ASO Best Practices Have Evolved in 2018 App Store Optimization (ASO) is the SEO of apps. It’s crucial for aiding in Breakdown of ASO Updates discovery — driving traffic to your app store page — and conversion — iOS, US, 2018 convincing those users to download your app. ASO is the cornerstone of a complete User Acquisition (UA) strategy comprised of paid and organic marketing. On the iOS App Store, 65% of downloads come from organic search. 46% 24% In 2018, changes to app description were the most common form of ASO updates at 46% of updates, down from 49% in 2017. Icon updates represented the second most frequent ASO at 30%, up from 24% in 2017. However, app name updates occurred 3 percentage points less frequently in 2018 versus 2017. These trends hold across both games and non-gaming apps in the US. In addition to these updates, publishers 30% can leverage updates to screenshots, videos, keyword bank (on iOS) and promotional text (on iOS). Topical events — such as Black Friday or Singles Day, Back-to-School, tentpole sporting events like the World Cup or high-profile app (or app feature) launches represent strategic opportunities for updating ASO to capitalize on traffic. Description Changed Icon Changed Name Changed 58 COPYRIGHT 2019