#74 — What is App Store Optimization (ASO)? | Field Notes

App store optimization (ASO) is the process of improving your mobile app's visibility in the Apple App Store and Google Play to drive more downloads and user acquisition.

Why this matters: With nearly 2 million apps in the Apple App Store alone, discoverability has become the biggest challenge for startup founders looking to scale their mobile products. ASO drives unpaid traffic, keeps user acquisition costs low, and builds long-term credibility - crucial advantages for cash-strapped startups.

Reality check: On the Apple App Store, 65% of all app downloads start with a search — and here's the kicker: people usually don’t know the name when searching. They type in things like "photo editor" or "sleep sounds," completely unaware that your app exists.

The Strategic Foundation

ASO works like SEO for your app listing. Instead of optimizing for Google search, you're optimizing for app store algorithms that determine which apps appear in search results and recommendations.

The three pillars of ASO success:

Discovery signals help app stores connect your app with relevant searches through your app name, description, and keywords
Conversion signals tell app stores that your listing compels users to download your app
Validation signals help app stores determine whether users get a positive experience after installing your app through engagement, reviews, and retention

Critical timing insight: The first few weeks after launch are crucial because early performance data can influence how app stores rank your app long-term. Strong download numbers and positive user engagement during this period help establish your app's visibility foundation.

Platform Differences: Apple vs. Google

The two platforms weight ranking factors differently, requiring tailored approaches:

Apple App Store focuses on:

App name and subtitle (30 characters each)
Dedicated 100-character keyword field
Category selection
Reviews and ratings
In-app purchases and events

Google Play emphasizes:

App title and descriptions (keywords throughout)
Visual elements (screenshots, videos, feature graphics)
App performance metrics through Android Vitals
User engagement data
Keyword density across all text fields

Founder tip: If you're launching on both platforms, optimize for Apple's stricter guidelines first - this usually satisfies both app stores while maintaining consistency and reducing workload.

Pre-Launch Strategy

Start with competitor intelligence. Use tools like Mobile App Insights to analyze successful apps in your category and identify which keywords drive the most downloads for them. This reveals gaps in the market and keyword opportunities your competitors haven't fully covered.

Define the jobs your users are trying to get done. Instead of focusing on demographic profiles, understand the specific jobs customers are hiring your app to complete. A job to be done is the process a consumer goes through whenever they aim to change their existing life-situation into a preferred one, but cannot because there are constraints that stop them. For example, a fitness app might help users complete the job of "maintaining consistent exercise habits despite a busy schedule" rather than simply targeting "30-year-old professionals."

Choose your category strategically. Don't just pick the most popular category - ensure your app logically fits within it to attract the right users. Research year-over-year growth, competitiveness levels, and top-ranking apps in each category to set realistic expectations.

Keyword Optimization

Build an expansive keyword pool first. Start with seed keywords that describe what your product does, then use tools like Semrush's Keyword Magic Tool to find related terms. Look for keywords with reasonable search volume but manageable competition - the sweet spot for startups.

Take a long-tail approach. Instead of only targeting popular but highly competitive terms, focus on less competitive keywords where you might rank higher. This attracts users searching for specific solutions and often results in better conversion rates.

Platform-specific implementation:

Apple: Use your 100-character keyword field strategically, separating keywords with commas without spaces. Don't repeat keywords already in your title or subtitle.
Google: Integrate keywords naturally throughout your app description, with your primary keyword in the first 80 characters of the short description.

Update keywords regularly. Set an update schedule every 4-8 weeks to adapt to evolving market trends and outpace competitors. Monitor performance metrics and conduct ongoing keyword research to maintain relevance.

Crafting Compelling Mobile App Pages

Titles and Descriptions

App titles should be keyword-rich but natural. Include your primary keyword while keeping it descriptive and memorable. Users should understand your app's purpose immediately from the title alone.

Master the description hierarchy:

First sentence is critical - this is what users see without clicking "more"
Front-load benefits over features in your opening lines
Use bullet points sparingly - focus on compelling narrative copy instead
Include clear calls-to-action to drive downloads

Apple vs. Google approach: Apple focuses less on keyword density and more on compelling storytelling, while Google rewards strategic keyword placement throughout the description.

Visual Asset Optimization

Your app icon is your most important visual asset. It appears in search results, top charts, and throughout the user experience. Use design principles like contrast to stand out - notice how apps with black backgrounds often pop against white app store pages.

Screenshot strategy that converts:

First three screenshots are crucial - they appear in search results on both platforms
Add text overlays explaining key features and benefits
Highlight one feature per screenshot for clear communication
Test different messaging angles through A/B testing

Video optimization: Create 30-second previews that showcase your app's core value proposition. Remember that many users watch with sound off, so convey critical messages visually.

