Brand positioning is continually changing as the digital world continues to evolve. With more than 3.8 billion smartphone users worldwide, it’s no wonder that the mobile app industry is booming. App usage and smartphone dominance are still growing without any signs of slowing down in the foreseeable future.

Why Mobile Apps?

App developers are forecasting that smartphone applications will raise over $935 billion ROI by 2023 as there are currently more than 2.87 million applications on the Google Play Store.

On the other hand, there are 1.96 million applications available for download from the App Store.

Developing or improving your mobile app is improving your businesses.

It is a high-time for businesses to capitalize on mobile apps. For those who just moved their business online, it is best to invest in your brand’s app as early as now, so you can immediately establish good traffic that converts at the onset of your eCommerce journey.

You need to get users to download your app and use it alongside visiting your website. It’s one of the digital marketing strategies that are sure to bring conversions to your business in no time. It is why mobile apps are better than web apps.

Discovering App Store Optimization for Brand Positioning


App Store Optimization (ASO) works similar to SEO (Search Engine Optimization) and SMO (Social Media Optimization).

ASO is optimization for mobile apps and games to increase the app’s visibility and conversion rate (app installations or updates) on the app stores.

“App Store SEO,” as called by most, is not only about traffic. It’s also about conversions.

As the number of website visits and app downloads increases, the number of active users also increases – it boosts monetization outcomes for the app or the game.

The first step of maximizing your downloads is to make your app easily discoverable by the right users.

How can you do that?

To increase the organic growth of your mobile app, you should first understand how people are looking for and discovering apps.People typically search for mobile apps in app stores like Google Play Store and Apple App Store. Approximately 70% of mobile phone users use search to discover new apps. Additionally, 65% of all downloads occur after a search.



Most people discover new apps through app store search, making App Store Optimization vital to your app’s success.

Moreso, the search ranking position of an app directly correlates with the number of downloads. The higher your app ranks in the search results, the more relevant it appears to users.

Higher ranking apps also get more downloads as users usually don’t browse into every search result but rather look at the first five or so. That’s why earning a top ranking is key to the success of the app.

Without App Store Optimization, you miss out on the most extensive marketing channel for mobile apps and games.


Brand Positioning Strategies for the Stores

Google Play Store and Apple Store are the leading sources for mobile apps and gaming.

Google Play has more downloads and is growing at a higher rate than Apple App Store, although both stores saw an increase in the percentage of downloads from 2019 to 2020.

In addition, there is another source for mobile apps that are growing at a staggering rate as well, Amazon Underground Appstore. The Amazon Underground Appstore for Android is an app store for the Android OS operated by

Let us look at these three mobile app stores and see how you can successfully do brand positioning through mobile apps.


Google Play Store

How does your app rate high in Google Play? There are specific approaches to get higher rankings, from your app’s name, title, etc., all of which can be optimized.

Google Play Store ranking algorithm monitors the app’s rating, the number of reviews or ratings, downloads, increase in downloads every 30 days, app usage frequency, uninstalls, keyword density, social mentions, and even backlinks.

Here are some strategies you can use to increase your ASO ranking and improve brand awareness and positioning in the Google Play Store.


Target Market and Keyword Research

Identify who is your ideal customer and what market niche you target – focus on your target market to optimize all your digital marketing efforts and gain more profit.

Market research is essential – you need to understand the key terms and lingo used by your audience. If you are trying to target teens with your apps, then you need to use language that is more natural for them.

What made them download your app? Knowing what appealed to your market and making them convert (or install) is integral to developing your app to get more leads and conversions.

You need to optimize the content you use in search engine rankings as keyword optimization increases visibility on the Google Play Store – it is hard to market a product without effective keywording successfully.

Use long-tail keywords if you are launching because they are easier to rank for and usually researched by those close to converting. Since it has less competition, it will show up faster than other apps or games.


A/B testing

Using A/B testing helps you to better gauge which of the optimization strategies brings results.

Before finalizing any changes in graphics, icons, screenshots, and the like, try to do A/B testing on a sample percentage of your users and get insights from both metrics and feedback you get from the experiment.

Google has an A/B testing tool integrated into the Google Play Console, so it’s easy to conduct store listing experiments whenever you want to optimize your app and improve branding.

Page Optimization 

An ASO-optimized Play Store listing can increase app rankings and enhance app installs. Google Play Store Optimization also makes the app rank higher in Google search results (App Packs). Let’s look at the structure of a great Google Play Store listing.

  • URL / package: keywords included in the domain or URL for app search.

  • Developer name: can boost app rank in search results, especially if it’s a trusted developer. Google prioritizes apps from trusted developers with a positive history.

  • Title: your brand name needs to be 50 characters. Use one that’s easy to recall and contains your main keyword with your brand name.

  • Short Description: has a strong impact on your app’s ASO ranking, keywords rankings, and conversion rate. You can include up to 80 characters in your short description, which is expandable if users want to learn more.

  • Description: it is an On-Metadata factor that affects Search and Conversion. You need to include all the app keywords with a compelling CTA (Call to Action).

  • Icon: it is the first visual contact you have with your users, so have a well-designed icon. It needs to be unique, striking, and definitely appealing because users see your icon and the actual search result in Google Play Store.

