什么是应用商店优化 (ASO)？

ASO​‍​‌‍​‍‌ stands for App Store Optimization and is a set of strategic actions aimed at increasing an app’s exposure and conversion rate in the App Store and Google Play. Beyond simply placing the right keywords, it considers metadata, visuals, and performance signals that determine whether and how many people will click on your app listing. Both platforms consider relevance and user satisfaction crucial in their ranking factors.

ASO 由七个要素组成：关键词研究、元数据优化、图像优化、评分/评论管理、内容翻译、A/B 测试和性能监控。

The main determinants of ASO ranking and turning visitors into customers are: the keyword and metadata combination, ratings and interactions, and visual appeal and assets.

1. Keywords

One key element that helps search indexing is keywords. Keywords in your title help app stores match a listing to relevant queries; in most cases, the title is the most important ranking factor on both platforms.

Each store establishes its own character limit:

2. Ratings, reviews, and engagement

除了“星级”数量和评论性质等质量因素外，商店还非常依赖能反映产品本身的用户参与度（即下载量、留存率、用户满意度）。正面评论对于建立消费者信心大有裨益，而低评分不仅会影响您的排名，还会影响下载量。管理评论的方法包括使用应用内提示、及时解决软件缺陷、避免虚假评论以及杜绝通过激励措施获取评分。

3. Visual assets (icons, screenshots, videos)

Visual content conversion processes: they enable users to understand an app’s features; their influence often differs from text. For example, Apple permits 10 screenshots and 3 videos; Google’s app store allows 8 screenshots, one promo video, and a feature graphic.

Average conversion uplift by asset type:

ASO: app store descriptions, screenshots, and other features for users to download/learn more. Search Engine Optimization (SEO) can influence the presentation of web pages and websites, which may affect visitors’ decisions regarding app engagement. Their interaction does not involve competition; rather, it indicates a complementary arrangement.

ASO success depends on consistently monitoring visibility, conversion, and quality factors.

Core KPIs to track:

•     Installs by keyword and keyword positions
•     Conversion rate and organic installs
•     Retention and keyword ranking by country
•     Search visibility score
•     App ratings and keyword difficulty/popularity

Using benchmarks (25% average App Store conversion rate and 27.3% average Google Play conversion rate in the US for 2024) as a reference for performance will show where the app stands in the market. Whether rankings, conversion performance, user ratings, or total installed applications are established metrics, a strategic evaluation is considered.

ASO’s target attainment can be affected by the timing or platform of tactic application, rather than the tactics themselves.

•     Viewing ASO as a singular configuration, distinct from an ongoing, iterative procedure
•     Using one undifferentiated strategy for both Apple and Google instead of platform-specific approaches
•     The use of multiple instances of keywords within metadata fields
•     Changing multiple variables at once instead of running isolated tests
•     Factors such as artificial or compensated reviews have been observed to influence platform listing adjustments and public perception variations