An Essential Guide to ASO: Vocabulary for Beginners

ASO (App Store Optimization)

  • means a set of procedures to work on the app page in a store. It can be either graphic optimization or text optimization. Graphic optimization increases conversion while text optimization influences app visibility. As part of the ASO process, you can change the app icon, add keywords to the title, subtitle, and description, or work on screenshots. Thanks to this, the app gets a higher ranking by keyword and by category. This is done to increase organic installs.


  • means the level of your ASO performance. It takes into account your app title, subtitle, description, reviews, and other parameters.


  • means an online store where you can download apps. Usually, it is App Store or Google Play. In fact, mobile apps can also be found on alternative platforms like Microsoft Store, Samsung Apps, Yandex.Store, Amazon, and so on.

App Store

  • means Apple’s store for iPhone, iPad, and Mac apps. It was launched back on July 11, 2008. This store is a stronghold for mobile app developers.

Google Play

  • means a store for apps (as well as games, movies, music, and books) created by Google for Android users. The store was launched on March 6, 2012. It is one of the major global-scale places to stack your apps. Google Play is the largest store by the number of users and apps.


  • means the highest position on charts or in search results on Google Play or in App Store by category and by keyword. If you make it to the top, you’ll usually experience a powerful boost of organic users. Apps that hit Top 1, Top 2, and Top 3 are seen by tens of thousands of users.


  • means the most important thing every app has, its name. As you name the boat, so shall it float after all. The app title character limit is 50 characters for Google Play and 30 characters for the App Store.


  • is a field with text that follows the title of a game or app.  It can be found in App Store only. 30 characters are available. The subtitle can contain both keywords that convey the app’s nature and a slogan or appeal to the user.

Short description

  • means a text that explains the app briefly. It is available on Google Play only. Up to 80 characters are available.


  • means a description of the product. The description character limit is 4,000 characters both on Google Play and in the App Store. Not indexed in the App Store.


  • means a square image specially designed for an app marketplace that is displayed on the app page, in the search results, and on the user’s device once the app is installed. The icon is virtually the image of your app. It should meet technical requirements, fit into the interface, and be memorable.


  • are app store images that show the essence of the app to the audience, in particular, what it is interesting or useful for, what functionality and modes it has, etc. You can upload up to eight screenshots to Google Play and up to five screenshots to App Store for each type of device.


  • means a video file that introduces the user to the interface and functionality of the app or shows the gameplay. It is placed in the header (at the top of the page) on Google Play or among screenshots in the App Store. A good video may help increase the number of installs.


  • mean words and phrases that users type in their search queries. If a person is looking for an app to order pizza with, they will search for “pizza” or “pizza delivery.”

Frequency (Search Volume)

  • means an indicator of how popular a keyword is.

Semantic core

  • means a total of keywords elaborated for a specific app.


  • means a log of changes; that is, a place where the latest app updates are displayed. In the stores, it represents the What’s New section.

Incentivized installs

  • mean a special type of promotion when real users download the app to receive a (monetary) reward. Incentive traffic may influence the growth of organic installs.


  • installs mean installs driven by banner ads and various online advertising.

Organic installs

  • installs from users who are looking for an app using search queries in store.


  • means a tooltip that appears under the store’s search bar when you start typing keywords in it. As a rule, the most popular phrases and words associated with a query are displayed on top.


  • means app sorting in the App Store and Google Play search results, which is influenced by many algorithms and factors.


  • means a team of editors decides what apps to display on the main page to draw users’ attention. Their main goal is to pick up apps and games that will be popular among users. Both stores have the guidelines to follow if you want your app to get featured.


  • means the percentage of users who perform a useful action. For example, they go from the store’s search results to the app page. Or they download the app once they read its description.

Promotion strategy

  • means a detailed action plan scheduled for a specific timeframe. The promotion strategy can include a number of various activities: working with paid traffic, optimizing text and graphics, seasonal activities on the occasion of global holidays. In this sense, the promotion strategy implies working with the calendar not to miss activities and plan events in advance.


  • shows if information regarding a query is useful. In the store, this is how well a keyword in the search query matches the given app. The relevance can be high and low.


  • means the way an app appears among the search results when searching by a specific keyword.

A/B testing

  • means a method of comparing two versions of one app page item. In this way, you can test the app title, icon, screenshots, videos, and descriptions to find out what option works better.


  • An in-app purchase or IAP is a subscription, extra content or feature in a mobile game or app, which may be offered for users to purchase after installation. You can promote your IAPs so they will appear on your product page and in search results by keywords. You can promote up to 20 in‑app purchases for each app. They, like the product page, need optimization for both graphics and text.
  • The in-app traffic is a click on given ads that are shown inside third-party apps. Usually, the user is offered a 5-30 second video, and the app store page opens by tapping on the pic. Installing the app after such a click is considered the desired action.

Search Visibility Index

  • This index shows how easy it is to find your app by keywords in the app store. The volume of organic traffic to a great extent depends on this index.

Keywords Intersection

  • Some of the indexed keywords by which you are ranking in the app store inevitably intersect with keywords from the competitors’ semantics. You can outrank your competitors by using data on what keywords they are ranking for.

Apple Search Ads

  • Apple Search Ads is an advertising tool for promoting apps in the App Store search. Under the name of some apps you can see the «ad» inscription. It means that this app uses Apple Search Ads, so it appears above the entire list of apps.

Retention rate

  • Retention rate shows the percentage of users who continue using your app — that’s your regular audience.

Conversion Rate

  • Conversion Rate is the percentage of targeted audience users, who performed the desired action (for example, purchased your product or service).

Conversion to installs

  • Conversion to installs is the ratio of the number of users who installed your app to the number of users who only viewed the app home page.

Conversion to purchase

  • Conversion to purchase is the ratio of the number of users who installed your app to the number of users who have made an in-app purchase.

Cost per install (CPI)

  • Cost per install (CPI) is the price the publisher pays for each install. In other words, it is the ratio of the advertising campaign budget to the total number of app installs to assess the return on investment.


  • Localization in ASO is a process of adapting all the information on the app home page to suit the local cultural lifestyle.
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