An Ultimate Guide 

App Store Optimization is a tactic that improves an app’s visibility in an app store. App stores rank each app based on many factors. 

This article explores the importance of ASO in today's digital marketplace. It discusses the differences in ASO strategies between major app stores such as the Apple App Store and Google Play, highlighting key ranking factors and optimization techniques. It also gives importance to practical ways to improve ASO effectiveness.

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ASO Guides

What is ASO?

ASO is a closed-site search engine. App Store Optimization helps you connect with a relevant audience and push your app’s unique selling points. Quality ASO can boost installs, making it valuable to app marketers. These are organic downloads, which prove to be valuable.

Why is Application Store Optimization Important?

ASO is an essential part of an app toolkit because:

• Organic users are often more engaged and loyal than paid users.
• Organic downloads and installs lower overall user acquisition costs (because ASO is free!).
• Organic visibility spans across markets and languages.
• According to Google, most apps are discovered through app store searches. 

Read more on our gen players blog: if you’re not investing in ASO, you’re missing out on potentially the largest discovery channel.

Investing in ASO means investing in: 

• high-quality and relevant users
• increased organic app downloads
• lower user acquisition costs and continuous growth
• increased app revenue and conversion rates
• global audience reach
• ASO is also handy for things like increasing brand awareness, getting more (and better) reviews and ratings, and boosting user engagement.

ASO for Different App Stores

As available fields, ranking factors, and the importance of each vary by app store it’s important to understand which items to target when optimizing for different stores. Most people use the Apple App Store and Google Play. So, we’ve outlined the differences between the two below.

• Apple App Store vs. Google Play

Despite the similarities between the Apple App Store and Google Play, key differences will affect your ASO efforts.

• Both platforms require apps to be reviewed and approved before they launch in the app stores.
• App approval takes anywhere from 24 hours to more than a week, depending on the size and complexity of your app.
• If you aim for a specific release date for your app’s launch or update, consider submitting it at least a week in advance. 
• The App Store has two unique elements Google Play doesn’t offer: the keywords field and the subtitle. 
• Google Play offers a short description field, which Apple does not provide. 

Further differences between the platforms include the factors they use to rank and feature apps:

Apple App Store Ranking Factors

Here are the key ranking factors for iOS apps in the Apple App Store:

• App name
• App subtitle
• App URL
• Keywords
• Installs and engagement
• Reviews and ratings
• App updates
• In-app purchase titles and descriptions 

Google Play Store Ranking Factors

Here are the ranking factors Google Play prioritizes:

• App title
• App short description
• App long description
• Installs and engagement
• Reviews and ratings
• In-app purchase titles and descriptions
• App updates

What Are The Main Ways You Can Improve ASO? 5 Suggestions

Here’s a short list of ways you can improve your app’s ranking with ASO:

• Using keywords in your app’s name
• Including keywords in your app’s description
• Localizing content
• Using the right primary and secondary app categories
• Screenshots and other useful images

It’s no coincidence that the app store’s highest-ranking apps regularly maintain and update their content. They aim to reflect user feedback in their ASO and ensure that new features are included in the description. Another way to learn how your ranking can be improved is by researching the ASO best practices of the highest-ranking apps in a relevant category. By observing your competitor’s ASO, you can optimize your content and get ahead of the competition.

Conclusion

In conclusion, Application Store Optimization (ASO) is a strategy for app developers and marketers alike to enhance app visibility and drive organic downloads. The importance of ASO cannot be overstated, especially considering its benefits, such as engaging and loyal organic users, lower user acquisition costs, and global audience reach.