What Is ASO? App Store Optimization Definition
Table of Content:
App Store Optimization (ASO) is a strategy for increasing visibility and conversion rates in the App Store and Google Play, allowing more people to discover and install your app. It’s SEO built for mobile stores: you align your listing with how real users search (keywords, categories, intent) and how they decide (ratings, reviews, visuals).
How ASO works
App Store Optimization blends keyword optimization, creative assets, and performance insights. You tune the title, subtitle, description, icon, screenshots, and video, then watch what the numbers say and iterate.
Two levers matter most:
- Visibility optimization: appear more prominently in search, charts, and featured slots.
- Conversion optimization: once visitors hit your product page, turn views into installs.
Why ASO matters
Most apps get 50%+ of installs organically. Without ASO, you’re renting attention with paid campaigns, and it stops the second your budget does. With ASO, you build a loop: higher visibility > more installs > better rankings > even more visibility.
It also improves ad efficiency, as paid lift nudges keyword ranks, and dialed-in metadata boosts post-click conversion.
Quick example
Your game sits at #12 for “puzzle game.” Add relevant secondaries like “brain teaser” and “offline puzzle,” refresh the screenshots to reflect core mechanics, and clarify the first three lines of the description.
Moving into the top 5 increases both visibility and installs, and you can see the lift in your funnel metrics.
How to track it in AppFollow
- Keyword Rankings for daily positions and trendlines.
- Search Visibility Score to see how discoverable you are.
- Conversion Benchmark to compare installs-per-view with category peers.
