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App store optimization, or ASO for short, is the science of improving the performance of an app store listing. It is all about applying the scientific method to mobile key performance indicators (KPIs) that are related to the app stores. The three major aspects of ASO: Conversion rate optimization Keyword optimization / improving discoverability Measurement These ASO KPIs usually relate to: Number and quality of installs Number and quality of app store impressions App store conversion rates These three KPIs lie at the heart of ASO, and each has developed into its own specialty and practice. Where did ASO all start?

The usage of mobile technology and the number of users is constantly increasing. With the always-growing list of mobile activities, the focus is to upgrade individual features that combine into a modern mobile using experience. The experience of a mobile user consists of the user’s approach and impressions prior to his mobile interaction; during his mobile interaction; and afterwards. It encompasses web browsing and applications on all types of mobile devices (low-featured smart phones to high definition tablets). The ultimate result of technology improvement is that businesses have adjusted the quality of their mobile services to the same level of customer experience they offer in their stores.

Search results and rankings on the App Store and Play Store are grounded in complex and dynamic algorithms. A combination of user search queries and keywords determine search results and rankings, yet the details of both the App Store and Play Store algorithms are shrouded in secrecy. Furthermore, these algorithms regularly evolve to produce more relevant results (and to combat developers who have discovered exploits). Despite the algorithms’ complexities, ASO experts have identified trends and insights into the mechanisms that drive search results (i.e. what shows up) and app rankings (i.e. in what order results show up). The following article describes the facets of ASO strategy developers can leverage to benefit from these rankings.