In 2025, app store optimisation (ASO) remains one of the most overlooked yet powerful digital strategies. As app stores become more competitive and saturated, the difference between a top-ranked app and an unseen one often lies in how well ASO is executed.
Whether you’re launching a new event planning tool or scaling an existing B2B app, ranking higher and securing more downloads hinges on precision, creativity, and consistency. In this blog/vlog, we break down how to increase app store optimisation and boost app rankings with real-world strategies that work.
What Is App Store Optimisation (ASO)?
App Store Optimisation is the ongoing process of improving an app’s visibility within an app store—like the Apple App Store or Google Play—and increasing organic downloads. It works similarly to SEO for websites, but with a specific focus on app discoverability and conversion within the app store ecosystem.
Neil Patel, a digital media expert, states: “If you don’t rank, you don’t get traffic. And if you don’t get traffic, you don’t get users.” https://neilpatel.com/
How to Increase App Store Optimisation
Improving your ASO requires attention to multiple elements, from metadata to visual assets. Here are the foundational steps:
1. Keyword Research and Placement
Use tools like App Radar, Mobile Action, or Sensor Tower to identify high-volume, low-competition keywords relevant to your app. Integrate these in:
- App title
- Subtitle
- Keyword field (iOS)
- Long description (Google Play)
2. High-Quality App Icon and Screenshots
Visual first impressions matter. Your app icon should stand out, and your screenshots must clearly show the app’s value proposition.
3. Video Previews
Adding an engaging video increases conversion. Demonstrate key features in 15–30 seconds.
4. Reviews and Ratings
Encourage feedback from happy users. Apps with high ratings are favoured in rankings.
5. Frequent Updates
Apps that are regularly updated signal active maintenance and are often ranked higher.
6. Localisation
Optimise your app listing in multiple languages to capture international audiences.
7. Backlinks and External Promotion
Just like websites, app stores reward external signals. Promote your app on blogs, social media, and high-traffic sites.
For more on enhancing mobile experience, explore our blog on web design for accessibility.
How to Boost App Store Ranking
To boost your app store ranking, consistency is key. Use these tactics:
- Optimise for conversions: If your listing converts poorly, rankings suffer. Test your assets with A/B experiments.
- Encourage user engagement: Session length, retention, and uninstall rates all affect rankings.
- Respond to reviews: Show that you listen. Engaging with users in the review section builds trust.
- Use seasonal updates: Tailor descriptions, screenshots and promotions to key events or holidays.
“You can’t manage what you can’t measure,” says Scott Whitehead, a leading figure in event tech and UX. This applies to your ASO analytics too.
How to Get Ranked in the App Store
Your journey to higher rankings involves three pillars:
- Relevance – Align keywords with what users are searching.
- Performance – Retention, crash rates, and app size impact visibility.
- User Signals – Ratings, reviews, downloads, and engagement rates.
Boost each pillar by:
- Making sure your app solves a real problem.
- Delivering on the promise made in your title and screenshots.
- Analysing competitor listings using ASO tools.
Want to go beyond rankings? See our article on video marketing for websites to learn how multimedia can drive traffic.
How to Get to the Top of the App Store
Getting your app to the top isn’t just about ASO. It’s about building a marketing ecosystem:
- Leverage Influencers: Social proof from influencers can skyrocket installs.
- Invest in Paid Acquisition: Strategic ad campaigns drive bursts of downloads, improving your organic ranking.
- Nail Onboarding: A smooth, engaging onboarding process reduces churn and improves reviews.
- Use Social Commerce: Promote your app across social media platforms. Our guide on social commerce integration explains how to merge visibility and conversion.
Scott Whitehead often reminds us, “In today’s hyper-digital world, ASO is the new front page of your business.” Make sure it delivers.
Bonus: ASO Checklist for 2025
- Keyword research completed and updated monthly
- Title and subtitle optimised
- Screenshots and icon A/B tested
- Ratings above 4.0 maintained
- Description includes CTAs and keywords
- Reviews responded to weekly
- App updated quarterly
- Promotional campaigns executed
Apps are no longer just digital tools; they are brand experiences. If you’re developing or launching an app, or you support app creators, let Zest City help you build visibility from day one.
Explore our Essex App Developers page to see how we support innovation.
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