Trends, Standards, and Predictions for App Store Optimization in 2022

What is optimization for the app store?

ASO (App Store Optimization) is a constant and intricate process of enhancing a mobile app’s visibility in the App Store and Google Play stores and maximizing the conversion of page visits or application cards in search to installs for all types of traffic sources, another frequently used term is mobile app development which could be pointing towards Appstore or play store.

The objectives of this activity are:

Enhancing the impressions to install conversion rate; increasing the visibility of your app listing in the top app stores.

Since ASO, among other things, encourages free downloads, mobile app optimization and optimized app listings often assist app producers in conserving marketing funds. The following components for app optimization can be found on each product page for a mobile app in the App Store:

Name of the app 




Reviews and ratings

App store purchases

previewed apps

How Important Is ASO?

Mobile app sales increased to $693 billion in 2021 from $581.9 billion in 2020, according to Statista, and are expected to keep rising which also means a rise in roles for mobile application development.

Understanding the most recent ASO trends and app industry benchmarks becomes more than just a competitive advantage in the context of the new reality that ruled in 2021 and involved the evolution of mobile marketing; rather, it becomes a necessity.

What makes supporting ASO so crucial?

Increasing the likelihood that applications will be spotted among many rivals.

Increasing the application’s profitability and conversion rates.

Maintaining and enhancing the application’s prior success requires tracking and changing pertinent inquiries often.

The most popular technique for discovering new programs is App Store Search, which is used by 70% of mobile users. Many, if not all mobile application development agencies are aware of this technique. 

ASO Strategy Building Blocks

Remember that ASO has two main parts before you begin incorporating it into your app store marketing strategy:

  • keyword improvement
  • Product page optimization in the app store.

Unfortunately, a large number of publishers only see ASO as a keyword optimization technique. App store keywords are crucial for an app’s discoverability, yet the strategy described above is seriously misleading. Nothing makes sense if people don’t download your app, after all.

In addition to optimizing metadata with keyword-rich content, you should also do so for product page features like images, icons, and video previews. These images could eventually be the deciding factor for someone to download your app.

App Keywords

Keywords should be appropriate for your app and strike a reasonable balance between popularity and difficulty (it’s fine to raise the popularity bar after your app receives its initial boost). You can find high-quality keywords by looking at the titles and descriptions of top-ranking competitors’ apps, mining reviews, looking at related posts on social media, using an online thesaurus, or using ASO tools and services like Google Keyword Planner, Google Trends, Keyword Suggestions, and Keyword Tool.

Application Title and Subtitle

Given that the keywords in the title have the most weight, make it distinctive, illustrative, and pronounceable while also including a few keywords for the app store search engine. Remember that improving your app’s subtitle follows the same recommended practices for app search optimization. Never go overboard, though!

App Description

The app description is the text that people are most likely to read (at least the first 252 characters of it), so if you have anything positive to say about your app, say it there. Keep the content brief (most people won’t scroll past the “read more” button), include a call to action and connections to your app’s social media pages, and mention all the most crucial updates and features. Use SplitMetrics A/B testing to determine which version will be scrolled to the end and clicked on most frequently if you have created numerous versions and are having trouble choosing between them.

App Metadata

Check to see if there are any missing or irrelevant or excessive details about your app. When in doubt, consult the Google Play Store requirements or the App Store review guidelines.

App Icon

Investing in a good icon pays you 100% and more, so keep it straightforward and let the visuals do the talking. Of course, there are a lot of details to consider, such as color associations, background gradients, the subtleties of using borders, and the selection of design components. Through A/B testing, these can be discovered. You can find a complete list of the components to examine in SplitMetrics’ guide to optimizing app icons. Guide to App Store Icons: Requirements, Best Practices, and Tips have more information.

App Screenshots

Create a narrative for your app and use screenshots to convey it. To clarify your message, add a brief explanatory paragraph at the top or bottom of the page. Although it’s a good idea to use every screenshot slot, most users only opt to use the second one.

Preview Video

The better, the shorter. You have only around 10 seconds to capture consumers’ attention, so emphasize only your app’s best features. Be cautious; the app page’s video app preview is one of the trickiest components and should be tested first.

Ratings and Apps Reviews 

People are not always lavish in their praise, even when you offer a high-caliber product. You’ll undoubtedly receive more favorable ratings if you ask your users to rate you at the appropriate time (for example, after the conclusion of a mission that has been performed satisfactorily). In a similar manner, you might incorporate an interim form to get feedback from the unhappy and lessen bad references.

These are the primary phases of app store optimization.

Stage 1: Text metadata optimization 

  • Competitor research
  • Gathering the semantic core
  • Creating the metadata
  • Measuring performance 
  • Working iteratively, and developing growth assumptions

Step 2: Metadata Optimization for graphics:

  • Analyzing competitors, 
  • Creating and prioritizing hypotheses, 
  • Creating creatives (such as icons, images, banners, and video previews) 
  • Testing hypotheses
  • Monitoring performance, and repeating the cycle of steps are all steps in the process of optimizing graphic metadata.

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