App Store Optimization (ASO): Definition & Explanation

With the growing popularity and use of smartphones, interest in new apps is also increasing. With more than 2.5 million applications in the Apple App Store or Google Play Store, positioning the app is crucial to achieve a high number of downloads. App Store Optimization (ASO) involves actions aimed at increasing app downloads and supporting brand branding.

Learn more in the current Warriors Blog about why App Store Optimization plays a critical role in an app's discoverability, the goals of App Store Marketing, and the differences from classical SEO optimization of a website.

What is App Store Optimization (ASO)?

App Store Optimization (ASO) aims to place one's own app or a specific app very well in the search results of app stores. Due to the similarity of the objective, ASO is often equated with App Store SEO, although they are two different marketing disciplines.

App Store Optimization is based on a series of actions intended to influence various ranking factors within the app store. Ideally, popularity and the number of downloads are increased. Through further dissemination of the app, ASO indirectly contributes to a company's branding.

One of the most important factors in App Store Optimization is the Click-Through-Rate (CTR). Click frequency usually determines a sustained good placement in search results. Improvements can be achieved through adjustments and optimizations to the app name, app title, displayed app icon, as well as screenshots and reviews. Direct and indirect influence of the applied factors supports an excellent ranking.

How are apps found by users?

To increase the visibility of an app, classical advertising strategies can be employed. Radio and television are popular with well-known brands to generate higher download numbers. One's own website, press releases or integration into the newsletter are other conceivable options.

Somewhat surprisingly, the so-called "word-of-mouth" is the second most successful channel. If an app works very well, offers significant added value or is a lot of fun, personal recommendations have a great impact on success.

Other channels include favorites or ranking lists where apps are placed. Paid ads or integrations into already successful apps are options that can influence growth numbers.

However, the crucial medium to find an app remains the App Store. Here, users specifically search for applications to satisfy a "need." Map services, photo editing, and planners are particularly popular. In the quest for a good ranking, App Store Optimization (ASO) is the ideal marketing instrument.

Goals of App Store Marketing

For a company, a published app can serve different purposes. The goals should therefore be clearly defined during development and before registration in the App Store:

• Increase revenue through a paid app

• Boost brand awareness through an app with a high reach

• Successful monetization of the app

• Collect user data to specifically improve the product and marketing measures

Differences between App Store and Google Play

The App Store by Apple and Google Play have different factors connecting them in App Store Optimization, but there are also relevant differences between the two most popular providers.

Both have developed a review process that excludes inferior apps beforehand. Only high-quality, technically flawless apps gain access to the store. However, differences exist in processing time. A new release or updating takes significantly longer with Apple than with Google, and can take up to three days.

The integration of keywords is crucial. Analogies to the search algorithm of the search engine can be found in Google Play. Important keywords must be found in the title and descriptions. In Apple's App Store, it is entirely sufficient to fill the "keywords" field with relevant terms.

Important aspects of App Store Optimization

For an excellent ranking, several factors can have an influence:

• The number of downloads within a short period can help an app achieve an excellent ranking.

• The title, description, and stored keywords should precisely describe the app and the most important keywords should regularly appear.

• The number and quality of reviews play a central role. A frequently reviewed app with poor results will not achieve a very good position despite high engagement.

• The number of comments actively influences the ranking.

• Social signals pointing to the app support a good placement.

The Google Play Store has two additional characteristics: the number of uninstallations and backlinks to the app are also considered for an evaluation.

What actions are included in App Store Optimization?

The marketing discipline App Store Optimization encompasses several actions that can positively affect the overall result. These are key factors that influence the ranking directly or indirectly:

App Name

The name of an app should be chosen very carefully. It should be relevant to the app, easy to read, and ideally unique. In Google Play, the name can be 50 characters long, while only 30 characters are allowed in the Apple App Store. Keywords placed in the name have strong importance for the app's ranking.

Choosing an Icon with High Recognition Value

The icon has an indirect impact on ranking. If it reflects at least part of a brand or has a design clearly distinguishable from other apps, the recognition value is significantly higher. For very successful apps, the icon supports a company's or brand's branding. Instagram is a classic example, as it became a success story from the App Store, and its icon is unmistakable.

Choosing Screenshots: Provide Insight into the App

With the right selection of screenshots, users can be convinced of an app. They provide insight into the design, functionality, and user engagement. A careful and objective selection is another key to success.

Price of an App or Free Download

Like all investments, the price is an important criterion for an app. Free apps have a higher chance of being downloaded. If users see added value in the app that really helps them, the price's relevance becomes secondary. Ultimately, the company must decide in connection with the developed strategy, what goals are to be pursued with the app.

Description of the App: Informative and Clearly Structured

The description has a special significance. In Google Play, it's additionally important that relevant keywords for the app are integrated into the description. An informative text and a clear structure are essential. Helpful are bullet points that list functionalities. The 4,000 available characters should be used as effectively as possible.

Reviews and Comments as Indirect Factors

App Store Optimization has no direct influence on reviews and comments. However, getting friends and acquaintances who are convinced of your app to post positive reviews can positively change the ranking. As an app owner, it is very important to respond to comments to promote user engagement and accept criticism.

Finding Keywords for App Store Optimization

Besides the natural intuition as a user "What would I search for myself?", there are various analysis tools or apps for the classical Content Marketing that can assist with ASO keyword research. App Radar is known as a popular and comprehensive tool specialized in the requirements of App Store Optimization. The ASO tool enables beyond keyword research, the analysis, optimization, and management of one's own app. Other apps listed in the same category and using similar keywords can also serve as orientation.

Differences between SEO and ASO

The proximity between App Store Optimization and SEO as Search Engine Optimization is unmistakable. Similarities like using the right keywords or adjusting the title and description often lead to the assumption that they are the same discipline.

However, SEO is broader and more comprehensive. Optimization for the mobile and desktop index, page speed, the number of on-page factors, time on site, or bounce rate stand opposite downloads and uninstalls, as well as strong user engagement in App Store Optimization.

Moreover, they differ in their main goals, as SEO clearly focuses on traffic, while app marketing emphasizes downloads.

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