Positioning our applications in the market with ASO


The ASO is like the SEO of web pages but in mobile applications. In this article we will find everything related to the ASO: guides for iOS and Android, best practices, first steps, case studies and much more.

If you want to know what strategy to take to promote an application and achieve those desired downloads you are in the right place. Let’s start to know the most effective ASO strategies when publishing your app.

What are SEO and ASO?

One term that has been widely disclosed, both on forums and websites and in society itself, is SEO (Search Engine Optimization), its Translation into Spanish (Search Engine Optimization).

El posicionamiento en buscadores u optimización de motores de búsqueda, este es el proceso de mejorar la visibilidad de un sitio web en los resultados orgánicos de los diferentes buscadores.

What is SEO, according to Wikipedia.

This term is linked to web pages. But if SEO is done on the web, in apps and mobile stores it becomes ASO.

The term ASO (App Store Optimization),its translation into Spanish (Optimization of the App Store). ASO is the process of improving application visibility within app stores and increasing application conversion rates. ASO is a term that not many know although it has been on the market for some time.

The ASO becomes, more or less, the same as SEO on the web, both looking for positioning among the first search results to get a user when looking for some content; the greater visibility you have, whether it’s an app or a web page, the more likely it is to be found by users.

To start designing your ASO positioning strategy you must develop a complete plan with the main and secondary factors that will affect the optimization of your App. All this and more we will discuss in this article.


The main and obvious difference between SEO and ASO is the environment in which webs or applications are positioned. While SEO searches to try to get a page to appear in the first results of Google, Yahoo, Bing, Yandex, or even YouTube, the ASO aims to position apps in Google Play, the App Store, and the Windows Store.

Another of the stark differences between App Store optimization and search engine optimization is the ranking factors.

Main differences and similarities between ASO and SEO

It is easy to discern that the behavior of search engines bears some similarities to those of app stores. Still, app store rankings and tops options give options beyond just relying on appearing for certain keywords as in SEO.

ASO techniques are like SEO techniques: They do not make a single implementation. ASO techniques consist of Keyword research, optimization of the landing page of our app, and monitoring.

Once this process is finished, we have to start over. The more visibility, the more downloads. 🔄

Just as there are some SEO factors: on-page and off-page, which we must work for SEO to work, there are ASO factors: on-metadataand off-metadata,which we will also have to work to reach the top with our Applications.

Although some of the things are done in a similar way in both aso and SEO, both are very different when it comes to the results that are obtained from it.

ASO in your apps

At this point, you have to be clear that the main app stores are App Store for iOS and Google Play for Android and that in addition to ranking high in app store search results, ASO also focuses on click-through rate (CTR).

💡TIP: This means you have to convince people to click on your app in the app store list once they find it.

You can do this by optimizing the app name, app title, app icon, app screenshots, app rating, etc.

With hundreds of thousands of mobile apps in major app stores (Google Play, App Store, Windows Store, etc.), giving visibility to your own is the main problem you may encounter when you start browsing this world. If you think about creating an application or want to increase your organic downloads, you need to know the main techniques that will help you achieve it: and this is the ASO positioning.

The importance of App Store optimization

More than 5 million apps are available for download from the Apple App Store and Google Play Store. It is very likely that your application faces a lot of hard competition.

Apps available in the mobile app market

The main objective of the ASO is to increase organic downloads and the number of loyal or loyal users. The first step in maximizing downloads is to make the app easily found by target users. But how can you do that?

To understand how to drive your organic growth, you first need to understand how people search for and find apps.

How do users find and download mobile apps?

Today, users are primarily looking for apps specific to their personal use in app stores like the Google Play Store and Apple App Store. An impressive 70% of mobile users use search to find new apps.

💡TIP: 65% of all downloads occur directly after a search. Clearly, the most common method for discovering new apps is searching in app stores.

According to statistics, App Store optimization is vital to your app’s success.

It should be mentioned, that the position in an app search correlates directly with the number of downloads. The higher the positioning of the application in the search results, the more relevant it will be to users.

Higher positioning apps also get more downloads, as users generally don’t scroll through all search results. They usually look at the first 5 pages. That’s why achieving superior positioning is crucial to the success of your app. Without ASO, you’re missing the largest marketing channel for mobile apps and games.

Benefits of an ASO strategy

Up to this point it’s clear that the main goal of aso or App Store Optimization is to improve the visibility of your app and attract organic traffic to increase the number of downloads and conversion rate.

