App Store Optimization (ASO)

Mapendo Team
April 21, 2022
App Store Optimization (ASO)

App Store Optimization (ASO)

In the world of mobile app marketing and especially mobile user acquisition, there are different ways in which you can improve the visibility of your app in an app store - which is fundamental when trying to reach as many users as possible and increase the number of installs. So, here is what you need to know about App Store Optimization.


What is App Store Optimization (ASO)?

App Store Optimization (ASO) can be defined as a process aiming at optimizing the visibility of an app in app stores. Such a process should always be taken care of, as ongoing optimization is crucial in boosting both the app ranking and organic installs. We can state that App Store Optimization actually is a key technique in the process of mobile user acquisition.

Although we cannot know the exact algorithm employed in app stores, there are several tools and tips available to optimize the visibility and ranking of any app. App Store Optimization could be compared to SEO – Search Engine Optimization – in app stores. As a matter of fact, some key tips of the two optimization models are very similar: for example, App Store Optimization, just like SEO, relies on the right keywords, indexation, images, title and description. As app stores rank apps according to different factors, you can develop a good ASO strategy in order for your app to reach higher positions and a larger number of users - thus supporting your mobile user acquisition.


Why Is App Store Optimization Important?

App Store Optimization (ASO) is a key process which should be part of your mobile user acquisition strategy. In fact, if your user base and installs increase only through a proper and optimized strategy in app stores, it means you have a high number of organic installs, those that are not driven by marketing efforts or app install campaigns, and which are often considered the most valuable ones. Your app visibility and mobile user acquisition will definitely benefit from the improvement of your ASO and organic installs.

But why is it important to optimize the visibility of your app? If your app manages to reach the highest positions in app stores, there are more chances for a larger number of users to install it. Together with this, being at the top of the app store rankings contributes to the increase of brand awareness.

Talking about the different ways in which you can work on App Store Optimization, you could take a look at your competitors’ strategy or app description and use of keywords, to understand the ways in which they have achieved their results – and therefore how you can improve your app ranking in the store. More in general, it is also important to analyze the strategy of other apps, especially those in higher positions in an app store.
You can also run different A/B testing, change the global rankings of your app, as well as think about how potential users may define or look for your app in app stores. 


What You Need To Know About App Store Optimization

  • App Store Optimization is the process of optimizing the ranking and visibility of any app in app stores;
  • App Store Optimization should be an ongoing process;
  • ASO is an important part in the mobile user acquisition strategy;
  • It can be defined as the SEO for apps; 
  • You can work on App Store Optimization by improving your use of keywords and using them in the app’s name and description;
  • Other key tips for your App Store Optimization strategy may include using the right images, checking the ranking and progress of your competitors, localizing content and running different tests;
  • App Store Optimization is a good indicator of the effectiveness of your app in acquiring users, as it mainly drives organic installs.

About us

Mapendo is a tech platform for app user acquisition. We are a fully managed DSP, which runs machine learning powered CPI/CPA app campaigns. We help mobile apps acquire high-quality users at scale with programmatic traffic. Our ads reach 300 million people in the US every day and generated 1 million conversions for our clients in the last quarter.