The Growing Importance of App Store Optimisation (ASO) 

Do you have any idea how many applications there are in the app stores or on Google Play? There will be nearly 4 million on Google Play by mid-2025. You can see over 1.8 million applications in Apple’s App Store too. It’s a massive figure, and new ones are released all the time. 

The figure you see here is not only huge. Let’s calculate it together with some swift math’s to determine what the probability is that someone will discover your app among 4 million apps. 

Of 4 million apps, roughly 100 appear for a keyword that counts. 

Users typically scan just the top 10–20. 

If your app isn’t in this range, the likelihood of people noticing it is virtually nothing. 

If it is roughly around the 15th: 

Likelihood of being noticed = 20% 

Likelihood of getting clicked = 5% 

Overall probability = 0.2 × 0.05 = 1% 

You may be concerned about the app in which you have invested your time, effort, and perhaps even money. But there is no reason to be tense about what will become of your app. Since you are here on this blog, you are halfway there. We will spend the rest with

Let’s begin to discuss more about ASO. What is it? 

Alright, let me put it in plain terms. App Store Optimization (ASO) is similar to SEO, but it is for your application. It makes your app appear higher in the Apple App Store or Google Play Store. ASO is practically the same as what we do to get our websites to appear on top in Google searches. You do this for the app store instead. 

The primary purpose of ASO is to make your app noticed more by individuals when they browse through the app stores. It is not just being discovered in searches. It is also about encouraging individuals to click and download your app when it is displayed. This makes you achieve more downloads than naturally. These are referred to as organic downloads. That is, users discover your app on their own, not because you spent money to place an ad in front of them. That is the best type of download that you can download.  

This is what ASO would like to accomplish, very straightforward and simple 

Be more discoverable. Appear when users search for “best yoga app” or “quick recipe ideas.” 

• Get More Organic Downloads: More downloads of what you have without spending a dime on advertising. 

• Move up the ranks: Appear higher in search and in the category lists. 

• Turn Browsers into Buyers (or Users): Create such a great app listing that people want to download it immediately. 

• Saving on User Costs: Using fewer paid ads allows you to keep more money in your pockets. 

See? Not difficult. It’s just being clever, doing clever planning, and never forgetting the user. 

The “Why Now?” ASO’s Star is on the Rise and its Rapid 

You may wonder, ASO? Is this new? No, it isn’t new. But now, in 2025, it has become extremely vital. There are good reasons why. 

The App Avalanche 

We have discussed this before, haven’t we? There are millions of apps available. Thousands more go into the app stores every day. The Apple App Store has somewhere between 700 to 900 new apps that come in every day. Google Play has somewhere between 3,000 to 3,700 new apps that come in each day. That is an enormous amount. Your app will simply be just another small drop in this great sea of digital if you do not use ASO. They won’t find it. It will be lost. 

People Live in App Stores 

Consider this. Where do you look when you desire a new game, a utility to assist you with your job, or an app that tracks your steps? You look in the App Store. The vast majority of people, nearly 70%, report discovering new apps by looking for them in the app store. This is how the majority of people discover apps. If the public cannot access your app in search, you will not get the majority of the public that might need your app. It is like owning the best store in your city, but nobody views it, and they just pass by. 

Paid Ads are Getting Pricier (And Sometimes Less Effective) 

Remember those confetti-filled dreams? Well, monetizing users by advertising on social media, search engines, and within other apps works. But now, it costs a lot. The Cost Per Install (CPI) is between $0.80 and $5.00 USD, sometimes even more. This varies based on the type of app and whom you wish to target. And these costs are continually increasing. 

Paid advertising will provide you with an immediate bump, similar to consuming sugar. But ASO is more like consuming a good, healthy meal. It makes the app develop gradually over time. Once you discontinue advertisement expenditure, individuals who discovered you through ASO continue utilizing your application. They might also spread the word. That is very valuable to you. 

The Algorithms are Getting Smarter (and Pickier!) 

No more manipulating the system! Apple and Google now employ smarter algorithms. These are the guidelines that determine what appears and where to find them. Previously, they searched for keywords. Now, they do much more. They also take into consideration things like: 

• User Engagement: Are users actually using your app? How long do they spend there? Do they come back after one use? If many users do, it is an excellent sign! 

• Crash Rate: Is your app crashing every single time? App stores do not appreciate that. Users of your app despise it even more. 

