Quick answer
App store optimization (ASO) is the practice of making an app easier to find in the App Store and Play Store. It covers the app name, keywords, screenshots, icon and reviews.
What it is
ASO is SEO for app stores. It covers the app title, subtitle, keywords, description, screenshots, icon and reviews. Good ASO lifts organic installs, which cuts the cost of paid growth.
Why it matters
Most app installs start with a store search. ASO builds over time like SEO. Paid ads get expensive; organic installs from ASO keep flowing without ongoing spend.
How to use it
- Research keywords with a tool like AppFollow, Sensor Tower or AppTweak.
- Add primary and secondary keywords to the title, subtitle and keyword field.
- Test different screenshots and icon designs to see what lifts install rate.
- Ask for ratings and reviews in the app at the right moment.
- Check keyword rankings, impressions and install conversion every week.
Examples
- A meditation app tests 5 icon variants and doubles its install rate.
- A finance app rewrites its keyword field and lifts category ranking from 80 to 12.