App Store Optimization (ASO): What is It & Why It is Necessary?

  • Post By: Faisal Mustafa
  • Published: July 1, 2024

Optimization of a digital product is needed across all online platforms. These days, it's not enough to have a great app to do well in the app market. There could be thousands of apps that are similar to you. And, it wouldn't be surprising if your app doesn't catch visitors' attention. Besides, visitors typically download the apps that appear at the beginning of the search result.

This is where ASO (App Store Optimization) comes in. ASO raises an app's exposure and ranking in app store search results, leading to more downloads and active users. For instance, you optimize for search engines and social media. App owners sadly forget to optimize a mobile application for the app stores, among other optimization tasks. 

ASO uses smart methods like optimizing keywords, writing compelling app descriptions, and using high-quality visuals, which are similar to SEO for websites.

If you plan to launch an App, you should also optimize it for the App store. Just because it's in the store doesn't mean people will be able to discover it. Without ASP, the app won't be shown at the top of the search results.

What is App Store Optimization (ASO)?

App Store Optimization (ASO) is the process of making an app easily discoverable in an App Store. It is the process of making an app more visible in app stores like Google Play and Apple's App Store

The goal of ASO is to get more people to download an app by making it rank higher in search results and look more appealing to people who might want to use it. Let’s say you have a racing game app. And, you set keywords and other details so that visitors can get to see the app on the first page of the search results page. 

Ultimately, good ASO increases organic downloads, makes apps easier to find, and keeps users longer, all of which are very important to the total success of an app.

How Does App Store Optimization (ASO) Work?

App Store Optimization (ASO) focuses on a few key areas to make an app more visible and appealing to people who might want to use it. This is how it works:

Keyword Optimization

To start ASO, you need to find and choose important keywords that people are likely to search for when they want to find an app like yours. To make the app more visible in search results, these keywords are put carefully in the title, subtitle (if there is one), keyword field (iOS), or description (Android).

Title and Description of the App 

Writing a clear and interesting title and description for your app is very important. Not only should it have relevant terms, but it should also clearly explain the app's features, benefits, and what makes it special. People will be more likely to download the app if the description is well written.

Visual Assets 

Good visuals like app icons, screenshots, and advertising videos are very important to ASO. These parts should look good, give you useful information, and show off the app's features and user experience in a good way.

App Ratings and Reviews 

Good ratings and reviews can make potential users more likely to download the app because they show that it is trustworthy and of good quality. To keep a good reputation, it's important to get happy customers to leave reviews and respond quickly to negative feedback.


Changing the app's information (title, description, and keywords) to fit different languages and regional tastes can make it more popular and help it reach more people around the world.

Monitoring and Iteration 

ASO is a process that never ends. For continuous improvement and keeping or rising in rankings over time, it's important to monitor the app's performance, look at user comments, and make changes to the optimization strategy based on what you learn from the data.

Why is App Store Optimization (ASO) Necessary?

You might already have some budget for the branding of the app. That means, you eagerly want to let people know that a new app is here! Do you think that's enough? It's not. 

Have a look at the points below. And, you will know why you need to optimize for app stores.

Ample Publicity

It's directly related to the publicity of your newly developed app. Yes, you could be doing the other optimization. Without ASO, both the optimization and advertising will actually be half done! ASO makes sure that your app shows up higher in search results for relevant buzzwords. This makes it more likely that people will find it and download it.

First Page of App Store Search Results

App stores are the real places where the users buy the Apps. There are millions of apps in app shops, so getting people to use yours requires being seen. And, you want the app to appear on the first page of the search result when users make searches.

Standout Amongst Your Competitors

Your competitors will put in all effort to make the app widely visible in the market. If you want to stand out in a competitive market, you must perform ASO.  People are more likely to click through and install an app that does well for related keywords and looks good based on its description and visual assets.

Increased Users

What is the use of making an app if people are not using it? Considering that, if you want an increased number of app users, you better optimize it for the app store as well because you don't want to miss chances.

Better User Engagement

ASO isn't just about making sure your site is visible; it's also about making sure people buy. ASO helps get people interested in an app by writing interesting app descriptions, using appealing images, and keeping scores and reviews positive. These factors make people more likely to use the app and explore its features and functions.

Long-Term App Success

ASO is a long-term approach that can keep an app visible and drawing downloads for a long time if it's done right. The app stays current and competitive in the market thanks to regular updates, tracking of performance metrics, and changes based on user feedback.

