App Store Optimization

What is App Store Optimization and why do we need to know about it?

Have you ever thought about how certain apps end up being downloaded several millions of times raking the developers a mountain of cash? Well obviously the app must be good and solves some need of the millions of users of the app. But one could argue that there may be many similar apps that dont get the same level of love. Well, other than the potenial importance to users and Heavenly intervention (or Luck if youd want to call it that), there are ways to increase your apps footprint in the App Store (Android or IOS).

App Store Optimization (ASO) is the broad term for the process of increasing the visibility of an app on a market place in order to increase user engagement. It involves optimizing the metadata of an app to improve its discoverability and rank higher in the app store's search results. This is similar to websites using specific Key Words through Search Engine Optimization (SEO) to increase site viewership. The ultimate goal of ASO is of course to increase the number of app downloads and hence generate maximum revenue.

This is a topic I only recently encountered. So I took this an opportunity to go bit deeper into the world of ASO to build a small primer for first time readers as well.

Lets delve deeper into the concept of ASO, its importance, best practices and some companies that offer ASO services.

Understanding App Store Optimization

ASO involves both on-metadata and off-metadata factors. On-metadata factors are the components that are directly related to the app's metadata, such as the app title, description, and keywords. Off-metadata factors, on the other hand, are the elements that are indirectly related to the app's metadata, such as app ratings, reviews, and user engagement.

With the ever-increasing number of apps, it has become essential to have a robust ASO strategy in place to increase the visibility of one's app and improve user engagement. ASO helps in;

  1. Enhancing Visibility: Good ASO strategy can help increase the visibility of your app on the app store, making it easier for users to firstly discover your app and then download it.
  2. Increases Downloads: By optimizing your app's metadata, you can increase its chances of ranking higher in the app store's search results, leading to higher app downloads.
  3. Boosts User Engagement: Improving your app's visibility on the app store can enhance user engagement, leading to higher app usage and user retention.
  4. Increases Revenue: This is simple, the more downloads the more is the potneial revenue either through the app itelf or through other modes of monetization like ads.

All this sounds fancy. Are there any ASO companies that a potenial app developer can check out?

Most Defintiely

  1. AppTweak ( This site offers various ASO tools and services, including keyword research, competitor analysis, and performance tracking.
  2. Sensor Tower ( This service provider seems to be a decent place to obtain ASO services and insights for both the Apple App Store and Google Play Store.
  3. The ASO Project ( These guys have definetly won the prize for most obvious name. They too offer ASO consulting and optimization services for both iOS and Android apps.
  4. Gummicube ( Provides ASO services and tools, including app store optimization, mobile advertising, and also includes services for user acquisition.
  5. Mobile Action ( Offers ASO and app marketing services, including keyword research, competitor analysis, and app store optimization.

Several of these service providers also give demos to budding app developers. So might be a good idea to utilise those before spending money and time in utilising any of these services.

Before you go into the selection of a service provider, you should be aware of some basic best practise while developing your app so that the basics are covered for ASO and it wont be too difficult to design an ASO strategy for the app.

  1. App Title

This one is simple. The app title is the first thing you see when searching for apps. Therefore, it is good common sense to have a short, unique yet descriptive app title that accurately reflects your app's features and benefits. Bonus points if you can somehow include include relevant keywords into the title to increase its visibility on the app store.

2. App Description

The app description should provide a concise and informative overview of your app's features and benefits. It should accurately reflect the value proposition of your app and convince users to download it.

3. Keywords

Keywords play a crucial role in enhancing your app's visibility on the app store. It is essential to conduct thorough keyword research to identify high-traffic and relevant keywords to include in your app's metadata. Including relevant keywords in your app's metadata can increase its chances of ranking higher in the app store's search results. You could use tools like H-Supertools ( to search and assess various key words.

4. App Icon

The app icon is an essential element of your app's branding and should be eye-catching and memorable. It should accurately represent your app's brand and features and should be easily recognizable.

5. Ratings and Reviews

Ratings and reviews are a vital part of an app's off-metadata factors. Encouraging users to leave positive reviews and ratings naturally push your app to the top of the store /marketplace.

So after the above, you could wing it on your own or choose one of the baove mentioned companies or others not on that list. But keep these points in mind before deciding on how to execute your ASO strategy.

  1. Understand Your Target Audience: Know your target audience and what keywords they are searching for.
  2. Optimize Your App Title and Description: Choose a descriptive and unique app name and write a compelling description that accurately reflects your app's features and benefits.
  3. Conduct Keyword Research: Use tools like Google AdWords Keyword Planner, Ubersuggest, and App Annie to research and select relevant keywords for your app.
  4. Optimize Your App Icon: Create an eye-catching and memorable app icon that accurately represents your app's brand and features.
  5. Encourage Ratings and Reviews: Encourage users to leave positive reviews and ratings to improve your app's overall rating and visibility.
  6. Analyze and Adjust: Monitor your app's performance and adjust your ASO strategy as needed based on user feedback and market trends.

Most people dont really understand what it takes to sell your product - be it an app, service or physical product. In a world where there are dozens of competitors in most fields, it pays to be able to attract eyeballs (positively) faster than your competition. So having strategies to push your product /service to customers is definetly a must on your check list to launch successfully.