12 App Store Optimization Strategies for Increasing Downloads

App Store Optimization (ASO) is the practice of raising app conversion rates by increasing app presence in app marketplaces. App Store for iOS and Google Play for Android are the two most popular app shops. ASO focuses on click-through rate in addition to ranking high in app store search results (CTR). This implies you’ll have to persuade folks to visit your app store listing after they’ve found it. You can do this by improving your app’s name, title, icon, screenshots, and rating.

What is the difference between ASO and SEO?

App Store Optimization (ASO) is an acronym for “app store optimization.” It essentially refers to the practice of increasing an app’s visibility in the app store.

SEO, on the other hand, refers to the process of optimizing a website for search engines. The technique of enhancing a website’s exposure in search engine result pages is known as SEO (SERPs).

The primary distinction between ASO and SEO is that ASO is for app stores, whereas SEO is for websites. Typically, this is the explanation given by the majority of people. SEO is, without a question, a more well-known word. That’s why you’ll often hear folks refer to ASO as “mobile SEO” or “app SEO.”

Why App Store Optimization is important for app growth?

There are various reasons why developing an app store optimization strategy is a wise investment, in addition to enhancing an app’s rating.

  1. App store optimization is important for making users aware of the availability of an app and, as a result, the brand with which it is linked.
  2. The expense of raising brand recognition and attracting new users will be reduced by reaching and keeping a good position in the app store, as appearing high in search results will do so for free.
  3. App store optimization is a good long-term approach for maintaining an app’s exposure and stability at no additional cost to the business.

App Store Optimization for Google Play vs. App Store

Metadata Indexing

App Store Optimization

ASO relevant fields

App Store Optimization 2

Icons & Screenshots

Key differences between App Store and Google Play

  1. Both the Google Play Store and the Apple App Store have similar revenue sharing terms: 70% of income goes to the developers and 30% goes to the store. However, when compared to Google Play Store, the Apple App Store generates a higher amount of shares.
  2. In comparison to the App Store, the Google Play Store app description receives twice as many touches on the Reading More button.
  3. In comparison to the App Store, Google Play Store is more developer friendly. Google Play Store is more user-friendly than Apple App Store, despite the fact that App Store is based on quality assurance.

Apple App Store & Google Play Store Ranking Factors

Apple App Store Ranking Factors

  • App Name
  • App URL
  • App Subtitle
  • Keyword field
  • In-App Purchases
  • Rating and Reviews
  • Update Cycle
  • Downloads and Engagement
  • Some Hidden factors

Google Play Store Ranking Factors

  • App Title
  • App Description
  • In-App Purchases
  • Rating and Reviews
  • Update Cycle
  • Downloads and Engagement
  • Some Hidden factors

Use Right Keywords

It’s critical to conduct keyword research for your target audience.

You’ll need to figure out what keywords your potential consumers are looking for, as well as which keywords your top competitors are using.

By matching terms to your consumers’ demands, you may make it easier for them to find your app in the app store.

  • Use keywords that are relevant to your app; otherwise, your app’s rating will suffer.
  • Only use one keyword form at a time (singular or plural).
  • Avoid using keywords that involve the word “app” or the names of your competitors’ companies.

We recommend using Google Keyword Planner to help you analyze keywords.

Optimize Your App Title and Subtitle

The name of your app is the first thing a user sees. As a result, it’s critical to choose your app’s name carefully. Make sure your App Title is original, relevant to your app, and easy to read. People will remember the title if it is appealing, giving your app a greater recognition value. Don’t forget to think about the number of characters while choosing a name. Furthermore, the keywords in the app name have the most ranking weight. Following the brand name, you can put your main keywords here.

Subtitles, like the app name, are limited to 30 characters. It’s also crucial to include some relevant keywords to target in the subtitle because it has a direct effect on the rankings of your app’s keywords.

Because the subtitle appears in the Top Charts and search results, it has an impact on the click-through rate (CTR) and conversion rate. As a result, while creating a subtitle, your primary goal should be to capture the attention of potential users by using the most relevant keywords.

Optimize Description of your App

Your app description is similar to your website’s main page for both Apple and Android apps.

You want to be able to clinch the transaction and make the sale if you’ve brought your potential buyer this far. As a result, the app store description and page for your app should be considered an important aspect of your App Store Optimization Strategy.

Begin by presuming that your app’s users know very nothing about it other than its name. You must consider your customer’s perspective. It’s generally easier to think about things in terms of bullet points:

What is the purpose of your app?

What problem is it supposed to solve?

How will it make the life of the buyer easier?

Why is it so expensive?

Save the more detailed write-up and how-to guide for your app’s website or in-app onboarding procedure, and be compelling yet succinct.

For your Google Play description, you’ll want to pay special attention to keywords.

Create a Compelling Icon for Your App

The app icon should be visually appealing while also being interesting. Choose a color palette, size, and geometry that produces an immediate positive impression and helps to communicate what the app does. This will set your app apart from the millions of others on the market. However, make sure your app icon is distinct from others.

When it comes to app design, both app stores have their own set of guidelines.

