depends on whether users remember your app or not.

Subtitles

Similar to the app name, subtitles also have a 30-character limit. Since it has a direct effect on the rankings of your app’s keywords, it’s important to have some important keywords to target in the subtitle as well.

The subtitle is also visible in the Top Charts and in the search results, which means it also affects the click-through rate (CTR) and conversion rate. So, your main purpose when making a subtitle should be to attract the attention of potential users with the most relevant keywords.

Keep in mind that the subtitle can only be updated when a new update or a feature is released. So, you better test different versions in each update to find out the most impressive and engaging subtitle that will convert the highest number of users.

Keyword Field

Contrary to the Google Play Store, descriptions do not affect the keyword rankings on the App Store. However, the App Store has a unique there is keyword field where you can put the relevant keywords.

The limit for the keyword list is 100 characters only.

Here are some tips to utilize it in the best way:

1. Use the less competitive keywords that your app is likely to rank
2. Try to use shorter versions of the keywords
3. Don’t include both the plural and singular versions of a keyword
4. Don’t put prepositions or articles
5. Avoid repeating your app name
6. Use a comma to separate each keyword

Remember to fill in all 100 characters as your app will rank for whatever you put in this space.

Promotional Text

The promotional text is the first 170 characters of the description. As opposed to the description, you don’t need to release an update to change it, which makes it a more convenient marketing tool than the description.

Promo text does not affect keyword rankings. But, it definitely has an impact on the conversion rate since it can be seen directly by anyone visiting your app page.

Try to make the promotional text as compelling as possible. You can include some special offers or the latest updates to promote your app and conduct an A/B test to find out the message that works best for conversion.

In-App Purchases (IAP)

The titles of your In-App Purchases (IAPs), including subscription plans, will be indexed by the App Store. Each IAP comes with its unique presentation name, promotional image, and description. These IAPs have the potential to appear in app store search results and may even be showcased in the Today tab. Therefore, it’s crucial not to overlook the optimization of these elements.

Since you have the option to add up to 20 items as “in-app-purchase”, it will be good to put some keywords to be ranked. Worried about your conversion rate if you add many keywords? That shouldn’t be an issue here as the IAP section requires users to tap into it, and many users are unlikely to check it.

But keep in mind that putting too many unrelated keywords there might not really help as they can be seen in the Top Charts and Today tab.

Google Play Store Ranking Factors

The rules of the ASO game have too many common points between the Google Play Store and the App Store. However, there are still some differences. Here is a visual summary of all ranking factors for the App Store:

App Title

Just like in iOS, the app title affects both rankings in search results and conversion rate. And it is the strongest ranking factor of all.

In contrast to Apple’s 30-character limit, app titles can have up to 50 characters in the Google Play Store. So, you have 20 more characters for the most powerful ranking factor, which is great news for ASO warriors!

As you have more characters, you have more freedom. But how to make the best use of it? Sure, you already know that the brand name and the most powerful keywords should be in the title, but is there any other advice?

You can make it long, utilizing all the 50 characters or you can go for the short, precise branding option.

In the first choice, you’ll turn to ASO approach and put the most important keywords (most relevant, popular, and least populated). This might increase your chances of ranking for those keywords, but be careful! If you put too many unrelated keywords, people may perceive your app spammy and unreliable.

The second one is the branding approach. If you have a well-known and established brand, emphasize it first and put just a few keywords (if needed). The fewer keywords you put, the more emphasis will be on the brand name.

Watch out for these in either strategy:

• Don’t stuff any keywords! This is a very valuable place and the keywords you include here should be related to each other and your app. When somebody reads it, it should make sense.
• You can go for a clear call to action that defines what your app does.

See one example below:

• Keep it short. Resist the urge to put as many keywords as possible.
• Only put the most important keywords.

Descriptions (Short & Long)

This is where Google is very different from Apple. As the inventor of SEO, Google ranks you in the search results in Play Store for the keywords you use in the description. That brings us to a notion we know very well from SEO: Keyword Density.

Repeating a keyword a couple of times signals that your app is very much related to it and should be ranked for it. Don’t be deceived though! You should never stuff the keywords here and meaninglessly repeat it to get in the rankings. The penalty for that can be being banned from Google Play Store or not being approved at all. Not to mention people will find it annoying and not download your app.

The total length of the description can be at most 4000 characters.

The Short Description which includes the first 80 characters of the whole is assumed to have a higher impact on the conversion than the rest of the description has. So, make it catchy and impressive. Just like the subtitle in iOS, emphasize the true value of your app in a sentence.

You need to take into account these points when preparing your app description:

• Make it concise and as descriptive as possible.
• Tell your users what makes your app unique and why they will love it.
• Use calls to action where possible.
• Try to repeat some very important keywords to be able to rank for them.
• Use some long-tail versions of the seed keywords.
• Localize it to different storefronts.
• Use bullet points to make it more readable and easy to grasp the important features.

URL

Interestingly, your app can rank for the keywords you include in your URL. Better to put some important keywords as Scripts did:

However, be careful that you cannot change it later once you set it up. So, think carefully about the keyword to include there not to rank for something completely unrelated.

The Best ASO Tools for 2024

ASO Intelligence

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Basic Features of MobileAction ASO Intelligence

Store Management 

This is where you implement the optimization of your app’s metadata. After testing on the platform, you can directly export the new updates to the store, ensuring that your app’s information remains current and optimized for visibility.

