ASO: App store optimization.

Improving where an app appears in store search and how many people who see it install it.

App store optimization (ASO) is the practice of improving an app's visibility in App Store and Google Play search and its conversion from store page view to install. It covers keywords, title and subtitle, icon, screenshots, video, ratings and localization.

Two jobs

Visibility. Appearing for the searches your players make. This depends on the title, the subtitle (App Store) or short description (Google Play), keyword fields, category, ratings and install volume.
Conversion. Turning store page views into installs. This depends on the icon, screenshots, preview video, description and reviews.

What ASO covers

Keyword research, title and subtitle, icon, screenshots and video, ratings and reviews, localization and testing. Each store has different fields and limits, which we cover in App Store and Google Play metadata limits.

How it is measured

Impressions, product page views, conversion rate and keyword rankings. App Store Connect and Google Play Console both report these, and both let you test store page changes: product page optimization on the App Store and store listing experiments on Google Play.

See our ASO service.