What is App Store Optimization?

April 7th, 2022

by David Bell

CEO at Gummicube, Inc.

What Is App Store Optimization?

App Store Optimization (ASO) is a process in which an app can rank for relevant keywords to increase downloads from a more suitable audience.

Organic app store growth is difficult to achieve – let alone sustain. Competition, user behaviors, and app store algorithms shift constantly – making it difficult for developers to nail down a growth strategy that accounts for these changes.

So what if there was a way you could make Apple’s App Store and Google Play store algorithm work in your favor? With ASO, you can.

What Does the Process of App Store Optimization Look Like?

ASO is a continuous and adaptive process that improves the performance of your app metadata and creatives to increase organic discoverability. Having the right ASO technology to back these optimization strategies is essential to proven and sustained growth.

70% of all app downloads start at the search bar, so developers need to dedicate the time and resources to make sure their app is visible to users.

Monthly metadata and keyword updates increase app keyword footprint on the app stores – which with continuous refinement – results in increased visibility and discoverability through search.

For creatives, the sole goal of optimization is to increase conversion. Since creative elements do not get indexed by the app store algorithm, creatives must effectively engage and inform the user and ultimately, convert them from a searcher to a downloader.

Knowing what keywords to target and what creative best practices to use requires a strong mobile-data-backed plan. With the help of an ASO company with over 12 years of experience, you can create an ASO strategy that ensures long-term organic growth.

What are the benefits of App Store Optimization?

If you want to:

Increase conversion across territories
Increase your relevancy to your core audience
Boost your organic and paid app store performance
Increase your marketing return on investment
Lower user acquisition costs over time and increase the opportunity to scale

ASO builds on the organic growth that makes that all possible. Paid marketing and ASO work hand-in-hand, and paid campaign success relies on a complete ASO strategy to support it in full.

Simply put, ASO is the foundation of all mobile marketing success.

Want to learn more about App Store Optimization? Contact Gummicube and we’ll help get your strategy started.

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