More than seven million apps are available in the app store; the competition is evident. As consumers switch to mobile applications, businesses need a robust mobile app. It can bring you revenue, help you increase brand awareness, and build long-lasting user engagement.

However, the issue that many businesses need help with is how to make their mobile applications discoverable. So, what do you need to do to stand out in the ever-growing market of mobile apps? The solution is App Store Optimization. This blog will help you understand how to boost your app’s visibility and increase the number of downloads with ASO.

app store optimization

What is App Store Optimization?

As the name says, it improves visibility and makes it more user-friendly to perform well in the app store search engine. The higher it ranks in the app store, the more it is visible to potential customers. The goal is to increase the number of downloads by making it discoverable. The app store optimization process needs a lot of research and the right strategy to take new actions. This process is also known as ASO marketing or App Store SEO.

Why is App Store Optimization important?

ASO improves your app’s performance and helps you stand out. When you focus on the proper development strategy and the app’s performance, it’s straightforward to understand potential customers’ needs and pain points. Google says that 82% of users find apps through app store searches. This shows that app stores are widely used to discover and download apps.

Know that- If you are focusing on something other than ASO, you are missing out on a primary channel that can help you grow your business.

App development is a lengthy process in itself. You invest your precious time and money. From strategizing to the final deployment, it takes a lot to make an application deliverable. After such an effort, you will want your app to perform and bring in revenue.

But do you think you need to include something? A lot of businesses are not focusing on investing in app store optimization. But I am giving you a fitting reminder at the right time. Remember – ASO can be your secret weapon if you start doing it today.

Need help- Successive Digital can make it possible for you!

Every week, give time to your ASO strategy. Initiate, research, change, and implement the right approach to make your app deliver its full potential.

App Visibility – Basics

Four significant factors determine whether your app will be visible to potential customers. They primarily impact your app’s performance.

1. App Title

Customers will know your app by this, so ensure it creates a broader impact. Make sure to put the highest traffic keyword in the title. Research thoroughly before using the name, as changing it frequently will not bring good results. Once your app gains traction, its name will spread like wildfire.

2. Keywords

As we do for SEO, we must also do it here. Get all the relevant short and long tail keywords for your app and put them as needed. It will build a strong presence for your app in the Play Store. Additionally, it helps monitor the traffic your app gets per week.

3. Total Number of Downloads

Although you don’t have control over the number of downloads, it is one of the most crucial factors for ASO. But if your application has been developed strategically and focuses on performance, there are high chances that you will convert the traffic into potential customers. The more downloads your app gets, the more buzz it creates in the market.

Have you ever downloaded a one-star app? It is going to be no in most cases!

4. Ratings and Reviews

Again, it’s not in your control but an essential factor. To build trust among the masses and to let people know what comfort your application is giving, ratings and reviews are vital elements for ASO. Positive feedback makes you grow exponentially in the market, and negative thoughts will help you improve your application daily. Ratings and reviews affect conversions. It’s easier to maintain a high rating from the start rather than take it up from two to four stars.

How to Do App Store Optimization

There are many ways to optimize the app store, but below is a comprehensive strategy. However, there is a subtle difference between the Google Play Store and the Apple App Store optimization strategies that you need to notice.

Let’s have a look at the key steps that you should take into consideration while doing App Store Optimization:

1. Optimize Titles and Subtitles

The focus is always on the first visible elements whenever we start optimizing. The App titles and subtitles are one of them. People will only remember the application’s name if they like it and want to recommend it further. App titles and subtitles are the major ranking factors in both stores. There is a limit to the character of titles. It would be best if you played smart around the 30-character limit. The name should be creative and memorable.

Have you ever noticed JIO using the right keywords and catchy phrases to build connections with possible customers with the app’s title and description? Have a look at the image below:

2. Creative App Descriptions

Why do you need to write creative app descriptions, and why is it essential for your ASO strategy? Because it gives you an additional opportunity to make your user understand the application and the features it can deliver. Google Play gives you two description fields, one short (80 characters) and one extended (4000 characters),generator orboth for ranking. While the Apple Store offers 4000-character-long descriptions, it doesn’t use them for ranking purposes. But the field is essential as it gives users their first impression of your application.

3. Right Choice of Keywords

The Apple App Store offers a field to enter keywords you want to rank for in your app store results. Apple considers these when ranking your app. The limit is 100 characters, so you need to put the highest traffic keywords in it. Just as with the app name, you can also be creative here. It is an opportunity to try and test different keywords and combinations to understand what works best for you.

