Normally, in SEO we work to position

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1. What is ASO?
Although ASO was initially considered only the optimization of metadata to gain visibility in APP stores, today it is something broader and more complex. We could define it as the set of techniques aimed at maximizing the organic visibility of a mobile application (APP) , but also encouraging the number of downloads. It would be more of an SEO + CRO + Funnels approach. There are other very important aspects in the business models of APPs such as In-App Purchases, Subscriptions, Ads, but these would already be outside of ASO as such, and would be optimization and monetization tasks.

2. Where can we position our APPs?
First of all, we must work on visibility in the main App stores of the two most common operating systems, the well-known Google Play Store and the Apple App Store . These are the two platforms that you should set as priorities, since they concentrate the vast majority of searches and downloads.

Secondly, the app stores of manufacturers should not be underestimated : Xiaomi or Samsung, to give two examples, have their own stores and should not be underestimated. But they are not the only manufacturers with their own stores, there are many more.

Thirdly, you should consider improving your positioning in alternative APP marketplaces to the two big ones and the manufacturers. Aptoide is a benchmark in the sector, as is the Amazon App Store and although there are more, it will depend on the markets you are targeting.

Finally, you should pay close attention to information portals that offer information, reviews and rankings of applications. Visit portals such as Softonic or Appsdrop to analyze your visibility in these spaces and enhance your presence there.

Most Popular SEO Apps


3. ASO work areas
a. Keywords
First of all, we need to carry out a keyword study . It's a bit like we would do it on the web, but adapted to this case. To do this, we recommend working with an initial list of our own , based on the knowledge of our product and our users. Once we have list 0, we analyse the competition to try to infer what concepts they are working on, and to complement our list. You have probably canada whatsapp data missed many keywords due to contamination. And with this list, we will carry out searches with the keywords for which we could use various tools. The most recommended are:

Google Search or, failing that, third-party keyword research tools .
Search within the Google App Store or Apple Store (using full searches or paying attention to autocomplete)
Google Keyword Planner Tool , within Google Ads
Apple Search Ads also has its planner
AI tools like ChatGPT
With a mature list, just like we do with traditional SEO, we must validate the keywords based on a good balance between high search volume and reasonable difficulty. We must be realistic and if we do not see it possible to attack the big ones, it is better to go for secondary or long tail keywords.

Once we have the final list of keywords, we will optimize our metadata in accordance with the target keywords. Some fields that we can optimize:

Title . It is an art in itself, few things can be achieved in 30 characters.
Short description / Subtitle . It is important to achieve a difficult balance between keywords and conversion orientation.
Long description: you can go into more detail here (4,000 characters)
Kw field (only for iOS). This is where we put keywords and the user does not see it. Separated by commas and without spaces.
Developer name . You will see that many have keywords in their name and it is not a coincidence
Bundle ID (Google only): This would be our slug in the store
In-App Purchases Name (yes, you can put keywords in it)
In-App Events. Just like on social media
Choosing primary and secondary categories (key, as in Google Business Profile)
Reviews : In addition to the number and average rating, the use of semantic keywords in the reviews will help us rank
Once the APP is up and running, we have relevant statistics for Google that we can use to our advantage . Similar to Google Search Console , we can find out which keywords have ranked and generated visits to our APP, and which ones have a higher conversion rate.

b. Localizations (International ASO)
App stores work by location, and offer translations and adaptations to local audiences . In the case of the Google universe, the tool itself automatically translates all our copies into the languages ​​of the Store, positioning us effortlessly for multiple languages ​​and locations at the same time. In the case of iOS, this is not the case and we must upload the content in all languages. This opens up a lot of opportunities for us, since we can not only offer a mere translation, but also better adapt the content to the specifics of each region . If we have resources, it is better to do good keyword research and manual optimization for the main markets. We are talking about region and not language, since it is important to adapt the language, for example, from English in a different way for the UK than we could offer for the USA. VERY important: not only should we adapt the texts by country or region, but it is also super important to adapt the screenshots .

c. Analytics and reporting
When starting to work on an ASO project with an APP that has been running for some time, it is highly advisable to take a photo of its initial situation before our actions: visibility, why keywords it ranked, in what positions, etc. We must establish KPIs that are relevant to the client, measurable and comparable over time. For example, we could measure impressions in the APP Store, visits to the product page, number of installations or income. Regarding the number of installations, it would be interesting to be able to separate them by platform and channel (search, navigation or Paid ). And although it is very complex to measure some aspects of income, it is important to try to incorporate these metrics into the analysis, since monetization is at the heart of what makes APPs meaningful. They are not a branding tool , they are created to make money and if we do not contribute in that sense, we are not useful.

Once we implement a package of ASO actions, we should wait 20-30 days and start to assess the impact of our actions. To do this, it is interesting to carry out ASO optimizations in blocks, and set up a dashboard in Looker Studio or in the tool of your choice to track its monthly evolution .

d. APP Vitals
Both Google and Apple notify us of serious errors in our applications . If an APP is no longer available or has serious errors, it has a very serious impact on the user experience . This is very important for stores and therefore directly impacts our visibility. The metrics called ANR (Application Non Responding) and Crush rate must be minimized as much as possible, and always be below the average in your sector. You must monitor these vital APPs in the same way that in a traditional SEO we control and minimize 4xx or 5xx errors , because if it is serious and recurrent we expose ourselves to a penalty that is difficult to get over. Before launching an APP and ASO and SEM campaigns.

SEO App Vitals


e. Featured Apps
Both Apple and Google have spaces for highlighting applications, and they are not always paid for. We can place our APP as the game of the day in a certain category, or we can be highlighted if we generate new releases, a relevant improvement in features, In-App events or a special edition of our APP due to seasonality or an important event in society or sector. The platforms have forms to request this visibility push , and you can take advantage of it as long as it is well documented, but it is very important that what we have to offer is relevant. You have to be imaginative, disruptive and explain and present the benefits of your application very well.

f. In-APP Events
This is a feature in the Apple world for events related to APPs . They are generally designed for seasonal elements, which impact on new features in our APP: for Christmas, Easter or for the celebration of a World Cup, we can launch a temporary new feature in our application. To gain visibility we must publish it on our profile in the Apple Store (in features), including a good copy and some very sexy screenshots of the new features. This can help you both to attract new users, and to generate recurrence and return of users who already have the APP installed. It is about playing with freshness, just as we do in other spaces such as the blog or the Business Profile.

g. Pre-Registrations
Both Google and Apple allow us to carry out a pre-launch . During this period we can start to capture pre-reservations, and we can also begin to carry out our optimization and indexing work.

h. Facilities
Anything that helps to encourage installations will indirectly help us to have more visibility . To achieve this, several strategies and actions can come together: optimizing conversion-oriented copies, in-app events, highlights, paid campaigns, or working hard on screenshots. Stores will prioritize those APPs that have a higher percentage of downloads and recurrence.

i. Reviews
Reviews are a key factor in relevance and positioning . We must work on CRM (user relations) to reach the maximum number of reviews, including text comments, and never go below an average of 4.5 if possible. Reviews, if they are good and include keywords that interest us, will give us visibility for the target keywords. Also, once the user is in our listing, if they see a large volume of reviews and that the vast majority are good. To do this, it is important to take care of the final product, the APP. The best ASO strategies and actions will go down the drain if once the user installs the APP it does not meet their expectations.