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Debunking Top 7 App Store Optimization Myths

When you make your own app for your brand, you do not leave any stone unturned to obtain the best solution possible.

Although, when it comes to publishing the same app on the app stores, everyone agrees to the importance of App Store Optimization.

ASO helps any mobile app to shine amongst the massive crowd of over 3 million mobile apps online. This makes it the most potent weapon in the arsenal of app marketers. Over 63% of app users reported that they discover new apps by general browsing and searching on the app store.

However, there are a lot of myths floating around in the mobile app marketing domain regarding app store optimization. Let us look at the top 7 myths and bust them one by one.

Myth 1 – Keywords selection is not important

Truth – Keywords are super important to ASO!

Many orthodox developers and marketers still believe that keywords are only limited to Search Engine Optimization and do not translate to ASO. Their argument is that keywords are for SEO, while rankings for ASO.

The truth is that keyword selection holds great importance in App Store Optimization. They play a great role in optimizing the app title and description content for the app listings.

The latest report states that mobile applications with titles optimized with keywords experienced 10.3% higher ranks in the search results on app stores.

Best practice

Research your domain and shortlist the most prominent keywords. Make a list of primary and secondary keywords that can be utilized to optimize the app title and descriptions.

Myth 2 – Frequently updating the app title helps with better ranks

Truth – App title is crucial, although you should stick to the one you selected the first time

There is no argument to the fact that the app title is the most important element for any app listing. Which is why some ASOs started switching up the app name to rank higher on multiple keywords.

Although this practice does not help your ranking, rather could prove highly detrimental for your growth. Frequently changing the app name makes it difficult to become popular and spread by word of mouth.

Best practice

Stick to the title you’ve selected in the first place. While creating an app name, optimize the title with one of the best-shortlisted keywords.

Myth 3 – Top ratings are enough to get high ranks

Truth: High number of positive ratings is only one of the many important factors that contribute to higher ranks.

This one is the most prevalent myth of all. Developers consider ratings to be the only parameter to market the app and generally do not make efforts in the app promotion.

While it is true that ratings influence better rankings. Simply put, an app with 5-star ratings will always rank above the one with only 1-star rating.

However, there are so many highly-rated apps in the market today that this activity becomes obsolete. Moreover, there are a lot of other important factors that cumulatively result in higher ranks, which you must not miss.

Further to prove this fact, there was a study conducted by Inside Mobile Apps that proved that the apps with higher average ratings were placed below than the ones with lower average ratings in search results.

Best Practice

While it is important to get large number of positive ratings, but it will only happen over long periods of time. Meanwhile, check out this detailed guide on app store optimization.

Myth 4 – App description is not important

Truth: App description is very important

Many ASO experts have claimed that app description is not important for app rankings. However, it could not be further from the truth. From our years of experience, we have seen how an optimized app description can supplement the overall rankings of an app.

The app stores give us an opportunity to describe the app for users in 4000 characters or less, and we must not miss it. This is exactly where we should utilize our shortlisted keywords to optimize the description. That being said, never stuff keywords for the sake of just using them in the description, they should make complete sense whenever used.

It has been seen that the apps with good quality description tends to get pitched better to users and has fetched better response as well.

Best practice

Utilize the complete 4,000 characters or whatever the available limit is to thoroughly explain the features, functionalities, and benefits of your mobile application. This is what prompts your potential users to download your app.

Myth 5 – Just publish the app on the store and people will automatically find us

Truth: An app needs thousands of downloads to get recognized. And to achieve that, ASO becomes necessary

With over 3 million mobile apps live today in the market, new published mobile applications hardly get any visibility. Especially if they are not optimized efficiently.

Best practice

Follow the best practices of app store optimization and market your app well through all channels. This will help you get more visibility, app downloads, and eventually higher ranks.

Myth 6 – Visuals do not matter in ASO

Truth: Well designed visuals, be it screenshot designs or an introductory greatly promote downloads

It has been seen that apps with well-designed screenshots and explainer videos get a much better response from the users. App preview videos and screenshots help demonstrate the functionality and interface of your app.

Best practice

Upload attractive and compelling designs along with an explainer video to promote more app downloads. Be sure to keep the specified dimensions in mind before designing the app screenshots.

Pro tip: Focus especially on the first two screenshots as they are the most views since others are relatively hidden.

Myth 7 – Just ASO is enough

Truth: While ASO is very important, but it is not end all and be all in app marketing

Finally, a lot of ASO and app marketers assume that simply optimizing the app listing page is enough to get higher ranks on the app stores.

However, that is not true. There are a lot more factors involved in making an application rank higher. You must not only optimize the app page but also market it via multiple sources.

Best practice

While ASO is important, there is a lot that goes into making a mobile application a success. There is a lot that you can do to improve your app ranks, check out this article for a complete guide to ASO and mobile app marketing.


Now that we have busted the most popular myths prevalent in App Store Optimization, you must apply all the ASO and mobile app marketing strategies to get the best results.

Along with that, the quality of your app must be top-notch and the features should really benefit your users to retain them for longer. To turn your website into a premium and native mobile application, sign up on the free online app maker.

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