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APP STORE OPTIMIZATION AGENCY

Organic growth that lowers acquisition costs.

App Store Optimization management across iOS and Android, built for maximizing organic downloads and improving conversion rates.

App Store Optimization by PUBLICO

Organic Downloads

065%

Average  Position

1.420%
App Store
Google Play
Apple Search Ads
Google Ads
AppsFlyer
Adjust
Sensor Tower
AppTweak
Mixpanel
App Store
Google Play
Apple Search Ads
Google Ads
AppsFlyer
Adjust
Sensor Tower
AppTweak
Mixpanel
THE BASICS

What is ASO?

App Store Optimization (ASO) is the process of improving mobile app visibility within the App Store and Google Play to increase organic downloads.

The process involves optimizing keywords, titles, and descriptions, alongside improving visual assets like icons and screenshots to increase your conversion rate (CVR).


With proper management, ASO not only drives free traffic but also significantly lowers your user acquisition costs (CAC) for paid campaigns.

App Store keyword optimization and search visibility

Where Your App Appears Across the Stores:

Search ResultsHigh rankings when users search for relevant keywords.
Category RankingsProminent placement among top apps in your specific niche.
App Product PageThe destination where conversion-driven design turns visitors into users.
Discover & Today TabsFeature placements earned through strong performance metrics.
Web Search ResultsStore pages ranking organically on traditional search engines.
ASO SERVICES

App Store Optimization Services

Keyword Research

Identifying and integrating high-volume search terms with strong install intent.

Conversion Rate Optimization (CRO)

Restructuring your app page to maximize the percentage of visitors who download.

Icon, Screenshots & Video

Store creative designed by our studio to explain your app in seconds and highlight your strongest benefits.

Localization

Keyword research and store pages adapted culturally for each country and language, not just translated word for word.

Ratings & Reviews

Strategic review prompts and thoughtful replies managed within store policies to improve your app's reputation.

Competitor Monitoring

Tracking competitor strategies and algorithm updates to maintain your market advantage.

ADVANTAGES

Advantages of App Store Optimization

Free Quality Traffic: Attract users actively searching for your solutions without paying per click.

Lower Acquisition Costs: Improving your conversion rate reduces your Cost Per Install (CPI) on paid campaigns.

Global Reach: Access new audiences across different countries through smart localization.

Competitive Edge: Outrank competitors in your specific niche for high-value search terms.

Higher User Retention: Organic search users typically show stronger engagement and retention rates.

Long-Term Stability: Building a strong ASO foundation generates sustainable downloads independent of ad spend.

ROI

The Value of App Store Optimization

Unlike paid advertising where you pay for every click, ASO provides long-term return on investment. While organic downloads are free, the optimization process requires ongoing resources depending on these factors:

Niche Competition: Crowded categories require intensive keyword research and frequent A/B testing.

Market Expansion: Adding new languages and countries requires dedicated localization and cultural adaptation.

Algorithm Updates: Store changes demand ongoing maintenance to protect and improve rankings.

ASO is not a one-time setup. Professional management saves significant ad budget, as every percentage improvement in organic conversion directly lowers your overall Cost Per Install.

ASO VALUE DRIVERS

Ongoing Optimization

Maintains and improves search rankings

CVR Testing

Lowers paid acquisition costs

Localization

Expands total addressable market

WHY PUBLICO

Why choose PUBLICO for your ASO strategy

We view ASO as a critical part of your complete growth system, not just a list of keywords.

Our team combines deep technical understanding of store algorithms with conversion-focused design.


We synchronize organic efforts with your paid user acquisition campaigns to maximize total profitability.

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PUBLICO team planning an app growth strategy

Technical Algorithm Expertise

Strategies customized specifically for Google Play and the App Store.

iOSAndroid

Conversion Focus

Utilizing consumer psychology to design pages that drive installs.

CVRDesign

Paid Media Synergy

Connecting data from Apple Search Ads and Google to strengthen organic growth.

ASAUA Synergy

Global Expansion

Proven experience adapting apps for international markets.

Global Markets

Data-Driven Testing

Using A/B testing and advanced analytics to make profitable decisions.

A/B Testing

Senior-Led Management

Guided by experienced experts with transparent performance reporting.

Senior-Led

Brands That Trust Us

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Client Testimonials

James Purnell

James Purnell

CEO at Hunter & Companion GmbH

Tomer has been invaluable in both his technical assistance with our MMP integration and also his set up, maintenance and refinement of our paid marketing campaigns. I would not hesitate to recommend his assistance in the future.

James Purnell company logo
Avi Levy

Avi Levy

CEO – Gambit Insurance

Tomer and the PUBLICO team built an amazing website for us, handling every detail with care and professionalism. They help us generate high-quality leads at competitive prices, driving real growth for our company.

Avi Levy company logo
Daniel Agmon

Daniel Agmon

Producer, Writer, PR

Tomer and I have been working together for several years now, running highly successful social and PR campaigns for the Israeli and global film industry. Happy to have him as my digital marketing partner.

Stefan Bielau

Stefan Bielau

Managing Director

Tomer's expertise was invaluable in completing the integration of AppsFlyer into our mobile game. Highly recommended for any AppsFlyer or mobile analytics-related projects!

Stefan Bielau company logo
Stuart Shaul

Stuart Shaul

VP of Growth Marketing – Gigsky

Tomer and the PUBLICO team do excellent work managing our global performance campaigns on Google Ads and Meta. They consistently hit our company's KPIs. Highly recommend.

Stuart Shaul company logo
Dikla Versano

Dikla Versano

Founder – Clinical Trial Phase

Tomer and the PUBLICO team has been with me since day one. Month after month, they've helped me increase sales and scale my business to enterprise level. I wouldn't be here without them. Grateful for the partnership.

Dikla Versano company logo
Ron Angle

Ron Angle

CMO – Centarix

Tomer and the PUBLICO team delivered a great website integrated seamlessly with our CRM and manage high-performance lead campaigns that help us scale our business.

Ron Angle company logo
FAQ

Frequently asked questions.

Processes, expectations, and measurement - the questions we get most from developers before starting ASO.

ASO focuses on optimizing apps within the App Store and Google Play to increase downloads, while SEO focuses on improving website rankings on traditional search engines like Google.
ASO is a gradual process. Initial ranking changes can appear within a few weeks, but building stable volume usually takes several months of continuous optimization.
No. Apple uses a dedicated hidden keyword field, while Google scans your full description. We build a specific technical strategy for each platform.
We research and design icons, screenshot sets, and preview videos based on consumer psychology to maximize your install rate.
We use native store tools like Custom Product Pages to run A/B tests and find the highest-converting variations.
Very. They affect how many people tap install, and they feed back into how your app is seen in the stores. We help you ask for ratings at good moments and respond well, and we never use incentivized or fake reviews, which both stores prohibit.
Localization goes beyond translation; it requires local keyword research and culturally adapting your screenshots for the target market.
They are alternative versions of your store page for different audiences or campaigns, with their own screenshots and messages. They let someone searching for one feature see a page about that feature, which usually improves conversion.
We use a transparent monthly retainer model based on the number of platforms, targeted countries, and the required volume of design and analytics work.
Read access to App Store Connect and Google Play Console, your analytics or attribution data, and a short brief on your audience and competitors. We handle the audit and plan from there.

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