What is App Store Optimization (ASO)?
App Store Optimization is the process of improving your app's visibility within app stores - primarily the Apple App Store and Google Play Store. Think of it as SEO for mobile apps. The goal is to rank higher in app store search results and category charts, ultimately driving more organic downloads.
ASO encompasses everything from your app's name and keywords to its visual assets, ratings, and download velocity. Unlike traditional marketing, ASO focuses specifically on the app store ecosystem, where users are already in a download mindset.
According to Apple, 70% of App Store visitors use search to find apps, and 65% of downloads happen directly after a search. This makes ASO critical for organic growth.
The ASO Advantage
- High-intent users: People searching in app stores are ready to download
- Compounding returns: Better rankings lead to more downloads, which improve rankings further
- Free traffic: Once optimized, organic downloads cost nothing
- Global reach: App stores serve billions of users worldwide
The ASO Challenge
- Highly competitive: Millions of apps compete for limited visibility
- Platform dependent: Algorithm changes can impact rankings overnight
- Slow to show results: Meaningful improvements typically take 3-6 months
- Requires ongoing effort: Rankings decay without continuous optimization
Key ASO Ranking Factors
Understanding what influences app store rankings is essential for effective ASO. While the exact algorithms are proprietary, extensive testing has revealed the most impactful factors.
On-Metadata Factors (You Control)
App Name/Title
The single most important ranking factor. Include your primary keyword naturally in your app name. You have 30 characters on iOS and 50 on Google Play - use them wisely.
Subtitle (iOS) / Short Description (Google Play)
Your second chance to include keywords. iOS gives you 30 characters for a subtitle; Google Play allows 80 characters for a short description. Focus on benefits and secondary keywords.
Keyword Field (iOS Only)
Apple provides a hidden 100-character keyword field. Separate keywords with commas, don't repeat words from your title, and avoid spaces. This is prime real estate for long-tail keywords.
Long Description
While less impactful for iOS (Apple claims it doesn't affect rankings), Google Play heavily indexes your full description. Include keywords naturally throughout, focusing on the first 250 characters.
Off-Metadata Factors (Harder to Control)
Ratings and Reviews
Both quantity and quality matter. Apps with higher ratings rank better and convert more visitors to downloads. Aim for 4.5+ stars and actively respond to reviews.
Download Volume and Velocity
The number of downloads - and how quickly they come - signals popularity to the algorithm. This creates a "rich get richer" dynamic that makes initial traction crucial.
Engagement Metrics
Retention rate, session length, and uninstall rate all influence rankings. Apps that keep users engaged get promoted; apps with high churn get demoted.
Update Frequency
Regular updates signal an active, supported app. Both stores favor apps that show consistent improvement and maintenance.
iOS App Store vs Google Play: ASO Differences
While the core principles are similar, each platform has unique characteristics that require tailored strategies.
| Factor | iOS App Store | Google Play Store |
|---|---|---|
| App Name Length | 30 characters | 50 characters |
| Subtitle/Short Desc | 30 characters (Subtitle) | 80 characters (Short Description) |
| Keyword Field | 100 characters (hidden) | None (uses description) |
| Description Impact | Minimal for rankings | Heavily indexed |
| Screenshots | Up to 10 | Up to 8 |
| Video | App Preview (30 sec) | Promo Video (YouTube) |
| Review Process | Manual (1-3 days) | Mostly automated (hours) |
| A/B Testing | Product Page Optimization | Store Listing Experiments |
For iOS, nail your keywords in the title, subtitle, and keyword field. For Google Play, focus on natural keyword inclusion throughout your entire description, especially the first 250 characters.
Directory Listing Overview
Directory listings represent a fundamentally different approach to visibility. Instead of optimizing for app store algorithms, you're placing your app in curated collections and discovery platforms across the web.
What Are App Directories?
App directories are websites and platforms that aggregate, categorize, and promote applications. Unlike app stores, these platforms exist outside the iOS/Android ecosystem and reach users through web search, social sharing, and community engagement.
Types of App Directories
Launch Platforms
Sites like Product Hunt, BetaList, and Launching Next focus on new product discovery. They provide exposure to early adopters and tech enthusiasts who love trying new apps.
