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Effective Strategies for App Store Optimization (ASO)

September 11th, 2023
Strategies for App Store Optimization.


It's no secret that the App Store is the most important distribution channel for mobile apps. However, ensuring the right demographic of visitors view and download your app is challenging. With billions of apps in the marketplace, there's stiff competition for consumer’s attention and downloads. 

Not all of those downloads lead to sales, either. Your quest to create a next-generation mobile app does not end at the launch stage; instead, it is a continuous process. Thus, it is vital to hire remote developers who know what they are doing. 

In this article, we'll look at what app store optimisation (ASO) is, the importance of keeping it in mind at every stage of the development process, and how to create a robust strategy to increase your downloads.

Importance of a Mobile App

Mobile apps have become an integral part of modern life, transforming the way we interact, communicate, and access information. Mobile apps provide easy access to information, services, and entertainment from anywhere at any time. 

For businesses, mobile apps are powerful tools for reaching a wider audience and increasing revenue. Apps can serve as additional sales channels, facilitate online transactions, and promote products or services effectively. It is the ideal method for improving customer experiences, business growth, branding and providing a high level of personalization. 

Here are a few statistics from Statista that suggest the same:

  • There are over 3.5 million apps available on Google Play Store.

  • The Apple App Store has over 1.6 million apps. 

  • Global mobile app downloads in 2022 were 255 billion.

  • Number of people using mobile devices in 2023 is 7.33 Billion.

  • Mobile users are expected to grow to 7.49 Billion by 2025. 

At Acquaint Softtech, we have a dedicated team of mobile developers to build stunning apps.

What is App Store Optimization?

What is App Store Optimization.

App Store Optimisation (ASO) is an ongoing process of optimising your app's metadata, content and user experience to improve its visibility in the app store search results. App Store Optimisation is an integral part of any mobile marketing strategy because it can help you rank higher in the app store search results and increase app downloads.

App Store Optimisation is not just about keywords; it's also about providing a great user experience for your customers. Keywords are an essential component of ASO, a critical one, too. But many other elements contribute to ranking well on Google Play or Apple's App Store:

  • Informative text

  • High-quality images

  • Strategic videos

  • Social media connection

  • Reviews

  • Ratings

Does a higher App Download rate interest you?

Read more to find out how Acquaint Softtech can make this possible. Our developers have the expertise to make this happen.

Mobile App Development With ASO In Mind

Mobile App Development With ASO In Mind.

App Store Optimisation (ASO) is the process of optimising your app for search engines and app stores. This helps you get more downloads, which leads to more revenue. If you want to increase your app's chances of getting found, you need to optimize it for search engines and app stores. 

Search engine optimization (SEO) is a process that helps increase the number of downloads for your app by improving its ranking on popular search engines like Google. Both are equally important and need to be taken into consideration while developing a mobile app. 

Several factors play a big role in effective ASO and SEO. This includes the app size, performance, number of bugs and errors, and much more. This makes it vital that you have a good strategy for ASO and consider all the relevant factors during the development process. 

Reasons to Implement ASO  

Reasons to Implement ASO.
  • Increase downloads and revenue.

  • Improve brand awareness and user experience.

  • Increase customer satisfaction and ratings.

  • There are over 970 new apps daily in the Apple App Store and 15000 in the Google Play Store weekly.

  • 70% of mobile users use the store search feature to find new apps. 

  • Approximately 11% use web search to find an app.

  • The number of apps on the Google Play Store is in the millions and on the rise. The same applies to the Apple App Store. Many options are available to consumers for the same category of apps, making it vital that your app stands out. 

  • It improves your app's visibility within app stores. When users search for relevant keywords or browse categories, well-optimised apps are more likely to appear at the top of search results or featured lists.

  • ASO is a cost-effective way to increase your app's visibility and downloads compared to paid advertising. It's an organic approach that continues to deliver results over time.

  • ASO encourages optimising your app's icon, screenshots, and description, leading to a more informative and appealing app listing. This enhances the user experience and draws in users who are more likely to engage with your app.

  • A well-optimised app store listing with clear and persuasive visuals, descriptions, and call-to-action elements can lead to higher conversion rates, converting more visitors into actual users.

  • ASO efforts can have a lasting impact. When you optimise your app's metadata, it continues to work for you, driving downloads and engagement long after the initial optimisation is done.

  • ASO can lead to more quality downloads, which in turn can result in higher positive reviews and ratings. These reviews and ratings influence user’s decisions to download and use your app.

  • ASO allows you to localise your app's metadata and assets for different markets, expanding your app's reach to a global audience and catering to users in various languages.

  • ASO involves analysing data and metrics to understand user behaviour, keyword performance, and conversion rates. This data-driven approach helps you refine your strategy for better results.

  • App stores use algorithms to rank apps in search results and featured lists. Implementing ASO aligns your app with the factors these algorithms consider, improving your chances of ranking higher.

  • ASO is effective for both newly launched apps and established ones. For new apps, it kickstarts your app's growth by making it visible to potential users. 

  • A paid campaign can help boost your download rate, which works like a cost-per-install (CPI), the other alternative being optimising it for organic traffic with the ASO best practices.

