The Ultimate ASO Strategy Guide: Boost Your App’s Visibility Organically

Lasting results - unlike paid ad campaigns that stop generating impressions as soon as you stop funding those campaigns, the results of your ASO strategy just continues to accrue and build value over time. 

Finding and Using the Right Keywords

Like its web counterpart SEO, your ASO plan relies on proper keyword placements. Proper keywords will get your app to appear in searches that are relevant to your app.

Finding keywords that lead to installs

Start investigating competitors in your app category. Investigate what search terms they are ranking for and look for opportunities to outrank them. Tools like App Radar, MobileAction, or Sensor Tower will give you helpful information about search volumes and competition.

When looking for keywords, pay attention to high-intent phrases - the words users are searching for when they want to solve a problem. A mindfulness app may want to target an "anxiety reduction app" instead of simply "meditation".

Where is it important to use keywords?

App Title - This is your most important real estate. Keep it under 30 characters and use your major keyword. Ex: Calm: Sleep & Meditation

Subtitle (iOS) - Use complementary keywords to support your title

Description - Use keywords where it flows naturally, without compromising readablility and engagement

Keyword Field (iOS) - Use this field to list relevant terms sperated by commas

Creating an App Listing That Converts

The details of your app (title, description, and images) help convert viewers into users. This is a significant component of your ASO strategy. 

Make Descriptions Count

Concentrate on your first few lines as they show up before the “Read More” option. Start with benefits: 

“Can’t sleep? With Headspace, you can listen to meditations and sleep stories to help you unwind. Join the millions who wake up refreshed!” 

Your descriptions should be straightforward bullet points for features: 

Custom meditations to suit your needs

100+ sleep stories, narrated by familiar voices  

Daily reminders to keep you centered

Speak the Language of Your Users

For global apps, you'll want to localize everything. You'll want to localize your wording around how people search for items in the given region. This is part of your ASO strategy. For example, in English-speaking regions you may want to use "workout planner", but you'll want to use "planificador de ejercicios" for Spanish.

Visual Elements for Your ASO Strategy

Visuals drive conversion more quickly than any text ever could. That's why your ASO strategy must foreground strong visual images to turn browsers into users.

App Icon

Your icon is your first impression. Keep it simple and recognizable, while maintaining your brand. Don't settle for your first design - test different versions to see which performs best.

Screenshots and Videos

Use screenshots strategically to tell the story of your app. Start with your main benefit, then one impactful feature, and finally, back it up with social proof. Additionally, short preview videos - instead of just listing the features of your app - can increase your conversion 3x under 30 seconds. The critical piece here is to highlight how your app helps solve real problems.

Visuals drive downloads faster than any text could. Your ASO strategy must prioritize strong visual elements that convert browsers to users.

Boost Ratings and Reviews

User feedback is extremely helpful to build for your ASO strategy in a number of ways. Leveraging positive moments in the user journey to ask for reviews can help increase the number of good reviews you receive. When you do receive user feedback, even negative ones, be sure to respond thoughtfully. Simply responding with again, the prompt "Are you enjoying the app?" can lead to a satisfied user becoming an advocate for your product!

Evolve Your ASO Strategy Over Time

Your ASO strategy will need continued evolution. Keep a watch on your keyword ranking, watch your conversion rates, and keep an eye on competitors. Allow yourself to experiment with the presentation in different ways and give yourself the option of making adjustments to your key search terms and descriptions, don't be tied to the very first versions.

Successful apps all use analytics to drive their optimization. Using mobile measurement platforms can provide insights into user behavior and campaign performance and it will help you think clearer, being able to use data to drive improvements to your ASO strategy.

The Long View: ASO Strategy as a Sustainable Growth Investment

An intended ASO strategy not only means lowering acquisition cost, but also sustaining steady growth. By focusing on thorough keyword research, compelling visuals, and continuous testing, you will improve store rankings and bring on-board quality users who are more likely to interact with your app. 

For marketers looking to measure and optimize performance, installation of reliable analytics provides assurances that decisions will be based on facts versus intuition. Take the necessary steps today, like leveraging a MMP tool to deploy these actionable ASO practices, you will surely see continued growth in the visibility of your app, as well as the number of downloads!Creating a great app is only the starting point in the competitive world of apps today. With millions of competitors vying for attention from users, and if you want to make sure your app is found, you should be focused on finding a solid ASO strategy, the method that can improve visibility, and stimulate organic downloads that won't cost a fortune.

It is important for both developers and marketers to master ASO best practices, for their success depends on it. An app that is well optimized will appear higher in search results, increase user interest and engagement, and lessen additional dependence on paid ads that consume budget. The information provided in this guide will outline a practical ASO strategy with results that matter.

Why Your App Can't Afford to Ignore a Proper ASO Strategy

User acquisition costs are skyrocketing, making organic growth through a strong ASO strategy critical for sustainability. Were you aware that nearly 65% of app downloads come from organic search? This means that if you do not have a strong ASO strategy in place, you are essentially invisible to a huge audience. 

Having a thoughtful ASO strategy in place has major benefits:

Better discoverability - your app will show up higher in search results when relevant users search for solutions like yours.

Higher installation rates – a strong app page will convert visitors (people who come to your app page) into users/consumers of your app.

Lower marketing expenses – organic traffic comes without any cost by the click or by install.