At Unfold Digital, we know that success in today’s app-driven world isn’t just about building a great product — it’s about making sure it’s seen. That’s where App Store Optimisation (ASO) comes in. If SEO is the art of ranking high on Google, ASO is its app-store cousin, helping your app rise to the top of searches in Apple’s App Store and Google Play. And much like SEO, it’s a long-term game with big rewards for those who get it right.

Let’s break it down and explore why ASO should be a cornerstone of your marketing strategy, and how you can optimise your app to attract more downloads, boost user engagement, and build brand awareness.

What is ASO?

ASO, or App Store Optimisation, is the process of improving your app’s visibility in app stores when users search for related terms. Think of it as the difference between an app being a best-kept secret and a bestseller.

For example, if your app tracks running performance, you’d want it to appear at the top when someone searches “run tracker.” But ASO goes beyond rankings — it’s also about creating an app store presence that converts searches into downloads, building trust through user reviews, and fostering long-term user engagement.

Why ASO Matters

Apps are big business. In 2022, global spending on apps hit a staggering $167 billion, and there are now more than 6.8 billion smartphone users worldwide. Yet, with so much competition in app stores, even great apps struggle to stand out.

Here’s why ASO matters:

• 82% of users discover apps directly in app stores, either through browsing, searching, or recommendations.

• Users make decisions fast — 60% won’t scroll past the first few search results, and many decide to download within seconds of seeing your app listing.

• Positive reviews and frequent updates create a snowball effect, driving visibility and downloads.

• Ignoring ASO is like leaving money on the table. If you’ve already invested in creating an app, optimising it is essential to maximise its potential.

ASO vs. SEO: Similarities and Differences

While ASO shares similarities with SEO — like the importance of keywords, visuals, and user engagement — here are key differences. SEO is about optimising websites for Google or Bing, whereas ASO is about optimising your app store listing for algorithms unique to Apple’s App Store and Google Play.

• Apple’s App Store focuses on keywords in specific fields like the app title, subtitle, and hidden keyword field.

• Google Play takes a more holistic approach, relying on keywords in descriptions and external signals like backlinks.

Each store has its own ranking factors, so your ASO strategy needs to be tailored to fit.

The Building Blocks of ASO Success

Here’s how to optimise your app listing to climb the rankings and convert browsers into buyers:

1. App Icon Requirements

Your app icon is your first impression, and each store has specific requirements:

• Apple: Icons must be 1024x1024px in PNG format, scaled dynamically by the system.

• Google Play: Icons must be 512x512px, PNG format, with no shadows or misleading elements like badges or rankings.

Use vibrant, high-resolution designs that align with your branding and look sharp on all devices.

2. Keyword Optimisation

Just like SEO, keywords are the foundation of ASO. For the Apple App Store, you’ll want to:

• Include but don’t stuff target keywords in your app title and subtitle.

• Use Apple’s hidden keyword field wisely—don’t repeat keywords from your title or subtitle, and stick to singular forms.

On Google Play, keywords need to appear naturally throughout the app description. Avoid keyword stuffing, but aim for 2-3% keyword density to help Google’s algorithm understand your app’s focus.

3. Compelling Visuals

In addition to your app icon (your first chance to make an impression), Screenshots and preview videos also play a critical role in driving downloads.

Screenshots::

• Apple: Upload 4-10 screenshots per device type, with the first 3 displayed in search results.

• Google Play: Upload 4-8 screenshots, emphasising clear UI-focused visuals for the first 3.

Use screenshots to highlight your app’s most compelling features.

Videos:

• Apple: Apple: Videos should be 15-30 seconds, showcasing key features.

• Google Play: Videos can be up to 2 minutes long, but the first 30 seconds autoplay, making them the most impactful.

4. Reviews and Ratings

Apps with higher ratings rank better — it’s as simple as that. Encouraging positive reviews and addressing negative feedback are essential.

At Unfold Digital, we’ve developed Rocket Review, a powerful tool that helps gather user feedback and drive review performance. By using Rocket Review, you can streamline the review process, encourage happy users to share their experiences, and effectively manage any negative feedback before it impacts your app’s ratings. With apps featuring a 4.0+ star rating more likely to be featured in app stores, investing in review performance is critical.

5. Regular Updates

Freshness matters. Update your app regularly to fix bugs, introduce new features, and show users (and algorithms) that your app is active and improving. Use update notes to highlight what’s new.

6. Localisation

Want to expand your reach? Localisation is your secret weapon. Tailor your app’s listing—including descriptions, keywords, and visuals—for different regions and languages. Localisation boosts your app’s relevance and appeal in global markets.

Advanced Tactics for ASO Power Users

Once you’ve nailed the basics, take your ASO to the next level with these strategies:

• Custom Product Pages (Apple): Create variations of your app listing to target different features or audiences. This is especially useful for localisation or highlighting seasonal promotions.

• Backlinking (Google Play): Build backlinks to your app listing from high-authority sites. This improves your app’s credibility and ranking.

• Deep Linking: Use deep links to send users directly to specific features within your app. This smooths the user journey and increases conversions.

Measuring Success: The Role of Analytics

A successful ASO strategy is one that evolves. Use tools like SEMrush or Sensor Tower to track key metrics such as:

• Visibility: How well your app ranks for target keywords.

• Conversion Rates: The percentage of users downloading your app after viewing its listing.

A/B testing is also vital. Experiment with app icons, screenshots, and descriptions to see what resonates most with your audience. Document changes to track what works and what doesn’t.

5 Key Takeaways for ASO Success

1. Nail your keywords. Optimise for both branded and non-branded terms to expand your reach.

2. Invest in visuals. Eye-catching icons, compelling screenshots, and engaging videos make all the difference.

3. Leverage reviews and updates. Tools like Rocket Review help you gather feedback and improve ratings, boosting your app’s visibility.

4. Localise your listing. Tailor your app for different regions to unlock global growth.

5. Measure and refine. Continuously test and tweak your app store elements to stay ahead of competitors.

Why ASO Matters for Your Business

At Unfold Digital, we focus on what works. ASO isn’t just about rankings—it’s about building a sustainable growth engine for your app. Whether you’re launching your first app or refining a mature one, ASO is the key to driving visibility, downloads, and long-term success.

Need help crafting an ASO strategy that delivers? Let’s chat. Together, we’ll unlock your app’s full potential and turn browsers into loyal users.

Take the guesswork out of App Store Optimisation. Download our free, detailed PDF checklist packed with essential specs, best practices, and insider tips to ensure your app meets Apple and Google Play’s requirements, ranks higher, and drives more downloads.