Definition
App Store Optimization (ASO)
Improving an app’s store listing so it ranks higher in store search and converts more visitors into installs.
What is App Store Optimization?
App Store Optimization is to app stores what SEO is to web search. It covers visibility — keyword relevance, quality and engagement signals — and conversion: the icon, screenshots, video, rating and text that persuade visitors to install. On Google Play, ASO relies on visible listing text (title, short and long description), since there’s no hidden keyword field.
Why it matters for ASO
Search is the largest source of organic installs for most apps. Unlike ads, ASO keeps working without a per-install cost, so small improvements compound over time.
How to improve it
- Research realistic keywords and track their positions.
- Optimise title, short and long description.
- Improve screenshots, icon and video and A/B test them.
- Fix quality issues and respond to reviews.
- Localize for important markets.
How to measure it
Keyword positions per country, store listing visitors and conversion rate, and installs from search.