App Store Optimization 101: Everything You Need to Know

March 27, 2023
The Rocket Farm Team
App Store Optimization

In today’s fast-paced digital world, mobile apps have become an essential part of our daily lives. From social media to productivity, gaming to online shopping, there’s an app for almost everything. However, with millions of apps available on app stores, it can be challenging for users to find the right app that meets their needs. 

This is where App Store Optimization (ASO) comes into play. ASO is the process of optimizing mobile apps to rank higher in an app store’s search results, thus making it easier for users to find the app that matches their search query.

ASO is not just about improving your app’s visibility in the search results. It’s also about delivering the best possible user experience even before users download your app. By optimizing your app’s metadata, such as app title, description, screenshots, and reviews, you can provide users with relevant and accurate information about your app, helping them make an informed decision about whether to download it or not.

Delivering the best experience for users starts with search, not just after they download your app. 

If your app is not optimized for search, users may never discover it, no matter how great it is. That’s why ASO is critical to the success of your app. By understanding how users search for apps and optimizing your app accordingly, you can ensure that your app is visible and accessible to your target audience, leading to increased downloads, engagement, and ultimately, revenue. 

So let’s explore the importance of ASO and how it can help users find the best and right app for them based on what they searched for. Read all the way to the end to see our ASO Checklist!

What is App Store Optimization (ASO)?

For starters, what exactly is App Store Optimization (ASO)? App Store optimization refers to the process of a developer following certain guidelines and best practices in order to ensure that the app ranks higher in App Store search results. Generally speaking, the higher an app ranks in various search results, the more likely people are to “click” on it and interact with it. And as more users search for and interact with the app and download it, the increased visibility compounds and helps bring in more traffic to the app’s main page.

Essentially, the name of the game is to grow the app’s visibility and increase impressions. For large companies with a relatively sizable body of regular, loyal customers, it may be fairly simple and straightforward to roll out an app and receive lots of engagement. But for smaller organizations with fewer resources and fewer customers, it can be difficult to gain traction in one of the busiest digital stores worldwide.

In some regards, ASO is very similar to SEO (search engine optimization). A company might invest heavily in SEO initiatives as a way to increase organic traffic to their website, for instance. And like SEO, there are several ASO methods to ensure that an app ranks as high as possible within App Store search results pages.

Key Components of ASO

Let’s dive into greater detail about the primary components involved in App Store optimization. These are the key points of focus when it comes to ensuring your app ranks well and that users are able to locate and download the app with relative ease. App stores, like search engines, rely heavily on content, indexing, and app ranking algorithms to determine how relevant an app might be to a user’s search.


App Title Optimization

Including important keywords in an app’s title can be a great way to ensure you are cultivating the right audience. Even some of the best-known brands and companies include relevant and valuable keywords in their app titles.

Ordering of keywords is also important; app search algorithms typically assign greater priority based on the order of appearance of keywords within an app’s name.

Here are some tips and best practices for optimizing your app title:

  1. Use relevant and specific keywords that accurately describe your app’s features and benefits. Avoid using generic keywords that are too broad or too competitive.
  2. Keep it concise and memorable. A short and memorable app title can improve your app’s recognition and recall. Make sure your app title is easy to spell, pronounce, and remember.
  3. Capitalize the first letter of each word in your app title except for prepositions, articles, and conjunctions. This makes your app title more readable and professional-looking.
  4. Place important keywords at the beginning. App store search algorithms assign more weight to the first few words of your app title. So, make sure to place your most important keywords at the beginning of your app title to improve its visibility and ranking.
  5. Avoid using special characters and symbols. App store guidelines discourage the use of special characters, symbols, and emojis in app titles. These can make your app title look spammy and unprofessional.


Keywords Optimization

As with SEO, keywords are one of the most crucial aspects of ASO as they can ensure that people searching for your app can actually find it. Knowing which keywords will work best for your app requires a firm understanding of your target audience and the types of terms they are most likely searching for.

There are a number of tools that can assist with keyword research, but ultimately, you want to select popular keywords that speak to the primary purpose of the app. Trying to utilize keywords that are too popular, however, can hinder an app’s ability to rank well, so it’s best to optimize keyword selection to net decent rankings and downloads.

Here are some tips and best practices for optimizing your app keywords:

  1. Before choosing your app keywords, research your target audience to understand their interests, needs, and search behavior. Use customer feedback, surveys, and social media insights to identify the keywords that your audience is most likely to use when searching for your app.
  2. Long-tail keywords are phrases that contain more than three words and are more specific than generic keywords. Including long-tail keywords in your app metadata can improve your app’s visibility and attract highly targeted users.
  3. Choose keywords that have high search volume and low competition to improve your app’s visibility and ranking. Use keyword research tools like Google Keyword Planner, App Annie, and Sensor Tower to identify high-traffic and low-competition keywords.
  4. Monitor your app’s search rankings and user acquisition over time to identify which keywords are working and which ones need optimization. Test different variations of your keywords and update your app metadata accordingly to improve your ASO.