• Reviews and Ratings: This is a large one. If you’re 4 stars or higher, it can really get people to notice your app. People trust people, so they read reviews. The app stores also trust apps that people enjoy. We will discuss this in more detail later, because it’s so important. 

• Regular Updates: Is the application updated regularly? Does it receive bug fixes? Does it receive new content added in? Regular updates are a cue to algorithms that the application is alive and properly maintained. 

Fundamentally, the apps store wishes to provide the most useful apps to those who use them. Their algorithm seeks good apps. ASO allows you to demonstrate to these algorithms that your app is excellent. 

Trust and Credibility  

Consider this. If you view an app with a clean and concise title, excellent screenshots, a good video, and tens of thousands of positive reviews, it doesn’t make it more believable? It’s like a genuine product that you can rely on, isn’t it? If your app listing is configured correctly, individuals can realize it appears professional and nice. This all makes individuals feel more positive towards your app without you ever mentioning a word. Due to this fact, more individuals will notice your app and then decide to download it. 

The ASO Toolkit 

Okay, how do you do ASO? You cannot just click a button, and it is done. It is a set of intelligent things that you do. Let’s break it down, step by step. You can imagine assembling a machine that functions properly. 

On-Listing ASO Factors (Things you have direct control on your app page): 

These are the things you notice directly on your app store page. They are what first hit people’s eyes. See that they matter! 

App Title & Subtitle (or Short Description): 

Gold here! It’s the first thing everyone sees. 

• The most critical thing here is keywords. On iOS, your title can contain approximately 30 letters, so use it wisely. Place your key keyword in the title. You have another 30 letters for the subtitle. Now is the time to apply your next best keyword. For Google Play, the title has a limit of 50 letters. Google also considers your entire description for keywords. Incorporate your keywords in the proper places. 

• Clarity vs. Keywords: There is always a bit of give and take here. Your title should show people what your app does. It should also use search words that people look for. For example, “Calm – Meditate, Sleep, Relax” does this very well. The name is easy to know, explains what it is for, and uses good keywords. 

Keywords Field (iOS) / Long Description (Android): 

• IOS contains a hidden keyword field that supports 100 characters. No one can see it, but Apple’s system utilizes it a great deal. You can use this space for alternative versions, synonyms, or other words related to your app. Put in the words you couldn’t include in your title or subtitle. This makes your app discoverable by more people searching in the App Store. 

• Android’s long game: Google Play doesn’t have a special place specifically for keywords. Instead, its algorithm scans your entire long description, up to 4,000 characters. So, it is okay to create a strong and clear description that convinces people your app is great, but don’t forget to include your keywords in a natural, easy manner. Consider communicating with others when you apply SEO to your app. Separate the content with bullet points and concise, easy-to-read paragraphs. You don’t want a large “wall of text” that is difficult to read! 

App Icon: 

• Your icon for your app is sort of a little sign for your app. Your icon should be easy to see, simple, neat, and indicate what your app does. 

• Think big and create small screen. In search results, it may appear small. Does it grab your attention? Is it unique enough to get noticed with so many apps that blur together? 

• A/B testing can assist you a great deal here. Google Play offers you the tools for works, both of themits own system. Experiment with various designs adon’t knowtermine which does what you desire most with people!  

Screenshots & App Preview Videos: 

• This is the place to show what your product can do. Do not just talk about it. Most people will not read all the descriptions. They will look at these pictures instead. 

• Show what each part does and why it is good. Do not just leave empty screens. Add some words to the screen so people know what is going on and why it matters to them. 

• Demonstrate what your app can do by telling a photo story. Guide the user through every step, highlighting the best aspects of your app in a transparent manner. 

• Videos are useful. On Apple, you can insert up to three videos. Each one can be 30 seconds long. The videos will automatically play, but there is no audio. On Google Play, you can insert a link to a YouTube video. Demonstrate how users use the application and how it assists in solving an issue. The beginning five seconds are the most crucial. Use them effectively. 

• Ensure that your images fit the local culture. Everyone in each location interprets the pictures differently. 

App Rating & Reviews: 

• This is huge. We’re discussing something highly significant here. Star ratings and user reviews are a huge trust signal both to new users and to the app store guidelines. 

• Research indicates that apps with 4 stars and above get downloaded much more. Why is that? Social proof. We believe in what others like, and so we wish to try it too. 

• Request people to review but do it intelligently. Do not request when they are occupied with something. Wait until they accomplish something good or hit a milestone in your app, then request feedback. 

