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App search optimization on App Store and Google Play


Today, mobile marketing has a lot of different forms, and promotion of mobile apps and games can be done using so many methods, one may never know where to start and what to use. This means that one needs to learn how to promote the products of their hard work, time and effort to make sure that they start to make money from their applications and games. However, in this case you can do a lot more if you take a look at the opportunities at hand. That's why you should consider trying app search optimization – a set of techniques used to promote mobile applications and games by using Search Engine Optimization-like methods.

If you want to find out more about them, consider reading further – we will provide a quick overview of these methods and what effects they bring to your application or game.

Optimization methods available to you

Here are the optimization methods that you can use to promote your application or game on Apple's App Store and Google Play Store in a very efficient and useful manner:

  • Keyword Optimization
  • Asset Optimization
  • Localization

Let's examine each one of these ASO techniques in greater detail and find out how they affect the performance of the application or game on the market, and what you can do to use them properly and on your own or with help of a marketing agency.

Keyword Optimization

One of the most important techniques used in modern mobile marketing and App Store Optimization, keyword optimization (KWO) takes some time and practice to pull off properly, but works to drive the traffic to your app page and ensure that the app page gets easier to find by the potential customers. It's recommended to start brushing up on your writing skills right now – you're in for an interesting task.

Research the relevant keywords. Take some time to do it – sometimes the less obvious keywords or specific wording are more widely searched than the wording that actually makes more sense – relax, it's the usual order of things on any market. Write a captivating, interesting description and use the keywords in the text and the tags field. Sometimes it is a great idea to use the keyword in the app or game title to improve the results.

This way you can make the app easier to find for the potential customers. You can also improve the ranking in the search results this way, and this increase the flow of traffic and give your app a nice push on the market. This promotional effort can give you a great push if you update keywords once in a while.

Asset Optimization

When keyword optimization works to drive the traffic towards the app page and make that the users are going towards it, asset optimization is used to make sure that the user is captivated by the content on the app page and decides to give it a try. To pull it off, you need to design a nice icon for your application or game and take some time to design it and make it stand out from the crowd of other apps and games. Picking a nice shape, colors and content can take a while, but remember – once you do it, it can help you a lot in the long run.

Picking the screenshots shouldn't be too hard, just make sure they are interesting to look at and they feature more than just a simple showcase of the functionality. Try to tell a story, to show the awesome moments, to guide the user through their first experience with your application or game. As for the video, it is a good idea to hire a freelancer to make a video for you if video editing is not your strongest skill.


While not officially an app search optimization method, localization can significantly expand your audience and give your app a nice boost in downloads. By making it more appealing to the potential customers from the foreign countries you can give your app or game a nice boost in popularity. Considering that the localization gets more and more affordable due to freelance translation services, which offer great quality for a very affordable pricing. Consider supporting the following languages as soon as you can: English, French, Italian, German, Spanish, Chinese, Japanese, Korean, Russian and Portuguese. It's up to you to decide which languages you are going to support and in which order, but by providing the localization in the following languages you can cover almost the entire mobile audience.