How to Conduct Keyword Research for ASO

One of the most important steps in conducting keyword research is to ensure that you have a comprehensive understanding of your intended target audience. Identifying the exact right keywords can be a laborious endeavor, but understanding your audience allows you to “think” like them and how to bring them closer to finding your app.

Once you’ve identified your target audience, you can then take the following steps:

  1. Start by identifying the different stages of your customer journey. For example, a typical customer journey may include the following stages: awareness, consideration, decision-making, and retention.
  2. Determine the intent behind keywords based on the customer journey stages. For example, in the awareness stage, customers are looking for information to help them solve a problem. Therefore, keywords at this stage may be informational. In the consideration stage, customers are comparing different apps or services. Keywords at this stage may be commercial or transactional.
  3. Use keyword research tools like App Store Connect, Sensor Tower, or Mobile Action to identify keywords that are relevant to each stage of the customer journey. Look for metrics like search volume, competition, and difficulty score to determine the popularity and competitiveness of each keyword.
  4. To understand the intent behind keywords, you can use metrics like search rankings and user reviews. For example, informational keywords may be mentioned in user reviews as “helpful” or “informative.” Commercial keywords may be mentioned as “better than competitors” or “best value for money.” Transactional keywords may be mentioned as “easy to use” or “quick and efficient.”

In order to identify the best keywords to help your app’s rankings, developers must first analyze existing performance metrics and assess competitors’ methods and top-ranked keywords as well. This can provide new ideas as well as insight into some of the best-performing keywords within your category.


App Description Optimization

This is where developers get to tell the world about their app – its features, its functionality, case uses, and more. It’s generally best to use conversational, easy-to-understand language along with correct punctuation and grammar to ensure the description is accessible to as many users as possible. Sparingly utilizing keywords here can be beneficial as well, but ensure that the description is still readable and provides users with a basic and alluring overview of the app.

Here are some tips and best practices for optimizing your app description:

  1. Your app description should be short and to the point, while still being engaging and informative. Avoid using long paragraphs and complex sentences that can make it difficult for users to read and understand. Instead, break up your description into shorter paragraphs with bullet points or headings to make it more scannable.
  2. Highlight the benefits and value that your app provides to users, not just its features. Explain how your app solves a problem or fulfills a need for your target audience.
  3. Encourage users to download your app by including a clear and compelling call-to-action in your app description. Use action-oriented language and emphasize the benefits of using your app.
  4. While including relevant keywords in your app description can help improve your ASO, avoid stuffing your description with too many keywords. Focus on using them naturally in your description while still providing an alluring and informative overview of your app.
  5. If you’re targeting international markets, localize your app description to cater to local audiences. Use local language and cultural references to make your app more appealing and relevant to users in different regions. You never know in which region your app is going to take off, so make sure you keep looking for opportunities abroad.


App Icon Optimization

Oftentimes, an app icon is the first thing a user sees or notices about an application. Companies like Meta and Twitter spend countless hours and resources optimizing application icons based on focus group data, user preferences, and other data. For organizations without those kinds of resources, it’s best to stick to a sleek, simple design that encapsulates the app’s name and purpose in a memorable icon.

Here are some tips and best practices for optimizing your app icon

  1. Make sure your app icon looks great on different devices and platforms, such as iOS and Android. Consider the different size and resolution requirements for each platform.
  2. Use colors that contrast well and make your app icon stand out on a user’s home screen. Avoid using too many colors or complex designs that can make your app icon look cluttered.
  3. Test different versions of your app icon with focus groups or beta users to see which design is the most memorable and effective. Continuously iterate and improve your app icon as you receive feedback.


App Screenshots Optimization

Screenshots can provide users with a brief overview of what the app’s interface looks like, letting users know what to expect should they decide to download the app. Screenshots that portray an attractive user inference, for instance, may entice more users to download the app. Because of this, developers likely want to choose screenshots that showcase the app’s uses and aesthetics. What’s critical is that your screenshots tell a story that resonates with your prospects.

Here are some tips and best practices for optimizing your app screenshots:

  1. Choose screenshots that showcase your app’s most important features and benefits. Use captions and annotations to highlight the key points and value propositions of your app.
  2. Use screenshots to demonstrate the versatility and flexibility of your app. Show different use cases and scenarios to give users a better understanding of what they can do with your app.
  3. Ensure that your screenshots are high-quality and visually appealing. Use images that are sharp, clear, and well-lit to make your app look professional and polished.
  4. Make sure your screenshots look great on different devices and platforms. Consider the size and resolution requirements for different app stores and devices.
  5. Keep your screenshots up-to-date with the latest features and designs of your app. Update your screenshots regularly to reflect any major changes or improvements to your app’s functionality and design.