Alternative Databases
Platforms like AlternativeTo and SaaSHub help users find alternatives to existing apps. Getting listed here captures users actively looking for solutions like yours.
Review Aggregators
G2, Capterra, and GetApp collect user reviews and create comparison content. These sites rank highly in Google and influence enterprise purchasing decisions.
Niche Directories
Industry-specific directories (AI tools, productivity apps, developer tools) attract highly targeted audiences interested in your specific category.
The Directory Advantage
- SEO benefits: Backlinks from high-authority directories improve your website's search rankings
- Web discovery: Reach users who search Google before visiting app stores
- Faster results: Listings can drive traffic within days or weeks
- Diversified traffic: Reduce dependence on app store algorithms
- Social proof: Being featured on multiple platforms builds credibility
The Directory Challenge
- One-time impact: Most directory traffic comes in a burst, then declines
- Lower intent: Users aren't necessarily ready to download immediately
- Time investment: Creating quality listings for 50+ directories takes effort
- Variable quality: Not all directories deliver meaningful traffic
ASO vs Directory Listing: Detailed Comparison
This comprehensive comparison helps you understand the tradeoffs between both strategies.
| Factor | ASO | Directory Listing |
|---|---|---|
| Primary Platform | iOS App Store, Google Play | Web-based platforms, Google search |
| Time to Results | 3-6 months for meaningful impact | 2-4 weeks for initial traffic |
| Ongoing Effort | Continuous optimization required | Initial setup, occasional updates |
| SEO Impact | None (app store only) | High (backlinks improve web rankings) |
| Cost | Free to start, tools cost $50-500/mo | Many free options, premium $10-100 each |
| Control Level | Limited by platform guidelines | More flexibility in messaging |
| User Intent | Very high (ready to download) | Medium (researching options) |
| Traffic Pattern | Steady, compounding over time | Spiky, burst at launch then tails off |
| Competitive Moat | Difficult to displace once ranked | Easy for competitors to replicate |
| Best For | Long-term organic growth | Launch momentum, SEO, brand awareness |
ASO Strengths
- Captures high-intent downloaders
- Compounds over time
- Free ongoing traffic
- Global reach
- Creates competitive moat
Directory Strengths
- Faster initial results
- SEO backlink benefits
- Diversified traffic sources
- Lower ongoing maintenance
- Reaches web-first users
When to Focus on ASO vs Directories
The right strategy depends on your app type, stage, and goals. Here's guidance for different scenarios.
Prioritize ASO When:
You're a Consumer Mobile App
If your primary product is a mobile app (games, utilities, social apps), most of your users will discover you through app store search. ASO should be your foundation.
You Have a Longer Time Horizon
ASO takes months to show results but creates sustainable, compounding growth. If you can invest for the long term, prioritize it.
Your Keywords Have High Search Volume
Use tools like App Annie, Sensor Tower, or AppTweak to check keyword search volumes. If users are actively searching for your category, ASO captures that demand.
You're in a Less Competitive Niche
In crowded categories like "photo editor" or "fitness tracker," ASO is a long, expensive battle. In smaller niches, you can rank faster with solid optimization.
Prioritize Directories When:
You're a SaaS with Web + Mobile
If your app is part of a broader SaaS product, directory listings drive traffic to your website where users can learn more before downloading the app.
You're Launching Soon
Directories provide faster initial traction. Use them to build momentum that feeds your ASO efforts (more downloads improve app store rankings).
You Need Backlinks for SEO
If web search is important to your business, directory backlinks strengthen your domain authority. This is especially valuable for B2B apps.
You're Targeting Early Adopters
Platforms like Product Hunt and BetaList attract users who love trying new apps. If early adopter feedback is valuable, prioritize these launches.
Your App Store Competition is Brutal
If ranking for your target keywords seems nearly impossible, directories offer an alternative path to visibility while you build app store credibility.
The Combined Strategy Approach
The most successful apps don't choose between ASO and directories - they leverage both strategically. Here's how to combine them effectively.