Keyword Suite 

This is a comprehensive and multifunctional suite made up of several keyword management tools such as Keyword Tracking, Keyword Optimization, Keyword Gap, Keyword Position Map, Keyword Suggestion, Keyword Spy, Keyword Research, Keyword Explorer, Keyword Trends, and Keyword Translator.

It empowers app developers and marketers to streamline their keyword management efforts. With Keyword Suite, users can track and optimize keywords, discover gaps, study competitors, explore trends, and translate or generate keywords for 22 languages. This all-in-one solution ensures that your keyword strategy gives your app maximum discoverability in the app stores.

Creative Asset Hub 

Allows users to analyze and compare app icons and screenshots among competitors and browse all assets with filters for country, category, and app platforms. It provides insights into visual trends and competitor strategies, ensuring that apps remain visually appealing and relevant.

Advanced Features of MobileAction ASO Intelligence   ASO Report 

This tool provides a comprehensive overview of any app’s performance. It showcases how many keywords an app ranks for, the weekly changes in ranking distribution, and historical rankings by keyword. Users can compare two dates by ranking, sort reports by brand keywords or search scores, and filter through various metrics.

Visibility Report 

A crucial tool for understanding the visibility trends of your apps and competitors. The Visibility Snapshot offers a breakdown of the visibility score of your app by country. Users can compare the day-by-day visibilities of two apps, understand localization performances, and view country-based visibility performances.

Additionally, the top visible apps feature allows users to view the most visible apps in each store, providing insights into their visibility scores, category rankings, and overall standings.

Keyword Intelligence 

This feature shows keywords that your app ranks for and estimates the percentage of downloads you get from these keywords. It’s designed to give insights into potential keywords that might drive downloads. The Organic Download History tab showcases keywords that contribute significantly to organic downloads.

By checking weekly changes, you can refine your ASO keyword strategies.

App Update Timeline 

A feature that allows users to track their app’s update history. It provides a comparative view of each update, highlighting changes. You can also analyze competitors and see their update history, which can offer insights into their update strategies.

Localization 

This tool provides an overview of which ASO elements of an app (such as title, subtitle, and description) have been localized. It offers insights into how well the app performs in each country it’s active in. Localizing your app can directly influence user reviews, and this feature provides great insights into effective strategies to do so.

The Advantage of Having a Full-Funnel Platform

MobileAction‘s premier mobile UA optimization platform provides a comprehensive solution that transcends the boundaries of traditional App Store Optimization. By offering a full-funnel platform, MobileAction empowers you to move beyond simple organic search optimization and extend your reach to optimize your paid user acquisition strategies and elevate your ad creative campaigns.

With the cutting-edge power of AI-driven smart mobile app intelligence tools at your disposal, MobileAction propels your app promotion efforts to new heights, enabling you to not only stay ahead but also outperform your competition with ease.

Let’s briefly mention how our other app intelligence tools can benefit you beyond ASO.

App Intelligence

With its features such as App Profile, Publisher Profile, Featured Apps, Category Rankings, Reviews, Similar Apps, Sales Metrics, In-App Events, and Promotional Content, App Intelligence gives you a snapshot of any app in the app stores and great insights on the key metrics.

Here you can display up-to-date information on all the apps, view the ratings and reviews breakdown, see the daily and hourly changes in the category ranking, and track similar apps listed under your app.

With its Top Charts feature, App Intelligence allows you to observe all top free and paid apps for a category of your choice, discover all new and featured apps, and analyze the Biggest Movers and Biggest Losers.

SearchAds Intelligence

SearchAds Intelligence helps you polish your ASO strategy with the power of Search Ads keywords of your competitors. While the Search by App feature can provide you with a complete list of keywords an app is bidding on, Search by Keyword and Search by Competitor features do similar research from different scopes.

With the CPP Intelligence feature, you can find out your competitors’ customized strategies for product pages and paid keyword themes and stay ahead of the competition without costly A/B testing. This feature will help you with competitor research and understand current trends and strategies in your category.

Market Intelligence

Market Intelligence keeps an eye on the app markets with app-based and market-based estimates and analyses. With its App Analysis feature, Market Intelligence enables you to check the estimated download and revenue figures of any app.

Moreover, you can see how many daily and monthly active users (DAU & MAU) you have to realize your product strategy. And with Store Analysis, rather than focusing on a single app, you can review the whole store. Filter your search down to category and country within a timeframe and set your goals accordingly.

Ad Intelligence

Ad Intelligence is the best way to track the advertising networks and creative trends, as well as the big players in the ecosystem. It consists of 3 major sections: Analysis, Top Charts, and Collection.

In analysis, you can conduct Creative, Advertiser, Ad Publisher, and Developer Analysis and filter time intervals, ad networks, and countries to get an overview of your competitors’ paid user acquisition efforts.

With Top Creatives, Top Advertisers, Top Ad Publishers, and Top Developers features, Top Charts sections show you who is dominating the ad ecosystem on various ad networks to get a better understanding of the competition.

Finally, in the Collection section, you can create advertiser watchlists and track your favorite advertisers with App Collections and create collections by app categories, media types, ad networks, or a specific keyword within creative titles — all with Creative Collections.

MobileAction’s leading mobile user acquisition (UA) optimization platform offers a holistic solution that goes beyond the confines of conventional ASO). Through its full-funnel platform, MobileAction allows you to go further than just improving organic search results and expand your efforts to enhance your strategies for acquiring paid users and improving your advertising creative campaigns.