Stephen Kenwright

Stephen Kenwright

Director of Search

What is app store optimisation?

App store optimisation (ASO) is a process any business with a mobile app can follow to improve its app’s visibility in the App Store and Google Play.

The basics of ASO are straightforward: identify how potential users are browsing the app store, how they search and who is performing well; optimise your listing with strong copy and imagery; and do what you can to make your app popular. Twitter, Facebook and Google all enable brands to run campaigns encouraging app installs: the faster people download your app, the higher up the rankings your app will move.

The most effective time to consider app store optimisation is while you’re planning the creation of a smartphone app for the first time, or when you know you will be making future updates to your current app. Regular updates are a positive signal, but if the basics aren’t in place it’s only going to get you so far.

App store ranking factors

Ranking factors differ in the app stores but there is some overlap. Google has data that Apple doesn’t – such as access to the link graph – so links matter in the Android Play Store but don’t matter on iOS.

App store ranking factors

We’ve put together a downloadable checklist covering the first part of the app store optimisation process – how to launch in the app store – and we’re happy to help you with ideas for promoting your app in the comments below or on Twitter.

App Store Optimisation Checklist

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