App Rating and Reviews Optimization

Similar to customer testimonials, app ratings and reviews are provided by users that download your app. Positive reviews and a good app rating score can help your app’s chances of ranking higher on search results pages, whereas negative reviews and ratings may reflect poorly on the app. While developers cannot directly control how users rate and review their app, developers are capable of listening to reviews for customer feedback and ideas about how to improve features, fix bugs, and anything else about the app’s functionality or usability that could be enhanced

App stores ultimately use complex algorithms to determine which apps to display in search results and in the app store’s “Top Charts” rankings. These algorithms take into account a wide range of factors, including app ratings and reviews.

Here are a few ways that app ratings and reviews can impact ASO rankings:

  1. The volume of ratings and reviews an app receives can have a significant impact on its ASO rankings. Generally, the more ratings and reviews an app has, the higher it will be ranked in search results. This is because a high volume of ratings and reviews signals to the app store algorithm that the app is popular and has a large user base.
  2. The average rating of an app is also an important factor in ASO rankings. Apps with higher average ratings are typically ranked higher in search results than those with lower ratings. This is because higher ratings indicate that users are satisfied with the app and that it provides a positive user experience.
  3. App stores also take into account the recency of reviews when determining ASO rankings. Apps that have a high volume of recent positive reviews are typically ranked higher than those with older reviews or negative reviews. This is because recent positive reviews indicate that the app is still relevant and useful to users.
  4. App store algorithms also consider user engagement when determining ASO rankings. Apps that have high levels of user engagement, such as long session times or frequent app usage, are typically ranked higher than those with low user engagement. Positive reviews can signal to the algorithm that the app is providing a good user experience and is engaging users effectively.


App Category and Relevance Optimization

When a user searches for an app in the app store, the app store algorithm considers several factors to determine which apps to display in the search results. One of the most important factors is the app’s category and relevance to the user’s search query.

Here are a few ways how your your app’s category and relevance can impact ASO rankings:

  1. App store algorithms review and factor in the metadata of an app, including its title, description, keywords, and category. App developers should ensure that their metadata accurately reflects the app’s purpose and features. This helps app store algorithms to understand what the app does and how it is relevant to users.
  2. App stores also factor in user reviews and ratings when determining an app’s relevance to a search query. If a user searches for a specific type of app, the algorithm will display apps that have high ratings and positive reviews in that category. If an app has a high volume of positive reviews and ratings in a specific category, which will consider it highly relevant to users searching for that type of app.
  3. They also consider user behavior when determining an app’s relevance to a search query. If users frequently download and use an app after searching for a specific category or keyword, the algorithm will consider it highly relevant to that category or keyword. This can help to boost the app’s ranking in search results.
  4. Lastly, app store algorithms also consider contextual signals when determining an app’s relevance to a search query. For example, if a user is searching for a fitness app, the algorithm may consider the user’s location and display apps that are popular in that region or that have features specific to that location.


Tracking and Measuring ASO Success

So you’ve done all that you can to optimize your app’s rankings for App Store searches, but how can you tell if that effort is paying off? Monitoring key metrics like the app’s conversion rate and the number of reviews and ratings your app receives can provide basic performance insights. Developers can also read reviews to discover any issues or bugs that may be hindering ratings performance. 

Below we’ve categorized some key metrics to pay attention to as you’re optimizing your app for ASO.


  • App Store Impressions: The number of times your app appears in the search results or on the app store page.
  • App Store Ranking: Your app’s position in the app store search results for specific keywords.
  • Top Charts: Your app’s position in the app store’s top charts, based on downloads or revenue.
  • Organic Traffic: The number of visitors that come to your app’s page from app store search or browsing.


  • Click-Through Rate (CTR): The percentage of people who click through to your app’s page after seeing it in the search results or browsing the app store.
  • Conversion Rate: The percentage of people who download your app after visiting its page.
  • Install Rate: The number of installs divided by the number of page views.
  • Uninstalls Rate: The number of uninstalls divided by the number of installs.


  • Downloads: The total number of app installs.
  • New Users: The number of first-time users who install and open your app.
  • Active Users: The number of users who have opened the app within a specific time period (daily, weekly, monthly, etc.).
  • Retention Rate: The percentage of users who continue to use your app after a certain period of time (usually 30 days).

