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App Store Optimization Plan for App Promotion Beginner

Mar 16 2021

ASO World

App store optimization basic vocabulary

  • App Store Optimization(ASO)
  • Keyword Installs
  • Package Installs
  • On-Metadata Optimization
  • Off-metadata Optimization


What is App Store Optimization(ASO)?

App Store Optimization (ASO) is the process of optimizing mobile apps basic metadata to improve the App visibility in App Store. About 65% people will download app through search keywords. Optimize the app with ASO skills to acquire more and more organic users.

What is Keyword Installs?

Keyword Installs is the progress that App is found, downloaded and installed by people searching keywords on app store. 

Keyword installs has been confirmed to safely and effectively improve the ranking of the app’s keyword search results in the app store. 

For example, if 100+ people to find your app and reached your page, to download and install your app by searching a certain keyword daily, and keep this traffic for several days, then you will find that your app ranked top to the app store charts.

About 65% of visits find and download their apps by searching keywords on the App Store.

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1.What is Package Installs?

Package Installs is the progress that people download the app by app install package name, or the App ID, or the full url of your app on the Google Play Store(or App ID in iOS App Store).

The more installs your app has, the higher it will rank and, consequently, it has a higher chance of getting to top charts.

2.What is On-Metadata Optimization? And what is Off-metadata Optimization?

On-Metadata Optimization is refers to the basic metadata optimization on App Store. The ranking algorithm will check the basic information about the apps, and to process information such as your industry and keyword relevance to determine the category ranking of your application in each category.

How to Help Your App Rank: The Basics of ASO

Main ASO Metadata:

1)App Name/Title: 

The keyword placed in the title should be the one with the heaviest search traffic. Spend time researching which keyword that is, because changing your title too often can be detrimental. As your app begins to rank higher and gain more reviews, your app’s news will begin to spread by word of mouth. Changing the title can make it difficult for word to spread about your app.

2)App Subtitle:

You’re given a subtitle below the title in search results. This is also limited to 50 characters in Google Play Store, and 30 characters in iOS App Store. It gives you another chance to use more descriptive keywords.

3)Keywords(Just in iOS, no in Google Play Store): 

To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience. It is helpful to monitor competitors to realize how you compare week to week.

4)App Description:

You have 252 characters(in iOS store) or 500 characters(in Google Play Store) to make your pitch and convince visitors you’re worth downloading. So. you’ll want to keep it short and make your app’s characteristics clearly stated. Keep your most important keywords naturally be included in the description for about 5 times in Google Play Store (3~5 times in iOS store).

There’s no room for fluff, and you may need to A/B test several iterations to find what works best.

Secondary ASO Factors 

  • Icons
  • Screenshots
  • Videos
  • Industry Category

All above factors will not directly affect the ranking of your app, but will affect the impression of your application in the minds of visitors, thereby affecting their decision whether to download and install your app. And the conversion rate, the number of installations and downloads here, will affect the ranking of your app. 

Off-metadata Optimization

Off-metadata optimization is includes the “Total Number of Downloads” and the “Ratings and Reviews”. 

  • Total # of Downloads: Your number of downloads are significant to ASO.
  • Ratings and Reviews: Also important and difficult to control. However, there are ways to incentivize happy users to rate and review, or you can choose some paid app ratings and reviews at the begining.

The “Main ASO Metadata” with the Off-metadata as “Total Number of Downloads” and “Ratings & Reviews” together have the largest impact on where your app ranks, so pay special attention to these factors.

Step by step guide to start your app promotion on App Store 

Preliminary preparation


Keyword Research & Niche keywords preparation

The way to find the useful keywords for your app you can read the article: http://bit.ly/2PALTEW

Case study: Keywords recommendation for “Dark Rooms - Room Escape Game” in US

In the process of choosing right keywords, there are plenty of tools you can use to find out which word has a higher traffic and have them compared to decide which word can be used as your keyword.

Your valuable keywords:

Dark Rooms
Escape game
50 rooms
Escape Room
Mystery game
Adventure game
Escape Room


google trend


google trend2


You’d better optimize your app title and subtitle firstly to make the most out of app store ranking algorithm.

Start Your App Promotion

Stage 1, for the new marketer or new promoter, start your New App promotion.

App Condition on App Store: New App with low chart ranking, low installs and low review base.

App Promotion Target: To build original keyword rankings and strive for app store category recommendation opportunities.

Most apps basically have no keyword coverage and foundation when they are first launched at the beginning, so the main problem they face is that the natural traffic is all relatively low. Such a problem will not only happen to the newly launched app, but also some apps that have been launched for a period of time will face the situation of less traffic and ranking.

In this case, customers can optimize the operation on the number of keywords coverage, focus on digging long-tail words, as much as possible to get traffic, so as to achieve the purpose of improving app ranking; if the app also has good traffic in the early stage, you can focus on the basis of coverage optimization, focusing on industry keywords, competing keywords, and so on.

At the stage of less natural increment, it is difficult to compete with the mature platform in the industry big words. Therefore, at the initial stage of optimization, the app's focus can be shifted to mining long-tail words.

ASO strategy:


  • 1) Choose 3 most important industry keywords;
  • 2) To make your App title and Subtitle includes these keywords. It is recommended that your title as: your brand + 2~3 keywords(most important and valuable);
  • 3) App installs + ratings + reviews.

100 ~ 300 app package installs + 30 app ratings(4~5 star) + 15 app reviews daily, for about 1 week.

Note: Try to prepare your reviews contents more detailed, to includes your keywords. Then you may find that your keyword coverage be improved, and you may also have the chance to be listed as featured content by the app store.

