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      What Is ASO?

      How to get started with ASO and key things to keep in mind

      What Is App Store Optimization (ASO)?

      App Store Optimization (ASO) is the process of improving your app’s visibility and conversion rate in app stores like the App Store and Google Play. The goal is to drive more organic installs — meaning downloads that come without paid ads.

      ASO helps users discover your app in search results, featured sections, and category rankings, and also encourages them to install it by making your app page more appealing and relevant.

      In short, ASO is the mobile equivalent of SEO — but with additional focus on visuals and in-store performance.

      Why ASO Matters

      • Most installs start with a search. Ranking higher helps your app get noticed.

      • Better metadata leads to more conversions. Optimized titles, descriptions, and visuals boost install rates.

      • Strong ASO improves ROI. It reduces reliance on paid user acquisition and lowers cost per install.

      • It works long-term. A well-optimized app continues to bring in traffic over time.

      What Does ASO Involve?

      ASO includes both technical and creative elements:

      1. Keyword research — Finding terms your audience uses to search.

      2. Text optimization — Writing titles, subtitles, and descriptions that include your key terms.

      3. Visual optimization — Creating icons, screenshots, and videos that convert better.

      4. Localization — Adapting content to different markets and languages.

      5. Performance tracking — Monitoring rankings, installs, and conversion rates to adjust your strategy.

      Key Things to Keep in Mind

      • ASO is not a one-time task — it’s an ongoing process.

      • Data matters — keyword decisions should be based on traffic, difficulty, and competition.

      • Visuals influence installs — users judge your app by its icon and screenshots in seconds.

      • Different stores = different rules — App Store and Google Play have unique algorithms and metadata structures.

      • Localized ASO drives results — optimizing for local search habits can significantly grow installs in new markets.

      Need Help with ASO?

      If you’d rather leave optimization to the experts, Angle Agency — our in-house ASO agency — offers full-service support. From strategy and localization to ongoing analysis, they’ve helped hundreds of apps grow through organic search.

       

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