Phase 1: Pre-Launch (2-4 Weeks Before)
- Complete ASO foundations: Optimize your app name, screenshots, and descriptions before launch
- Prepare directory assets: Create compelling descriptions, gather screenshots, and write your story
- Schedule directory submissions: Plan your Product Hunt launch, BetaList submission, and other directory listings
- Set up tracking: Implement analytics to measure traffic from each source
Phase 2: Launch Week
- Submit to launch platforms: Product Hunt, BetaList, Launching Next
- Monitor and engage: Respond to comments and questions on launch platforms
- Capture the spike: Directory traffic boosts your app store download velocity, improving rankings
- Encourage reviews: Ask early users from directories to leave app store reviews
Phase 3: Post-Launch (Ongoing)
- Systematic directory submissions: Continue adding listings to 50-100 directories over 1-2 months
- ASO iteration: Use early data to refine keywords, test screenshots, and improve conversion
- Review management: Actively solicit and respond to reviews in both app stores and directories
- Content creation: Build comparison pages that rank in Google and link to your app store listings
The Flywheel Effect
When done well, directories and ASO create a flywheel:
Time your biggest directory launches (Product Hunt) to coincide with app store feature attempts. The combined traffic spike can help you break into category charts, which creates additional visibility.
App-Specific Directories
These directories are particularly valuable for mobile apps and software products.
| Directory | DA | Type | Link | Best For |
|---|---|---|---|---|
| Product Hunt | 91 | Free | Nofollow | Launch day exposure, early adopters |
| AlternativeTo | 83 | Free | Dofollow | Positioning against competitors |
| G2 | 91 | Free | Nofollow | B2B apps, enterprise credibility |
| Capterra | 91 | Free | Nofollow | Software comparison traffic |
| AppSumo | 72 | Revenue Share | Dofollow | Lifetime deal launches, rapid revenue |
| SaaSHub | 58 | Free | Dofollow | SaaS discovery, alternative searches |
| GetApp | 76 | Free | Nofollow | Software reviews, lead generation |
| Slant | 64 | Free | Dofollow | Community recommendations |
| BetaList | 57 | Freemium | Dofollow | Beta launches, early signups |
| AppRater | 42 | Free | Dofollow | Mobile app reviews |
Niche App Directories by Category
AI and Machine Learning Apps
- There's An AI For That - The largest AI tool directory
- AI Tool Directory - Curated AI applications
- Future Tools - AI tools with video reviews
Developer Tools
- DevHunt - Product Hunt for developer tools
- StackShare - Tech stack discovery
- LibHunt - Library and tool discovery
Productivity Apps
- Productivity Directory - Curated productivity tools
- Notion Template Gallery - For Notion-related apps
- Remote Tools - Remote work software
Design Tools
- Evernote Design - Design resource collection
- UX Tools - UX and design software
- Muzli - Design inspiration and tools
Measuring Success for Both Channels
Different metrics matter for ASO versus directory performance. Track both to optimize your overall strategy.
ASO Metrics to Track
Visibility Metrics
- Keyword rankings: Position for target keywords over time
- Keyword coverage: Number of keywords you rank for
- Category ranking: Position in relevant category charts
- Impressions: How often your app appears in search results
Conversion Metrics
- Tap-through rate: Impressions to product page views
- Conversion rate: Product page views to downloads
- Organic downloads: Downloads from app store search
Quality Metrics
- Average rating: Star rating over time
- Review velocity: New reviews per week/month
- Retention rate: Users who keep the app installed
Directory Metrics to Track
Traffic Metrics
- Referral visits: Traffic from each directory
- Page views: Directory profile views (when available)
- Click-through rate: Profile views to website/app store visits
Conversion Metrics
- Sign-ups: Email captures from directory traffic
- App downloads: Attributed downloads (via UTM tracking)
- Trial starts: Users beginning free trials
SEO Metrics
- Backlinks acquired: Dofollow links from directories
- Domain authority change: Impact on overall DA
- Referral domain diversity: Number of unique referring domains
Attribution Best Practices
For mobile apps, consider using deep linking platforms like Branch.io or AppsFlyer to track which directory drove each install. This gives you much better attribution than UTM parameters alone.
Calculating Combined ROI
To understand the true value of each channel, calculate customer acquisition cost (CAC) for both:
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