After this step, some people can find your app by searching several low competition keywords. Your app normally rank to top with these keywords searching.

Stage 2, for the app promoters need some advance experience, further promote the app to obtain organic traffic.

App Condition on App Store: App already have finished the basic optimization, and get some users to download and do the review for their app, app can be searched by some keywords.

App Promotion Target: improve your keyword coverage and boost your app visibility.

There are some apps that have a certain amount of traffic in the initial stage, but nopopular keywords and related keywords coverage, these apps can focus on coverage optimization basis, focusing on industry words, competing words and other long-tail words.

But in such a situation where there are already a small number of keywords covered, but the traffic is still very low, and there is a lack of exposure in the application market, and have little chance of being find when users searching. In such a situation, the words with traffic are selected and maintained with focus.

This stage also needs to focus on industry words, competing words, etc. Continue to increase the coverage of relevant keywords through multiple rounds of coverage optimization, further expand the number of effective keyword thesaurus, improve the overall visibility of popular keywords, promote the main word row, and finally improve organic traffic.

ASO strategy:

Choose 3~5 covered keywords for keyword installs. These keywords generally belong to the keywords of medium competition and low competition. Some are modified long-tail keywords for popular keywords in your industry.

800 ~1000 keyword installs + 80 app ratings(4~5 start) +50 app reviews(detailed content, include valuable keywords) daily, for about 10 days.

Circulate this stage plan to add new medium competition keywords that your app covered, and continuously increase the chances of your app being displayed after being searched by different keywords. Your organic traffic and keyword coverage will continue to grow.

Stage 3, For senior app promoters, to focus on user hacker growth and traffic growth.

App Condition on App Store: App with some keyword coverage (which relevant keywords with highly competitive search terms be ranked well, and the popular industry keywords be ranked over 200, users will still difficult to find your app by popular keywords) .

App Promotion Target: To boost your app visibility and organic traffic.

There are some apps already have long-tail keywords, in the early stage with a certain amount of traffic, the basic conditions have been built to complete, that is, the focus on optimizing the keyword ranking, with the effect of volume, etc. has been more stable stage.

But the app's and popular keywords ranking is not very forward, this situation can be focused on the improvement of traffic and user acquisition, on the basis of popular keywords coverage optimization, focus on industry words, competitor words, and so on.

You can further improve the effective keyword ranking on this basis, while increasing the attention to competing words, popular words, try to expand the optimization from the existing core words, competing words, popular words, or user groups, and so on.

ASO strategy:

1500 ~2000 keyword installs + 200 app ratings +100 app reviews daily. For about 1 week.

ASO Topic Mobile Growth, App Store Optimization, Keyword Research,


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  • Silvia Wright
    How to analyze and find appropriate keywords to install in google play? Reply
    • Lucy Meyer

      @Silvia Wright As a first step, app developers and marketers usually start by setting up a collection of search terms that people use to find apps in the app stores. Following suit, you should think of terms people might use to search for your mobile apps. Reply

    • Lucy Meyer

      @Silvia Wright This can be your brand name, app name, and main app functionalities. Keyword research is one of the most time-intensive tasks in the ASO workflow. Reply

    • Lucy Meyer

      @Silvia Wright Obtaining keywords and keyword inspiration from app store auto-suggestions are practical because you automatically get a sense of what other keywords the app store algorithms think are relevant to the one you just searched. Reply

  • Raquel Cole
    How do I optimize my Android for Google Play? Reply
    • Ollie Cummings

      @Raquel Cole There are many factors that contribute to a mobile app’s success on the market. Apart from the overall and value it delivers, it must also be easy to find by potential users. Reply

    • Ollie Cummings

      @Raquel Cole If you run an Android app, one of the key ways of ensuring its high discoverability is by optimizing it for Google Play Store – so, making it stand out among the tens of other options available. Especially, as we’re talking about 2.9 million apps on Google Play worldwide! Reply

  • Frank Hernandez
    How do reviews affect my app? Reply
    • Janet Ortega

      @Frank Hernandez Positive ratings and reviews, both in terms of quality and quantity, have a huge impact on your App Store Optimization efforts. It’s in your best interest to get as many as you can. Of course, they need to be honest reviews from people who have actually downloaded the app. Reply

    • Janet Ortega

      @Frank Hernandez You can encourage users you know through word of mouth to leave a good review of your app on the App Store or Google Play. Reply

    • Janet Ortega

      @Frank Hernandez Another way to get app store reviews might be sending a push notification to encourage users to review your app (as long as you’ve gotten permission to send push notifications). Reply

    • Janet Ortega

      @Frank Hernandez You can also have an in-app pop-up notification asking the user to leave a good review if he or she liked it. Reply

  • Isaac Pearson
    How do I optimize my Android for Google Play? Reply
    • Aubrey Hart

      @Isaac Pearson If you run an Android app, one of the key ways of ensuring its high discoverability is by optimizing it for Google Play Store – so, making it stand out among the tens of other options available. Especially, as we’re talking about 2.9 million apps on Google Play worldwide! Reply

  • Arthur Peterson
    Do I need to monitor the activity of my app? Reply
    • Esther Rogers

      @Arthur Peterson Just like Google Analytics for web page marketing, there are a number of powerful app store analytics tools that are designed to help your mobile marketing strategy. You will be able to see where your app stands in relation to the competition, and boost your store ranking accordingly. Reply

    • Esther Rogers

      @Arthur Peterson These app analytics tools are helpful because they give you hard data about all sorts of measurements related to your app. They can show you what you’re doing wrong in marketing your app, what you could be doing to improve your app store ranking, and much more. Reply