10 Mobile App Store Optimization (ASO) Interview Questions and Answers for seo marketers

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1. What app store(s) do you specialize in optimizing?

As an ASO specialist, I have experience optimizing apps across both the Apple App Store and the Google Play Store. In my previous role at XYZ Company, I optimized a productivity app for iOS which resulted in a 50% increase in organic downloads within the first three months of implementation. This was achieved by conducting a thorough keyword research and strategically placing relevant keywords in the app title, subtitle, and description. Additionally, I optimized the app's visual assets, including the icon and screenshots, to make them more appealing and informative to potential users.

On the Google Play Store, I optimized a travel app that saw a 70% increase in organic downloads within the first six months of implementation. This was achieved by optimizing the app title, description, and visual assets such as screenshots and graphics. Furthermore, I conducted extensive A/B testing to optimize the app's listing, including experimenting with different app titles, screenshots, and app descriptions until I found the optimal combination that resulted in increased downloads and engagement.

  1. Can you walk us through the process of conducting keyword research for an app?
  2. What strategies do you use to optimize the app's visual assets such as icons and screenshots?
  3. How do you evaluate the effectiveness of your ASO efforts?
  4. How do you optimize for different languages and geographies?
  • What are some common mistakes app publishers make when it comes to ASO?
  • Can you give an example of a successful ASO campaign you have led?
  • How do you stay up-to-date with the latest changes and updates to app stores' algorithms and policies?

Overall, I have a strong understanding of the different ranking factors that go into ASO for both the Apple App Store and the Google Play Store. My experience has shown that a holistic approach to ASO, including keyword optimization, visual asset optimization, and listing optimization, can result in significant increases in organic downloads and engagement for an app.

2. Can you explain the difference between ASO and SEO?

ASO and SEO are both strategies aimed at improving the rankings of an app or website in search results. However, the main difference lies in the platforms where they are implemented.

  1. ASO is specific to app stores such as Google Play Store and Apple App Store, while SEO is applied to search engines like Google, Bing, and Yahoo.
  2. The goal of ASO is to increase app visibility and downloads, while SEO aims to drive traffic to websites and improve the organic search ranking of a website.
  3. ASO relies on optimizing app metadata such as app title, description, and keywords, whereas SEO focuses on website content (such as blog posts and product pages) and technical optimization.
  4. ASO involves various techniques such as keyword research, creating appealing screenshots, optimizing video previews, and getting positive reviews to improve the app's ranking in app store listings. On the other hand, SEO encompasses on-page optimization, off-page optimization, and technical optimization, including tasks like keyword research, optimizing meta tags and schema markup, content creation, link building, and improving website loading speed.
  5. As a result, measuring ASO and SEO success also differs. ASO success is typically measured through app downloads, ratings, and reviews, while SEO success is measured through organic traffic, search engine rankings, and conversion rates.

In summary, while ASO and SEO have similar goals, they are fundamentally different in their approaches and execution, targeting different platforms with varied tools and techniques.

3. How do you approach keyword research for mobile app stores?

When it comes to keyword research for mobile app stores, I follow a thorough process that involves the following steps:

  1. Brainstorm potential keywords: I start by identifying the primary and secondary features of the app and thinking of relevant terms and phrases I can use to describe them. I also look at competitor apps and industry trends to identify keywords that are commonly used.
  2. Organize keywords into categories: I group related keywords together based on the user search intent. For example, some keywords might relate to the app's functionality, while others might relate to its value proposition.
  3. Conduct keyword research using ASO tools: I use ASO tools like App Store Connect and App Radar to check the volume of each keyword and assess its competition. I then prioritize the most relevant and high-volume keywords that have low competition, as these keywords will maximize the app's visibility and attract more organic installs.
  4. Test and refine keywords: Once the app is live, I track its performance using ASO tools to see which keywords are generating the most traffic and installs. If certain keywords aren't performing well, I swap them out for new ones and continue to refine the keywords over time.

By following this process, I have been able to increase app downloads by 30% and improve the app's overall visibility in the app store.

4. What are some common mistakes you see app developers make with their ASO strategy?

One common mistake I have seen app developers make with their ASO strategy is not conducting proper keyword research. Without understanding what keywords users are searching for, an app's visibility in the app store can suffer. In fact, a study by MobileDevHQ found that using relevant keywords in the app title can result in a 10.3% increase in rankings.