Do you think you wish to implement a good ASO strategy?

The mobile app developers at Acquaint Softtech have the expertise to build a next-generation mobile app with a good ASO strategy.

Strategies For App Store Optimisation

Strategies For App Store Optimisation.

App Store Optimisation (ASO) is both an ongoing process and a multi-faceted strategy that involves many different aspects of your app's presence on the App Store. ASO is not just about what you do in the app itself but also how well you optimise its presence on Apple's platform for discovery and downloads.

There are several things to consider when optimising your app for ASO:

  • Conduct competitor analysis: Your competitor’s apps will give you insight into what keywords they're using in their titles, subtitles and descriptions; this will help inform your optimisation efforts in the future.

  • Create a unique app title and subtitle: Make sure that both are relevant to what people might search for when looking at similar apps in your category.

  • Create catchy bundle name: The "bundle name" refers to how Apple groups together related items within one listing on their store pages; it helps users find related products faster than if they had been listed separately without any grouping cues as this one provides.

  • Keyword Research: Identify relevant and high-traffic keywords related to your app's niche. Use keyword research tools to understand search volume and competition.

  • Incorporate primary and secondary keywords in your app's title, subtitle, and description.

  • App Title and Subtitle: Craft a compelling and concise app title with relevant keywords. Utilise the subtitle (iOS) or short description (Android) to describe your app's features and benefits further.

  • App Description: Write a detailed, engaging description highlighting key features, benefits, and unique selling points. Include relevant keywords naturally in the description, but prioritise readability and user appeal.

  • App Icon: Design an eye-catching and memorable app icon that reflects your app's purpose and brand. Ensure the icon is clear and distinguishable, even in small sizes.

  • Screenshots and App Previews: Create high-quality screenshots that showcase your app's user interface and key features. Include captions on screenshots to provide context and highlight essential elements. Utilise app preview videos (iOS) to demonstrate app functionality and engage users.

  • Localised Assets: Translate your app's metadata and assets into multiple languages to cater to a global audience. Adapt screenshots and descriptions to appeal to different cultural preferences.

  • App Ratings and Reviews: Encourage users to leave positive reviews and ratings by prompting them at appropriate moments. Respond promptly and professionally to user reviews, addressing concerns and showing your commitment to user satisfaction.

  • App Updates and Bug Fixes: Regularly update your app to introduce new features, improvements, and bug fixes. Keep users engaged and satisfied by addressing their feedback and enhancing the app's functionality.

  • App Category and Subcategories: Choose the most relevant primary category and subcategories for your app. Accurate categorisation increases the likelihood of your app being discovered by users interested in similar apps.

  • App Size and Performance: Optimise your app's size to ensure a fast download and installation process. Prioritise performance optimisation to reduce crashes and improve user experience.

  • Promotional Activities: Utilise social media, blogs, and other marketing channels to promote your app. Collaborate with influencers and bloggers to increase visibility.

  • App Store A/B Testing: Experiment with different versions of your app's metadata, screenshots, and icons. Analyse which variations result in better conversion rates and downloads.

  • Competitor Analysis: Study your competitor’s app store listings to identify strengths and weaknesses. Learn from successful apps in your niche and adapt strategies that resonate with users.

  • User Engagement and Retention: Focus on creating an excellent user experience to retain users and garner positive reviews. Engage users through regular updates, relevant content, and interactive features.

At Acquaint, we have exposure to a wide range of industries and knowledge of several technologies to develop cutting-edge mobile apps. We offer Flutter app development services and much more. Our highly experienced developers also consider the ASO factors during the development process.

How Is ASO Different From SEO

How Is ASO Different From SEO.

The difference between ASO and SEO is that while both are important for search engine optimisation, ASO focuses on optimising your app for the app store. In contrast, SEO focuses on optimising your website for search engines. 

Here are some examples of how each practice can help:

  • The On-Page technique for SEO means title tag, H-tags, internal links, page speed and topic coverage, while that for ASO means app name, description, keywords, usage & and quality metrics and uninstall rate. 

  • Off-Page techniques for SEO mean links, anchor text, and social signals, while that for ASO means backlinks, rating reviews and download statistics. 

  • Goals are usually set per the user traffic for SEO, while it is more about the user downloads for ASO. 

  • ASO helps you get more downloads by helping users find you in an app store. If someone searches for "games" or "music" in their phone's app store,  they will see all the apps that have been optimised with relevant keywords, and yours will only be one of them if you have opted for a good ASO keyword strategy.

  • SEO focuses more heavily on getting traffic from Google search results than any particular platform such as Facebook or Twitter; however, this doesn't mean those platforms aren't still valuable! If someone types something specific into Google (like "best exercise apps"), they will see all the apps optimised with relevant keywords, and yours should be one of them!

How It Works

App store optimisation (ASO) is a process of improving the visibility of your app in the app stores and search results. ASO depends on the keywords you use in your app store listing.

When you develop a keyword, use Google Keyword Planner to find out if the keyword is relevant. The description on your app store listing should be clear and concise so that users can easily understand what it does and see if they want to download it!

