The Importance of App Store Optimization
App Store Optimization (ASO) is now an indispensable strategy as part of any app’s wider marketing efforts. In an ever-changing landscape, the App Store and Google Play Store have seen up to 18 algorithm disruptions in the UK and US in the last 12 months alone. The need for ongoing App Store Optimization services have never been more vital to adapt to these fluctuations and ensure the stability of your app’s indexing and ranking. Not only this, but a great ASO strategy will ensure that you cut through the increased competition in the app stores, and continue to deliver against your organic growth efforts.
That’s where partnering with great ASO agencies makes all the difference.
App Store Optimization: What Is It, And Why Do You Need It?
Whilst it’s tempting to get your internal search team to optimise your app in the app stores, unlike SEO, ASO is specifically tailored to the unique ecosystem of app stores. This includes focusing on optimising high-indexing copy elements of your app store listings such as…
- app titles
- short and long descriptions
- back-end keywords…
…to improve an app’s visibility within the confined search parameters of app stores. This specialised approach is crucial as users’ search behaviour on the app stores differs from that on the web.
Additionally, the Apple App Store and Play Store algorithmic requirements function differently (you can read more about the significant changes in the Google Play Store algorithm here, and what we do at Yodel Mobile to battle this). Even building brand equity in the app stores differs significantly from the web ecosystem, requiring a tailored strategy to capture potential users effectively.
However, ASO goes beyond mere visibility, with plenty of ASO strategies designed to enhance the conversion rate of your listing (you can check out our ASO checklist here for more details).
A/B testing natively through the app stores via Product Page Optimisations (iOS) and Play Store Experiments (Android) allows app marketers to test various creative app store elements, such as:
- app store icons
- app store screenshots
- preview videos
- feature graphics
This requires a data-driven approach to hypothesise and develop a testing roadmap across various value propositions and creative methods to increase your store listing conversion rate. An increase of a few percentage points in conversion can equate to a large surge of organic installs.
Moreso, the most forward-thinking app brands should be taking their ASO efforts to the next level by leveraging the new and emerging tools from Apple and Google, including:
- Custom Product Pages and Custom Store Listings – these are unique landing pages in addition to your main store listing, and provide opportunities to create a more personalised journey from your owned channels and advertising campaigns.
- In-App Events and Promotional Content – these can be strategically used to highlight timely updates or offers through additional placements around the app stores.
- Feature Submission – getting on Apple’s radar and making a direct case for getting your app a prominent feature placement on the Search, Browse and Apps tabs.
To make the most of your ASO efforts, an ASO agency can step in to help you stay ahead of the curve and drive success for your organic growth strategy.
Criteria for Choosing ASO Agencies
Selecting the right ASO agency is crucial for achieving optimal results. Here are the top five factors to consider when making this important decision:
Ensure They Have Specialised ASO Expertise
As a new and emerging tactic, the best ASO agencies have been developing their ASO strategies since the dawn of the app stores. The agency’s team should possess a deep understanding of app store algorithms, keyword optimisation, and conversion rate optimisation. Look for a diverse skill set that includes data-driven keyword approaches, ASO creative resource, and strategic planning. Long-standing relationships with clients and a portfolio of apps that have maintained high rankings over time are positive signs of an agency’s expertise and consistency.
Evidence of Innovative ASO Strategies
In the rapidly evolving world of mobile apps, an agency’s ability to innovate is paramount. App stores frequently update their algorithms and introduce new features, making it challenging for app businesses to keep up. The agency should show a track record of adapting to new app store features and algorithm updates, ensuring your app stays ahead of the curve. ASO agencies, with their finger on the pulse of these changes, can swiftly adapt strategies to ensure your app remain competitive and visible.
Assess Their Use of ASO Data and ASO Tools
ASO agencies offer data-driven strategies that are often beyond the reach of individual developers or small teams. Evaluate to see if the ASO agency has invested in sophisticated App Store Optimization tools (you can see the top ASO tools here) that provide invaluable insights into search trends, keyword performance, and competitor strategies. Not only that but ensure the team showcases their ability to draw ASO expert insight from this data to shape and evolve your ASO strategy on a regular basis.