Before learning the ASO steps, you need to understand the difference between Google Play Store and Apple App Store. Both of these app stores are similar, but Apple App Store ASO is often lengthy, and the optimization is based on specific keywords.

How Do I Conduct App Store Optimization?

You can start optimizing your content while keeping in mind the factors. Here are the steps to follow:

Step 01: Optimizing Title and Subtitle That the User Will See First

In this step, work on the keywords on the titles and subtitles. Remember, the character specification for the App Store is only 30. You can use Google Keyword Planner to identify high-traffic keywords.

Step 02: Optimizing the Description

You need to convince the user that your app is better than the other apps on the list. And the only way to communicate with the user is by adding a meaningful description. Mention the features and information that describe your app in 4,000 characters. 

Step 03: Using Effective Keywords

Researching how the users look for similar apps would be the next step you need to work on. The title should be informative, clear, and concise and highlight the key features of the content.

Step 04: Show the Researcher How Your App Is Different

Add smart views of your app with screenshots (NMT 10 ss for ISO), videos, and previews. Create compelling images, like app icons, screenshots, and advertising videos. These assets should successfully show off the app's features and user interface to get people interested in learning more.

Step 05: Add Authentic Ratings and Reviews

Actively ask people who are happy with your service to leave reviews and ratings. People download apps that previous users have rated 4 stars or above. Quickly responding to user feedback will help you keep a good reputation and boost the app's general credibility. So, don’t forget to add the reviews and ratings.

Step 06: Never Stop Analyzing Your Optimization

You should not just sit around and expect the rates to go up. You need to analyze the reviews, download rates and continue the optimization. Use tracking tools from app stores or third-party platforms to monitor your ASO efforts regularly. Look at download rates, keyword rankings, and user retention to find ways to improve your ASO approach and keep iterating.

How Much Does App Store Optimization Cost?

The App Store Optimization (ASO) costs depend on several things, such as how complicated the app is, how much competition there is in the app category, and how much knowledge is needed. Some important things to think about are:

Internal Effort

If you already know a lot about digital marketing and ASO, the cost might mostly be the time you spend researching keywords, writing content, and optimizing it.

Third-Party Tools

Use of ASO tools like Moz, App Annie, or Sensor Tower may require a membership fee. Depending on the features and size, these tools can cost anywhere from a few hundred to several thousand dollars a year. They help with keyword research, competitor analysis, and tracking success.

Consultancy Services

The cost of hiring ASO consultants or companies depends on how much experience they have and what services they offer. Prices could range from a few hundred dollars for simple audits and help to several thousand dollars for full ASO strategies and ongoing management.

Testing and Iteration

Ongoing testing and optimization work also adds to costs, since the only way to keep app visibility and speed high is to keep improving them.

Where Can I Get the Standard ASO Service?

Getting standard App Store Optimization (ASO) services can be done in a number of ways, based on your needs and budget:

ASO Tools and Platforms

There are ASO tools and platforms, such as App Annie, Sensor Tower, and Mobile Action. These platforms give ASO tools and services. These platforms offer in-depth information on keyword optimization, analyzing competitors, and keeping track of success. They usually have different price ranges to fit different budgets.

ASO Agencies

A lot of digital marketing firms offer ASO services as their main service. Most of the time, these companies give custom ASO plans that include keyword research, optimizing metadata, making visual assets, and keeping an eye on performance. They know how to get around app store systems and get your app seen by as many people as possible.

Freelancers and Consultants

You will find affordable ASO services from ASO experts and freelancers. They focus on improving rankings and optimizing app store visibility, often offering personalized care and flexibility in their services.

Choose VISER X for App Store Optimization Service

We are among the renowned top-notch service providers in this industry, with experienced ASO experts and strategists. Our content team has splendid proficiency in delivering quality content to make your website catchy with subtle design.

ASO is an ongoing process, and VISER X always monitors things and makes improvements. We change our tactics based on how well they work so that we can keep growing and being seen in very competitive app markets. So, you can hope for the best content and features from our analysis, strategy, and optimization.

What we care for is your success. Our team’s always sincere in getting you more benefits with the discovery that more people are talking about you. We give clear reports and regular updates on the work and results of ASO. Our clients can keep an eye on progress and see how our methods are affecting the way their app works.

If you feel that your app needs optimization, contact us without delay. Our experts are one step away. Dial  +88018-4208-8100 or email

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