What is ASO?
App Store Optimization, also known as ASO or App Store SEO, is the process of optimizing a game or application to maximize its visibility in App Stores through Search (when users search) and Explore (when users browse). The goal of ASO is to increase listing traffic and improve the conversion rate in order to generate the maximum volume of organic downloads.
It brings high-quality users to Android and iOS applications for free, helps reduce UA (User Acquisition) costs, and is the foundation of any growth strategy.
ASO = Traffic + Conversion. This process requires a critical understanding of how an App Store works, the target user base, and the most relevant keywords that potential users try when looking for applications or discovering new ones.
But beware: App Store Optimization is not just about search. The processes are much more complex.
ASO – how does it work?
There are several known factors that influence the optimization process for iOS and Android applications:
On-metadata factors
On-metadata factors are those elements of the product page or listing that can be modified in Google Play or in App Store Connect to improve keyword rankings in App Store Search, increase visibility in Explore, and especially boost the conversion rate into downloads – one of the most important KPIs.
These elements, which are 100% under our control, are: URL / Package, Developer Name (Google Play only), App Name / Title, description, short description, subtitle, promotional text and keywords (Apple only), category, icon, screenshots and video.
On-metadata optimization will help you rank higher in Search and Explore.
Off-metadata factors
As with SEO and off-page factors, off-metadata factors are external factors that are not under the developer’s control.
The elements that are not 100% under our control are: installation volume and velocity, ratings + reviews and – possibly – user engagement elements…
In short: App Store Optimization (ASO) = on-metadata + off-metadata
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How is App Store Optimization done?
Establish a clear App Store optimization strategy
Find out which keywords are available
Find the application’s niche
Choose the right name / title for the application
Keyword research for the mobile application
Writing the application description
Choosing the right application icon
Preparing screenshots and videos
App listing and localization
Application ratings and reviews
Tracking performance in App Stores
The benefits of using our App Store optimization services
If you want to have a successful application with visibility and plenty of downloads – potentially generating revenue – you need to pay special attention to your App Store Optimization strategy.
While Apple and Google do not share the exact methodology used to determine application rankings, we know from experience that there are certain things that will have a positive impact on how the application ranks.
By working with us to increase your application’s market share, you have a good chance of standing out among the millions of applications on both major App Stores and improving your revenue in this way.
With Digital Craft® Agency, ASO, and our basic services (SEO Optimization | Web Design), you can achieve all these objectives. Contact us today to prepare a customized optimization plan together, transforming as many visitors as possible into real, paying customers.
Frequently Asked Questions
ASO (App Store Optimization) is the optimization of an application's listing in Google Play and the App Store so that it appears higher in store searches and converts more visitors into installations. It differs from SEO in terms of its factors: the title, subtitle, keyword field, screenshots, video, rating, reviews, and installation velocity matter — not backlinks and website content.
Google Play indexes the application's full description, so keywords in the text matter; the App Store does not index the description, but has a dedicated 100-character keyword field and a 30-character subtitle. The title has different limitations (30 characters on both, but different display rules). Therefore, the same application requires two separate metadata strategies.
Indirectly, but strongly. They are not indexed as text, but they determine the conversion rate on the application page — how many of those who reach the listing install it. Both stores use conversion as a ranking signal, so clear screenshots, with the main benefit shown in the first two images, increase both installations and ranking.
Metadata changes are generally indexed within a few days of the new version being approved, while the effect on rankings can be seen within 2–4 weeks. Consistent growth in organic installations is measured over 2–3 months because it also depends on accumulating reviews and ratings. ASO is an iterative process: we test, measure, and adjust with every release.
Yes, even more so. Paid campaigns bring traffic to the application page, while an optimized listing converts more of that traffic, which lowers the cost per installation. In addition, paid installations increase installation velocity, which is an organic ranking factor — the two channels reinforce each other.
Yes. Localization means more than translating the description: we research the keywords users in each country search for, adapt the title and subtitle, screenshots, and the text within them. A properly localized listing can double conversion in non-English markets compared with an English listing.
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