Maximizing Organic Growth with App Store Optimization — Ariel Michaeli, Appfigures

On the podcast, Ariel dives into the fundamentals of ASO and how to research and optimize keywords. He also explains why ratings matter much more than reviews, and why you should never, ever duplicate keywords.

Top Takeaways:

🔍 It’s not that it’s hard to get discovered with ASO — it’s that it’s hard to get discovered without doing enough ASO. Expect to spend more time exploring on the front-end, but this isn’t a “set it and forget it” strategy.

⭐ Make sure that you're optimizing for ratings: they are more impactful for discoverability than download numbers alone.

📛 When choosing an app name, make sure you put the most important keywords as early as possible.

📊 Don’t rely on intuition for your ASO strategy — always look at the data.

🔑 Spend as much time using the keywords as you do on finding them — beyond just in your text meta.

About Ariel Michaeli

👨‍💻 Founder and CEO of Appfigures.

💡 “If you only trust intuition, you probably won't see results.”

👋 LinkedIn

Links & Resources

‣ Check out Appfigures

‣ Appfigures’s Advanced ASO Secrets Guide

‣ Join Appfigures (they’re hiring!)

‣ Connect with Ariel on LinkedIn

‣ Which Keywords are Your Competitors Targeting?

Episode Highlights

[1:48] The A to Z of ASO: Should I care? they ask. Usually, it’s because they don’t know what ASO is. But it’s harder and harder to get found in the App Store, so you can’t deny the benefits.

[4:09] Black box optimization: ASO impacts both conversion and discovery, so how do you blend the two? Ariel suggests you forget about the algorithm, and focus on the people instead.

[5:52] ASO vs. SEO: So what is the difference? It’s hard to explain briefly. But you have much less control over ASO than SEO — it’s about limitations.

[9:16] Great expectations: It’s not hard to get discovered with ASO — it’s hard to get discovered without enough ASO. Understanding your app and core competitors is the foundation of changing how much impact your app makes.

[12:46] Artificial boosting: Why should older apps get more traction? The good news for new apps is that Apple has now leveled the playing field.

[18:10] ASO key factors: App name, subtitle and keywords all affect ASO. Get relevant, important keywords in as early as possible because that’s where the value is, says Ariel. Plus: Some live keyword help.

[27:24] Capture their attention: People have to understand what they’re looking at before they download an app. With apps for everything now, how do you stand out? Screenshots and video previews are the answer.

[31:35] Rate beats review: Apps with more ratings beat those with more downloads. Ratings feel more organic to users, so Apple — and its algorithm — factors this in.

[35:35] The ultimate sin: Keyword duplication is the biggest no-no. But other common ASO mistakes include ignoring popularity scores, trusting your instincts, and failing to utilize app names for keywords. (Cleaner isn’t always better where it really matters: downloads.)

[39:12] Competitive focus: With some niches, like games, up to two keywords matter. Category rookies and those in highly competitive environments should be focused. Those with more ratings and downloads should angle for other keyword combos.

[43:59] Do your research: You need to look at the data to see what keywords really matter for your app. It helps to check competitor reviews.

[49:32] Paid marketing: Number of ratings, especially on Google Play, really matters. When people don’t download, it signals no one wants it. Expect Apple to follow suit.

[51:08] Secondary ASO localizations: Apple uses English localization for keywords, but — in the U.S. — Spanish too. Use both, and you’ve got twice the keywords. Russia and other countries are on the way too, which means you can duplicate between sets (even if not within them).