The top-performing apps in app stores are those that are ever-evolving and reflecting the feedback and requirements of the audience.

A Complete Guide to App Store Optimization (ASO) 2023
A Complete Guide to App Store Optimization (ASO) 2023

What is App Store Optimisation?

If you know SEO and search engine ranking, you shouldn’t have a problem getting the hang of App Store Optimization. It is a type of mobile app marketing that involves mobile app optimization so that an app can rank higher during an App Store Search.

With an app ranking high during a search on the app store, it exposes it more to users and can translate to traffic and conversion on the app’s page. Optimizing your app on the app store will also increase the number of downloads of your app.

For effective App Store Optimization, you need to pay attention to the app name and title, description, keywords, subtitle, number of downloads, and ratings and reviews.

A Complete Guide to App Store Optimization (ASO) 2023

Understand your target customers and the keywords they use to discover apps similar to yours. Once you can identify that, you can take advantage of ASO ranking and hit the download goal you have for the app.

A Complete Guide to App Store Optimization (ASO) 2023


ASO and SEO are quite similar but different in a couple of ways. They are similar in that the goal is to increase visibility through ranking. Search Engine Optimization (SEO) is a process that aims to increase a website’s visibility on search engine return pages (SERPs).

Basically, you can differentiate both based on the platforms on which they matter. ASO matters on app stores and only concerns applications and games, while SEO is for websites. Since SEO is a more popular term, some people refer to ASO as mobile app SEO since it is similar to that, and so that people can have an idea of what it is all about.

One can break down the similarities and differences between both into bits:

Based on ranking factors:

Increase app download rate Increase a website’s visibility in search results
Increase an app’s visibility in app store search results and when users explore apps For business growth
Drive traffic to an app store page To drive traffic to a web page
Reduce the cost of acquiring new users

Based on ranking factors:

Apps rank in app stores based on their title, subtitle, short description, long description, keyword list, number of downloads, visual assets, downloads, updates, in-app purchases, reviews and ratings, and app listing localization.

On the other hand, web pages rank based on mobile friendliness, keyword match, tags, external links, social signals, domain age, URL and authority, content validity and relevance, user experience, page loading speed, website security and accessibility, and more.

Based on KPI:

You can measure the effectiveness of your App Store Optimization by measuring visits, downloads, users rating and reviews, organic downloads, the impression from search, and revenue.

On the other hand, you can track SEO’s KPI through keyword ranking, organic traffic, page views, bounce rate, conversion rate, page visitors, search terms, comments, click-through rate, clicked links, revenue, and other factors.

Just like SEO, optimizing for your app’s visibility is a constantly evolving and ongoing process. When you build an app, your goal is to drive traffic.

A Complete Guide to App Store Optimization (ASO) 2023
A Complete Guide to App Store Optimization (ASO) 2023

Organic App Store Optimisation

You could use some tips to build organic App Store Optimization and increase your app visibility. As mentioned earlier, some factors matter in ranking apps on app stores. You can use them to increase your app’s visibility and conversion rate.

Here’s how to build mobile app optimization on the app store:

  • App name, URL, and subtitle

When entering your app’s name, subtitle, and URL, ensure that you use core keywords that will reflect high-value keywords and user search behavior. This helps to reinforce your app’s value, differentiation, and other factors that will help you stand out.

However, you should be careful to prevent keyword stuffing because algorithms can identify that, and that just ruins your ASO efforts.

  • App rating and reviews

Rating and reviews build a form of trust in users, and here is a part you can leverage to increase your app’s conversion rate. Have a strategy for generating positive reviews and engaging the reviews on your app page.

Build up the volume and freshness of your reviews and ratings, and ensure you have front-line staff available who will respond swiftly to them.

  • Update app keyword fields

You need to update your keyword fields to the latest user search queries. This involves traditional keyword research and gathering comprehensive data to identify them. In addition, you should do this occasionally to be sure you are on top of things.

  • App downloads

You need to update your keyword fields to the latest user search queries. This involves traditional keyword research and gathering comprehensive data to identify them. In addition, you should do this occasionally to be sure you are on top of things.

  • Update your app

Updating your app will improve your app’s relevance to your users and prompt them to use it more, download updates, and leave good ratings and reviews. This helps your App Optimization goal.

  • Use quality thumbnails and screenshots

Quality thumbnails and screenshots will affect the click-through rates of your app on app stores.

