App Store Optimization, or ASO, is the continuous process of improving an app’s rank and discoverability in an app store. Similar to how a search engine indexes websites, the App Store and Google Play incorporate a range of factors including app store keywords, app downloads, and app reviews when deciding which apps to show first in a search result or top chart. App Store Optimization is a way of ensuring your app meets all of these ranking criteria and rises to the top of a search results page.
ASO means tweaking your app’s product page and your in-app marketing strategy to drive downloads and revenue.
Subsequently, App Store Optimization has two main goals:
• To drive discovery and awareness by putting
• your app in front of more potential customers.
• To drive revenue and conversion by encouraging downloads, updates, and in-app purchases.
Distribution of the metrics behind both of these goals follow what economists call the Pareto Principle—the notion that a grossly disproportionate share of the market is controlled by a small minority of market entrants. Specifically, 40% of all app revenue belongs to the top 0.07% of apps (approximately 1,000 apps), according to a Metakite estimate.