--- title: What Is ASO? description: How to get started with ASO and key things to keep in mind --- [Skip to content](https://help.asodesk.com/what-is-aso#main-content) - [English](https://help.asodesk.com/what-is-aso) - [Русский](https://help.asodesk.com/ru/what-is-aso) English Show submenu for translations ![Asodesk logo.svg](https://help.asodesk.com/hubfs/Asodesk%20logo.svg) Open main navigation Close main navigation - - [English](https://help.asodesk.com/what-is-aso) - [Русский](https://help.asodesk.com/ru/what-is-aso) English Show submenu for translations - [Go to Dashboard](https://hq.asodesk.com/) [Go to Dashboard](https://hq.asodesk.com/) Advice and answers from the Asodesk team - There are no suggestions because the search field is empty. 1. [Help Center](https://help.asodesk.com/?hsLang=en) 2. [Tips & Use Cases](https://help.asodesk.com/tips-use-cases?hsLang=en) # What Is ASO? ## How to get started with ASO and key things to keep in mind. ### What Is App Store Optimization (ASO)? **ASO, or App Store Optimization**, is the process of enhancing an application’s visibility and its conversion rate in app stores like the App Store and Google Play. The aim is to increase **organic installs** (downloads received without paid ads). ASO helps users in finding your app through searches, featured sections and category rankings and also motivates them to install by using a relevant design for your app page. In short, ASO is the mobile equivalent of SEO, but with additional focus on visuals and in-store performance. #### The Importance of ASO - **Most of app downloads begin with a search**. A higher position in search results increases visibility. - **Enhanced metadata helps in achieving more conversions**. Titles, descriptions, and visuals that are properly optimized elevate the installation rate. - **Improved ASO strengthens ROI**. It minimizes the dependency on paid user acquisition while reducing cost per install. - **It helps in the long run**. A well-optimized application sustains traffic for an extended period even without active promotion.   #### What Does ASO Involve? ASO includes both technical and creative elements: 1. **Keyword research** — Identifying words which the audience uses for searching. 2. **Text optimization** — Writing titles, subtitles, and descriptions using relevant keywords. 3. **Visual optimization** — Making icons, screenshots and videos that have a better conversion rate. 4. **Localization** — Adapting content to different markets and languages. 5. **Performance monitoring** — Tracking rankings, installs, and conversion rates to adjust your strategy. #### Key Things to Keep in Mind - **ASO is not a one-time task.** it requires consistent effort over time. - **Metrics are important**. Keyword selection should be informed by traffic volume, difficulty level, and competing apps. - **Graphical elements affect the number of installs** as users evaluate your application based on its icon and screenshots within mere seconds. - **Different stores have different rules:** App Store and Google Play use distinct algorithms, metadata frameworks, and structures. - **Localized ASO drives results**. Focusing on local search behaviors substantially increases the number of downloads in new markets.   **Need Help with ASO?** If you would prefer to leave optimization in the hands of professionals, [**our in-house ASO agency**](https://asodesk.com/asodesk-agency?hsLang=en) provides full-service assistance. They formulate strategies and perform localization as well as continual analysis for organic growth; helping hundreds of applications increase their visibility and grow through searches.   ---  Need help understanding our products or services? Have a question? Let us know! 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