ASO 101: Learn App Store Optimization Strategies For Marketing Your App

5 min readApr 5, 2022

App Store Optimization (ASO) — also known as ranking in the App Store — is among the most important marketing strategies for mobile apps. Despite the explosive growth of mobile app downloads, sales of mobile apps are dismal. While there’s little doubt that ASO can help grow your business, there are many myths surrounding it one of the biggest beings is that all app developers should invest in a paid ASO service. In this article, we will review the basics of ASO and highlight strategies you can apply to your mobile app.

What Is App Store Optimization?

App Store Optimization (ASO) refers to the process of improving visibility and increasing conversion rates in Apple’s App Store, and Google Play, Other alternatives for downloading apps include the Huawei App Gallery, Amazon App Store, and Samsung Galaxy Store. ASO includes optimizing the app’s name, title, icon, screenshots, and rating for search optimization.

How Do I Improve App Store Optimization?

Optimization for app stores includes every element your app has on its product page. From your app’s title, keywords, description to screenshots, icons, and visuals, there are rules and upgrades you can apply to create each part of the product page of your app accordingly.

App Icon: The app icon of your app should reflect your app’s branding, character, and what your users are looking for.

App Screenshots: App screenshots should be also reflective, and related and should look professional in terms of design, as well as the content. The texts you’re using in this section should be in accordance with the visuals. Also, screenshots should be convincing, encourage users to take action to install and subscribe, and reflect what your app is about in the best way. You can also gain more conversions by adding a promotional video here.

App Description: The length of this section is 4000 characters in both the App Store and Play Store. From beginning to the end, your content should be qualified in two ways: 1-Branding, 2- Interpretation, 3- Keywords.

The description of your app should maintain the branding, character, and general style your app has in its logo, title, icon, and screenshots. You should choose the appropriate tone and speak to your customers in an engaging way that will be relevant to them. In terms of interpretation, users should understand clearly what kind of service they’re offering, the trial time, and the subscription information. Users should not be confused by the content, and everything they need to know should be clearly revealed here.

Your app description should also have a keyword strategy depending on the app store your app is in. Google Play Store and App Store have different keyword strategies and optimization. For more information, you can read our blog posts about App Store Optimization and Google Play Store Optimization.

Downloads: Google Play and App Store rank apps based on the number of times they’ve been downloaded. As well as the overall download number, the current download number is also important. App stores rank your app higher if the installation circle keeps repeating an app.

Ratings & Reviews: Since rating affects conversions, and conversions affect app rankings; ratings and reviews are important for your optimization efforts even in an indirect way. So make sure you reply to your reviews, listen to advice, recommendation, and complaints your users share and engage with them as much as possible.

App URL of your mobile app, and also the keyword field (you can see this section in the App Store Connect profile of your app) should also be optimized. Both places will affect your app’s ranking, so it’s important to choose related and strong keywords and create an App URL that reflects your app.

How Does App Store Optimization Work?

App store optimization is the process of making apps rank higher in an app store’s search results (such as the App Store or Windows Store). The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app’s page in the app store. For example, if you use keywords with high search volume and opportunity scores, your app has a high chance to become more visible in the search results.

Why App Store Optimization Is Important?

If you optimize your app effectively, you can reach more users, installs, and subscriptions (if all of these stages are created accordingly) and make your app more visible. Optimizing your app is key for reaching your users, being discovered organically, and gaining more results from your advertising efforts. If your product is half done, not interpreted in a good way, and doesn’t look good on its product page, it’s very hard to attract users and convince them to use and download your app. From beginning to end, each stage supports the others on your way to success.

How Do I Optimize Keywords In The App Store?

Keywords on the App Store have search volumes and opportunity values. You can start searching the keywords you will be using on App Annie, and make your selection accordingly. Also, keyword values are different for android apps and iOS apps.

What Are App Store Optimization Tools?

A robust data flow is what makes the mobile app industry tick. Having up-to-date analytical information allows you to rank your apps high and connect them with users. Some of the useful information available is provided by App Annie, Sensor Tower, Apptopia, AppsFlyer, App Tweak. They offer different services, as well as top new apps and information on how they got to the top. But during this stage, a professional view and working with an expert will help you reflect your data in a much better way. And you will be able to create the most relevant and successful content, visuals, and advertisements.


In conclusion, we highly encourage mobile app developers to conduct ASO for their mobile apps. While ASO can be time-consuming and requires expertise, it is necessary for the success of your app. These strategies can help you get started with this process in a cost-effective manner — but down the road, if you decide to reach even more success, Cherry can help you in the best way. If you want your app to gain rankings, downloads, and sales without ever having to pay any money to market your app, it is possible with Cherry.

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