ASO; Importance and Key Factors to Consider while Choosing ASO Keywords for App

According to research conducted in 2022, there are more than 5 million apps available for download in the leading app stores for mobile.

Making the visibility of the program that you developed is one of the biggest problems faced by publishers and creators of these tech products. But there is a very effective technique for improving this condition. Although most software development companies ignore it, the App Store Optimization (or with ASO abbreviation) can bring a great revolution to your app’s conversion rate. Do you know what this strategy is and how it works? We recently updated our users with information on how to create an ASO strategy and how it will work. Here we have a quick review about ASO, the difference between ASO and SEO, its importance, and five key factors to consider for choosing ASO keywords for your app.

What Is ASO (App Store Optimization)? ASO In A Nutshell!

ASO is the process of improving the app visibility within the app stores and resultantly enjoying increased app conversion rates. The primary app stores currently famous are App Store for iOS and Google Play for Android mobiles. Besides improving the ranking on the app store search results, ASO also aims to increase the click-through rate (CTR). It involves the tactics to urge people to clock into your application listed on the store. You can improve the ranking on the searches of the app store by optimizing your App Name, App Title, App Icon, App Screenshots, and App Rating. However, you should make people click through your app store listing page; you should also make sure they download it or make a purchase. This phase of ASO is also called Conversion Rate Optimization (CRO).

Are ASO And SEO The Same Things?

You might often come across the fact that ASO is also referred to as app store SEO (Search Engine Optimization). However, both the processes share similar tasks like keyword optimization, backlinking, and conversion optimization. The significant difference between these two – ASO and SEO are the ranking factors.

The SEO factors are focused on web browsers like Google Search, which involves more than 200 aspects, and the list keeps expanding with new updates. On the other hand, the list of ranking factors for ASO is quite precise. Here is the checklist which dissipates the main differences and similarities between ASO and SEO.

How Important Is ASO For Application Growth?

More than 5 Million applications are available to download from Apple App Store and Google Play Store. It is no big surprise that your newly launched app will face a lot of tough competition.

The primary focus of App Store Optimization is to increase the number of downloads and number of loyal users. You can achieve this goal by following an effective ASO strategy. The first step you have to take is to make your app easily discoverable by the right users for maximizing your downloads. To understand how to boost your app’s organic reach, you need to consider certain factors when choosing the right ASO keywords for your app.

Key Factors To Consider While Choosing ASO Keywords For Your App:


Relevance is the level of importance of a particular keyword for the hearing of the app. Irrelevant keywords will not lead to any conversion. Therefore, you must try to find the words with which users search for apps like yours. You can do it either through technical terms, abbreviations, or phrases commonly used.

You must seek words, not from the perspective of the brand but the user. Sometimes it’s okay to ask for help from family and friends to find words that relate to your app because they are not contaminated with your terminology on the project. On the other hand, you must bear in mind that it would make no sense to include keywords that relate well to your project, but these disappoint users who do not find what they are looking for.


Another vital aspect to consider is how difficult it is for a particular keyword to rank in the top 10 on a scale from 0 to 10, with 0 being an easy level and 10 being the most challenging level.

The difficulty is significant concerning traffic. If I have a keyword with massive traffic but a high difficulty will not increase downloads. Conversely, if I have a lower number of searches but a lower difficulty will definitely have an increase in downloads.

It is helpful to note that the keywords with a high difficulty generally have more traffic, but what is the difficulty in identifying the target that we must consider to increase downloads?

If your application is already in the store, you need to find the average value of the difficulty for the keywords used. It identifies the difficulty of keywords used up to that point, the stack with each other, and dividing by the number of keywords spread. The average value is our starting point. We can then choose keywords with a difficulty value equal to or lower than the mean value obtained.

Instead, it is a new application that should be taken as a reference value of difficulty equal to or less than 3.

Several platforms help us measure the degree of difficulty. In the case of iOS, measure mobile devices (iPhone, iPad, or Apple Watch). In the case of Android, it is a single score (regardless of the device in question).


Finally, we have the traffic that causes the high number of searches performed for a given keyword. Therefore, on equal difficulty, it is appropriate to choose the keyword with higher traffic. In the market, some tools measure the level of traffic. No one exactly, but estimate how many searches have a specific keyword on a scale from 0 to 10 (which appear with 10 being the most sought keywords). This data helps us make better choices: if we have two keywords with similar levels of importance and difficulty, traffic will be the factor that helps us decide: you have more searches.

Number Of Apps

It is interesting to analyze the number of apps that rank for that ASO keyword when choosing a keyword. So we know the estimated number of apps competing for the same keyword. If we have an exciting marketing game, we may want to bet on a particular keyword, even very competitive. This is because we will have more opportunities to stand out.


When our application is launched, we can see through some ASO tools the position of our application when the user searches for that keyword. We can compare our situation in regards to competition. If the results are not satisfactory, review your keyword again!

Quick App Store Optimization Checklist:

  • App Store Optimization is Essential and Vital Element of your Marketing Strategy.
  • Enjoying better results of ASO isn’t all about the right keywords.
  • App Store Optimization is an ongoing process once after starting.
  • The number of Downloads and Visibility Chances are two directly proportional factors of ASO.
  • App Store Optimization tools like AppTweak and App Raders helps in tracking the number of keywords for an app.

To Conclude:

Many businesses might face significant losses due to poor visibility on app stores and negligible conversion rates. At the same time, some of the businesses planning to launch their new tech application product will be discouraged after learning the tough competition stats. For both businesses, Clustox has customized solutions of ASO strategies. Yes, whether you have a game application or converter app, our marketing experts can help you grow your business. Or, if you are planning to invest in building such a type of app, reach out to our best mobile app developers in town to turn your dream tech product into reality. Furthermore, if you have many questions popping in mind, book your “Free consultation” with our professional tech consultants today.

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