Why App Store Optimization is important in 2023

We look at what ASO is and how you can use it to boost the exposure of your app, which is a relatively new idea in the realm of digital marketing…

Without a doubt, the worlds of marketing, particularly digital marketing, are brimming with acronyms that can make even the most knowledgeable and digitally savvy heads spin – SEO and PPC are prime examples of this – and, while they may appear confusing and alien, it’s these acronyms that will inevitably lead to an increase in sales and inquiries.

What is App Store Optimization (ASO)?

App Store Optimization is defined as Program Store Optimization (ASO) is a strategy for increasing the visibility of an app in an app store. Program stores provide a score to each app depending on a number of parameters. You may rank higher and generate more downloads by properly using optimized keywords, useful graphics, and localized descriptions.

Although ASO is sometimes compared to SEO, the former solely pertains to the search function and ranking algorithms of an app store. However, there are numerous areas where SEO and ASO overlap, which may be useful when first attempting to improve App store results.

ASO is essentially a search engine that only works on a single website. It relies on proper indexation, discoverable content, and manipulation of the App store’s ranking algorithms, just like SEO. There’s a lot of potential for increasing reach and driving installs if you can successfully communicate the purposes of your app to both the store and potential users.

How important is App Store Optimization (ASO)?

App Store Optimization allows you to engage with a targeted audience while also promoting your app’s unique selling factors. A good ASO can significantly increase installs, making it a vital tool for app marketers. Furthermore, these are organic installs, which are frequently the most valued customers of a program.

What are the most important approaches to enhance ASO?

Here’s a quick rundown of how ASO can help you increase your app’s ranking:

  • Including keywords in the name of your app
  • Including keywords in the description of your app
  • Using the appropriate primary and secondary app categories to localize content
  • Screenshots and other photos that may be useful


Let’s look at localization as an example of how ASO might help. When your app’s language and currency have been localized for different users, consider the increased possibility of conversions. This minor modification could boost your app’s visibility and drive more installs right now.

Your app’s needs and those of its users will certainly evolve over time, thus your ASO should as well. It’s no accident that the top-rated apps on the app store maintain and update their material on a regular basis. They want to make sure that their ASO reflects user input and that new features are incorporated in the description.

Another technique to figure out how to boost your rating is to look into the practices of the highest-ranked apps in an area that interests you. You can optimize your content and get ahead of the competition by studying your competitors’ ASO.




Optimizing the exposure of your app, like SEO, is a never-ending activity. The purpose of developing an app is to increase downloads. You’ll stand out in the App Store (Apple) and Play Store (Google) if you combine app store optimization with consistent performance tracking and measurement (Google).

What are the benefits of investing in app store optimization?

Major app stores are increasingly becoming a popular way for consumers to learn about new brands and goods through their mobile devices, which they use on a regular basis.

A strong app store presence helps your company to have a larger digital footprint and can be used as a supplement to help boost new user acquisition. In fact, improving your app could be the single most effective mobile app and game marketing technique. Here are a few of the most important reasons to invest in ASO:


  • Increase organic installs (lower acquisition costs): A smart ASO plan will surely increase your app’s organic installs without costing you any additional marketing revenue. It can not only help you maximize your money, but it can also ensure that your brand grows steadily and sustainably.


  • Capture relevant users: Finding your app isn’t enough. It must be discovered by the proper users: those who are specifically looking for an app like yours. By matching your app to relevant keywords (search terms people are actively using to find your app and services), ASO allows your brand to reach a focused audience.


  • Increase revenue and conversions by monetizing your app in a variety of ways. In-app advertisements, in-app purchases, and subscription models are all examples of this. However, if your app store listing page isn’t converting, your marketing money could be wasted. Remember that ASO also entails conversion rate optimization, which is persuading people to click through and download your content.


  • Reach a worldwide audience: ASO can assist you in expanding your app’s reach. You can get consumers from all around the world to discover your app by making it available in other languages through an app store optimization process known as localization.


Why ASO is important in digital marketing

With over 2 million apps available on the major app stores, one of the most difficult tasks is getting your app in front of the correct people among all the competitors. A whopping 67 percent of app downloads are driven by app store searches. As a result, the most common approach for discovering and downloading new apps is to conduct a search within the app stores.

However, if your app store page isn’t optimized, it will almost certainly not appear in many relevant searches, resulting in the loss of hundreds, if not thousands, of prospective downloads.