• Always respond to reviews, even the negative ones. Give people an indication that you care and are willing to assist. Attempt to resolve issues for them. When you convert a 1-star review into a 4-star with your response, it works much better with ASO. 

Selection of Category: 

Sounds simple, huh? But you must select the optimum category for your product. At times, if you select one which is not too congested but is adequate enough to hold your product, you might have a greater opportunity to appear higher in the list. 

Localization: 

• That implies that you have to modify your app listing, such as the title, description, keywords, and screenshots, so the folks in various nations are able to read it in their native language. 

• It’s not just about translation. It’s about ensuring the message complies with the culture. What is effective in India won’t be effective in Germany. And that can create new markets galore. 

Off-Listing ASO Factors (Influences outside your direct control, but still critical): 

These are indications the app stores receive based on how individuals use and navigate through your app. 

Total Downloads & Download Velocity: 

• Simply put: downloads increase = greater ranking. 

• Download speed is important. When there is a sudden spike in downloads, such as after you do some promotion or add a popular feature, the app stores notice that your app is drawing a lot of traffic. This can cause your app to appear more often in the store and potentially boost it. 

User Engagement (Keeping Users, Sessions, and Active Users): 

• This is the future of ASO, particularly in 2025. App stores are not only concerning themselves with downloads anymore. They want quality downloads that count. 

• If users download your app and then remove it immediately, or never use it anymore, that is not a good sign. 

• If they download the app, use it daily, spend time within it, and return regularly, that’s a good omen. It informs the algorithm that the app is worthwhile. It says, “This app is good! Show it to more people!” 

Crash Rate & Technical Performance: 

A consistently crashing or slow app? That’s bad news immediately. The app stores will drop your rankings. Now, good UX works hand in hand with ASO. 

External Buzz (Less Direct, Still Relevant): 

References on tech websites, social media, and news websites do not have the direct effect of a keyword for ASO, but they make more people aware of your brand. This also makes people search for your app’s name on the app stores. These direct searches indicate the app store’s system that people are searching for this very particular app. 

ASO is a Journey, Not a Destination 

Look, this is not something you put in place and then leave. The app stores are constantly expanding and evolving. The algorithms can shift. New players can emerge. Users’ likes and dislikes can shift as well. 

This is what an expert does to maintain their ASO game strong: 

• Keep Checking Often: Always check your rankings, your keywords, and what the competition is up to. Are you falling down in the listings? Is there a new keyword that everyone is now searching for? 

• Test Everything: Test various icons, screenshots, and descriptions. Discover which works best for the users of your app. You do not simply hypothesize here; you employ facts and outcomes to enhance it. 

• Examine Your Competitors: What do they do well? What do they do poorly? You can borrow from both of them. Notice which keywords they appear for that you don’t. 

• Stay Current: Look at the primary blogs for app developers from Apple and Google. Check out those individuals who have a lot of knowledge about ASO. The manner in which these platforms rank items can shift frequently.  

For instance, in June 2025, Google Play had significant disparities in keyword rankings due to something being altered in how it functions. Apple also now incorporates words from screenshots into determining where your app appears. Therefore, there is always something new on the horizon. 

• Use ASO Tools: You are able to utilize fantastic tools (such as Sensor Tower, App Annie, AppTweak, MobileAction) to view keywords, make competitor checks, and view how your app is performing over time. You do not necessarily have to perform all this work by yourself if you do not want to. 

The Bottom Line 

So, here we are. In this hectic and at times crowded app world, App Store Optimization is not merely a catchphrase. It is the mechanism that ensures your app does more than merely go live. It ensures your app succeeds and is noticed. It’s what distinguishes an app that nobody uses from one that everybody discusses and utilizes. 

Consider it thus. Organic users are the individuals who stumble upon your app independently. They tend to become more engaged and remain longer with your app. They care more and search for what you have to offer. That means they tend to contribute more value to your business in the long run. ASO assists you in reducing expensive ads that don’t last. Instead, it allows you to create a solid foundation of repeat users who keep coming back. 

The apps that will thrive in 2025 and beyond are the ones that realize this little fact: an app can only be great if people can discover it. ASO is akin to a map, a compass, and sometimes even a flare gun that brings people to your app. 

Don’t just make an app; make sure people find it. Start working on this now. Really, what are you waiting for? The online world is out there, and your app should be seen.