Glossary/Mobile & App Marketing/App Store Optimization (ASO)
Mobile & App Marketing
App Store Optimization (ASO)
Improving an app's store listing, including title, keywords, screenshots, and ratings, to rank higher and convert more visitors into installs.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
App store optimization (ASO) is the process of improving an app's listing in stores like Apple's App Store and Google Play to rank higher in search and convert more visitors into installs. It covers the title, keywords, description, icon, screenshots, preview videos, and ratings. ASO drives organic downloads and lowers reliance on paid acquisition.