Manual App Store Optimization (ASO)

App Store Optimization (ASO) is the process of improving an app’s visibility and conversion rate in app stores like Google Play and the Apple App Store. While automated tools can help, manual ASO remains a crucial strategy for fine-tuning app performance.

Why Manual ASO Matters

Automated ASO tools can save time, but manual optimization ensures:
✅ Better keyword research (identifying long-tail and high-intent keywords)
✅ More compelling creatives (icons, screenshots, videos)
✅ Higher conversion rates (optimized descriptions and localized content)
✅ Improved user reviews & ratings (direct engagement with feedback)

Step-by-Step Manual ASO Process

1. Keyword Research & Optimization

Goal: Rank for relevant search terms.

How to Do It Manually:

• Check Competitors: Look at top-ranking apps in your niche and note their keywords.

• Use App Store Search Suggestions: Type related terms in the search bar to see autocomplete suggestions.

• Prioritize Long-Tail Keywords (e.g., “fitness tracker for women” instead of just “fitness app”).

• Include Keywords in:

  • App Title (most important)

  • Subtitle (Apple App Store)

  • Short & Long Description

  • In-App Purchase Names

2. Optimize Your App Title & Subtitle

• Apple App Store: Use a short, keyword-rich title (≤ 30 chars) + a descriptive subtitle.

  • Example: “Calm: Sleep & Meditation”

• Google Play: You can use a longer title (≤ 50 chars).

  • Example: “Headspace: Meditation & Sleep App”

3. Write a High-Converting Description

• First 3 Lines (Above the “Read More” fold) = Most Critical

  • Highlight key features, benefits, and USPs.

  • Use bullet points for readability.

• Include Keywords Naturally (avoid stuffing).

• Add Social Proof: Awards, press mentions, or user testimonials.

4. Improve Visual Assets (Screenshots, Icon, Video)

• App Icon: Simple, recognizable, and brand-aligned.

• Screenshots:

  • Showcase core features with captions.

  • Use A/B testing to determine the best-performing order.

• Preview Video (Apple) / Feature Graphic (Google Play):

  • Highlight key functionalities in the first 5 seconds.

5. Encourage Positive Ratings & Reviews

• Prompt Users at the Right Time (after they’ve used the app a few times).

• Respond to Reviews (especially negative ones to show engagement).

• Use In-App Surveys to gather feedback before asking for a store review.

6. Localize for Different Markets

• Translate title, description, and keywords for key regions.

• Adapt visuals to cultural preferences (e.g., colors, imagery).

7. Monitor & Iterate

• Track Rankings: Manually search for your keywords weekly.

• Analyze Competitors: See what’s working for them.

• Update Regularly: Refresh screenshots, descriptions, and keywords based on trends.

Manual ASO requires effort but delivers long-term organic growth. By focusing on keywords, creatives, and user engagement, you can significantly improve your app’s visibility and downloads without relying solely on paid ads.