What is ASO?

ASO — App Store Optimisation — is the work of improving an app’s visibility and conversion in the Apple App Store and Google Play: the keywords the listing targets, the name and subtitle, the description, the screenshots and preview video, and the ratings that decide whether a view becomes an install.

The app stores are search engines with a buy button. Most installs start with a search, and the store’s ranking decides who gets seen — which makes the listing itself a piece of marketing that most businesses never optimise after launch day.

ASO splits into visibility (being found for the right searches) and conversion (turning a store visit into an install). Both are measurable, which is why honest ASO starts with a baseline and reports the change rather than promising a number.

For a small-business app, the essentials are: keyword research against what real users type, listing copy that answers the buyer’s question, screenshots that show the job being done, and a plan for gathering genuine reviews.

The service: SilentShift does this work — ASO, from £1,000.

← All glossary terms