Ensure they Have Global ASO Resources
If you have an app that is available in different markets, make sure the ASO agency you engage can support your localization requirements. As Apple and Google continue to favour apps with a global reach, having a market-specific approach in each target region is going to be essential for your ASO efforts. Ensure the agency not only has the ability to translate but localize and culturalise to your key markets, including focusing on local search trends, creative inclinations, tone of voice, currencies and more.
By carefully considering these updated criteria, app brands can select an ASO agency that not only meets their current needs but also positions their app for long-term success in the competitive app marketplace.
Top ASO Agencies 2025
Here’s a look at the top ASO companies of 2025, helping brands deliver effective App Store Optimization services
1. Yodel Mobile
Yodel Mobile continues to set the standard for ASO in 2025, having launched our ASO services when the app stores were in their infancy. We are an award-winning app marketing agency, including historic winners of ASO Agency of the Year, and one of the first agencies to ever offer ASO services. We combine creativity with data-driven strategies to enhance app visibility and drive sustainable growth, making us trusted partner for thousands of apps looking to launch, scale, and transform their presence in the app store.
Having services almost every category in the app stores, we have supported the likes of B&Q, Gymshark, TUI, Afterpay, The Economist and thousands of other apps reach their ASO goals. For apps scaling their global ASO efforts, we have a team of native ASO experts to deliver metadata and creative optimizations across the globe. In conjunction with our Creative Studio, we deliver effective A/B testing solutions to boost conversion rates on the App Store and Google Play Store for our clients.
2. AppTweak
AppTweak has cemented its position as a leader in ASO analysis and optimisation tools. Their comprehensive platform offers a user-friendly dashboard that provides deep insights into app performance, keyword rankings, and competitor analysis. AppTweak’s advanced analytics capabilities enable clients to make data-driven marketing decisions with confidence.
AppTweak also offers ASO and App Growth consultation to enhance your internal resources with a personalised, flexible, and results-driven approach. Trusted by over 2,000 mobile leaders, AppTweak’s commitment to accuracy, transparency, and innovation has solidified its reputation as a top-tier ASO provider.
3. Kurve
Kurve is an app marketing agency that offer App Store Optimization (ASO) specialisms, dedicated to enhancing app visibility and driving user acquisition. Their ASO services encompass strategic keyword optimisation, compelling app descriptions, and engaging visual assets to ensure apps stand out in crowded marketplaces.
By focusing on data-driven decisions and continuous performance tracking, Kurve tailors strategies to align with each app’s objectives and target audience, resulting in increased downloads and sustained growth. Their proven methodologies have propelled apps like Sweatcoin to become the fastest-growing health and fitness app in history.
4. PreApps
PreApps is an expert app marketing agency offering App Store Optimization (ASO) to enhance app visibility and drive user acquisition.
With over a decade of experience, they offer comprehensive ASO services, including keyword optimization, creative asset design, and advanced A/B testing methodologies. Their data-driven approach ensures that apps achieve higher rankings in app stores, leading to increased downloads and user engagement. PreApps has successfully assisted thousands of apps in reaching millions of downloads, demonstrating their expertise in the app marketing industry.
5. Redbox Mobile
Redbox Mobile is a well-regarded agency in the App Store Optimisation (ASO) space, known for its ability to boost app visibility and improve user acquisition. Their services cover a wide range of ASO essentials, including keyword research, optimised app descriptions, and eye-catching creative assets designed to enhance an app’s performance in a competitive marketplace. With a data-led approach and a focus on measurable results, Redbox Mobile crafts bespoke strategies tailored to the specific goals and audience of each app.
Their expertise has delivered notable successes, such as a 30% conversion rate uplift for Unibet during the Cheltenham Festival.
Time To Partner with an ASO Specialist
As ASO evolves, these companies remain at the forefront of App Store Optimisation developments. By partnering with any of these leading ASO agencies, brands can enhance their strategies and achieve their desired app marketing outcomes in 2025.
