▷ App Store Optimization (ASO): The principles to know 2020 -

ASO or App Store Optimization is the set of optimization techniques for your SEO on mobile application download platforms. Google Play and the App Store in particular use algorithms, like search engines, to improve or not improve your placement on their online platforms …

App Store VS Google Play

With 334.4 million smartphones sold in 2014, download platforms are rubbing their hands. They understood that the more smartphones sold, the more download possibilities there are.

Regarding the number of downloads, Google Play is ahead of the App Store thanks in particular to its partnership with Samsung. On the other hand, despite the difference in the download rate, Apple keeps the most profitable platform for smartphones, by far.

With each more than a million applications available, the two platforms force you to be efficient for your referencing, which helps you at the same time not to drown yourself among the applications that exist. The two classification algorithms are different and do not put forward the same referencing criteria to add a little spice.

Concerning the two download platforms, you have a part of the referencing which is done On-page and another Off-Page.

On-Page criteria

The keyword of your application must be very relevant as we have already seen in the post on choosing the right keywords for natural or paid SEO.

The title

In direct connection with the user’s research, the title is an essential element of SEO. This is why the keyword (or your application name) should be simple to write. In this title, you must speak about the subject of the application while being clear and concise, because the number of characters is limited.

The visual

The visual (or logo) is the main thing that the mobile user will see. Bet on a logo of very good quality, because it is a visual that he will see every day when he has downloaded the application. Like a shop window, it must be well presented and neat to make it want to take the plunge.

The description

The description will develop the words you mentioned in the title. You have no choice, it’s time to persuade the user. Don’t forget to add your keyword (s) while keeping a certain balance so as not to be penalized. With a good, consistent description, the App Store and Google Play will raise your ranking.


Placed just after the description, the screen prints allow the user to view your application. As much as the logo, they must be of very good quality. Do not hesitate to put it in a way that shows as much of your application as possible. This will improve your conversion rate and avoid an excessively high retention rate for your application which can sanction you very clearly.

The category

It seems logical to everyone: the category in which you place your application should be related to your description and the purpose of the application. With 21 categories for the App Store and 34 for Google Play, you have the choice. So make no mistake! To help you, you can rely on the competition.

Off-Page criteria


Your rating influences the perception of platforms regarding your application. The higher the average, the better you will be perceived by the algorithms.


The number of comments also shows how mobile users are interested in your application. If the algorithms take into account their number without worrying about their nature, the users consider all the opinions. In addition, they more often tend to take into consideration those who are negative rather than others today. This is why you must have a significant return of positive comments from your users. This action will at the same time improve feedback for your application in order to boost it.

Little more: Google Play

As with SEO, Google also promotes its products. So, of course, feel free to add a video from YouTube as well as a link to Google+. This will only improve your ASO. Then use the KPIs available for your application.

Image source: Shutterstock.