ASO Blog

App Store Optimization (ASO): App Name And Keywords

Mon 6 Mar 2017, 2:52 PM - laurie

We had the great opportunity to contribute once again to Apptamin’s blog (app preview video company), hosted by Sylvain Gauchet. This guest post is a complete and up-to-date guide to iOS app name and keywords optimization. Find everything you need to know to master your Apple App Store keywords optimization and improve your discoverability. Learn effective strategies from data driven case studies.

Read the entire post on Apptamin’s blog.


Your app is live and available on the App Store. It is unique and looks great. You really believe in your app’s added value and can’t wait for users to discover it…

There’s just one problem: your app is invisible. It is lost in the App Store amongst other apps, which are stealing potential users away from you.

The competition is impressive. Today, there are over 2 million apps in the Apple App Store.

Did you know that the App Store is the first place where people come to download apps? Actually, over 65% of apps are discovered from a search on the App Store directly (this includes brand searches).

Given the amount of available apps and the importance of app discoverability, it is more than ever time to have a strong App Store Optimization (ASO) strategy.

ASO is like SEO but for mobile apps. It is the process of improving an app’s visibility in the app store through the optimization of a set of factors. By making your app more visible and appear at the top of the search results, you will naturally increase the number of your app users.

We will start by looking at the two most important components for an app’s discoverability: app name, and app keywords.

Find below everything you need to know to define your app name and keywords on the Apple App Store effectively (go here for Google Play Store tips).

This post will not only give you the best practices of keywords optimization, it will also illustrate concretely the positive effects of ASO on various apps and brands through data driven case studies.

Make sure to keep in mind that ASO and keywords optimization are not a one shot but rather an ongoing process. Your app keywords should be monitored and updated regularly for positive results.

1. The importance of the iOS app name

The App Store is a crowded marketplace, which makes it difficult for users to find what they’re looking for and challenging for app developers to get their apps discovered.

App Store Optimization (ASO) therefore plays a great role in terms of Users Acquisition, as shown on the Mobile Growth Stack from Andy Carvell (Phiture).

Image: The Mobile Growth Stack 2017

Keyword research is probably the most crucial part of ASO. The algorithm employed by the Apple App Store uses primarily keywords coming from the app title in order to rank apps for specific search queries.

The algorithm also takes keywords from the iTunes Connect Keyword Field (100 character keyword set) to index apps.

Image: iTunes Connect Keyword Field

Then, other elements (such as installs, conversion rates, reviews & ratings, etc.) are taken into account by the algorithm to make a proper ranking on apps targeting the same app store keywords.

In terms of keywords, the app name has the biggest weight. Your app name is also the first thing your potential users will see after your app icon. You therefore want to make it count!

Keep your app name under 50 characters

Since September 1, 2016, Apple has limited the app name to 50 characters, instead of 255 before.

While it is still technically possible to use over 50 characters, app store keywords past that limit don’t […]

Want to learn more? Read the rest of this post on Apptamin’s blog.

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App Store Optimization ("ASO") is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, or Windows Phone app) in an app store (such as iTunes or Google Play for Android). App Store Optimization is the mobile equivalent of Search engine optimization. Specifically, App Store Optimization includes the process of ranking highly in an app store's search results and top charts rankings. ASO marketers agree that ranking higher in search results and top charts rankings will drive more downloads for an app. - From Wikipedia, the free encyclopedia.