Today, smartphones have become almost inseparable from our daily lives. We work, watch movies, use maps in unfamiliar places, take beautiful photos, and of course, communicate—all through our smartphones. Notice how a gadget that once served a single purpose has evolved into an all-in-one tool for a more convenient life, where communication is just one, but not the most essential, function. So, what does the concept of ASO strategy imply, and why do so many businesses focus on it?

ASO for Businesses

Many modern businesses use internet marketing and top-tier SEO services to maintain high visibility and rankings on search engines. Now, imagine applying the same tactics to secure top positions in Google Play and Apple’s App Store.

Yes, specialized and effective ASO strategies are used to make apps easily discoverable in app platforms and ensure businesses remain highly visible. These strategies are regularly updated to align with current market demands and trends.

ASO Strategies: Keywords

The very first and crucial step that remains at the core of ASO strategies is the meticulous research of keywords. It’s no coincidence that ASO starts with keyword research, as this is how specialists compile a list of essential words for future actions.

These are the simple terms users type when searching for apps in the App Store (iOS) and Google Play Store (Android). Unlike web SEO, ASO keywords are shorter and more practical, reflecting mobile users' preference for speed and simplicity.

Title, Subtitle, Description

While following modern trends, let’s not forget the fundamentals of ASO—titles, subtitles, and descriptions. When creating these key elements, ASO experts follow several rules. For example, titles must adhere to specific character limits: 30 characters for iOS and 30 characters for Google Play. The app title should include core keywords and reflect the brand’s focus.

The subtitle (iOS) or short description (Google Play) should highlight the app’s main advantage using secondary keywords.

The full description must clearly and naturally describe the product while including vital keywords. To make descriptions more readable, experts often use bullet points to:

 

• Include essential keywords
• Create clear titles, subtitles, and descriptions
• Enhance content readability

 

This is how they include bullet points in the content, making it easier to describe the app's functionality, user benefits, and conveniences, while also incorporating call-to-actions (CTAs).

Ratings and User Engagement

ASO experts continue to place high importance on app ratings and user engagement. You’ve likely noticed pop-ups asking for feedback while using an app. This simple feature allows users to share satisfaction or concerns, ultimately boosting the app’s rating and engagement.

It’s crucial to respond promptly to user reviews, especially negative ones, as this shows the business’s active commitment to customer-focused service.

A/B Testing and Analytics

Continuous testing remains a driving force behind effective ASO strategies.

 

• A/B Testing – Tools like Google Play Experiments and third-party platforms (e.g., SplitMetrics) are used to test app icons, screenshots, and descriptions.
• Analytics and KPIs – Using analytical tools (e.g., App Annie, Adjust), experts track key performance indicators (KPIs) to evaluate app growth and user engagement.

 

Metrics such as keyword rankings, click-through rates (CTR), conversion rates (CVR), and app uninstall rates are closely monitored to assess performance and user retention.

ASO strategies emphasize regularly analyzing these metrics and adjusting the app based on any changes.

For a specialized ASO service to enhance your business’s visibility, contact Targeting Agency, which has been helping businesses secure top positions in digital platforms and real markets for years.