App Store Optimization (ASO) Tips to Boost Visibility
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App Store Optimization (ASO) Tips to Boost Visibility

Written by: ShopApper Team
27.05.2025 - 3 mins read

Table of Contents

Publishing your app is only half the battle — now it’s time to optimize your app listing to increase visibility, attract installs, and convert visitors into users. This process is called App Store Optimization (ASO), and it’s essential for ranking in both the Apple App Store and Google Play Store search results.

🔍 Why ASO Matters

📈 Over 70% of users discover apps via app store search. If your app isn’t ranking, you’re missing out on installs — no matter how great it is.
Effective ASO helps you:
  • Boost app visibility in search results
  • Increase install rate from store visitors
  • Lower acquisition costs by reducing reliance on ads
  • Drive long-term growth with organic traffic
💡 Think of your store listing as a mini landing page — it should attract, convince, and convert.

🧠 Key ASO Elements for Both Stores

✅ App Title (Name)

Your app title is one of the most powerful ranking factors.
  • Use your brand name + one strong keyword
  • Keep it clean, readable, and relevant
  • Character Limits: 30 (Apple), 50 (Google)
💡 Example: “FitTrack – Step Counter & Calorie Tracker”

✅ App Description

🔹 Short Description (Google Play):
This shows up in search — make it punchy.
Include your main benefit or USP in the first 5–10 words.
🔹 Full Description (Both stores):
Write with SEO in mind. Use natural, keyword-rich language to describe:
  • Main features
  • Real-world use cases
  • Benefits for the user
  • Pain points you solve
Break text into short paragraphs, use headers, and include keywords like:
  • “track fitness goals,” “boost learning speed,” “save money easily”

✅ Screenshots & Visuals

Don’t just show — sell.
  • First 2–3 screenshots are critical (especially on Apple — they show in search)
  • Highlight top features, UI, or use cases
  • Use captions to guide attention (e.g., “Instant Order Tracking” or “One-Tap Booking”)
  • Add a short Promo Video (Google Play only) if you can — it boosts conversions significantly

✅ App Icon

Your icon is your first impression — make it bold, simple, and recognizable.
✔️ Avoid:
  • Overuse of text
  • Too many tiny details
  • Generic clipart styles
✔️ Do:
  • Use contrasting colors
  • Test variants if you can (via Google Play experiments)

✅ Ratings & Reviews

Users trust users — that’s why reviews affect both ranking and installs.
  • Use in-app prompts (after a positive action) to ask for reviews
  • Respond to every 1-star review — it shows credibility and care
  • Highlight positive reviews in your app description or screenshots if applicable

✅ Keywords Field (iOS Only)

The iOS keyword field is invisible to users — but visible to Apple’s search algorithm.
  • Use up to 100 characters
  • Don’t repeat words already in your app title
  • Separate keywords with commas, no spaces (e.g., budget,expense,finance,tracker)

🍎 App Store-Specific Tips

  • Focus on the first 3 screenshots — they appear in search.
  • Use a subtitle with complementary keywords.
  • Choose the right primary category to boost discoverability.

🤖 Google Play-Specific Tips

  • Google indexes your full description, so add strategic keywords naturally.
  • Take advantage of the “Tags” feature to align with relevant search topics.
  • Use the Promo Video slot to demo your app’s experience if possible.

How Prepared Is Your Store for a Mobile App?

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Creative ASO Ideas You Might Be Overlooking

  • Here are 3 often-overlooked ASO tricks to take things further:

1. Seasonal Keyword Updates

  • Just like SEO, ASO benefits from seasonal refreshes.
    Use terms like “summer fitness,” “back to school,” or “holiday budgeting” during relevant times of the year.

2. Competitor Keyword Research

  • Look at top-ranking apps in your niche. What words appear in their titles, subtitles, and descriptions?
    Use tools like:
    • App Radar
    • Mobile Action
    • Sensor Tower
    You don’t need to copy — just learn the patterns.

3. A/B Testing on Google Play

  • Google lets you A/B test your icon, screenshots, short description, and more.
    Try two different headlines, or test icons with and without text.
    🧪 Even a 10% improvement in conversion rate can lead to thousands of new installs per month.
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