App Store vs. Google Play

Both App Store and Google Play are popular app stores that serve as platforms where users can find and download apps or games. While this is common ground, they don’t work the same for App Store Optimization.

For example, keywords are evaluated differently on both platforms. Google Play evaluates keywords similar to that of Google Search, while the app store provides specific fields for keywords, and you can’t repeat keywords across the different fields.

The App store also considers the app name, URL, subtitle, keyword field, in-app purchase, in-app events, updates, downloads, engagements, hidden factors, and ratings and reviews. On the other hand, Google Play considers app titles, long descriptions, short descriptions, updates, in-app purchases, android vitals, downloads, engagements, hidden factors, ratings and reviews, app keywords, and updates.

A Complete Guide to App Store Optimization (ASO) 2023

Apps that get updated more frequently tend to derive more positive and more frequent reviews.

A Complete Guide to App Store Optimization (ASO) 2023

Paid App Store Optimization

While organic ASO works, some app publishers use paid App Store Optimization. App Store and Google Play offer paid placement for apps on the platforms so that your apps can rank when users search for similar apps.

Your app can also be placed on the suggested search section of users who have interacted with or downloaded apps similar to yours on the platform. Engaging in paid App Store Optimization can help increase your app visibility.

7 Best ASO Tools

One way to execute your ASO strategy is by using tools. Using ASO tools will help in improving an app’s visibility and boost conversion. Here are some ASO tools that you can use to increase your keyword ranking and boost conversion:

1. AppRadar

AppRadar is one of the leading ASO tools that enables app developers and marketers with comprehensive insights and strategies to optimize their app’s visibility and performance on app stores. AppRadar offers extensive keyword tracking, competitor analysis, and app store statistics through a user-friendly interface, empowering customers to make informed decisions. Automatic keyword suggestions, help with internationalization and real-time updates on app rankings and ratings are just a few of its innovative features. 

2. SensorTower

A renowned ASO tool, Sensor Tower offers a wide range of necessary features for enhancing app store performance. It enables developers and marketers to continuously improve their tactics with exact keyword tracking, thorough competitor analysis, and insightful performance indicators.  Anyone looking to succeed in the dynamic and cutthroat world of app store optimization needs to have this tool in their arsenal because of its rich interface and effective recommendations.

3. TheTool

TheTool stands out as a highly productive ASO tool, streamlining app optimization with its user-friendly interface and actionable insights. It excels at keyword tracking, making it possible to track ranks in real-time and adjust tactics for the best discoverability. TheTool’s holistic competitor research reveals insightful market data, and its performance measurements paint a clear picture of app health. 

4. SplitMetrics

SplitMetrics emerges as a unique ASO tool with a ground-breaking emphasis on experimentation backed by data. SplitMetrics, a renowned innovator that offers A/B testing for app store sites, allows developers to create and test many iterations of their listings. By scientifically comparing variations in elements like visuals and descriptions, SplitMetrics empowers precise optimization, elevating conversion rates and user engagement. 

5. Apptweak

Apptweak is a good ASO tool that helps increase an app’s visibility and conversion by collating data and providing insights that will improve your ASO strategy.

6. ASOtools

This tool helps you with organic app optimization, analyzes data collated, and provides accurate download and revenue estimates.

7. AppFollow

AppFollow helps you manage and respond to users’ reviews, analyze the reviews and ratings, and improve the app ranking organically.

Why Is App Store Optimization Important for App Growth?

App Store Optimization (ASO) is pivotal in promoting app growth by improving an app’s visibility, discoverability, and user engagement within highly competitive app stores. ASO incorporates the tactical optimization of a number of listing elements, including an app’s title, keywords, description, screenshots, and reviews. Due to this optimization, the app will appear more frequently in relevant search results and category rankings, increasing the likelihood that users will find it when actively looking for answers. ASO ranking signals also lead to organic downloads, bringing in people who are truly interested in the app’s features, and raising user engagement and retention.

Moreover, ASO offers a cost-effective method of app promotion. Unlike paid user acquisition campaigns, ASO focuses on attracting users organically, reducing ongoing advertising expenses. ASO also increases conversion rates by giving customers a more convincing and accurate picture of the app’s features and benefits which encourages more users to download the app after browsing its store page. Positive user reviews and ratings, encouraged by effective ASO practices, further enhance the app’s credibility, influencing potential users’ decisions. ASO’s ongoing monitoring and adjustment ensure sustained growth, as the app remains aligned with ever-changing app store algorithms and user preferences. In essence, ASO acts as a cornerstone for app growth, aligning an app with the interests of its target audience and maximizing its potential in the competitive app ecosystem, making our App Store Optimization guide your new best friend.

