Top 10 tips for App Store Optimization (ASO)

ASO is the acronym for App Store Optimization. It is a process for improving the visibility or ranking of any mobile app (For example iPhone, iPad, Android, BlackBerry or Windows Phone app). The mobile apps are targeted for the various app stores like Google Play store, iTunes for iOS, Windows store and BlackBerry World.

Specifically, ASO helps in improving an app and it includes the process of gaining high-ranking for the app in the app store results page and to make the app appear on the list of the top charts.

Top 10 tips for App Store Optimization:

  • Explore and understand your customers and your competition: 

A well-performed ASO first works on studying and understanding various your customers and competitors like- understanding and finding out the goal of the app,

Why will customers download the app and use it?

What language is used by your customers?

Who is your competitor?

What are your competitor’s keywords?

How can you work with same competitive keywords?


The best way to choose the optimal keyword is Consumer Research– about what are their search queries according to their respective languages.


  • Choosing an ideal app name: 

Now, choose an ideal and relevant title for your app. In a recent study, it seems that the top 25 apps in the app stores have included their target keywords and that help them to achieve about 10.3% increase in the ranking of the apps.

Titles in the app stores can be up to 255 characters and you can include keywords or keyword phrases. Use a keyword in the app title but do not perform Keyword stuffing. Titles are truncated after the 23rd character (including spaces) in Apple store and after 30th character in Google Play store.

After installation of the app in a device navigation menu, titles are truncated after the 11 and 14th character. So, use a short, sweet and catchy title for your app keeping all these in mind for better app store optimization and for getting high rank in the app stores.


One of the great strategy to include Keywords in the App Title.
  • Maximize your Keywords: 

For maximizing and using the keywords, there are two types of approaches- The App Store and the Google Play Store.

The App Store: App store allows a 100-character field for keywords including the titles and keywords, determine the search strings in which your app will show up. Use all the allocated keywords and set your keywords to maximize your organic traffic.

Google Play Store: Google looks after the specified tags and scans the description of the app included with exact relevant keywords. Google Play Store allows about 4000 characters to describe the app naturally in the customer’s language so it is easily understood about the app by the customers.


  • Create an engaging and convincing description: 

ASO strategy also says about creating and producing an excellent and engaging app description. The description should be convincing the targeted potential customers. The description is better to be written with the similar language like that of the customer, so they can easily understand.

According to ASO, you must focus to write the best and the catchiest part in the first 3 lines of your description, so that you can immediately grab the customer or reader’s attention.As many times you update the app, the description of your app needs to be updated each time accordingly.


  • Design a unique app icon: 

There are millions of apps in the app stores that your potential customers are browsing through. You must own a unique visual icon for your app because that is your first impression they will have of yours.

For iOS icons, the size is 1024 X 1024 pixels, the Apple OS will resize them as app icons (180 X 180), navigation icons (66 X 66) and tab bar icons (75 X 75). For designing an Android icon, it only requires a 512 X 512 pixels icon. There is no need to complicate the icons, just create a simple but relevant and eye-catching icon for your app.


  • Include screenshots and videos:

Screenshots do not provide any effect in the search rankings but it does drive in more number of downloads. The visual image provides much more information than words. Graphic designers are used to blending the screenshots to show the eye-catching events and features of the app.

The number of allowed screenshots: An iOS app allows 5 screenshots whereas a Google Play store app allows up to 8 screenshots.

Best use of screenshots: It is recommended to use the best three screenshots at the first because only three screenshot images will be visible at the front during the page load.


The popular game app “Candy Crush” displays it’s attractive interface as screenshots.

Your app’s screenshots must show the pivotal part of your app, the latest updates and the pages where the customers will spend most of their times. Screenshots engage a lot of people and convince them to download the app.

  • Localize your app listing: 

Well, this is like publishers who are releasing their app in the market must have the preferences of its customer segments. In different words, if you are targeting your app customers beyond the English-speaking world, then be sure to make your app’s brand communication and languages depending on the various customer segments.

Individually iTunes App store and Google Play store both allows localizing your listings to make it easy for the app’s discoverability and readability to their potential customers.

Use your app’s keywords according to the different languages of your customers for achieving a better search result. Both these factors boost your app for an increase of 767% of downloads.


The most popular game Clash of Clans uses English language but also translated the Chinese language in their app description and screenshots to grab a huge mass of customers.
  • Perform outside promotion to increase traffic: 

Now the time comes to work “off the page”. All the above tips or strategies are related to the “on-page optimization” of the traffic, but now it is the goal to increase the traffic of your app by making some outside promotions.

Google Play store and Apple store both pay attention to your app’s total visits and the number of backlinks on your app while determining your app’s search and overall ranks. So, create some backlinks for your app and promote it on different platforms.

The more traffic you drive into your listing, the higher it will rank in the search results.

  • Update your app frequently: 

Customers want more updated apps with latest features in it. It is always important and recommended for the app to get updated frequently to meet the needs of the customers. The needs of the customers keep on changing and depending on their feedback, you need to figure out about the expectation of the customers and update the app frequently.

Developing and updating your app frequently increases the value of your app and makes it more customer-centric. Follow these three strategies to sell your updated app:

Notification to customers: Notify your customers about the release of the new update of your app and about its new improvements.

“What’s New” field: Update the app description and fill the “What’s New” field to ensure the customers about the new update in your app and also give an updated outline in your app store product page.

Maintain large volume of 5-star rating: Always try to achieve and have a five-star rating especially for the latest version. People judge your app with those ratings and reviews, so always maintain a positive rating of your app for an easy win.


Overview of practising ASO on an App & how it lifts the visibility of the App.

After scouting about 500 top-ranked apps, it is found that the average update frequency of an app is 30 to 40 days. In case of an iOS app, after every update, the ratings of the app are reset, so the rank of the app temporarily fluctuates. Frequently updated iOS app has a higher volatility, while frequently updated Android app has reduced volatility.

  • Encourage customers for app ratings and feedback:

As you have already seen that reviews, ratings and feedback plays an important factor as from those feedbacks you can judge your customer’s satisfaction level and you can update your app according to the latest needs of your potential customers.

User ratings on an App play a crucial role in ASO.

According to the statistics, it has been found that positive ratings dominate the top charts of the app stores. There are several rating prompts which can boost your app rating by promoting only those customers who are most likely to give you a 5-star rating on your app.


App Store Rank & Rating of both the Apple App Store & Google Play Store.

Wrapping up

App Store Optimization (ASO) is turned out to be a great strategy to improve your app’s listing in the app stores and make them to the top charts. These ASO tips or strategies can be used easily and it will surely drive you a good traffic and number of downloads to your app and will surely help your app to reach a position among the top charts of the app stores listings.

App Store optimization is an on-going process, simultaneously optimizing according to the evolving ranking algorithm and competitive nature of the apps. An ASO strategy requires a good vision, a study of analytics and to maintain regular and frequent check-ins. Follow these tips and you will get your app success soon.