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Your app is live and available on the Apple App Store. It is unique and looks great. One problem: your app is invisible in the search results, lost amongst other apps stealing away potential users from you.

Today, the competition is more impressive than ever before. There are about 2 million apps in the App Store. We can fairly say that there exists “an app for everything and everyone”.

If the total number of apps in the App Store has declined over the past couple of years (due to new requirements and OS compatibility standards), the quality of apps in the store has gone up drastically, which makes it even harder to stand out.

Yet, if your app offers something new and disruptive or solves a problem in a clear and meaningful way, you’re probably on the right path to success.

What matters now is to build a strong app marketing strategy and put together relevant promotional initiatives.

Did you know that the App Store remains the first place where people come to download apps? Actually, about 70% of app store visitors use search to find new apps and over 65% of apps are downloaded directly after a search in the store (this includes brand search).

If you’re reading this post, you probably have heard about App Store Optimization (ASO) and the benefits of keyword optimization.

ASO is like SEO but for mobile apps. It is the process of improving an app’s visibility in the app stores through the optimization of a set of various factors influencing the store ranking algorithm.

Given the high level of competition and the importance of app discoverability, ASO should have a prominent focus in your mobile growth stack, as part of your acquisition and conversion tools.

By making your app more visible and appear at the top of the search results (top 10 at least), you will naturally increase the number of your app users and grow your users base in a cost-effective way.

We will start by looking at the three most important components for an app’s discoverability in the Apple App Store: app name, app subtitle and app keywords.

Keep reading to discover everything you need to know in order to create your app name and select your keywords in the App Store effectively (go here for Google Play Store tips).

This post will not only give you the best practices of keywords optimization, it will also illustrate the positive effects of ASO on various apps and brands through datadriven case studies.

Keep in mind that ASO and keyword optimization are not a one-shot but rather an ongoing process. Your app keywords should be monitored and iterated regularly for the best results.

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