Spending a little time and work each week to improve and update your app store will pay off in the long run, allowing you to maintain those organic downloads flowing in.ASO will assist ensure that your app gets spotted in the App Store and will help enhance your other marketing efforts.

Why Should You Include ASO in Digital Marketing Strategy Right Now?

The bulk of desktop users has switched to smartphones, which has become common knowledge. This isn’t surprising. The market is in a race to develop the finest tactics for connecting with mobile users. Of course, the ultimate goal is to generate a profit.

Now, as the term implies, ASO – App Store Optimization resembles SEO in many ways. App store optimization is when you make an effort to increase the position of your apps in popular download shops.

The goal is to generate as much traffic as possible by increasing visibility and boosting conversion. As a result, your objective is to raise the visit-to-install rate. ASO, like SEO, has a plethora of tactics and directions to choose from.

The ASO tactics, on the other hand, are revised on a regular basis. As a result, if you’re in the ASO genre, you’ll need to keep up with the evolving market. This will assist you to improve your visit-to-install conversion rate.

Here are some reasons why it is high time to add ASO to your digital marketing strategy right now

There’s a better probability that your program will be downloaded all over the world.

Did you know that searches account for 65% of all app downloads worldwide? It’s critical to understand your target audience if you want your app to be successful. You must understand the user search intent if you want to rank for high-volume and relevant search terms.

As a result, keyword research is an important aspect of ASO. It’s something you’ll have to get used to. Get rid of the notion that ASO can’t create a lot of traffic. According to a Sensor Tower poll, global app downloads were 28.1 billion in the first quarter of 2019. In the first quarter of 2020, this figure grew to 33.6 billion.

As a result, it’s apparent that the number of app downloads is skyrocketing.

ASO aids in the acquisition of more (and less expensive) users. Searches are responsible for over 70% of app discovery. As a result, it is a crucial avenue for acquiring new customers. All of the ASO conversion rate optimization processes aid app developers in raising conversion rates. As a result, reduced prices are possible because most traffic sources’ algorithms take this variable into account when determining relevance and delivery. As a result, the costs are reduced.

Let me give you an example. In the Google Play Store, there is a mobile game. Respawnables is the name of the game. The ASO was first introduced in 2018 by Digital Legends Entertainment (the game’s owner). The number of organic downloads on the Google Play Store grew daily from 9K to 35K.

Take a look at the points below.


This is a compelling reason to use ASO in your marketing plan. Because of the pandemic, most people are spending 20% more time per week on apps than they were in prior years. This is an opportunity for you to capitalize on. Improve your app’s content, expand your market, and attract new users.

Prepare to be a part of the 5G revolution

Prepare for a significant increase in the next two years when 5G technology takes off around the world. Internet speeds are already fast, and with 5G’s blistering speed, mobile customers’ expectations will be even greater. If you want to internationalize your app and fine-tune your ASO approach, you need to get started right now. It’s future-proof, just like SEO. The reason for this is that you have the ability to improve CTRs over time by tweaking recommendation engines, features apps, app rankings, and media.

App store algorithms that are more intelligent

In the App Store and Play Store, search has vastly improved. It’s now easier than ever to find new users. Organic ASO solutions will take the lead as Google and Apple change their algorithms to prohibit black-hat techniques. You should be aware that your competitors are already using ASO. It’s now or never to obtain the ranking you deserve. As a result, a long-term app store optimization plan can boost your brand’s trust while also laying a solid platform for the introduction of another app.

Increased participation

ASO influences the app’s visibility through the many marketing channels provided by the app stores. Top chart, Featured, and App Store Search are a few examples. An aggressive ASO campaign can boost your app’s total downloads by tenfold.

The amount of app users who abandon your app is known as the churn rate. This can happen if you uninstall it or if you don’t use it for a long time. As a result, it is an important factor in your app’s ranking. It’s easier to keep up with user input and create engagement when you pay attention to ASO activities on a frequent basis.

Looking ahead

Many developers and marketers disregard ASO, which stands for App Store Optimization. The mobile marketers turn their focus to other marketing strategies once the app development is completed and the app is uploaded to all of the major app stores.

You should be aware that if you focus on the organic search funnel as part of your marketing plan, mobile apps have the potential to attract the highest quality of users. High-volume keywords targeting appropriate users based on mobile search data are required for funnel optimization.

With an effective organic funnel, you may reach and convert a large number of people that are interested in your app’s topic.


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