App Store Optimization (ASO): Definition & Explanation

Table of Contents

With the growing popularity and usage of smartphones comes an interest in new apps. With more than 2.5 million applications in the Apple App Store or in the Google Play Store, the positioning of the app is crucial to achieving a high number of downloads. App Store Optimization (ASO) involves measures that lead to an increase in app downloads and support the branding of a brand.

Learn more in the current Warriors Blog about why app store optimization plays a decisive role in the discoverability of an app, the goals of app store marketing, and the differences from traditional SEO optimization of a website.

What is App Store Optimization (ASO)?

The goal of App Store Optimization (ASO) is to place your own app or a specific app very well in the search results of app stores. Due to the similarity of the objectives, ASO is often equated with app store SEO, although they are two different marketing disciplines.

App store optimization is based on a set of measures that aim to influence the various ranking factors within the app store. Ideally, both popularity and the number of downloads are increased. By spreading the app further, ASO indirectly contributes to the branding of a company.

One of the most important factors in app store optimization is the Click-Through-Rate (CTR). The frequency of clicks usually determines a good long-term placement in the search results. Improvements can be achieved through adjustments and optimizations of the app name, the app title, the displayed app icon as well as the screenshots and ratings. The direct and indirect influence of the applied factors supports a very good ranking.

How are apps found by users?

To increase the awareness of an app, classic advertising strategies can be used. Radio and television are often used by popular brands to generate higher download numbers. The company's own website, press releases, or integration into the newsletter are other conceivable options.

Somewhat surprisingly, the so-called