App Store Optimisation (ASO).
Learn what App Store Optimisation (ASO) means in modern search and SEO.
The process of improving an app's visibility in the Apple App Store and Google Play to increase downloads and conversion rate.
App Store Optimisation (ASO) is the equivalent of SEO for mobile apps—optimising app metadata, visuals, and ratings to rank higher in App Store and Google Play search results and to convert profile views into installs. It encompasses both discoverability (ranking) and conversion rate optimisation (CRO) within the app store.
Key ASO Ranking Factors
App Name and Subtitle (Apple) or Short Description (Google) carry the heaviest keyword weight. Install velocity and retention rates are behavioural signals that both platforms weight heavily. Ratings and reviews (quantity and quality) influence both ranking and conversion rate. Screenshots and preview videos are the primary conversion drivers on the app listing page.
ASO and Organic Search Crossover
App Store listings and their associated web pages are crawlable by Google. Well-optimised app listings can rank in web search for brand queries. Deep linking and App Indexing (Google) allow app content to appear in web search results for users who have the app installed, creating a crossover between ASO and traditional SEO.
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