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App Store Optimization Definition
App Store Optimization (ASO) is the practice of refining an app’s metadata, visuals, and store presence to rank higher in search results, boost discoverability, and increase install rates. It’s the app equivalent of SEO for websites.
How App Store Optimization Works
- Conduct keyword research to identify high-volume search terms.
- Optimize app title, subtitle, and description with relevant keywords.
- Update visuals (icon, screenshots, preview videos) to boost click-through rates.
- Encourage positive reviews and ratings for credibility.
- Monitor analytics and adjust based on performance trends.
Example of App Store Optimization
A casual gaming app changes its screenshots to highlight new levels and updates its keywords. Organic installs rise 25% in two weeks.
Why App Store Optimization Matters in Advertising
- Generates free, high-intent traffic.
- Reduces dependence on paid ads for discovery.
- Improves conversion rates from store views to installs.
- Long-term growth strategy with compounding benefits.
