What is App Store Keywords & Title Optimization (ASO)?

App Store Optimization (ASO) is a method used to improve the visibility of a mobile application in an app store like Google Play for Android and the App Store for iOS.

The roots of ASO date back to 2008 with the launch of the App Store by Apple. ASO was developed in response to the overwhelming competition in the app marketplace as marketers and developers struggled to make their apps stand out among millions. The primary intent here is to optimize important aspects of the app's listing such as the keyword set and title to increase its ranking in an app store's search results, eventually leading to more organic installs.

ASO is aimed at driving more traffic to your app's page in the app store so that searchers will take specific action: downloading your app. Even today, it assertively proves to be an effective tool; after all, a higher ranking in search results means more noticeable visibility for your mobile app. Not only that, using ASO to increase the visibility of an app directly leads to an increase in traffic to your app's page.

Examples of App Store Keywords & Title Optimization (ASO)

  1. An indie game developer could use ASO by including keywords like "strategy", "puzzle", "casual" in the title and description to attract the correct target audience searching for these categories.

  2. A fitness app could optimize its title and keywords to include terms like "workout at home" or "personal trainer", particularly in the current context where home workouts are popular.

  3. An e-commerce app can use highly effective keywords like "online shopping", "discount deals", etc., in its title and description for a better ranking.

  4. A health and wellness app could find success by optimizing its title and keywords to reflect trending health concepts like "mindfulness", "meditation", and "stress management".

  5. A cooking app could use the most searched criteria related to its niche like "easy recipes," "healthy cooking," "quick meals," etc., in its title and description, to appear among the top search results in an app store.

Marketing Tactics Similar to App Store Keywords & Title Optimization (ASO)

  1. Search Engine Optimization (SEO): This is the optimization of websites and their content to be easily discovered by users searching for terms relevant to your website. It shares similar principles with ASO but is applied on search engines rather than app stores.

  2. Conversion Rate Optimization (CRO): CRO seeks to increase the percentage of users who perform a desired action on an app or webpage, this could be buying a product, clicking on a link, or installing an app. It often involves changes similar to ASO, such as altering the title and description, but the focus here is conversions rather than visibility.

  3. Social Media Optimization (SMO): Just like ASO and SEO, SMO aims to increase visibility, but on social media platforms. This can involve optimizing posts, profiles, and images to attract more engagement.

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