From: gregisenberg
App Store Optimization (ASO) is the art of ranking highly when users search for a keyword in the App Store, similar to Search Engine Optimization (SEO) for websites [13:22:00]. ASO is a highly profitable strategy for app growth, although it is limited by the volume of searches for specific keywords [14:54:00].
Key Principles of ASO
When developing a new app, the primary challenge for ASO is identifying keywords with sufficient search volume but limited competition [13:37:00].
Tools and Research for Keyword Identification
Tools like Sensor Tower and App Figures can help identify new opportunities for keywords [00:41:00][17:51:00]. Additionally, insights can be gained by monitoring:
- Apps recently ranking in the top of App Store categories [21:24:00].
- Trending topics outside the App Store on platforms like Google Trends, Glimpse, Reddit, and TikTok [20:01:00][21:56:00]. For example, the “looksmaxing” trend on Reddit and TikTok inspired the creation of the Umax app [21:58:00]. Similarly, the “text to speech” trend led to the creation of a popular app when no strong App Store products existed [13:55:00].
ASO Tactics
Several techniques contribute to effective ASO:
- Keyword in Title Including the target keyword in the app’s title is crucial for ranking [17:42:00].
- Conversion Rate Optimization Optimizing the App Store page to encourage downloads. If Apple observes a high conversion rate (downloads per visit), it signals good traffic and relevance, leading to better rankings [18:01:00].
- Number of Reviews A higher volume of positive reviews can boost ASO rankings [18:13:00].
- Growth Rate The overall growth rate of the app also plays a role in its ranking [18:15:00].
- Initial Launch Boost The app’s first day after launch is critical. Apple provides an initial boost on keywords and closely monitors the conversion rate. A high conversion rate during this period can initiate a positive flywheel effect for sustained downloads and high rankings [18:20:00].
- Leveraging Paid Ads Some app developers use paid ads not primarily for direct profitability, but to drive more reviews and traffic to their app page, thereby creating a flywheel for ASO optimization [18:55:00].
Examples of ASO in Practice
- Remone Holding This company excels at identifying niche keywords with lower competition but sufficient volume. They have successfully launched apps based on terms like “fan noise,” “green noise,” “anime girlfriend AI,” and “noise cancelling apps.” They often replicate similar ideas using the same underlying technology but targeting different keywords [15:04:00][15:31:00][15:58:00].
- Adding AI to Existing Concepts Apps that weren’t effective before AI, like calorie tracking or plant identification, have become highly valuable by integrating AI. This “AI sizzle” can significantly increase click-through rates and downloads, thus improving ASO [04:51:00][35:31:00]. For example, a 17-year-old developer built an AI calorie tracking app that generates significant monthly revenue, despite the highly competitive nature of the niche [27:20:00][28:52:00].
- Niche Down and Localization A powerful strategy is to take a proven app idea and niche it down to a specific audience or country.
- Geographic Localization: Creating apps tailored for specific countries, such as “Plant AI for Canadians” or “Plant AI for Turkish people,” and localizing the app content, branding, and ads can help dominate search rankings in less competitive markets [44:57:00][45:07:00].
- Audience Specificity: Developing existing app concepts for specific demographics (e.g., a weight loss app for women, dating apps for Latinos or the LGBTQ+ community, or “Bible for women”) can tap into loyal user bases and face less competition than broader categories [45:47:00].