User Feedback:

  • Ratings: The average rating score from user reviews in the app store.
  • Reviews: The number of user reviews in the app store.
  • Sentiment Analysis: An evaluation of user feedback to determine overall positive or negative sentiment towards the app.
  • User Feedback Response Rate: The percentage of user feedback that is responded to by the app developers.


  • Revenue: The total amount of revenue generated from in-app purchases or advertisements.
  • Average Revenue per User (ARPU): The average amount of revenue generated per user.
  • In-App Purchase Conversion Rate: The percentage of users who make an in-app purchase.
  • Ad Click-Through Rate (CTR): The percentage of users who click on an advertisement within the app.


Understanding App Store Algorithms

As app developers, it’s important to remember that the algorithm is not the enemy. Rather, it’s a tool that can be leveraged to increase the visibility and popularity of our apps. By building high-quality apps that are designed with the user in mind, we can align our goals with those of the app store algorithm and improve our chances of ranking higher in search results.

In other words, the key to success in the app store is to build apps that are optimized for both the user and the algorithm. By doing so, we can create a positive feedback loop where the algorithm rewards us for building great apps, and users reward us with higher downloads and engagement. Ultimately, this approach benefits everyone involved, from the app developer to the app store user.

With the main players, the algorithms used by the Google Play Store and Apple App Store to determine app rankings are different, although the exact details of each algorithm are not publicized. Here are some key differences:

Google Play Store heavily favors:

  • User engagement metrics (downloads, ratings, reviews, and retention)
  • App metadata (app title, description, and keyword density)
  • Historical performance

Apple App Store heavily favors:

  • App quality
  • User experience
  • App updates and new features

At the end of the day, the purpose of app store algorithms is not to keep developers guessing, but rather to provide users with the best search experience possible. The algorithms are designed to identify and prioritize apps that are most relevant and useful to users based on a variety of factors, including metadata, user reviews and ratings, user behavior, and contextual signals.



Some last thoughts for you. Imagine you’re running a marathon. You’re not just sprinting to the finish line as fast as you can, you’re pacing yourself, conserving your energy, and making sure you have what it takes to make it to the end.

That’s exactly how App Store Optimization (ASO) works. It’s not a race to the top of the app store search results. It’s a marathon, a long-term game that requires patience, persistence, and smart optimization strategies.

In the end, the marathon runner who paces themselves, trains consistently, and focuses on the long-term goal is the one who crosses the finish line, strong. Similarly, the app developer who takes a strategic, patient, and persistent approach to ASO is the one who achieves long-term success in the app store. 

So, remember, ASO isn’t a race, it’s a marathon. Pace yourself, stay focused on the big picture, and keep putting in the work day after day. Consistency is key when it comes to optimizing your app’s performance in the app store. Keep experimenting with different keywords, descriptions, and visuals to see what resonates with your target audience. And don’t forget to monitor your competitors and stay up-to-date with the latest ASO trends and best practices. 

By staying committed to the long-term game, you’ll be well-positioned to cross the finish line strong and achieve sustainable success in the app store.


BONUS: ASO Checklist

To help you ensure that your app is fully optimized and has the best chance of success, it’s important to use an ASO checklist to verify that all necessary elements have been addressed. Here are a few questions to evaluate your efforts.

  1. Have you chosen a relevant and memorable app name?
  2. Have you created a compelling app icon that stands out?
  3. Have you written a clear and concise app description that highlights your app’s features and benefits?
  4. Have you used relevant and targeted keywords in your app title and description?
  5. Have you optimized your app’s metadata, including your app category, ratings, and reviews?
  6. Have you utilized high-quality screenshots and videos to showcase your app’s UI and features?
  7. Have you provided a strong call-to-action within your app’s description and screenshots?
  8. Have you offered an engaging app preview video to showcase your app’s features and functionalities?
  9. Have you localized your app’s metadata and content for different regions and languages?
  10. Are you regularly updating your app to fix bugs, add new features, and improve performance?
  11. Are you optimizing your app for user retention by improving its UX and offering rewards or incentives?
  12. Are you providing excellent customer support to increase positive reviews and ratings?
  13. Are you utilizing in-app analytics to monitor your app’s performance and user behavior?
  14. Are you improving your app’s load time and performance to reduce app abandonment?
  15. Is your app optimized for different screen sizes and devices?
  16. Have you tested your app on different devices and platforms to ensure compatibility?
  17. Are you monitoring and responding to user feedback to improve your app’s user experience and engagement?
  18. Have you optimized your app for app store search rankings?
  19. Are you continuously monitoring and optimizing your app for ASO?
  20. Are you keeping up-to-date with app store trends and changes to ensure your ASO strategy is effective?


Let Rocket Farm Studios help your app finish strong in the rankings and win together!

So, if you don’t know where to get started with a blueprint for your app, Rocket Farm Studios can take the pressure off.