Quick answer
App store optimization (ASO) is the practice of improving an app's visibility in the App Store and Play Store. It covers metadata, assets, reviews and ratings.
What it is
ASO is SEO for app stores. It covers the app title, subtitle, keyword field, description, screenshots, icon and reviews. Strong ASO lifts organic downloads, which lowers acquisition cost.
Why it matters
Most app downloads still start with an app store search. Strong ASO compounds, just like SEO. Paid user acquisition gets expensive fast; ASO is the cheapest source of installs.
How to use it
- Research keywords with a tool (AppFollow, Sensor Tower, AppTweak).
- Optimise the title, subtitle and keyword field with primary and secondary keywords.
- Test screenshots and icon variants.
- Encourage ratings and reviews with an in-app prompt at the right moment.
- Track keyword rankings, impressions and conversion weekly.
Examples
- A meditation app tests 5 icon variants and doubles its install rate.
- A finance app rewrites its keyword field and lifts category ranking from 80 to 12.