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Aso SEO

Improves a mobile app's visibility and conversion rate in app stores like Google Play and Apple's App Store to increase organic downloads.

If you treat ASO as a one-time SEO checklist rather than an ongoing process of updating metadata, ratings, and visuals, you will miss the conversion gains that matter.

Key points

  • Treat ASO as a continuous process, not a one-time setup.
  • Optimise app title, keywords, description, icon, screenshots, ratings, and reviews.
  • Focus on conversion assets like screenshots and ratings, not just keywords.
  • Use dedicated app store metadata fields, not copied SEO tactics.
  • Monitor competitor updates and store ranking changes regularly; consider outsourcing SEO tasks to an agency for ongoing app store optimisation.

A travel app that lost installs after ignoring screenshots

A travel booking app with 4.5 stars and 10,000 reviews saw a 40% drop in organic installs after a major update that changed its icon and removed its top-rated feature screenshots. Reverting the icon and adding a video preview restored installs within two weeks, proving that conversion rate optimisation on the listing page matters as much as keywords.

Three ways ASO differs from SEO

  • Ranking environment App stores control ranking algorithms differently from web search engines, with different weighting for metadata, user behaviour, and update frequency.
  • Conversion assets Screenshots, icons, and video previews directly affect conversion rate in app stores, whereas SEO relies on page content and meta tags.
  • Update signals App store updates with new features or bug fixes can boost visibility, a pattern few web SEO tactics share.

Three common mistakes that hurt app store performance

  • Copying SEO keywords Using SEO tactics unchanged for app stores ignores app-specific metadata fields and conversion assets, leading to poor discovery.
  • Ignoring ratings User ratings and reviews are widely treated as important ASO signals; neglecting them can reduce trust and conversion.
  • One-time setup Treating ASO as a checklist rather than an ongoing optimisation process means you miss ranking changes and competitor moves.

Common questions

What is the difference between ASO and SEO?

ASO targets app store search and browse surfaces, while SEO targets web search engines. Ranking factors, metadata, and conversion mechanisms differ significantly.

Is ASO the same as GEO or AEO?

No. GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) focus on AI-generated answers, not app store listings. ASO is specific to mobile app discovery.

How does ASO relate to conversion rate optimisation?

ASO includes conversion rate optimisation through screenshots, icons, and ratings. Improving these directly increases the proportion of visitors who install.

Sources

  1. Google Play Console Help Official documentation for Google Play Store listing and optimisation.
  2. Apple Developer Documentation Official Apple guidelines for App Store metadata and submission.
  3. AppTweak ASO resources Detailed comparison of ASO and SEO ranking factors.
  4. AppFollow glossary Explains differences between ASO and SEO with practical examples.
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