What are the Benefits of App Store Optimization?

  1. Increased Visibility: The app stores are crowded marketplaces with millions of apps competing for attention. A well-optimized app listing can improve its visibility, making it more likely to appear in relevant search results and category rankings. The higher an app ranks, the more likely it is to be discovered by potential users.
  2. Organic Downloads: Higher visibility results in increased organic downloads. Users are more inclined to download an app they find through search or browsing, increasing the number of installs without relying solely on paid promotion.
  3. Cost-Effective: ASO is a cost-effective way to improve app visibility and growth. While tactics for sponsored user acquisition can be successful, ASO enables you to draw in organic consumers without incurring ongoing advertising costs.
  4. Quality Users: Because they are actively looking for a solution that your app offers, users who find your app through ASO are frequently more engaged and considered valuable. These users are more likely to be intrigued by the features of your app and utilize it for longer periods of time.
  5. Improved Conversion Rates: ASO includes optimizing the app’s icon, screenshots, description, and other elements. A thoughtfully written listing can effectively convey the benefits of your apps, resulting in increased rates of downloads from app store views.
  6. Positive User Reviews & Ratings: ASO can encourage users to give your app positive reviews and ratings, which could strengthen its credibility and sway potential users’ choices.
  7. Long-Term Impact: ASO efforts can have a long-lasting effect on your app’s growth. Optimizing your app listing and constantly monitoring and altering your ASO strategy can lead to sustained growth over time.
  8. Competitive Advantage: By implementing effective ASO strategies, you can acquire an upper hand over similar apps in your category. A well-optimized application has a higher chance of attracting customers away from rival apps.
  9. Global Reach: ASO can help your app reach a global audience by optimizing keywords, localization, and cultural considerations. This could prove crucial if your app caters to consumers in several geographical regions.
  10. App Store Algorithm Benefits: The algorithms used to determine app rankings in the Apple App Store and Google Play Store both take into account various ASO factors. By optimizing your app listing, you’re aligning with the app store’s ranking criteria, which can lead to better visibility.

Checklist for the App Store Optimization Strategy

A well-crafted ASO strategy is the key to making your app unique and successful. Whether you’re just gearing up to launch your app or aiming to boost your app’s visibility post-release, we’ve got an ASO checklist for you to fall back on. For easy understanding, we’ve divided these App Store Optimization best practices into two phases – first, the pre-launch phase, and second, the launch and ongoing phase.

