Guidelines & ASO insights - Stuck in Your ASO Progress? Check These Common Pitfalls

App Store Optimization (ASO) is vital for enhancing app visibility and driving downloads, yet many app developers and marketers unknowingly undermine their efforts with avoidable errors.

This guide outlines frequent ASO missteps and offers practical solutions to overcome them, ensuring apps achieve optimal performance on the store.

Critical ASO Errors to Address

My list of checks is divided into two sections, and I believe the first is the most vital as it handles keyword errors, which are typically simple to rectify.

Keyword Optimization Blunders

#1 Eliminating Keyword Duplication

Repeating keywords across an app’s name, subtitle, or keyword list is a common mistake that reduces ranking potential. The algorithm disregards duplicates, treating only the last instance as valid, which weakens overall optimization.

To fix this, ensure each keyword is used only once, favoring singular forms to maximize character efficiency. Similar words don't count as duplication.

#2 Strategic Keyword Placement

The placement of keywords significantly impacts their effectiveness.

The algorithm prioritizes keywords in the app name, followed by the subtitle, and then the keyword list. High-priority keywords should lead the app name, with secondary terms placed in the subtitle or keyword list to optimize visibility.

Expert Tips 👉 How to Make a Great App Title to Attract App Downloads?

#3 Targeting High-Value Keywords

Focusing on keywords with low popularity scores limits an app’s reach. Popularity, measured on a scale of 5-100, indicates search volume—higher scores mean more potential downloads.

ASOWorld's free keyword research tool can assess popularity and competition levels, guiding the selection of keywords that balance opportunity and achievability.

#4 Maximizing the Keyword List

An underutilized keyword list squanders valuable optimization potential. Break phrases into individual words, remove duplicates, and separate terms with commas (no spaces). Avoid special characters, quotes, or competitor names to align with algorithm preferences and enhance ranking outcomes.

👉 You Are Possibly Losing Your Keywords Ranking: Wrong Keyword Promotion Is Harming Your App

Performance Optimization Oversights

#1 Misjudging the Competition

Identifying true competitors—those ranking for target keywords—is essential for effective ASO. Analyze their optimization quality and rating volume using tools like Competitor Analysis.

Competitors fall into four categories:

Understanding these dynamics informs realistic keyword goals and competitive positioning.

Expert Tips 👉 How to Conduct Competitive ASO Keyword Optimization Analysis

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#2 Sustaining Rating Momentum

New, consistent ratings are a cornerstone of ASO success, signaling ongoing user engagement to the algorithm. Apps must actively encourage authentic ratings, as sporadic spikes or fake reviews are less effective and risk removal. Steady rating growth supports both initial ranking and long-term visibility.

Steps to Revitalize ASO Efforts

After pinpointing errors, implement immediate corrections such as removing duplicates and refining keyword placement. Follow with deeper adjustments, like researching high-impact keywords and restructuring metadata.

Continuous monitoring of keyword performance is critical to track progress and address setbacks swiftly, ensuring sustained improvement.