Here are some of the benefits of implementing an ASO strategy:

Improve visibility and stand out in app stores
Your target can’t download and use your app if they can’t find it. So no matter how big your app is, if it’s not easy to find it, you won’t achieve the success it deserves.
Always being discovered by users high-quality goals
It is not enough that your application is found, it has to be found by the right users – users who are actually on a search for an application like yours. App Store Optimization takes you to the right users because it matches your app to relevant keywords. These are the search terms that people will use to find your app.
Increasing organic application downloads 
A good ASO strategy will certainly boost your organic installations and ensure long-term results. This is because when people search for keywords related to your app, they’ll always find yours. With regular monitoring and updating, make sure your efforts are successful.
Reducing user acquisition costs by continuing growth
Instead of spending money on ads, you can reduce user acquisition costs by focusing on organic growth with ASO. This not only saves you money but also ensures steady growth.
Increasing app revenue and conversion rates 
There are several ways to monetize your app. This includes in-app ads, in-app purchases, and subscription models. As a result, many of you may decide to run ads to bring in more users and therefore more revenue. But if the app store list page isn’t becoming, which means convincing users to actually download the app, the ad spend has been wasted. Remember that App Store optimization also involves optimizing the conversion rate, which makes people click and download.
Reaching a global audience with the app
By making your app available in other languages through an App Store optimization process called localization, you can make users around the world discover your app.

Your own ASO strategy?

The first thing to start with an ASO positioning strategy is that a complete plan must be developed with the main and secondary factors that will affect the optimization of the App. The development of these factors will depend on the store in which the app is located: Google Play (Android), App Store (Apple), etc.

Most developers choose App Store for iOS and Google Play for Android to publish their apps or mobile game. It is also possible to publish to both stores if you decide to develop the application for both operating systems.

Let’s take a look at the two major app stores in more detail.

Key differences between the App Store and Google Play

One of the main differences between the App Store and Google Play involves the form of publishing and the form of indexing.

⚠Note: Both Apple and Google have implemented an app review process to make sure they have high-quality apps in their stores.

However, Apple’s review process tends to take longer than Google’s. You should always consider a 3-day buffer when launching a new application or update. Once the app is approved, it will be live on the App Store and Google Play within 24 hours.

Although keywords are essential to ASO in both stores, they are evaluated differently. The Google Play indexing process works similarly to Google Search. This means that Google takes into account all textual elements when indexing keywords for the app. You will also want to repeat keywords 3-5 times in all fields in order to rank for them.

Apple’s App Store, on the other hand, provides a specific field for your keywords. In some cases, you even get them from your competitors and the category name. Unlike Google Play, you don’t have to repeat keywords in any field for iOS apps.

Below are the known positioning or classification factors for both stores.

Positioning factors from the Apple App Store and Google Play Store

Positioning factors in the Apple App Store:

  • Name of the application
  • App URL
  • Subtitle of the app
  • Keyword field
  • In-app purchase
  • Ratings and reviews
  • Updates
  • Downloads and participation
  • Some hidden factors

Positioning factors in Google Play Store:

  • Title of the app
  • Brief description
  • Long description
  • In-app purchase
  • Ratings and reviews
  • Updates
  • Downloads and participation
  • Some hidden factors

Realizing you andASO strategy

Now that you know a little bit how positioning works in app stores, it’s time to put what you’ve learned into practice. To start improving the growth of your app’s target users with App Store Optimization,simply keep an eye on the following points:


Google Play is practically the best-known store for SEO experts. As it is a Google product, the store has access to all search indexes collected by the main search engine. If you decide to create a mobile app for the Google Play store, let’s start the strategy to follow for app optimization:

On-Page Optimization:

▶ App Title: This is the basis of any optimization, regardless of support and objective, the title will be decisive. Let’s mainly make sure it’s descriptive and clearly explain what the app is for.

⚠ Android apps are used by many different brands and screen sizes, therefore it is difficult to know how many characters are optimal for the app title.

The best strategy for ASO positioning is to keep the application title as short as possible, so that search engines can read it in full. There is nothing worse for the user experience than too long a title.

Another thing that Google also “penalizes” is the “repetitive or irrelevant” use of keywords in the title and description of the application. We’ll have to be very careful with this.

▶ App Description: Clarity and effectiveness in explaining what the application is, what it does, and what its benefits are. So keep in mind that there is no broader website or site to promote your App, the content in the description will be the first contact with the user once they find you on Google Play.

💡TIP: Hires a freelance editor if necessary, the character limit in these descriptions is 4000. You have to use it intelligently and with the necessary keywords.

▶ Keywords: These are the words that will make you appear in the results. It is the key to the entire ASO positioning process. If we can find the right keywords, we’ll get them to visit the landing or description of your App, download the app, and finally earn revenue.