Google Play specifics: Don't forget the feature graphic - this promotional banner can showcase your app's features and value propositions to encourage downloads.

Review and Rating Management

Implement strategic review prompts. Trigger in-app review requests after positive user experiences like completing a task or achieving a goal. Never buy fake reviews or incentivize ratings - both platforms prohibit these practices.

Response strategy matters. Reply to reviews quickly and professionally, especially negative ones. Your responses are visible to potential users, so show how well you handle problems rather than using generic responses.

Turn feedback into product improvements. Use review insights to develop a stronger product - users often edit their reviews following updates or resolved issues.

Monitoring and Optimizating

Advanced Optimization Techniques

A/B testing for continuous improvement. Both platforms offer built-in testing tools. Test app icons, screenshots, descriptions, and videos for at least seven days to gather meaningful data. Key elements to test include:

App titles and subtitles (where possible)
Icon designs and color schemes
Screenshot order and messaging
Feature graphics and video content

Localization for global reach. Apple supports up to 35 custom product pages, while Google Play supports up to 50. Use these to target different languages, regions, and user segments with tailored messaging and visuals.

Seasonal optimization. Refresh your ASO elements around major events like Black Friday or holidays to keep your app relevant and competitive. This shows active maintenance and can boost rankings.

Performance Monitoring and Analytics

Track the right metrics. Focus on organic visibility, keyword rankings, conversion rates, and user engagement rather than vanity metrics. Use platform-specific analytics:

Apple: App Store Connect provides ranking data and user behavior insights
Google: Google Play Console offers Android Vitals and performance metrics

Monitor competitor movements. Use tools like AppTweak's ASO Timeline to reverse-engineer competitors' A/B tests and analyze their winning assets. This reveals what resonates with your shared audience.

Set up regular audits. Review your ASO performance every 3-4 weeks, allowing enough time for algorithms to reflect changes in rankings. Stagger updates to isolate the impact of each element.

Technical Optimization

App size matters. Keep your app lightweight to reduce download times and storage concerns. Regularly assess and optimize unnecessary assets that might deter potential users.

Update frequency signals quality. Regular updates show app stores that your app is actively maintained. Plan updates that fix bugs, improve performance, and introduce new features based on user feedback.

Google Play Android Vitals: Maintain user-perceived crash rates below 1.09% and ANR rates below 0.47% to maximize visibility. These technical metrics directly impact your app's ranking potential.

Integration with Broader Marketing Strategy

Leverage your website as a driver. Your website should lead people through the information-seeking funnel to become engaged, ready-to-download users. Use content marketing to increase app awareness and build external authority.

Coordinate with paid acquisition. Run paid ad campaigns during your launch period to gain initial momentum. Strong early performance data influences long-term organic rankings.

Common Pitfalls to Avoid

Never keyword stuff. Both platforms penalize excessive keyword density. Focus on natural language that serves users first, algorithms second.

Avoid reskinned apps. This creates duplicate content issues that can ruin your search rankings. Always maintain originality in your app concept and execution.

Don't make simultaneous changes. Stagger your ASO updates to properly measure the impact of each modification. Making all changes at once makes it impossible to identify what's working.

Resist generic responses. Personalized review responses show potential users how well you handle customer service. Generic replies can appear dismissive and hurt conversion rates.

Future-Proofing Your ASO Strategy

AI-driven enhancements are coming. Expect automated metadata research, AI-generated app review summaries, and predictive analytics to shape ASO in 2025. Start preparing for these tools while maintaining human oversight.

Video content will become more critical. Google Play is promoting vertical videos and enhanced visual experiences. Invest in quality video assets that work across platforms.

Custom product pages will expand. Both platforms are increasing support for targeted landing pages. Develop strategies to leverage these for different user segments and traffic sources.

The Long-Term ASO Mindset

ASO isn't a one-time setup - it's an ongoing growth engine that requires continuous attention and optimization. Successful founders treat ASO as a core competency, not an afterthought.

The compound effect: Small, consistent improvements in ASO create exponential growth over time. Apps that master ASO early gain sustainable competitive advantages in user acquisition while keeping costs low.

Integration is key: ASO works best when integrated with broader marketing strategies, focusing on a holistic user experience from first impression to post-install engagement.

What's next: Start with keyword research and competitor analysis today. Your future growth depends on users being able to find your app when they need it most. Remember: discoverability drives everything else in the mobile app ecosystem.

#74 — What is App Store Optimization (ASO)?