The competition among mobile apps is incredibly high. Every developer wants their app to be at the top and attract as many users as possible.
But how can you achieve this? ASO (App Store Optimization) comes to the rescue. Today, the MyBid team will tell you what ASO is and how it can help your app stand out among competitors.
ASO (App Store Optimization) is the process of improving the visibility of a mobile app in app stores like the App Store and Google Play. Simply put, these are methods and techniques that help your app rise higher in search results and attract more organic installs. ASO can be compared to SEO (Search Engine Optimization) for websites, but here we are working with mobile apps!
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What Kind of Text Makes Your App Popular
Text optimization is the core of App Store Optimization. You need to gather a semantic core and fill in all the metadata fields. In simple terms, the semantic core is a list of all queries users might use to find your app. First, a large base is compiled, even of words that are only loosely related to the app. Then, the most relevant queries are selected, which are used to optimize descriptions, titles, and other metadata.
In general, you need to collect the right queries for the following textual components:
- Title
- Subtitle
- Short description
- Full description
However, it is essential to understand that there is a difference between the App Store and Google Play when it comes to optimization by search queries. There may be overlaps, but you need to select them separately for each platform. Additionally, the App Store offers users a field for key queries, which is not available in the Google store.
In this article, we decided not to dive deep into the details about App Gallery, as it’s a whole separate world with its own rules (and a noticeable Chinese influence). In future posts, where we’ll explore the Chinese market through the lens of traffic arbitrage, we’ll cover this app store in much more detail.
What Kind of Images Attract Attention
Source: LinkedIn
Graphical optimization plays no less critical a role. Properly selected colors and composition can attract users' attention and tell them more about the app than text. It's essential that your graphics convey the app's main essence, and images with minimal text do this best—no more than 20%. You can also include a video showing the actual usage process, which can positively impact user engagement.
The Full ASO Process Briefly
Source: Udemy
Promoting app store searches is a complex task that includes many stages. Here are the main ones:
1. Choose a catchy, memorable, and frequently used title in queries.
2. Prepare a subtitle that provides a basic understanding of the game.
3. The description should contain key information and search queries.
4. The icon should be eye-catching and stand out among others.
5. Separate screenshots for tablets and smartphones.
6. Prepare in-app events for the App Store and promo content for Google Play.
7. Work with reviews.
9. Localize the app.
10. Regular updates.
Working with Ratings and Reviews
Source: Game World Observer
Reviews and ratings play a crucial role in users' decision to download an app. According to statistics, about 90% of customers avoid businesses with negative reviews, and 75-80% of users do not engage with apps rated below 4.0 stars. This makes reviews a vital element in attracting new users and increasing conversion rates.
Ratings and reviews directly affect ranking algorithms in Google Play and the App Store. Positive ratings help the app rise higher in search results, increasing the number of installs. For example, about 75% of people read reviews before installing an app, and apps rated below 3 stars are typically not considered. Good ratings also boost brand trust and increase chances for attracting advertising opportunities, significantly boosting revenue.
User retention also depends on reviews. Excellent user experience and a straightforward interface contribute to positive ratings, which in turn help retain users. Personalized experiences and integration across multiple platforms also improve retention and reviews. To improve ratings, it's essential to ask users for reviews, regularly release updates, and provide excellent customer service.
Competitors' reviews can also offer valuable information for improving your product. Users will complain about something, even if the app is good, which can help you enhance your service by adding missing features or refining existing ones.
Key Differences in Optimization for Google and App Store
Source: Uxcel
Common Features of Google Play and App Store
Both app stores have similar elements on app pages, such as descriptions, screenshots, and user reviews. Both stores also offer additional promotional tools like paid placements and advertising campaigns. Successful ASO requires thorough analysis and strategy adaptation for each store.
ASO Nuances in Google Play
Optimizing apps for Google Play is more similar to traditional SEO. Google Play algorithms index more elements, including the full app description, making it a crucial ranking factor. Indexing in Google Play takes longer, requiring a detailed strategy considering the long indexing cycle. Push notifications in Google Play help maintain user activity and engagement with the app.
ASO Nuances in the App Store
Optimizing apps for the App Store differs from Google Play. Here, working with metadata is crucial since the indexing cycle is shorter, requiring quick strategy adaptations. Cross-localization opportunities allow promoting the app in different countries, increasing visibility and user engagement. Featuring in the App Store requires submitting an application and additional materials, such as videos and images. Additionally, tools like in-app events and in-app purchases help boost conversion and user retention.
Useful ASO Tools in 2025
ASOMobile: Analytics for mobile apps, allowing tracking various metrics and improving ASO. Prices start from $39.
UPMOB: A powerful platform for comprehensive app promotion on Android and iOS. Pricing available upon request.
APP RADAR: A set of tools for ASO optimization and app localization, starting from $69.
AppFollow: A convenient service for monitoring apps in the App Store, Google Play, and Windows Store. Basic features are available for free.
Appbooster: An effective platform for promoting mobile apps, starting from 6 rubles.
ASOdesk: Tools for app search optimization that help improve visibility in app stores. Prices start from $99.
Tips for Successful Optimization
Use automatic service suggestions: These tools help you find non-obvious keywords for your app by analyzing popular keywords, competitor metadata, and your app's semantic core.
Apply additional localizations: In the App Store, use additional localizations to ensure search engines index your app in multiple languages, covering more users.
Avoid duplicating words in different localizations: Do not use the same word in various localizations as it takes up space and might hinder ranking. Keep key phrases intact within the same localization.
Analyze search suggestions: Check the popularity of search suggestions in both the App Store and Google Play to find the most frequently used queries.
Leverage insights from Google Ads and Apple Search Ads: Use these tools to expand your semantic core, test user reactions to different texts, and find keywords your competitors are not using.
Account for typos: Users often input keywords with mistakes. Consider these while creating your semantic core, but check if the store's auto-correct feature is fixing them.
Create keyword phrases from multiple words: In the App Store, generate as many keyword phrases as possible using 2-3 search queries.
Avoid stop words: Stop words don't add value and are already considered by the App Store by default, so exclude them from your metadata.
Use different word forms: The App Store in English recognizes numbers, but in other languages, use the most trafficked word forms.
Check traffic for keywords with diacritics: Diacritics may not be widely used, so verify the popularity of such keywords before adding them.
Conclusion
If you aim to succeed in promoting your app, follow the ASO optimization tips, analyze and adapt your strategies, and you will surely see positive results. The MyBid team wishes you the best of luck on your path to success!
Promoting apps in the App Store has never been more crucial. Learn how MyBid can help your app reach the top of the charts. Message our manager, and let's start optimizing right away!
