App Store Optimization Tips

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If you are going to build your App & the moment has come, you’ve put your blood, sweat and tears into building your app, and you’re ready to launch. Once it finally launches, there is nothing worse than all your hard work translating to disappointing performance. Downloads are stagnant, and what you thought would be a huge success is quickly fizzling out. What happened? Why do some apps take off quickly while others fail?

It doesn’t matter how great your app is if customers can’t find it. Here are some tips for App Store Optimization. Let us start our blog with some points:

What Is App Store Optimization?

For years, developers have used search engine optimization (SEO) to drive more traffic to websites. ASO is similar in strategy; however, instead of driving traffic to a website, it’s focused on driving traffic to your app through increase rankings in app store search results. You can think of ASO as app store SEO.

The primary goal of ASO is to increase the visibility of your app. Once you start driving more traffic to your app page, downloads will naturally start to increase, which will provide additional traction for getting found in search results. But to accomplish this, you must understand the language potential buyers are using to find your app, and then carefully integrate those keywords into your app promotion.

Getting Started With ASO

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Getting started with ASO requires you to stop thinking like a developer and start thinking like your customers. Really think about who you expect, or want, to download your app. And moreover, understand the words they will use when searching for your app. Once you have a grasp on this, it’s important to integrate that information into the right places. Here are a few app store optimization tips to consider:

Step 1: Define the App’s Value Proposition

Before diving into the nitty-gritty details of ASO, start with a clear definition of your app’s value. Answer the following questions:

What problem does it solve?
What features or benefits does it offer?
Does it have a unique competitive advantage compared to similar apps on the market?
To what market does the app cater? Who are your buyer personas?

Step 2: Do Your Homework

Research what’s out there to better understand the current market and how your personas will find your app.

Your mobile audience will likely use similar words and phrases in the App Store as they would in a search engine. Use a keyword tool to gain insight on what your personas are searching for, and what keywords you should you incorporate.

Step 3: Optimize the Title

It’s time to improve your ASO. What’s the first thing a searcher sees when they find your app listing? Answer: the title.

The key to an optimized title is keeping it short, punchy, and relevant. Start off with your app’s brand name, and if it doesn’t already contain a desirable keyword, append a hyphen and at most one keyword that would describe the app.


The key to an optimized title is keeping it short, punchy, and relevant. Start off with your app’s brand name, and if it doesn’t already contain a desirable keyword, append a hyphen and at most one keyword that would describe the app.

Step 4: Write a Strong Description


Similar to the title, you have a limited character count to prove to the searchers your app is the ultimate solution to their problem. Users viewing your app description on a mobile device will see at most a few lines of text before they have to click to view more. If your app’s appeal can’t be simply described in a sentence or two, it might be time to go back to the drawing board and rethink your messaging. Those characters define whether searchers download the app, click for a full description, or keep scrolling to a competitor.

Step 5: Find the Keywords

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A good old keywords tag, you ask? Yes, but it appears Apple is already de-weighting its impact. Expect keywords tag to get phased out altogether as app development becomes even more accessible to a mainstream audience.

Step 6: Icons & Screenshots

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The visuals you use in your app store listing provide potential users with an idea of what they can expect. You want to make sure that both your icon and app screenshots are visually appealing and eye-catching so that people are drawn to download it. Choose photos that can tell your app story Consider graphics or videos that include both images and text to best explain the app’s functions.

Keep in mind that the visuals are what the users’ eyes are drawn to first – think of your icon and screenshots as your first impression. Best practice with screenshots is to include the most important one first, as that’s what will display first.

Step 7: Publish Reviews & Ratings

App review & rating

Positive reviews about your app have a great role to play in attracting prospective users. In this fast paced world where people are usually pressed for time, they tend to skip detailed analysis and look out for apps that have high rating and positive reviews. Word of mouth is crucial for the success of an app. So make sure your app offers users a delightful experience and make them write reviews for your app by sending push notifications. However, be sure to not annoy the customer and get them to provide feedback at their convenience.

Step 8: Continually Analyze & Test

Once you’ve performed all the above tasks, it’s time to test your app and analyze its performance across operating systems, mobile devices and resolutions. While most of the activities may seem perfect in theory, the true potential of an app is revealed when it is tested and actually used. Search for your app on the app store, verify all the details download the app and check its functionality and see if everything is as per expectation.

Launching an app is one of the easiest steps; what’s challenging is to sustain it in the app store and ensure users have a positive and gratifying experience that results in the growth of the app. ASO, if properly done, can make or break your app. Hence embracing the right ASO strategies is crucial for app developers in this competitive world of apps.
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RIPPLE D.M.E, a squad of young, audacious and unconventional talent, aim at brainstorming simple and holistic ideas to make your brand discoverable, shareable and memorable at real time. From building a trust in a brand to engaging ourselves as ‘Dubbed influencers’, we attempt to typify a virtual ear to online masses consequently becoming an online analogue of marketing buzz.