App Store Optimization (ASO): Principles to Know

ASO or App Store Optimization is the set of optimization techniques for your SEO on the mobile application download platform. Google Play and the App Store in particular use algorithms, such as search engines, to determine whether or not to improve your placement on their online platforms…

App Store vs Google Play

With 334.4 million smartphones sold in 2014, downloading platforms are rubbing their hands. They understood that the more smartphones sold, the higher the download potential.

With respect to the number of downloads, Google Play is ahead of the App Store, especially thanks to its partnership with Samsung. On the other hand, despite the difference in download rate, Apple still holds the most profitable platform for smartphones.

With over a million apps available in each, both platforms force you to be SEO efficient, which at the same time helps keep you from drowning in the apps that exist. The two ranking algorithms are different and do not put forth the same SEO criteria to add a bit of spice.

With respect to the two download platforms, you have one part of the reference that is done on-page and the other off-page.

on-page criteria

The keywords of your application should be very relevant as we have already seen in the post on choosing the right keywords for natural or paid SEO.


In direct relation to user research, the title is an essential element of SEO. This is why the keyword (or the name of your application) should be easy to write. In this title, you should be clear and concise about the topic of the application, as the number of characters is limited.


The view (or logo) is the main thing a mobile user will see. Bet on the very best quality logos, as this is a sight he will see every day when he downloads the application. Like a shop window, it should be well presented and neat enough to make it want to take the plunge.


The description will allow you to develop the words mentioned in the title. Now you have no choice, now is the time to persuade the user. Keeping a fixed balance, don’t forget to add your keyword so as not to get penalized. With a good consistent description, the App Store and Google Play will increase your ranking.


Placed right after the description, the screen print allows the user to view your application. As well as the logo, they must be of very good quality. Don’t hesitate to put in something like this to show off as much of your application as possible. This way you will improve your conversion rate and avoid the extremely high retention rate of your application which can make you get approved very clearly.


This is understandable to everyone: the category you place your app in should relate to your description and purpose of the app. With 21 categories for the App Store and 34 for Google Play, the choice is yours. So, don’t be fooled! To help you out, you can count on the competition.

off-page criteria

pay attention

Your rating affects the platform’s perception of your application. The higher the average, the better you are perceived by the algorithm.


The number of comments also reflects the interest of mobile users in your application. Users consider all reviews if the algorithms take into account their number, regardless of their nature. In addition, they often consider people who are negative compared to others today. That’s why you need to get a lot of positive feedback from your users. This action will improve the responsiveness to boost your application at the same time.

A little extra: Google Play

Like SEO, Google also promotes its products. So, of course, feel free to add a video from YouTube as well as a link to Google+. This will only improve your ASO. Then use the available KPIs for your application.

Image source: Shutterstock.

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