Mobile App Optimisation (MAO)

Did you know that close to 50% of all internet traffic comes from mobile devices? With people spending more and more time on their phones, the number of apps on app stores in increasing at a rapid rate.

But launching a new app doesn’t necessarily mean it’s going to become a hit. Before users can download your app or even click on it, they need to find it. That’s why understanding how to market an app has never been more important.

In fact, this process is called App Store Optimisation.

But what is App Store Optimisation and how does it affect your mobile app’s ranking on the app store? Keep reading to find out everything you need to know.

What Is App Store Optimisation?

Native mobile applications are hosted on an app store that people can download and install on their devices. The two most important app stores right now are the Google Play Store and the Apple App Store.

App Store Optimisation (ASO) refers to making your app more marketable on these platforms. ASO is an important marketing tactic for anyone launching a new mobile application.

Think about it. The higher your app ranks in app stores, the more people will download it and use it. This can mean more exposure and more profits for your business.

Effective ASO means increased traffic to your app’s landing page. The ASO process requires you to understand your target users, including which keywords they are searching on.

Your app’s page on the app store contains information about your app. This includes a title, description, user reviews and various images and videos. All of this is what helps visitors decide whether or not to download your app.

But don’t mistake ASO for SEO. The latter refers to ‘Search Engine Optimisation’ and is a method for ranking web pages. SEO is for websites, while ASO is specifically for mobile apps.

Why Is App Store Optimisation Important?

ASO is important because the vast majority of people find apps through searching on one of the app stores. It stands to reason then that if you’re not using ASO, you’re missing out on a lot of traffic to your app!

When it comes to marketing your new app, there’s a lot of competition out there. There are literally hundreds of thousands of apps available on the app store. ASO gives you the chance to rank higher than the competition and drive downloads.

The following are some of the most important benefits of ASO.

  • Improved visibility on the app store
  • Easy discoverability
  • Increased downloads and relevant users
  • Decreased cost-per-acquisition
  • Increased app revenue
  • Access to a global audience

Implementing a strong ASO strategy delivers lasting, impactful results. In fact, some experts say that app store optimization is the best and most effective way to market a mobile app.

How Users Find and Download Apps

To fully appreciate the power of ASO, it’s important to understand how users find and download mobile apps. As previously stated, the majority of users find apps through searching on one of the app stores. In fact, that number is over 60%.

Other ways that users find apps include chatting with friends and family, searching the web, and seeing ads in magazines.

The fact that so many users find apps through searching alone should indicate why ASO is so important.

App Store Optimisation Guide

So, your app is ready to launch? Next, you’ll have to decide where to publish it. Most people choose either the IOS App Store or the Google Play Store depending on which operating system the app was built for.

The main thing you need to know is that both app stores review all apps before publishing them. It takes a few days for Apple and Google to make sure your app is secure. Once they approve it, you can see your app live in 24 hours.

When it comes to keywords, there is a slight difference between the two app stores. While Google considers all text while indexing keywords, Apple provides a specific field for keywords.

Most ASO ranking factors are important across both stores.


A keyword is a word or phrase that users type into the app store search bar. Including relevant keywords in your app’s listing can help you rank higher in app store search results. But to do that, you must first identify the best keywords to use.

That’s why keyword research is such a big part of ASO. The goal of keyword research is to establish a set of keywords that you want users to search on to find your app.

When starting to conduct keyword research, it’s important to think about the following things:

  • The names of similar apps
  • The main features of your app
  • Your app’s genre/category
  • Words to describe your app’s features

Keyword research may sound like a daunting process, but there are tools out there that can help.

App Name

The name of your app is the first thing that users see. Choosing the right app name is a crucial aspect of good ASO.

Your app name should fulfill the following criteria:

  • Unique
  • Easy to read
  • Relevant to the purpose of your app

Another thing to consider when picking your app’s name is character count. Google allows you 50 characters while Apple only gives you 30.

Your app’s title should also include your main keyword. A popular way to write a title is to start with your brand name followed by one to two primary keywords.

App Description

Writing an effective app description is another important part of app store optimization. Your app’s description gives user’s an overview of what your app does, including its main features.

A well-written app description benefits your users as well as your search rankings in the app store. Google especially values the app description highly when decided where to rank your app.

Ensure you incorporate your keywords into the description, but do it in a natural way so that it’s still easy to read. Your description should be well-structured and informative.

App Icon

Although it’s not a text element, your app icon is crucial for attracting attention and increasing your downloads.

Your app icon should reflect what your app is all about. Think about the message you’re trying to promote with your app and the features it has. Try to communicate this in the design and colors of your app icon.

It’s always a good idea to create multiple icons and test each one to see which design attracts more clicks. In the marketing world, this is called A/B testing.


So, you’ve prepared your app’s keywords, title, description, and icon. Great! The next step, if you want to reach a wider audience, is to translate these into other languages.

This process is called localization. By making your app accessible in other countries, you can expand your user-base and improve search visibility.

Attracting more users to your app leads to more downloads and more revenue.

Images and Screenshots

Another important visual aspect of ASO is preparing app screenshots and videos. Although these elements don’t affect your search rankings, they do make a big difference when it comes to conversions.

Once a user lands on your app’s landing page, you still have to persuade them to download your app. Screenshots and videos allow you to demonstrate how your app works and why people should use it.

Having well-designed visuals can make a big difference to your app’s download rate. If your app is mostly used in portrait layout, provide screenshots that match this. If your app is a game that is supposed to be played in landscape, then provide screenshots in the same orientation.

Remember, app visuals should show-off the main features of your app and tell the user a visual story. When designing these, pay close attention to size requirements.

Ratings and Reviews

Another key aspect of app store optimisation is app ratings and user reviews. When indexing your app, both app stores look at reviews and user comments.

The better your rating, the higher your app will rank. And if you have a good rating, users are far more likely to download your app and give it a go.

To deliver a top-notch customer experience, it’s also essential to reply to reviews, especially negative ones. Potential users like to see app developers that interact with their users and care about their experiences.

So, what’s the best way to get good reviews? Simple. Create an awesome app!

EB Pearls Will Show You How to Market an App

Now you know the basics of ASO and how to market an app.

Improving your ASO starts with keyword research. The next step is to craft the perfect app title and description. Once your text elements are complete, it’s time to design beautiful visuals that attract and convert.

Are you struggling to market your mobile app? Are you overwhelmed at the thought of app store optimisation? Our professional team of marketers are here to help you out.

Contact us today and we’ll help you develop the perfect solution to take your mobile app to the next level.


Joseph Bridge is a seasoned professional in the field of business development, currently serving as the Business Development Manager at EB Pearls, a dynamic and innovative company in the technology sector. With a strong track record of driving growth and forging strategic partnerships, Joseph brings a wealth of expertise to his role.

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