A great mobile application idea strikes your mind and you see the real change it can bring in the digital world. You invest your valuable time and effort to make it seamless. You’ve got your dream application in your hand.

You launch it on respective App stores. But wait, your app is not hitting the download marks as expected. You are seeing your time, effort, and dream dying in the chaos of the app store.

You don't want any of that to happen to your application. You don’t want your idea to be another “Hidden Gem”. This is where App Store optimization comes into play. Basically, ASO (App Store Optimization) is an approach that makes your application easily visible in the App Store.

In this blog, we will guide you through the ins and outs of ASIA including why it is important, Apple App Store vs Google Play Store, ranking factors, Benefits of ASO, and SEO vs ASO.

What is App Store Optimization(ASO)?

App store optimization is a strategy to guide your users directly to the doorstep of your application either in the Apple app store or Google Play store. We can call it SEO but for mobile apps.

Basically, it is the process of tweaking the name, title, and description of your mobile application in their stores to improve ranking and get more downloads. It is also known as App Store SEO or App Store marketing among app developers, owners, and marketers.

ASO is a strategy to improve user engagement, retention, and experience which ultimately leads to a better ranking in the app store. The ultimate goal is to attract more users and stimulate downloads organically without relying much on paid marketing.

Why is ASO important?

The mobile app market is highly competitive with thousands of apps seeking the user's attention. So, owning a brilliant mobile application but not being able to expose it to the target audiences won’t do so much to your growth. It will be like a brilliant book resting in the dark corner of the library where no one reaches for it. It won't matter how useful the content of the book is if it will never get picked up by a reader.

Likewise, the app also must be visible to the users to fulfill the meaning of mobile app development. So, App Store Optimization is important for these reasons:

• Better Discoverability

The main motive of ASO is to make your app stand out and hence discoverable in the complex landscape of app stores. The strategic process of optimizing the app for relevant keywords leads it to better ranking.

• Cost-effective Marketing

ASO is an organic process of attracting your users to your application. So this process won't cost you as high a budget in marketing as paid marketing. This leads to effective and future-proof marketing.

• Higer Download Rates

Apps that rank higher in the app store are likely to get downloaded more. So effective ASO is crucial to make sure your application gets visible to the right audiences.

• Boosted User Engagement

Again, the effective ASO encourages a higher retention rate and better reviews too. This will help your app’s ranking as well as download rate to get better.

Apple App Store vs Google Play Store

Even though these two app stores sound similar, several facts distinguish them. Both app stores have their algorithms and ranking factors, both need tailored app store optimization.

• The ranking factor of the Apple App Store and Google Play Store is not all the same. The Apple app store consists of two unique elements of than Google Play store: The keywords field and the subtitles field. Conversely, the Google Play Store consists of an exceptional field; a short description.
• Moreover, the Apple Play Store has a soft corner for user experience, app quality, and security. It's highly curated, so being featured can greatly increase your app's visibility and downloads.
• Whereas, Google Play Store supports Google’s algorithm which is more search-oriented more like search engine ranking. So, keywords, user engagement and experience metrics, and app performance decide the ranking of the mobile app in the Google Play Store.  

Furthermore, the differences include the different factors these platforms use in ranking.

Apple App Store Ranking Factors

App name (title)

App subtitle

App URL

Keywords

Installs and engagement

Reviews and ratings

App updates

App downloads

In-app purchase titles and descriptions

User Engagement

Google Play Store Ranking Factors

App title

App short description

App long description

Keyword optimization

Installs and engagement

App reviews and ratings

In-app purchase titles and descriptions

App updates

App performance

SEO vs ASO

App Store Optimization : How to achieve higher ranking in Apple App Store or Google Play Store

1. Discover the keywords

Most of your potential customers are looking for an app like yours directly in the app store. According to Apple, over 65% of all downloads come from searches in the app store only. This shows the need to optimize your app in the app store with the right keywords. Otherwise, chances are your app won't be visible to a large chunk of users.

But how can you find the right keywords for your app?

Research Your Competitors:

The first step of this process will be researching your top-ranking competitors. This will not only help you find what works best in the market but also discover what they are doing differently and how you can do better than them to outrank them.

Use keyword research tools.

Keyword research tools like AppTweak or Sensor Tower can be super helpful in providing a detailed overview of the keywords related to your app's nature. You should use them in your favor.

Include long-tail keywords

Long tail keywords are longer keywords that have fewer competitors and are easy to rank them.

Focus on relevance

Choose keywords not only for the sake of ranking. The ranking algorithm for the ranking prioritizes keyword relevancy rather than keyword stuffing.

2. Research to get a catchy app name, title, and subtitle.

Your app's name and title are the first thing your users will see of your app. This also plays a crucial role in whether users continue with your app or not. So, you have to use this information to your advantage.

To do so, focus on:

App Name

Your app name is how you will get recognized in the market. So don't leave it to chance. Keep your app’s name catchy which is super easy to remember or even better if it is fun to pronounce.

App Title

Focus on keeping your app title descriptive yet creative so that it can grab the immediate attention of the users. Keep it clear and concise to explain what your app is about and what your app does.

App Subtitle

Use this to add some additional information about your app. This is also a great place to place your keywords. 

3. App description should be compelling and informational.

The app description is where you sell your mobile app to potential users. This is your chance to provide a compelling reason why users should download it.

So, you should focus on grabbing the immediate attention with a strong statement about the most unique features of your app.

Clearly explain what your app does and how downloading it can benefit the users. Try to keep the description in bullet points so that it is easier for users to read.

Encouraging users to download the app with “Download Now” or “Experience the best feature today!” call to action sections.

4. Include quality visuals

First impressions matter and visuals serve as the front window of your application profile on the app store. Users see your visuals and if they are not visually appealing enough, your users are likely to bounce. Research shows you will get about 0.05 sec to attract your users via your visual aspects. So, focus on making it enticing and speak about your app via it.

To do that, the first step would be to use the expertise of a professional in creating design. But communicate your idea with them and listen to their recommendations and feedback.

Focus on keeping the design in a way that can introduce your app at a glance. It should take your visitors on a journey through all of your unique and strong features. Use the captions to clearly describe each of the screenshots of your app, the app’s value, and how it works.

5. User reviews and ratings

User reviews and ratings are one of the most prioritized ranking factors for both the Apple app store and Google Play store.

User reviews work as a word-of-mouth for your application in the app store. This helps in building a sense of credibility and a positive impact on your visitors. Not only that, it encourages the app store to promote your app assuming it’s popular and worth promoting.

So, encourage your users to leave a review after having a good experience. If you have an mobile app that helps in ordering food, ask for a review from a customer after a quick food delivery. Happy customers love to leave a review so don't get shy and ask for it.

Benefits of App Store Optimization

App store optimization (ASO) offers app developers and owners several benefits which include:

Increased Visibility

Higher Organic Search

Cost-effective User Acquisition

Improved App Ranking

Better User Experience

Global Reach

Sustained Growth

Higher Revenue

Conclusion

ASO (App Store Optimization) in 2024, where thousands of applications daily getting launched in app stores; is not just a luxury but a necessity. Even though you might get overwhelmed, the optimization process is not that hard. You have to focus on keeping your App name, title, subtitle, and description catchy and keyword-rich while focusing on catchy visual aspects.

Even though you have a revolutionary application, without proper nurture and care, your app’s fate is to get lost in the sea of competition. But you can always implement these techniques and strategies to recognize your app better. App store optimization not only helps your app discover but also boosts customer conversion, and retention, ultimately leading to higher revenue. So, ASO is the way to stand out your app in the chaos of the App Store and achieve long-term success.