App Store Optimisation
Improves a mobile app’s visibility and conversion rate in app store search results, driving organic installs from Google Play and the Apple App Store.
If you treat ASO as a one-time metadata edit instead of an ongoing testing process, you will miss the iterative improvements that drive real install growth.
Key points
- Conduct keyword research focused on relevance, search volume, and competition for each platform.
- Optimise visual assets like screenshots and preview videos to lift your install conversion rate.
- Run A/B tests on metadata and creative changes to measure what actually improves performance.
- Localise your app store listing for each target language and market to maximise reach.
- Monitor ratings and reviews actively; they influence both user trust and ASO ranking signals.
The same keyword, three different scores
An indie game developer targeted the keyword 'puzzle game' with a high-volume but competitive term. After optimising the title and description, installs rose 40% in two weeks. A subsequent A/B test on screenshots showed a 15% lift for a version featuring gameplay footage. Over three months, iterative changes doubled the app's organic installs from 500 to 1,000 per week.
Three ways ASO differs from website SEO
- Different ranking signals Google Play and Apple’s App Store use distinct algorithms and metadata fields, so you must optimise separately for each platform rather than applying a single strategy like you might with mobile SEO.
- Platform-specific fields Apple uses a keywords field limited to 100 characters; Google Play relies on a full description. Ignoring these differences wastes optimisation effort.
- Visual assets matter more Screenshots, icons, and preview videos strongly affect conversion rate optimisation, unlike website SEO where text content dominates. A/B test creative elements to maximise installs.
Four common ASO mistakes
- One-time metadata edit Treating ASO as a single update instead of an ongoing process leads to stagnation. Store algorithms and competitor behaviour change; iterate continuously.
- Same strategy for both stores Google Play and Apple App Store have different field structures and ranking factors. Using identical metadata for both platforms misses optimisation opportunities.
- Keyword stuffing Overloading your title or description with keywords harms readability and may trigger penalties. Prioritise relevance and natural language over density.
- Ignoring visual assets Focusing only on keywords while neglecting screenshots, icons, and preview videos leaves a major conversion lever untapped. Visuals directly influence install rate.
Three things to check before acting on ASO data
- Validate against store guidance App Store Connect and Google Play Console documentation changes frequently. Always check the latest official guidance before implementing a tactic.
- Consider category and country Ranking factors and user behaviour vary by app category and country. What works for a game in the US may fail for a productivity app in Japan.
- Monitor competitor changes Competitors update their listings and run A/B tests regularly. Track their metadata and creative changes to understand shifts in the competitive landscape.
Common questions
What are the best app store optimisation tools?
Top ASO tools include AppTweak, Sensor Tower, and MobileAction. Each offers keyword research, competitor analysis, and A/B testing features tailored to app stores.
What are the best ASO tools?
Choose an ASO tool based on platform support (iOS and Android), keyword database size, and integration with your existing analytics workflow.
Sources
- Google Play Console / Google Play help Official documentation for Google Play listing optimisation and console tools.
- Apple App Store Connect / App Store support Official App Store Connect help for metadata, keywords, and creative assets.
- Adjust ASO guide Comprehensive ASO guide covering strategy, keyword research, and A/B testing.
- AppTweak ASO resources ASO resources including keyword research tools and market analysis.