As of 2024, there are over 4 million apps available across iOS and Android platforms, extending to a wide range of genres and niches. With ever-changing App Store algorithms, user behaviours, and app compatibilities and requirements, standing out above the noise is becoming increasingly difficult.
Thankfully, we have compiled a bulletproof list of expert ASO tips to help guarantee your App Store success. Follow these easy-to-follow steps, and your app will gain the visibility and recognition it deserves.
Defining App Store Optimization: What is ASO?
If you’re not already aware, App Store Optimization (ASO) refers to the process of improving the visibility and ranking of a mobile app in an app store’s search results and top charts.
The primary goal of ASO is to drive more organic downloads by increasing the app’s discoverability and appeal to potential users. This involves optimising various app listing elements to enhance its relevance and attractiveness. You can read about its function in more detail here.
Of the many metrics you can target your efforts towards, we will share ASO Tips that will help you improve:
- Keyword Rankings: These indicate how well your app is performing for targeted keywords, directly impacting your visibility in the search results.
- Organic Impressions: This refers to the number of times an app’s listing is displayed to users in the app store, including views in search results, category listings, and featured sections.
- Conversion Rate: These reflect how effectively your app store listing turns views into installs, showing the quality of the listing’s appeal.
- Organic Installs: These measure the number of downloads driven by organic visibility, highlighting the effectiveness of ASO in driving user acquisition without paid efforts.
1. Target niche audiences with long-tail keywords
First, you’ll want to target your visibility. Optimising metadata with long-tail keywords is an effective way to achieve that.
Long-tail keywords are specific, multi-word phrases that users are likely to search for when looking for particular solutions or features within an app. E.g. “best photo editing app for photographers”, instead of “editing app”. These keywords can attract users with specific needs who will be more likely to engage with your app.
Unlike broad keywords, which can be highly competitive, long-tail keywords target a more niche audience, often with a more defined intent. This means long-tail keywords are usually easier to rank for, leading to higher conversion rates. There are many ways to look for long-tail keywords, specific to your app.
A tool like AppTweak, gives you visibility of keywords your competitors are ranking for. It allows you to select the same long-tail keywords they’re using and then analyse them against their chance, relevancy and difficulty scores to see if they’re worth including in your metadata.
Another method to look for long-tail keywords is using predictive search on search platforms like Google or YouTube. Type in a phrase related to your app and look for similar phrases that appear in the search listing. This is indicative of what users may be searching for and how they may interact with your app in the App Store.
You can then plug these phrases into AppTweak and assess how they rank and whether or not they can be used for your app.
See the example below for search phrases related to an ecommerce shopping app.
When selecting keywords, prioritise relevance over volume; ranking highly for a few relevant long-tail keywords is better than competing for broad terms with minimal connection to your app.
2. Increase organic impressions by utilising App Store opportunities
Another way to boost your organic impressions is by leveraging the App Store’s features.
App stores provide various tools and promotional opportunities such as featured placements and In-App Events in the iOS App Store and Google Play Editorial Features and Early Access and Beta Programs for Google Play. These can significantly increase your app’s exposure to potential users. For instance, participating in seasonal app promotions or challenges can place your app in front of a larger audience.
To maximise visibility, ensure that your app meets the criteria for these features, which often include maintaining high ratings and positive user feedback. Social proof is an important ranking factor as App Stores want to promote the best apps to users to enhance their experience.
Specific to Google Play, another way to leverage app store features is to build backlinks back to your app.
You can do this by:
- Linking your app from your website to your landing page: Ensure your app’s website or landing page includes direct links to the app store listing to increase traffic, visibility, and credibility. Optimise the site with valuable content and make your app indexable in Google searches for better discoverability.
- Engage in online communities to build trust and boost visibility:Participate in online forums and discussions related to your app by offering valuable insights and answering questions within your app’s niche. This helps build trust with potential users and can generate backlinks through your forum signature. Be genuine in your participation, focusing on providing value rather than solely promoting your app.
- Partner with other apps: Partner with complementary mobile apps for cross-promotion to boost visibility and attract quality backlinks. Ensure the apps you collaborate with are relevant to your audience to maximise value and avoid reputational risk.
The image above displays an example of a Reddit forum where apps are back-linked straight to a store Google Play store listing.
By strategically leveraging these app store features, you can effectively increase your app’s organic impressions, drawing in more potential users and setting the stage for higher download rates.
3. Refine your app store presence for higher conversions
The increased impressions you’ll gain from capitalising on App Store features mean nothing if your app has a poor presence in app stores.
Make sure your app store listing incorporates high-quality visuals—such as engaging screenshots and app preview videos—so potential users can see your app in action and get a firsthand look at its functionality and user experience.
The image above displays rich, eye-catching screenshots from the Disney+ app.
These elements capture attention and help communicate your app’s unique aspects in a visually compelling way.
In addition to rich media, your app’s description should prominently highlight its key features and benefits, especially in relation to your target audience. Use concise and persuasive language to demonstrate how your app addresses specific user needs or improves their daily routines. Focus on what sets your app apart, such as innovative functionalities, an intuitive interface, or exceptional customer support.
Examples of ways this can be applied are through Custom Product Pages (CPPs) and Custom Store Listings (CSLs). CPPs and CSLs allow businesses to create tailored app store listings for specific audiences, enhancing relevance and engagement. By delivering personalised content and messaging, they help increase conversion rates by aligning user expectations with app offerings directly in the store.
The image below displays store listings on Google Play which show the same app displayed with two different names, highlighting different features of the app based on different user needs.
The personalisation of each listing aligns with user expectations, making the app appear more relevant and useful, which increases the likelihood of downloads and conversions. By addressing specific pain points or interests, CPPs and CSLs create a more engaging and targeted experience, ultimately driving higher conversion rates in app stores.
4. Influence download decisions with social proof
Leveraging social proof is a highly effective strategy for boosting your app’s organic installs.
Social proof, which includes user reviews, ratings, testimonials, and endorsements, helps build credibility and trust among potential users. An example of social proof gaining more popularity among businesses is UGC ads. You can leverage platforms like Snapchat or TikTok to promote your app through user-generated content. As UGC content features real users sharing their experiences with an app, audiences will find these ads more relatable.
Relatable content can significantly influence potential users, making them more likely to download your app.
The link above shows a UGC ad for Kiala nutrition.
Kiala Nutrition used TikTok to promote their Super Greens supplement powder. The brand partnered with creators in their target demographic to develop engaging and relatable content. With a winning creative strategy, this campaign delivered outstanding results, driving over 75.3M video impressions and a 43% decrease in CPA for the brand. By using a clear call-to-action in creator videos, Kiala gained 10.6K+ conversions and drove over 301K clicks to their website. These metrics prove that relatable content can have a huge impact on user purchasing activity.
To maximise the impact of social proof, encourage satisfied users to leave reviews and ratings in the app store, and actively respond to these comments to demonstrate your commitment to user satisfaction.
By effectively utilising social proof, you can enhance your app’s reputation, attract more organic installs, and foster a loyal user base.
Essential learnings for lasting app growth
To wrap up, implementing these ASO tips can have a lasting impact on your app’s success. Focusing on targeted keywords, optimising your app store listing, and tapping into promotional opportunities not only enhances your app’s visibility but also helps engage the right audience. Together, these tactics not only boost organic impressions and increase conversion rates but also drive organic installs, creating a strong foundation for sustained growth in an ever-competitive market.
If you want more insights that can help boost your app growth, read through our app marketing blog.