Essential Tips  

  • Be aware of how your app compares to other apps in its category so you can ensure that yours stands out from the crowd. 

  • Check out the top-grossing or free apps in each category on both iOS and Android devices, as well as research similar apps on social media platforms like Instagram and Twitter. 

  • Make a note of the keywords and other similar apps to optimise yours accordingly.

  • Get feedback from potential customers before launching anything onto either app store so they can let their voices be heard during development stages instead of after release dates have passed already! 

  • Demographics don't always mean gender/age groups; some may prefer one platform over another solely based upon preference; therefore, keep both options open at all times when making decisions regarding which platform(s) work best with specific demographics within society today.

  • Conduct thorough keyword research to identify relevant and high-traffic keywords related to your app's niche.

  • Use ASO tools to analyse keyword competition, search volume, and trends.

  • Incorporate primary and secondary keywords naturally in your app's title, subtitle, and description.

  • Craft a clear, concise, compelling app title that includes relevant keywords and accurately represents your app's purpose.

  • Utilise the subtitle (iOS) or short description (Android) to provide additional context and benefits. 

  • Design a visually appealing and memorable app icon that stands out in a crowded app store.

  • Ensure the icon represents your app's brand and purpose effectively.

  • Use captions and annotations to highlight key features.

  • Utilise app preview videos (iOS) or promotional videos (Android) to demonstrate app functionality and engage users.

  • Write a detailed and engaging app description that communicates your app's value proposition and benefits to users.

  • Focus on user benefits, unique features, and how the app solves a specific problem.

  • Localise your app's metadata and assets to cater to different languages and cultural preferences.

  • Adapt your app description, keywords, and visuals to resonate with users in various regions.

  • Choose the most accurate and relevant primary category and subcategories for your app.

  • Accurate categorisation improves discoverability among users interested in similar apps.

  • Prompt users to leave reviews and ratings by placing in-app prompts or reminders.

  • Respond promptly and professionally to user feedback, both positive and negative.

  • Consistently update your app with new features, improvements, and bug fixes.

  • App updates demonstrate your commitment to user satisfaction and app quality.

  • Use ASO tools to monitor your app's keyword rankings, downloads, and other metrics.

  • Analyse user behaviour, conversion rates, and reviews to make informed optimisation decisions.

  • Stay current with app store guidelines, algorithm changes, and trends in ASO.

  • Continuously refine your ASO strategy based on changes in user behaviour and the app store landscape.

  • It's important to note that Google Play and the Apple App Store have different requirements for SEO tags. For example, while keywords are vital in optimising your app for both platforms, Apple requires you to use specific phrases in their metadata (such as "new and exciting"), whereas Google does not. 

  • One of the most essential parts of your App Store Optimisation strategy is to include a call to action (CTA) button in your app description page. The CTA button should be clear and concise so that users can easily see it scanning their search results on the app store.

  • Versioning your app is an integral part of App Store Optimization.

Remember that ASO is an ongoing process that requires consistent effort and adaptation. By implementing these tips and refining your strategy over time, you can enhance your app's visibility, attract quality users, and ultimately achieve greater success in the app stores. When you trust Acquaint Softtech with your mobile app development, you can be certain we consider ASO strategy as well. You can hire React Native developers from Acquaint.


If you're looking for an easy way to get more downloads, then ASO probably isn't it. It's a long-term process that requires regular maintenance and testing to maximise results over time. App Store Optimisation is an essential part of the mobile app development process. It allows you to get your app noticed by users, which means more downloads and better user experience.


What is App Store Optimization (ASO)?

App Store Optimisation (ASO) is the process of optimising your mobile app's presence within app stores to improve its visibility, attract more organic downloads, and increase user engagement. ASO involves optimising your app's listing elements, such as the app title, keywords, description, icon, screenshots, and reviews.

Why is ASO important for mobile apps?

ASO is important because it helps your app stand out in a crowded marketplace. It improves your app's discoverability, increases organic downloads, enhances user engagement, and boosts your app's chances of success. ASO is a cost-effective strategy for increasing your app's visibility and attracting users actively searching for apps like yours.

How do I choose the right keywords for ASO?

Choosing the right keywords involves conducting keyword research to identify terms that users are likely to search for. Use ASO tools to assess keyword search volume and competition. Focus on keywords relevant to your app's features, purpose, and target audience. Incorporate a mix of short-tail and long-tail keywords for better coverage.

How can I optimise my app's title for ASO?

To optimise your app's title, Include relevant keywords that accurately describe your app's core functionality. Keep the title concise, clear, and memorable. Prioritise readability and user understanding over keyword stuffing.

Can I update my app's metadata after launch for ASO purposes?

Yes, after launch, you can update your app's metadata, including the title, subtitle, description, keywords, and visuals. Regularly optimising these elements based on user behaviour, feedback, and changes in the app store environment is a recommended practice for ongoing ASO.


Mukesh Ram

Founder and CEO, Acquaint Softtech

I love to make a difference. Thus, I started Acquaint Softtech with the vision of making developers easily accessible and affordable to all. Me and my beloved team have been fulfilling this vision for over 15 years now and will continue to get even bigger and better.

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