App Store Optimization Techniques and Strategies


Competing with millions of mobile apps, on the App Store and Google Play Store, is no child’s play. In the first quarter of 2021, there were 3.48 million apps on the Google Play Store. On the other hand, the iOS app store had 2.22 million mobile apps.

Either way, getting your app noticed is indeed a tough puzzle to crack. This is why app store optimization is a must.

Store optimization is a marketing strategy that delivers measurable results. It is the process of optimizing, improving and refining the listing of the application on the App Store and Google Play Store. Different app store optimization tools can be used to make the process easier.

Thus, mobile app developers should use the best techniques that mitigate the chances of an app being featured in the top results. To improve the search ranking of mobile applications on the App Store and Play Store, it is essential to focus on factors such as:

App name

  • Careful selection of keywords
  • The description
  • Include screenshots
  • app icon
  • Reviews and Ratings

We will cover all the factors and answer the question of why you need app store optimization services. But first, let’s understand the importance of app store optimization.

Why is ASO important?

Google said 48% of its users find new apps by browsing the Play Store. That being said, 111.5 billion downloads happen this way – random scrolling. But including it in the list of “downloaded apps” is possible when you acquire professional app store optimization services.

According to experts, app store optimization is an amazing marketing strategy. This is unquestionably the best way to push the mobile app.

It not only focuses on increasing the number of app users, but aims to attract as many loyal potential users as possible. The higher the number of loyal users, the higher the conversion rates will be.

If a brand fails to implement ASO, they are intentionally avoiding a major discovery channel. So here is a quick rundown of some ASO optimization tips and strategies that will increase search results, organic downloads, and improve Google Play and App Store rankings.

What are the App Store and Google Play looking for?

The App Store and Play Store share a common trait: bridging the gap between the user and the desired mobile apps. They determine relevant apps by judging user behavior and displaying relevant product pages.

Let’s focus on the key app factors that the major app stores always consider.

In Everything but NAME

Naming the app is like naming a baby. Therefore, you must be considerate while choosing the right name for the app. A wise choice of name will not only provide it with an identity, but will also improve search rankings.

Currently, all apps are available on the App Store and Google Play Store. Since both stores handle titles and keywords differently, your name/title approach should be store-specific.

Google Play Store

When creating an app for Android users, you should be concise with its name. This is because the Play Store gives a meager space of 30 characters. However, keywords can be embedded in the app description.

App store

When you create the app for the iOS platform, you have plenty of space. The iOS platform provides 255 characters which is more than enough. Therefore, creating a clean, keyword-rich name is not a bad idea.

Strong keyword game

Keyword research is a top ASO strategy preferred by mobile app developers. The right amount of injected keywords help users find and download your app effortlessly.

The unspoken rule of the App Store optimization strategy states that one should not exceed the limit of inserting keywords in the app description. After all, the app is for users and its description should make sense when read.

But how do you stuff the right keywords into an app store optimization strategy? Here is the answer.

Keyword research

Companies offering App Store optimization services always do extensive research before integrating keywords. Factors such as demand, traffic, difficulty and number of apps using it are checked.

Using the App Store’s keyword tools for keyword research can make the job easier. You can opt for the free or paid tools as they offer interesting insights into the phrases and keywords widely used by the target audience.

Ubersuggest, Answer The Public, Google Search Console, Keyword Sheeter, etc. are free KW search tools. Here’s also a quick rundown of some pro tips for choosing the best keywords for your mobile app:

  • Include keywords in app name
  • Avoid adding prepositions/conjunctions
  • Use numbers instead of spelling numbers
  • Prefer commas to spaces to separate keywords

Briefing on the application

Technically, the App Store and Google Play Store ignore the algorithm. But here’s the catch – users prefer a description to know and understand what the app is all about. In this section, experts highlight the importance of focusing on basic functionality rather than SEO.

Always stay specific and try to clear user queries such as:

  • The purpose of the request
  • How does the app solve a problem?
  • Will it have an impact by simplifying complex tasks?
  • Is it worth downloading?

However, it is essential to remember that brevity is key. Don’t overdo it with too much information. The increase in mobile app downloads is directly related to user acquisition. The more downloads, the higher the user acquisition rate.

High Quality Screenshots – Hidden ASO Strategy

How do you convince someone to download your app without saying a word? It’s simple – just show them the HQ screenshots. High-quality screenshots are the second most influential factor after ratings and reviews when it comes to getting the target audience to download your app.

iPhone screenshot

Since users don’t spend more than 10 seconds judging the app, the appearance of the app’s product pages becomes vital. Therefore, it should be visually appealing to make a big difference. To make it impactful, add the most attractive screenshots.

App icon – The face of the mobile app

The icon is the face of the app that represents the brand on digital platforms. An eye-catching app icon can be a game changer and entice more users to download the app. It is therefore a key part of optimizing the App Store. The app icon should be simple, visually appealing, and consistent with the purpose of the app.

mobile app icons

For best results, always look at commercial competitors’ app icons. This will help you determine gaps in their design that you can avoid and integrations that have been made to look better.

Reviews and ratings

All reviews and ratings, in terms of quantity and quality, impact App Store optimization efforts. Reviews and ratings can be collected from users who have downloaded the app. These can also be used as a consideration for potential users looking for the right app.

Additionally, more than 56% of users check an app’s ratings before downloading it. Therefore, for more organic downloads and positive reviews, it becomes vital to keep users happy.

Star Rating

All satisfied users will get a positive rating for the app which improves visibility on App Store and Google Play Store. You can collect user reviews by sending push notifications or by embedding a popup in the app.

The essential

If you are looking for lots of downloads, positive ratings, higher app store rankings and potential revenue, then it becomes essential to pay close attention to app store optimization. It is a process that should be monitored periodically for evaluation to achieve best results.

The App Store and Google Play Store will not disclose the ranking of the app, but some criteria mentioned above have a positive impact on the mobile app.

Right from conversion rates, user acquisition, and organic downloads, you can scale measurable results by acquiring professional app store optimization services.

Image credit: provided by the author; pexels; Thank you!

Praveen Mishra

Praveen Mishra

Content Strategist at Resourcifi Inc

Praveen is a computer science graduate with a knack for content creation. He writes about emerging technologies and currently works as a content strategist at Resourcefi – a staff augmentation company.


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