  1. Another mistake I have seen is not optimizing the app's description. This is an opportunity to not only include relevant keywords, but also showcase the app's features and benefits. Poorly written descriptions can lead to lower conversion rates, as users may not understand what the app does or how it can help them.
  2. App developers may also overlook the importance of app reviews and ratings. These can greatly influence a user's decision to download an app, with 90% of consumers saying they read reviews before downloading an app. Encouraging users to leave reviews and responding to negative feedback can improve an app's rating and ultimately lead to more downloads.
  3. Another mistake I have seen is ignoring the app's visuals. App icons and screenshots are the first things users will see in the app store, and can greatly impact their decision to download. In fact, a study by Splitmetrics found that improving app screenshots can increase downloads by up to 25%.

Overall, it's important for app developers to approach ASO holistically and consider all aspects of the app's presence in the app store. By conducting proper keyword research, optimizing the app's description, encouraging reviews and ratings, and improving visuals, an app's discoverability and downloads can greatly improve.

5. How do you track and measure the success of an ASO strategy?

Tracking and measuring the success of an ASO strategy is crucial in order to optimize and improve the overall effectiveness of the strategy. One of the primary ways we do this is by monitoring the number of downloads and user engagement metrics, such as in-app purchases and active users.

  1. Download Rates: The number of downloads is a clear indication of the success of an app in app stores. We track the download rates for each app and make comparisons against previous periods to see if there has been any improvement. For example, if an app had 1,500 downloads in the first month and 2,000 downloads in the second month, we can surmise that the ASO strategy is effective as it has increased downloads by 33%.
  2. User Acquisition Cost: The cost per acquisition (CPA) is another metric that can provide essential information about the success of an ASO strategy. We track the CPA for different user sources, such as organic and paid, to see which sources are providing the most ROI. If we notice that paid sources have a higher CPA than organic sources, we could optimize the strategy to focus more on organic sources, which are proving to be more cost-effective.
  3. User Engagement: User engagement metrics such as in-app purchases and active users tell us how well an app is performing in terms of retaining users. If an app has a high number of active users and in-app purchases, it indicates that the ASO strategy is effective at attracting and retaining users. If these metrics are low, we may need to look at optimizing the app’s design, messaging or other factors that could be impacting user engagement.
  4. Search Rankings: Search rankings have a significant impact on the visibility of an app in app stores. We monitor the app’s ranking for specific keywords and track the progress over time. If we notice an increase in rankings for particular keywords, it indicates that our ASO strategy is working effectively.
  5. Crash Rate: App crashes can have a significant impact on the user experience and can lead to high levels of user churn. We track the crash rate and investigate any spikes in crashes that may be affecting user engagement or retention. By improving app stability, we can reduce the occurrence of crashes and improve the overall app experience for users.

By monitoring and measuring these metrics, we are better equipped to optimize an ASO strategy and improve the overall performance of an app in app stores. This approach ensures that we can continue to deliver value to our users and generate sustainable growth in a highly competitive market.

6. What is your process for optimizing app titles and descriptions?

As an ASO expert, I always start with researching relevant keywords and phrases that are commonly used by the target audience to find the desired apps. Once I have a list of keywords, I analyze the competition to see which ones are already being used and how successful they are. This helps me to determine which keywords I should focus on.

  1. Next, I create a compelling title that accurately reflects the app's purpose and includes relevant keywords. I keep the title concise and user-friendly, making sure it's easy to read and understand.
  2. Then, I focus on writing a description that highlights the app's features and benefits. I include the most important information at the beginning of the description and use bullet points to make it easier to read. I also insert keywords and phrases throughout the description to improve search visibility.
  3. I experiment with different variations of the title and description, testing their performance through A/B testing. This helps me to see which option performs best and which changes need to be made.

One example of a successful optimization I implemented involved a gaming app that was struggling to gain traction. I noticed that their competitors were using the keywords "multiplayer" and "real-time" in their titles and descriptions, so I suggested that the client include those keywords in their own title and description. After implementing this change, the app's downloads increased by 50% in the first month.

7. How do you stay up to date with changes in app store algorithms?

As a mobile app developer, staying up to date with changes in app store algorithms is crucial to ensure the success of the app. Here are the steps I take to keep up with these changes:

  1. Subscribe to App Store news and updates
  2. I make sure to subscribe to the App Store newsletter and follow the App Store Twitter account to receive timely updates on algorithm changes and other news.

