App Store Optimisation (ASO) – Make Your App Findable

Author: James MarketingAugust 29, 2019

A crucial factor of importance when marketing your application is app store optimisation. It is both the tool to ensure that your app is discovered by potential users and the last line of marketing. Use ASO to persuade visitors to download your application.

I should note that app store optimisation is often overlooked. The app is created, the company incorporated and many think that the job is done. However, this is not the case, as generally an app will not be discovered if it is not findable. Organic growth alone is rarely enough. A little bit of planning can go a long way to achieving the best results for your app.

Also, App Store Optimisation is not just a one-off process of creating your app store page, it’s an ongoing process, where you test, tweak and improve. That means it requires regular tracking and analysis.

The Basics of App Store Optimisation (ASO)

Most people understand the basic premise of search engine optimisation (SEO). Essentially it works the same way for app store optimisation. The goal is to optimise your content in every way possible to achieve the highest ranking. This will drive potential users to your page organically. Then it’s all about the sales pitch.

Here is a key figure that show the effeteness of app store optimisation: 63% of apps tend to get discovered through app store searches. That search tends to make up the majority of installs made by said apps. This means if there is a bit of competition out there and you don’t optimise your app page, you’re going to be missing a big chunk of the pie.

It is an ongoing process, which includes:

1. Research (competitor, category and keyword);

2. Initial App Store Page setup (app name, imagery and description);

3. Paid marketing to drive traffic;

4. Tracking and analysis;

5. A/B Testing (tweaking the above to improve the rankings)


The first step you take is to learn about your customer base. Get a clear understanding of who is likely to download your app so you will be able to tailor the imagery and content in general to provoke the perfect response: a download.

The head of search and discovery for Google Play states that 12% of all active users look for apps on a daily basis and a whopping 50% of those daily active users search for apps at least once a week.

Work out who you are marketing your app store optimized page to and you will be found!

The specifics

So what aspects make up the picture of app store optimisation? Below are the major factors that have an impact on the ranking of your app in the app stores.

1. App Name

Understanding your keywords is imperative in deciphering what title will best represent your app in search results, so pick something relevant.

Research shows that on average apps rank 10% higher, when they include keywords in their title/app name compared to those that don’t. Over the course of one month the Google Play Store processes six million unique search phrases, so pick the right one to suit you.

Checkout what your competition is doing and use the same keywords in your app name.

2. Keywords

Using the right keywords in the various descriptions is nearly as important as with the title. Much like SEO, Google app store optimisation algorithms look at your content in context with other factors and analyses the page’s relevance.

Apple makes it a little bit easier by having a 100 character section so make sure you fill all 100 characters.

Again see what your competitors are doing!


Ironically there is a big chicken and egg situation that goes on here. One of the most important attributes of app store optimisation is the amount of downloads you have. As you start picking up more, your app will start to trend. Then it will show up much higher in keyword searches and among categories.

The problem is you need good app store optimisation in order to get said downloads. The solution is to find a way to get people to start the trend going. You might consider paid advertising, social media promotion or creating a launch event. Regardless you need something to get the ball rolling.

This might seem obvious but get your friends and family on board. Have them download the app, remind them to use the app and then have them review it.

4. Reviews

Linked heavily with the above. The more positive reviews you get, the more favourably the algorithms will look upon your page. This will help your app to start trending.

As we stated above, get the people you know to give a positive review. Also, make sure you build something into your app that pushes users to leave a review.

Trigger a push notification after a positive action on your app. Ask the question: “Are you enjoying [app name]?”

5. Content

It’s only half the battle to get them to the page. Now your ASO page operates like any other landing page. It has to sell! That means you need to create engaging content, pictures and text, all in line with your company branding.

Make sure your app icon looks good!

6. Regular Updates

This one might seem strange but both Apple and Google take into consideration updates. The thought here is that an app that gets updates is going to be supported by its developer.

Have an app release strategy. Don’t give away all your great features in one go!

Devwiz provides advice on all these matters. We also ensure that if you build an app with us, we give you a great ASO strategy for free.

Get in contact with us today and find out how you can build a successful app from scratch!

Tags: ASO, Marketing, Marketing your App