Smartphone use has become second nature to people worldwide, meaning that having an app for your business is no longer a matter of choice but a necessity. It can help you generate revenue, engage with customers, and boost brand awareness. Recent forecasts have shown that revenue generated from the apps worldwide is expected to cross $670 billion by 2027. 

With hundreds and thousands of apps out there, App Store Optimization (ASO) should be paramount to any mobile app development company looking to increase users and revenue. In this blog, we’ll dive into what ASO is all about and strategies you can use to optimize your apps and have them outrank competitors. We’ll also cover some best practices and trends for the times ahead. 

Understanding ASO For iOS And Android Apps

ASO can best be described as the process of improving an app’s ranking and visibility with the overall aim of increasing downloads. However, the process can also be used for additional business objectives, such as boosting awareness and engagement. 

ASO Factors For iOS Vs. Android Apps

Any mobile app development company looking to rank apps must know that the App Store and Google Play have a review process the app must pass prior to being published. Completion of the process can take anywhere between 24 hours to more than a week and depends on the complexity and size of the app. 

When it comes to optimization for iOS and Android apps, the App Store does offer two additional fields, keywords and subtitles, not available on Google Play. However, the Play Store does offer a short description option. Ranking factors for both the App Store and Google Play include: 

Store Ranking Factors
App Store 
  • App URL.
  • Keywords.
  • App updates.
  • Reviews and ratings.
  • App name and subtitle.
  • Installs and engagement.
  • In-app purchase titles and descriptions. 
Google Play 
  • App title.
  • App updates.
  • Reviews and ratings.
  • Installs and engagement.
  • Long and short descriptions.
  • In-app purchase titles and descriptions.


ASO’s Importance For A Mobile App Development Company 

Recent statistics have shown there are around 5.3 million apps currently available on the App Store and Google Play, with a little under 3000 new apps released daily on both platforms combined. But that’s not all. A survey of mobile app users worldwide has revealed that 60.8% of them find apps via browsing. 

Such statistics necessitate that a mobile app development company must use ASO to make their apps more visible. The increased visibility makes it easier for users to discover, download, and use the apps. Some other reasons why ASO is important include: 

  • Reducing ad spend as it allows developers to leverage organic measures for ranking the app and increasing downloads.
  • Increasing brand awareness as it is a necessity that apps should be optimized so that they can be easily discovered by users. 
  • Improving conversion rates given that the optimization measures make the app more appealing and relevant to targeted users. 
  • Enhancing user experience as the optimized elements help users develop accurate expectations pertaining to the app’s functionality. 

Key ASO Strategies For iOS And Android Apps

ASO strategies may differ based on the app and business goals. However, it’s essential to know that each strategy will generally revolve around keywords, descriptions, visual elements, and ratings or reviews. Some of the best ASO strategies you can use to outrank your competitors include:

Choosing Relevant Keywords 

The underlying fundamental of ASO is to get the app in front of as many people as possible. However, this doesn’t mean you sacrifice relevance in favor of traffic when choosing keywords. To identify relevant keywords for your app, develop a user persona, and better comprehend their needs. These insights can then be used to understand the user’s search intent and use it to find keywords. 

Using A/B Testing

ASO is about identifying and implementing measures that work best for your app. To do this, you should use A/B testing. Create different versions of the variables, such as icons, videos, etc. If you’re launching an Android app, Google Play does have a built-in A/B testing feature called Google Experiment. However, the App Store does not have native support for this, so you’ll need to use third-party tools. 

Leveraging MMP Analytics

When it comes to ASO, knowing what works and what doesn’t makes all the difference in the world. These insights can often be derived from data analysis. However, data provided by developer platforms is not sufficient. Working with Mobile Measurement Partners (MMPs) helps derive data about the source the drove app installing, allowing you to determine which keywords are effective.

Focusing On Reviews

Know that both Google Play and the App Store assign greater importance to apps with positive reviews and high ratings. There are a few things you can do to make the most of this. Make sure that you actively reply to all the reviews you get, regardless of whether they’re positive or negative. You can also study competitor reviews to identify pain points and address them in your app to get positive reviews. 

iOS And Android ASO Best Practices And Trends

ASO can be challenging and is an ongoing process that requires constant performance monitoring and updates. As you optimize your Android and iOS apps, some best practices to keep in mind include: 

  1. Indexation process – Google and Apple index keywords differently. Make sure you analyze each platform and use keywords based on the indexation process. 
  2. Metadata – mobile search patterns change more rapidly than web patterns. Update your metadata regularly to ensure alignment with user behaviors and patterns. 
  3. Seasonal changes – user search patterns vary throughout the year. Ensure that you update your app’s metadata and creatives to match these patterns.
  4. Readability – don’t go overboard with the keywords. Make sure that you only add relevant keywords and have a naturally reading copy.

Along with these best practices, staying updated with trends can also help with ASO. Some key trends to look out for include voice search optimization, video content, and the use of AI for marketing and prompt customer service efforts. 

Key Takeaways 

With the rapid increase in the number of mobile apps, standing out from the competition has become more challenging. Some ASO strategies you can use for your iOS and Android apps include the use of relevant keywords and A/B testing, MMP analytics, and frequent monitoring and updates. 

Get in touch with us now and learn more about how we can create the best iOS and Android apps for you! 

Categories: Blog