App Store Optimization (ASO) is the process of improving the visibility of a mobile app in an app store. ASO involves optimizing various factors like an app's title, description, keywords, screenshots, category, ratings and reviews to increase rankings and discoverability in app stores. Key aspects of ASO include app search optimization, deep linking, and optimizing the app's structure and internal navigation to improve the user experience.

1. ASO
App Store Optimization
Berlin, 2016/03

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Mobile Market

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Apps Market

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Apps Market

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App vs Responsive Design

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App Store Optimization?
App Store Optimization (ASO) is the process of improving the visibility of a mobile app in
an app store (such as App Store for iOS, Google Play for Android, Windows Store for
Windows Phone).

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Why ASO is important?
63%

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App Store Optimization
ASO ?
App Search Optimization

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App Store Spotlight Safari/Spotlight Google SERP SERP/Deep Linking
App Search Optimization

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App Search algorithms are in their Infancy
•No Personalized Search
•No Full Control of the reviews
•No Google Hummingbird Algorithm (only AAS)
•Ranking super volatile and hard to track (AAS)

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Ranking Factors
• App Starts (how often the app
is used)
• Retention/Uninstalls
• Country
• Download Time
• Rating (number and value)
• Reviews
• No. Download
• Links (≠ Link Building and only
PS)
• Revenue (only Paid App and
only AAS)
• Social Mentions (only PS)
• Title
• Description
• Icon
• Screenshot
• Keywords (only AAS)
• Category
• Updates
• Deep Linking (only PS)
• App Structure (Ex. Navigation)
Internal Factors External Factors Behavioural Factors

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Title
•Main Keyword in the Title
•First “Description”
•Title go in the URL (SEO)
•33 characters displayed (AAS)
•25 characters displayed (PS)

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Description
• First 3 line are most important
• Useful only for SEO (but we can
choose the keywords)
• Spotlight crawl the title and the
description.
• First 3 line are most important
• Ranking Factor for Play Store
• Keywords in the content (5x)
https://play.google.com/store/apps/details?id=com.king.candycrushsaga&hl=en

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Icon
•Important for Branding (+ title)
•Possibility to A/B Test different
versions
•Useful for attract new users and
increase CTR

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Screenshots
•Max 5 pictures and 1 video
•Shown in the search results
•How the app works?
•Communicate the USPs
•Attract the users

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Category
•A lot of users find new apps in the
Category Ranking
•Top App Sections
•One of the most important
Ranking Factors

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Rating
•One of the most important
Ranking Factors
• App Stores shown the average
rating of the last version!
•Important also the number of
reviews
•Ratings Manipulation

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Reviews
• Bad reviews influence the
downloads
• We can discover new bugs
• Every time we release a new
version the reviews go in another
section.

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Deep Linking
•Improve User Experience
•Re-engagement of App Users
•Google now shows SERP with Deep
Linking
•Users can easily share the app
content on Social Media

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Deep Linking

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App Structure
•App Store analyze the “in-
app” behaviour: search,
category, pdp,…