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What is App Store Optimisation (ASO)?

Let’s Get Your Mobile App Seen

App Store Optimisation (ASO) is a crucial strategy for mobile app developers and marketers to improve the visibility and discoverability of their apps in the app stores. ASO involves optimising various elements of an app listing to rank higher in search results and attract more organic downloads.

Why ASO?

If your app isn’t easily discoverable, it won’t gain many downloads, no matter how great it is. To increase the number of installs, you need to ensure that your app can be easily found.

Always get discovered by high-quality and relevant users

It’s not enough for your app to be found; it needs to be found by users who are specifically looking for apps like yours. App store optimisation (ASO) matches your app to relevant keywords, making it visible to users who are searching for apps in your niche.

Increase organic app downloads in a sustainable way

A well-planned ASO strategy will not only boost your organic installs but also ensure long-term results. By regularly working on your ASO, you can maintain high rankings and increase the number of downloads from users who find your app through relevant keywords.

Cut user acquisition costs and get continuous growth

Instead of spending money on ads, you can lower your user acquisition costs by focusing on organic growth through ASO. This not only saves you money but also provides steady and sustainable growth for your app.

Increase app revenue and conversion rates

While running ads can bring in more users and revenue, it’s essential to optimise your app store listing page to increase conversion rates. App store optimisation involves convincing and persuading users to download your app, ensuring that your ad spend doesn’t go to waste.

Reach a global audience with your app

App localisation, a part of app store optimisation, allows you to make your app available in different languages. By doing so, you can reach users worldwide and expand your app’s global presence with the help of ASO.

Understanding ASO

ASO is the practice of optimising mobile apps to achieve higher rankings in app store search results. Just like search engine optimisation (SEO), ASO aims to improve visibility and increase organic traffic. The ultimate goal of ASO is to increase app downloads and user engagement.

Components of ASO

To successfully optimise an app for better visibility and discoverability, several key components must be considered and optimised:

App Title

The app title is a crucial element that should include relevant keywords and accurately represent the app’s purpose and functionality. Including relevant keywords in the title can significantly impact search rankings.

App Description

The app description provides an opportunity to convince potential users to download the app. It should be well-written, concise, and highlight the app’s unique features and benefits. Including relevant keywords can also help boost search rankings.


Identifying and incorporating relevant keywords into an app’s metadata can significantly impact search rankings. Tools like App Radar can assist in finding appropriate keywords by providing search volume and competition data.

App Icon

The app icon is the first element users see, so it should be visually appealing, unique, and representative of the app’s purpose. A well-designed and eye-catching icon can attract users and compel them to explore the app further.

Screenshots and Videos

High-quality screenshots and videos can showcase the app’s features, user interface, and overall experience. They play a vital role in convincing potential users to download the app.

Ratings and Reviews

Positive ratings and reviews can significantly influence user trust and encourage downloads. Encouraging satisfied users to leave reviews and promptly addressing negative feedback is crucial for maintaining a positive reputation.


Translating the app’s metadata, including the app title, description, and keywords, into different languages can expand its reach to international markets. Localising the app helps cater to a wider audience and increases the chances of attracting more downloads.

App Store Optimisation (ASO) is a fundamental strategy for app developers and marketers to improve app visibility, increase organic downloads, and boost user engagement. By optimising various components such as the app title, description, keywords, icon, screenshots, and reviews, app creators can enhance their app’s discoverability and attract a larger user base. With the right ASO techniques, developers can gain a competitive edge in the app stores and maximise the potential success of their apps.