App Store Optimization (ASO) is the process of improving an apps visibility and user appeal in the app stores with the objective of increasing organic app downloads. ASO encompasses activities that aim to increase the conversion of app impressions into downloads. The following are some key aspects of ASO:

• Keyword optimization: This involves selecting highly optimal and relevant keywords that will subsequently be included in an apps metadata, such as the title, subtitle, description, and keyword field. Keyword optimization is one of the most substantial ASO tasks, as 65% of app downloads occur directly after a search on the App Store.

• Conversion rate optimization: This aims to increase an apps downloads by complying with specific guidelines for each asset, such as size and content, and ensuring quick download speeds and great user experience.

• Monitoring app store changes and competitor updates: This helps maintain visibility and stay up to date with the stores specifications.

• App name and title: This is one of the most important factors in ASO, as it is the first thing users see when searching for an app.

• Description: This should be informative, engaging, and optimized with relevant keywords.

• Subtitle: This is a short description that appears below the app name and provides additional context.

• Total number of downloads: This is an important factor in ASO, as apps with more downloads tend to rank higher.

• Ratings and reviews: Positive ratings and reviews can improve an apps visibility and user appeal.

ASO is important for app growth, as it can improve an apps visibility and user appeal, leading to increased organic app downloads, lower user acquisition costs, and continuous growth. It is often compared to search engine optimization (SEO), as both rely on the right indexation, discoverable content, and manipulation of the app stores ranking algorithms.