App Store Optimization (ASO)

App Store Optimization (ASO) is the ongoing process of improving how an app ranks and converts across discovery surfaces — primarily Apple’s App Store and Google Play, and increasingly AI assistants like ChatGPT, Claude, and Gemini.

ASO has two halves. Visibility covers everything that affects whether your app appears in a search or browse result: keyword targeting, ratings, install velocity, and relevance signals. Conversion covers everything that turns an impression into an install: icon, screenshots, title, subtitle, and reviews.

Unlike paid user acquisition, ASO compounds. A well-optimized listing keeps earning organic installs long after the work is done, which makes it the highest-leverage growth channel for most apps.