App Store Optimization (ASO) is the practice of improving an app’s visibility and download conversion in app stores like the Apple App Store and Google Play — essentially SEO for apps.
ASO works like SEO but for app stores: it improves where your app ranks for relevant searches and how well the store listing converts browsers into installs. Since most app discovery still happens via store search, ASO is the primary organic growth channel for mobile apps.
Paid user acquisition for apps is expensive, so organic installs from the store are hugely valuable. Strong ASO lowers blended CAC, compounds over time, and amplifies every paid and marketing effort that sends users to your listing — a poorly optimised listing leaks installs you already paid to send.
ASO is the practice of improving an app's visibility and download conversion in app stores like the Apple App Store and Google Play — effectively SEO for apps. It covers both ranking for relevant searches and converting listing visitors into installs.
Keyword relevance (title, subtitle, keyword field), conversion assets (icon, screenshots, preview video, description), ratings and reviews, and performance signals like install velocity, retention and engagement.
Because most app discovery happens via app store search and paid install campaigns are expensive. Strong ASO drives valuable organic installs, lowers blended acquisition cost, and makes every paid effort that sends users to your listing convert better.
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