Importance of ASO in Mobile App Marketing Strategy

March 19, 2021

Sergio D. Scudieri

Due to the latest advances in mobile technology, the number of people using mobile apps is growing drastically day by day. The number of mobile applications is growing each day and app stores are continuously evolving and changing their algorithms to rank apps based on several ranking factors.
Once the initial app development is completed, and the app has been launched to famous app stores, business owners and marketers tend to focus on different app marketing techniques, but skip ASO (app store optimization) which is one of the key elements of a successful app marketing campaign. Some businesses with a marketing budget opt for reliable app marketing services to get their app to the top and get visibility and downloads.

Whether you are promoting your newly launched mobile app yourself or availing services of a marketing company for this purpose, ASO should be an integral part of your marketing campaign to increase the visibility of your app in app stores for more downloads.

What is ASO?
App store optimization is the practice of improving the rank and visibility of a mobile app in app stores. The higher an app ranks, the easier it is to find in the app store, and the more it will get hits and installs. ASO includes app title, app description, tags, and screenshots etc.
Importance and benefits of app store optimization (ASO)

More Organic Installs
With a good ASO strategy, you can steer more traffic towards your app to see an incredible boost in organic downloads. Organic installs as a result of ASO will cost nothing and help you get your app in front of potential users easily. A properly optimized app with target keywords starts ranking higher in app store search results. Users are easily able to search and find the app in stores and it cuts the acquisition costs down.

Get your App in Front of Relevant Users
When the most relevant and strong keywords are creatively used in the app description, tags and other aspects, it helps you get your app in front of the most relevant and qualified users that are more likely to install it. Proper keyword research can help you find the best performing and most relevant keywords according to the niche of your app.

ASO provides more organic installs for an app, and more organic installs provides stability for your app. No doubt paid marketing brings lots of new users and installs, but it is not a long-term solution as once you are low on your budget, the downloads will drop and you will start loosing users and lower revenues as well. On another hand, when an app is optimized properly for app stores, it keeps you ranking higher in search results without any drops down. In results, you experience a stable fame for your app and increased profits too.

Increased Revenue
When your app appears on the top in search results, users are more likely to install your app. And if your app is monetized in any way for making money, you will definitely start getting more bucks in your accounts in results of more clicks, subscriptions or in-app purchases etc. ASO will keep your app on the top by increasing its visibility and discoverability in app stores.

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  1. AntonioBum

    The creative set for your app listing, including the app icon, screenshots and video, can be the difference between a user deciding to download your app or a competitor. Creative optimization is crucial for all marketing Creative optimization is key to continued conversion improvement and download growth. While keywords can impact metrics coming from users in organic search, everyone coming through to your product page – whether from a search result or an external source – will see your creatives.

  2. AntonioBum

    If the ASO strategy is also utilizing external paid marketing from quality channels, this can help accelerate the process.



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