The minimal size for iOS is 1024X1024 pixels. App icons are 180X180 pixels, navigation icons are 66X66 pixels, and tab bar icons are 75X75 pixels, depending on the usage of the symbol. As a result, make sure the image appears good even when scaled down.

The minimum size requirement for Android is 512X512 pixels. Google has established several criteria that you should adhere to.

Include High Quality Screenshots

Screenshots, like other graphic elements of listings, are on-metadata features that influence Conversion Rate. They don’t have as much visibility on Google Play as they do on the App Store because users have to scroll through listings to find them. However, these visuals are still necessary for consumers to view how the program looks from the inside.

Users will determine whether or not to test the app just by looking at the listing, therefore it’s critical to generate a good first impression. Make sure the first two screenshots highlight your best characteristics.

You can upload up to 8 screenshots to Google Play Store, with a minimum of two.

Add Preview Video

You may also make a YouTube video to promote your Android application or game. The video preview thumbnail will become a feature graphic in this situation.

Video is an easy to use but extremely effective tool. Simply put the YouTube URL into the “Promo video” area on your Google Play Store listing to add a video.

Be careful to provide the YouTube URL of a single video, not a YouTube playlist or channel.

As a promotional video, avoid using an age-restricted video.

You can make your video localized in any of the languages that your app supports. Upload a separate video for each language, or just utilize transcripts in several languages, which Google will display based on the user’s location or device settings.

The fact that views from the Play Store count as YouTube views is one of the most appealing aspects of include a video in your store listing. As a result, you’ll rank higher on YouTube and, as a result, in Google’s web search results.

Pick the Right Category

Putting your app in the incorrect category might get you into a lot of problems. It could be an Apple rejection stamp. If your app fits into multiple categories, choose the one that best defines it. Alternatively, select the least competitive category to offer the app a greater chance of ranking.

Analyzing Your App (Analyze, Optimize, Monetize)

Now that you know what it takes to boost your app’s exposure and conversion rate, it’s time to put your newfound knowledge to work.

You should first assess the present state of your app store presence.

Do you get any conversions from the keywords you’re currently using?

For each keyword query, where do you appear in the search results?

What is your position in your category?

Before you start plunging deeper into the bottomless pit of keyword optimization, try to find answers to these questions.

Compare your keywords to those of your competitors, as well as keywords to each other, to determine which are the most useful.

Add these keywords to your metadata factors, depending on the app store where your app is available, to target them. Keep in mind that the best keywords should go into the app title, subtitle (for iOS), or brief description (for Android).

Your app should be actively connected on websites that are related to your app and have authority according to Google’s current algorithm guidelines to build the best backlinks.

Backlinks can be text or image-based, with the ALT (ALTernative text) tag.

While there is some debate over the efficiency of backlinks in terms of ASO, it is clear that quality over number is the best way to achieve backlink success.

Drive Traffic (and Downloads) to Your App Store Page

Your listing will rank higher in search results if you drive more traffic to it. Build an online presence for your app by using social media and content, soliciting press and reviews, and investing in online advertising to increase visitors.

App indexing has proven to be the most effective approach for increasing traffic to an app’s product page for many publishers. App indexing is the technique of making the content of an Android or iOS app searchable and linkable from an online or mobile web search. It’s a relatively new concept.

You may drive traffic directly to your app store pages by hosting your app information on a website that is SEO optimized.

Using this website to promote your app can also help you rank higher on Google, giving people who conduct a simple online search another way to locate and download your app.

You can also employ paid app advertising, such as Apple Search Ads (ASA) or Google Universal App Campaigns, to boost traffic to your app (UAC).

Localize App Listing

Is your app’s description and images just in English? International or localization ASO is required for an app to generate a global impression. To reach a larger audience, use existing metadata, keywords, or screenshots in the local language of the country.

You may increase the exposure of your apps in app stores by localizing them. In other words, you make your app available to people who conduct searches in their local language. More downloads and money can be obtained by presenting your app to a larger audience.

Users are more inclined to download an app that is available in their local language because they believe it to be more trustworthy.

Encourage ratings and feedback

A steady stream of positive reviews is the best potential endorsement of your app’s quality and one of the most important ranking factors. The apps with the highest rating counts are those that keep their users engaged and proactively seek customer feedback to help define their product roadmap and future updates. It’s crucial to remember, too, that app store ratings are only a skewed reflection of client contentment. Only your vocal minority — those who love or despise your app — will often take the time to leave a review. You may improve your rating — and ultimately your rank — by encouraging only those customers who are most likely to offer you a 5-star review with clever rating prompts.


The problem is that, like most types of marketing, app store optimization is a time-consuming and ongoing process that necessitates a thorough understanding in order to be successful. While app store optimization can be done on your own, it’s worth going at a company that specializes in it. SwiftPropel has the knowledge and experience to design and implement a successful app store optimization strategy. Our diversified staff of marketers and designers is well-equipped to handle all aspects of app store optimization, and we have access to the most up-to-date tools and technologies to help us develop the best and most accurate plan imaginable. Consider looking into us further if you’re seeking for an expert to conduct your app store optimization.