  • The Pre-Launch Phase: Before you can release your app into the world for users to find and use, the following checklist must be taken into consideration.
  • Market Research: Thorough market research is crucial during this stage. Invest time in understanding your target audience, researching your competitors, and identifying the words and phrases that prove most significant. Finally, understand customer pain points and inclinations to make sure your app perfectly fits their requirements.
  • App Title: Craft the title of your app carefully, incorporating relevant keywords into a short but memorable phrase. The title should encapsulate the spirit of the app, making it distinctive and representative of its essential features.
  • App Description: The next step is to write an interesting and informative app description. Showcase its compelling features, benefits, and practical applications. Use relevant phrases in a seamless manner, steering clear of overloading. This description acts as a window into the world of your app, enticing customers while ensuring authenticity and clarity.
  • Keywords & Phrases: By utilizing specialized tools to investigate keyword trends and levels of competition, make a list of both primary and secondary keywords relevant to your app. Include these keywords naturally in the app’s title, description, and metadata to increase its visibility and resonance with the app store’s algorithm.
  • Screenshots & Videos: Capture the essence of your app through compelling screenshots that highlight its functions and advantages. You can also create a captivating preview video to entice users. Finally, utilize intriguing captions and images to draw attention to key elements and provide an immersive view of your app’s exceptional features.
  1. The Launch & Ongoing Phase: Just because you followed the checklist up to this point doesn’t mean the optimization is over. During the launch and the ongoing phase, you still need to take care of a lot of factors. Let’s have a look at them.
  • Ratings & Reviews: Encourage users to share positive reviews, fostering a supportive community. Respond to user comments quickly and politely to indicate that you care about their experience. Also, develop your app iteratively, drawing insights from reviews to refine and enhance its functionality, ensuring that user satisfaction remains at the center of your development efforts.
  • Localization: By translating the metadata and content of your app into several languages, you can make it more accessible to users worldwide. Thoughtfully accommodate cultural subtleties and user preferences, cultivating a personalized and inclusive user experience that resonates across diverse regions.
  • Updates & Bug Fixes: Keep up a regular update schedule for your app, frequently including new features and improvements that enhance the user experience. Also, make sure to fix any bugs or performance issues right away to demonstrate your commitment to giving your devoted consumers a smooth and consistent app experience.
  • Promotions & Marketing: Harness the power of social media, blogs, and influencer collaborations to amplify your app’s visibility. Implement well-targeted advertising campaigns that will deliver your message to the right audience at the right moment. These clever marketing techniques expand the audience and level of engagement with your app.
  • User Engagement: Utilize in-app analytics to thoroughly track user interactions and gain valuable insights into their behavior. By sending out timely notifications and encouraging interactions, you can also boost user engagement. In addition to increasing user satisfaction, this proactive strategy fosters a vibrant and long-lasting relationship between your app and its users.
  • App Store Algorithm: To stay ahead of the curve, you need to stay updated with changes to the dynamic app store algorithm and modify your ASO strategy as required. Align your strategy with evolving ranking factors to ensure that your app maintains the best possible visibility and relevance in the ever-changing algorithmic environment. Maintaining agility ensures your app’s ongoing success in the cutthroat app business.
  • Competitor Analysis: One of the main things to do is to consistently track your competitors’ ASO tactics to gain valuable insights. Adapt your strategy to outperform their achievements, whether that means improving your user interaction, visual assets, or keyword selection. With the help of a proactive competitive study, your app can become a standout contender in the app ecosystem.
  • Content Updates & Refreshes: Refresh the visuals and content of your app frequently to maintain its relevancy and user engagement. Also, make sure to often update keywords and metadata dynamically to stay on top of changing user preferences and trends. These tactical upgrades renew the appeal of your app and keep a strong connection with your expanding user base.
  • Monitoring & Analysis: Keep tabs on your app’s performance, rankings, and reviews constantly. In that process, you can explore a thorough analysis of how your ASO efforts have affected user engagement and download rates. This constant evaluation empowers informed decision-making, steering your app toward sustained growth and resonance in the competitive app space.

3 ASO Trends to Watch in 2023

As the app landscape continues to evolve, several trends are emerging that can profoundly influence ASO strategies in the future. These trends emphasize the value of continuing to learn and adapt in order to keep a competitive edge. Our ASO guide offers you the following ASO trends to watch in 2023:

  1. Personalization: In ASO, personalization is becoming more and more important, and that’s what 2023 has in store for us. Apps are likely to see higher conversion rates and engagement if their metadata, visuals, and messaging are personalized for particular user demographics. This entails tailoring app store listings for various audience demographics, languages, and regions using data-driven insights. In order to find relevant keywords and optimize content so that it connects with people on a personal level, AI and machine learning algorithms can be extremely helpful. We have already seen AI’s power at the beginning of the year, and we shall continue to see it in ASO as well.
  2. User-Generated Content: User-Generated Content (UGC) has evolved into an influential tool for App Store Optimisation (ASO). This trend is poised to gain even greater significance in 2023, granting a competitive edge to apps that adeptly harness its potential. Engaging with customer feedback, whether positive or negative, already demonstrates a commitment to user satisfaction and results in positive app store rankings. Therefore, the inclusion of UGC in app store listings would strengthen credibility by giving potential users real peeks into the app’s value from users just like them, easing decision-making and building confidence.
  3. Quality Over Quantity: In 2023, the notion of “Quality Over Quantity” will be more prevalent as app stores prioritize excellent applications to deliver outstanding user experiences. This trend is consistent with Google Play’s focus on high-quality apps and Apple’s ongoing effort to eliminate subpar apps from the App Store. ASO strategies that focus on developing useful, user-centric apps have the potential to improve rankings and visibility. Future-focused ASO techniques will increasingly prioritize optimization for smooth app performance, few crashes, and quick loading times, reinforcing the crucial role that quality plays in determining app store success.


App store SEO is something every app publisher should know about and engage in if they want their app to succeed unless they are already established. It’s up to you if you want to engage in organic or paid ASO marketing. You can do it yourself or ask an expert to help you.

For App Store Optimization to be successful, you need to follow ASO best practices which you can find in the tips shared in the article. With the right guide, you can increase your app’s visibility and conversion in no time.