App Store Optimization (ASO)
The practice of improving an app’s visibility and conversion in app store search and browse, to grow organic installs.
What it means
App Store Optimization (ASO) is the process of improving how an app ranks and converts in the Apple App Store and Google Play. It covers two goals: visibility (ranking for the keywords and categories people search) and conversion (turning store-page visitors into installs).
ASO is often described as “SEO for apps.” Apple and Google have both stated that a large share of app discovery happens through store search, which is why keyword targeting, metadata, and store-page assets are central to the discipline.
Frequently asked questions
What is ASO in simple terms?
ASO is optimizing your app’s store listing — its keywords, title, screenshots, and ratings — so more people find it in app store search and more of them install it.
How is ASO different from SEO?
SEO targets web search engines like Google; ASO targets the search engines inside the Apple App Store and Google Play. They share the same idea — match search intent and earn ranking — but use different ranking signals and metadata fields.