Mobile apps
ASO specialist: who are they and what do they do?
A mobile app may be user-friendly, useful, and technically sound, but users still won't find it. In the App Store and Google Play, apps compete for audience attention, search rankings, and installs. An ASO specialist is responsible for managing this visibility.
ASO (App Store Optimization): what is it and how does it work?
ASO (App Store Optimization) is the optimization of mobile apps to increase their visibility in the App Store and Google Play. It helps users find apps using relevant search queries and increases the likelihood of installing them after viewing the app's product page.
The best ASO tools for 2026
Mobile app promotion begins long before the first installs. Users search the App Store and Google Play daily for games, financial services, planners, photo editors, and other apps. To rank for relevant search queries, developers need to understand keywords, competitors, metadata, and app design.
Mobile app advertising channels
A user might see an app ad in Google search, the Facebook feed, a short TikTok video, or directly in the App Store. Each channel attracts audiences with different interests and readiness to install the product. Therefore, the number of downloads alone tells little about the effectiveness of an advertising campaign.
How to find keywords for ASO?
Every day, people search for apps in the App Store and Google Play using names, features, and problems they want to solve. To appear in those search results, an app needs search terms that match its features and the interests of its target audience.
ASO app audit: what to check?
A mobile app can operate without technical errors, receive good reviews, and still lose organic installs. Users stop finding it for relevant queries, competitors gain more prominent positions, and visitors to the app page click the install button less frequently.
How to promote a mobile app: methods and plan
Developing an app and attracting users are two different tasks. Even a useful product with a user-friendly interface can remain unnoticed for a long time if the potential audience is unaware of its existence. To attract installs, the developer must manage in-store search, advertising, content, and user recommendations.
Mobile app promotion tools
After an app is published in the App Store or Google Play, users rarely discover it themselves. Hundreds of competitors are already operating in popular categories, ad placements take up a significant portion of search results, and the decision to install it takes a few seconds. Even a high-quality product can remain unnoticed for a long time without proper promotion.
ASO and SEO: what's the difference?
A company's website may rank highly in Google, while its mobile app remains virtually invisible in the App Store and Google Play. This often stems from the differences between SEO and ASO—two approaches to search engine optimization that operate according to their own rules.