Glossary term
What Is ASO (App Store Optimization)?
The practice of improving an app's visibility and conversion rate in App Store and Play Store search results.
ASO is SEO for app stores. The goal is to rank higher for searches users make in the App Store, and to convert browsers into installers once they land on your listing. ASO covers keyword research, app name and subtitle optimization (respecting Apple's 30-character limits), screenshot design, video previews, ratings/reviews strategy, and iteration based on App Store Connect analytics. Good ASO can drive 40-60% of an app's installs without paid acquisition.
Common Questions
What's the biggest ASO lever?
Screenshots. Users decide whether to tap 'Get' in 2-3 seconds based primarily on the first screenshot. Keywords matter, but they only get users to the listing; screenshots close the install.
Do keyword rankings still matter in 2026?
Yes. Apple's search algorithm still weights keywords in the name, subtitle, and keyword field heavily. Competitive keywords can drive 30%+ of installs for a well-ranked app.
Related terms
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