Let’s understand it this way– We will never write bill generator or bill maker in the keyword field; instead, we will reduce redundancy by writing bill generator, maker. The potential keywords for such an app will be easy, free, simple, bill, invoice, estimate, custom, etc.

4. Engage with Reviews and Ratings

Reviews and ratings are directly proportional to the popularity of your app. The more positive reviews, the higher the rank in the app store. The fewer reviews, the fewer chances to be visible on the app store. It would be best if you encouraged users to leave positive feedback. Both app stores consider highly rated apps as the most relevant ones.

5. Frequent Monitoring and Testing

Both Play Stores focus on the freshness and relevancy of the application. Regular updates are one of the ranking factors. The digital world’s customers like to stay updated and are ready to accept new changes. Even if you do frequent updates to stay up to date, the users will readily get them. You can frequently make changes and monitor what is working in your favor.

If you get the option to choose between the application that has been recently updated and the one that has not been touched in the last five years, which will you choose? It’s the recently updated one. That’s the power of testing and monitoring.

6. Maximize Downloads

Do you know the app store search engines reward popular apps? The more downloads your app will have, the more popular it will be. The app’s visibility is directly proportional to the number of downloads. This means that you need to get the maximum possible downloads. The above statement now tells you you need to improve your conversion rates and be on top of the competition by implementing the suggested practices. Research indicates that the average conversion rate in the US is only 31% in the app store and 32.7% in Google Play.

7. Go Global

One more way to get exposure and reach a wider audience is to go international. Open it to more locales so everyone knows what your app can deliver and how it can ease customers’ lives.

Your app can be localized in dozens of locations and languages on Google Play and the App Store:

  • Available in 175 regions and 40 languages on the App Store
  • Available in 143 regions and 49 languages on Google Play.

You can significantly grow your user base by making your software available in app stores in multiple languages and locations. Localization, however, includes converting your app’s text into the regional tongue. You must also consider the local laws, customs, and currencies of the places you want to visit. These elements ought to have an impact on how your app is displayed in local app store listings.

How can Successive help with App Store Optimization?

It’s very evident what positive impacts ASO can bring to your business. Your retention rates are affected by your app’s ranking. The App Store optimization is an ongoing process that requires continuous effort. The app stores change all the time, and the competition is top-notch. Your ASO efforts should continuously be revised and tracked. Successive Digital builds software applications that will get along with ASO quickly.

Additionally, things can change even if you eventually feel satisfied with your app store performance (pro tip: never be satisfied). You could have been pushed aside by competitors any day. The environment could change at any time. The app stores can change their policies or scoring algorithms. Successive Digital builds the most scalable mobile apps. They are a prominent name in mobile app development. Contact them if you want to develop an application that aligns with ASO!


ASO outperforms growth trends and continues to grow. The significance and usefulness of apps within the marketing mix have been solidified over the past few years as a significant marketing strategy. It would help if you put in time and effort to benefit from ASO. If you do, your app will have a reliable source of traffic.

The primary challenge is how to get apps noticed by customers organically among the top app stores. But you can achieve this by following the steps mentioned in this blog.


What does it mean for my app store listing to be optimized?

Ans. When users search for apps that perform similar functions, optimizing your app store listing will help your app appear in the search results among the most users.

How can I organically increase the number of downloads?

Ans. Optimize your listing by conducting keyword research, selecting catchy app title titles, guaranteeing speedy download times and excellent UX, launching social media campaigns to promote your app, etc.

When should I update my app listings?

Ans. Every time you launch a new feature or release a significant update, you should update your app’s listing. The description and components of your app should be updated frequently to keep users interested.

What are some ASO platforms and tools?

Ans. App Annie, Sensor Tower, Mobile Action, and other platforms are just a few examples of the many available ASO tools and resources. These tools can help with competitor analysis, performance monitoring, and keyword research.

Can I use paid store advertising along with ASO?

Ans. Your ASO efforts can be strengthened by using paid app store advertising, such as Apple Search Ads or Google Ads, to increase exposure. It’s a tactic worth considering, especially in highly competitive niches.

How effective is App Store Optimization?

Ans.  Since users typically don’t look through all of the search results, higher-ranking apps also get more downloads. Typically, they focus on the top 10 or so. Because of this, getting a top rank is essential for an app to succeed. You lose out on the most efficient marketing channel for mobile applications if you don’t optimize your app store presence.