▶ App icon: You must explain your application in a clear and, above all, creative way. It should be attractive and original, without it looking like any other icon of any App.

▶ App Type: In the case of Google Play there are only two options: Apps and Games.

▶ Screenshots: Most of the decisions that are made in a store are thanks to the visual sensations. And when it comes to mobile apps, first impression is crucial. Let’s use this advantage and show these eye-catching screenshots of your app.

▶ Category: Correctly defines the product for a specific category. It can also happen that it belongs to several categories, let’s try to choose the most suitable one.

▶ App Demo on YouTube: This is a relatively new feature in the Google Play store. It allows you to upload a video on YouTube about how your app works. They usually last about a minute and may be relevant to the App’s ASO, as it is included in the same site where the screenshots are displayed. For this reason it is better to use it to highlight the best parts of the application.

Optimización Off-Page:

▶ In-app ratings and votes: This is a very important factor for the ASO on Google Play, and above all, for the conversion of your App. If a user encounters an app that has 1000 5-star ratings, it’s supposed to be a great app. The position on the front page of Google Play will undoubtedly be a combination of reviews, ratings, and downloads.

▶ User Feedback: Like user votes, feedback will be very important for positioning and converting your App. Always use negative comments to improve, and correct possible errors.

▶ Number of downloads: Obviously the more people install the app the more visibility you’ll gain on Google Play.

▶ Linkbuilding: Google Play has access to all Google search indexes. What do you mean? The more links you have from interesting and popular websites, the more help Google will provide you to be at the top.


It is good to know that the strategies mentioned in the previous section can be applied to different app stores with the difference that each store has some different features.

Having said that, if you use the strategy used for Google Play and use it for the App Store, you only have to consider the following topics:

🍎 App Keywords: In the AppStore you can only enter 99 characters.

🍎 App Name: The name is the first thing our users will see. This name must have several requirements:

  • Getting attention
  • Be descriptive, so that you know which line the app belongs to (unless we are a known brand)

💡TIP: In both AppStore and Google Play it is recommended to enter keywords in the name. In the AppStore, users only read the first 19 characters so we should pay special attention to these.

🍎 App Description: Even if we have an infinite space for the description of the app, the one that we have to work on the most are the first 3 lines, since they will be the only ones in which we will look.

In this short space, we have to convince the user by indicating:

  • The main features of our product.
  • The benefits you will get if you download the app.
  • The best reviews, if we already have. This is a good way to convince the undecided.

Below, we can explain:

  • The other apps we have, if we have them.
  • How they can contact us, either by email or through social media.

The AppStore doesn’t matter what words you include.

The icon always has to be very simple. Avoid the words on the icon (if you’re on your mobile you’ll hardly be able to read them). And above all, be consistent between the design of your icon and your app.

AppStore measurements have to be: 1024 x 1024 px

🍎 App Screenshots: I always recommend using screenshots to explain a little more about our app. So it is not advisable to upload simple screens of our app. Here the imagination is free and we have to be creative. Look at the main applications. Many of them are already doing it!

🍎 App Ratings: It is important to get 5 reviews the first week of the app’s life. Why? Well, to encourage other people both to download it and to leave more reviews.

💡TIP: Getting 5 reviews is not complicated. If you’ve had beta testers, you can also ask them to write you a review. Asking in a good way to get great things!

🍎 App Updates: In this section we must include all the new features that we upload with our new versions. We like to see that an application is improving, fixing bugs or adapting to the changes that arise.

💡TIP: Please note that depending on the application, it is recommended to release new versions on a specific day of the week. It is also important to consider that on dates like Christmas it is essential to take out an update.


So far the strategies you will need to consider to improve your App Store Optimization. ASO is important but it’s even more important to have a good marketing strategy to promote your app. Think that downloads are one of the most important factors that will make us grow in positions within the markets.

💡Note: The ASO will help us with that but it is only one of the parts you drink to consider. The important thing is to develop a good plan adapted to your application.

If you want a complete strategy you should do some research and know your market. It is crucial to understand users so that they can use this information when preparing application information.

There are also many App Store optimization tools that can help you in your strategy. And don’t forget to do A/B tests to know it works and doesn’t.

Once you have this information it is just to keep a constant monitoring to increase your user database little by little.

I hope that all this content will be very helpful to you. And if you think this can help others because share it. See you next time.

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Luis Matos

Luis Matos

I help professionals and companies to create value solutions. I am a Systems Engineer, blockchain executive, and international mobile application speaker. Founder of the Malla Consulting Agency and several international technology communities.
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