  • Feature Graphic: the Google Play feature graphics shown before your screenshots if you have a video that significantly affects your app’s Conversion Rate Optimization (CRO).

  • Screenshots: The icon and the screenshots do not affect the search algorithms, but they impact the install rate. Screenshots demonstrate how your app or game looks from the inside. To ensure that the users like what they see, they need to catch their attention in the first screenshot.

Monitoring and Tracking

You should track your app weekly, check the install volume, both paid and unpaid, rankings of keywords, ratings, reviews, etc. and adjust your ASO strategies, such as removing or editing keywords that do not perform.

Track customer feedback to get insight into the UX (User Experience) of your apps, which is also essential in ASO ranking, just like in SEO. In Google Play, you can communicate with your users, which means you can respond to feedback quickly, whether positive or a complaint.

Don’t ignore complaints because they can help you improve your app and product, thus better positioning your brand to your target market. Always respond quickly and positively, so you can build trust in your app and improve your app’s brand positioning.


Drive App Engagements in Reviews

Developers should respond to any review in the shortest time possible.  If users took the time to leave a message, it should be recognized – thank them for their support, point out the shortcomings, and use the feedback for future action.

Reviews will improve engagement, create confidence, and reinforce your brand. Your response is an excellent opportunity to start a conversation about your app.

Keep in mind that you represent your brand, so you should keep a positive attitude and always assure your users you want to make their experience better.


iOS App Store


Searching plays a significant role in the way that consumers discover and download content on the App Store – help users to quickly locate and download your app and in-app purchases and learn how to optimize your search result rating.

The App Store offers convenient access to software, games and content. Search results contain developers, in-app purchases, categories, editorial articles, and the like. Moreover, apps are shown in the search results with the app name, icon, and subtitle.

Depending on the platform and image orientation, a single rating and three screenshots or app previews are displayed.


Select Accurate Keywords 

You will be limited to 100 characters, so being concise is crucial. Although spaces cannot be used before or after commas to separate words, you may use spaces to separate words within keywords. For instance, “Software,Buy Online,Europe.”

Choose keywords that your audience is searching for and give descriptions of your app’s features and functionality to increase the search results.

Consider the trade-off between less common words and fewer more common words. These terms might receive a lot of traffic, but it can become challenging to obtain the top spots. They push lower traffic, but less competitively.

App Store rejection may be caused by trademarks, celebrity names, or other protected terms and phrases. Usage of words not applicable to the app and use of competing app names are forbidden.

Using the # character is allowed only if it is part of your brand identity. Your app doesn’t impact the user’s experience in searching. However, your promotional text does not affect your app’s search ranking.


Create a Compelling App Name, Subtitle, and Description

Your app’s name and App Store description are vital to getting app visibility and downloads.

You can use only up to 30 characters for the app name. Pick a short, easy to spell, and unique app name that gives a good glimpse of what your app does.

You can use the subtitle to describe the meaning or purpose of your app – use phrases that show why users must pick your app.

Your product description should concentrate on your app’s unique features and functionality. You can include a brief statement of what the app does and add a thorough overview of the app’s key features.


Choose the Correct Primary Category for the App 

App categories help users discover new apps to meet their needs. The category you select is particularly important for your app’s discoverability on the App Store.

App Store features include appearing in the Apps or Games tab and being in the search results. Select the main category that is most relevant to your app. If your app is not related to your idea, it will be rejected.

Grow Your Apps’ Positive Ratings and Reviews

Ratings and feedback can affect your app ranking in search results and inspire users to engage with your app or even download immediately.

Ensure that the app is stable before you ask for reviews, and choose an appropriate time to ask. Keep an eye out for occasions when users are likely to feel good about using your app, like right after launching or releasing an update.

To promote user reviews on the Mac App Store, the SKStoreReviewController API is used. Users can issue ratings up to three times a year, in a structured prompt and request a review without leaving the app.

Ensure you have your support profile and contact info accessible on your app and app store product page as it will help minimize negative interactions and the likelihood of bad reviews.

Encourage In-App Upgrades and Purchases

In-app purchases show up in the App Store’s search results. It can be viewed when users click on your app, along with your app’s description, screenshots, and previews.

You can display a total of 20 items on your product page, where each item should have a unique display name, promotional image, and description.


Amazon Shopping and Amazon Underground

In the Amazon Underground app you can find paid games, freemium apps and products.

Amazon Underground’s potential to expand and even compete with the Google Play Store and Apple App Store is very strong.

Google Play Store forced the app store to rebrand their app entirely. Since Google does not allow competing for app stores in the Play Store, Amazon customers will have to download the Amazon Underground app directly from Amazon’s website.

All Amazon applications are shifted to the Amazon Underground app. The only addition is the software that is “actually free.” The Amazon app will also remain in the Play Store. Fire HD and Fire HDX customers get access to the redesigned Underground Store.

In addition, It is easy for developers to get started with Amazon Underground and even earn considerable profits from downloads.



App Store Optimization is a never-ending process, so keep trying new things and optimizing your app to keep it ranking.

Optimize marketing strategies like creating viral videos, blog content, or using influencer marketing to promote your brand and your app. Do not stop testing new ways in brand positioning strategies to stay on top of search rankings.

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