App Store Optimization (ASO) plays a central role in mobile app marketing. As with general Search Engine Optimization, ASO is about increasing the visibility of your app. The goal is to make it as prominent as possible within the organic (unpaid) search results when a user searches for an app with the corresponding features on the Apple App Store or on Google Play. With the exception of personal recommendations, the app stores are the main point of contact for mobile users.
In one approach, optimizing your app means presenting it with exactly those keywords that are typically used in associated search queries—taking into account the title, description text, and also the app’s keyword field. In another, we’ll take a variety of optimization measures for you, with the understanding that downloading the app in the ASO context is a primary conversion that may offer a range of different follow-on conversions, such as improving brand awareness or increasing your sales directly via premium features.