  3. Read industry blogs and articles
  4. I regularly read the top industry blogs such as App Annie, SensorTower, and MobileDevHQ to stay informed about the latest ASO trends and best practices. These blogs also provide valuable insights into how app store algorithms work and how they can affect app visibility.

  5. Analyze data and performance metrics
  6. I analyze data and performance metrics of my own and competing apps to identify any significant changes in visibility, download rates, or ranking. This helps me diagnose and adapt to algorithm changes.

  7. Attend conferences and events
  8. I attend conferences and events to learn from ASO experts and stay up to date with the latest industry practices. For example, I attended the App Growth Summit in 2022, where I learned about the impact of app reviews on app store visibility and how to optimize for voice search.

By following these practices, I've been able to stay ahead of the curve when it comes to app store algorithms. In my last role, I led a team that increased app downloads by 50% within 3 months by implementing ASO best practices in response to algorithm updates.

8. What role do app reviews and ratings play in ASO?

App reviews and ratings play a pivotal role in App Store Optimization (ASO) by influencing user behavior and app discoverability. Positive app reviews and high ratings serve as social proof that the app is worth downloading and using. A study by Apptentive revealed that 90% of consumers consider app ratings and reviews as a critical parameter when deciding whether to download an app or not. In fact, apps with more positive reviews are likely to rank higher in the app store search results. Apple considers the number and quality of reviews and ratings while ranking its search results. Meanwhile, Google Play Store algorithms prioritize apps with more positive user reviews and high ratings while showing search results.

Moreover, app reviews and ratings offer valuable feedback to app developers to understand their users’ perspectives, preferences, and pain points. This feedback helps developers to identify and prioritize the areas of improvement in their apps, resulting in a better user experience and higher app quality. Some app developers regularly monitor app reviews and ratings and implement necessary changes to address user concerns. As a result, the reviewed apps observe a significant improvement in their rating and ranking, which ultimately impacts app downloads and revenue positively.

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9. How do you optimize app graphics and screenshots?


  1. Optimizing Graphics:
    • I use compression techniques to minimize the size of graphics as it directly impacts app load time.
    • I adhere to the dimensions recommended by app stores for all graphics and screenshots.
    • I use high-resolution graphics that look clear on high pixel density mobile devices.
    • I make sure that graphics follow the app's color and design scheme to ensure uniformity and a visually compelling app store listing.
  2. Optimizing Screenshots:
    • I pay special attention to the first 2-3 screenshots because that's where most potential users look first.
    • I create a screenshot flow that shows the app in use, guiding users through the functionalities.
    • I highlight the unique features of the app through creative exhibition of screenshots, which makes the app more appealing.
    • Based on data analysis, I change screenshots periodically to achieve better conversion rates.
  3. Concrete Results:
    • After applying these optimizations for one of my previous clients' apps, app downloads increased by 35% in a month.
    • The app's conversion rate increased from 18% to 23% within two months.
    • Removal of overly complex graphics and unnecessary app screenshots resulted in a 40% reduction in the app's size, which resulted in better app store rankings.

10. Can you walk me through a successful ASO case study that you have worked on in the past?

ASO Case Study:

  1. Problem: The mobile app, XYZ, was not getting enough downloads and did not rank high in the app store.
  2. Solution: Conducted a thorough ASO audit and implemented the following strategies:
    • Keyword research and optimization: Identified and targeted relevant and high-traffic keywords in the app title, subtitle, description, and metadata.
    • Visual optimization: Enhanced the app icon, screenshots, and videos to attract more users and showcase the app's features and benefits.
    • Localization: Translated the app's description and metadata into multiple languages to appeal to a wider audience.
    • Reviews and ratings: Encouraged users to rate and review the app, and addressed any complaints or issues in a timely and professional manner.
    • Promotion and advertising: Ran targeted ads on social media and other channels to increase visibility and downloads.
  3. Results: Within 3 months of implementing the ASO strategies, XYZ app experienced the following improvements:
    • 20% increase in organic downloads
    • 50% increase in positive ratings and reviews
    • 10% increase in revenue from paid features and in-app purchases
    • Ranked in the top 10 for targeted keywords in the app store search results

By targeting the right keywords, optimizing the visual design, and engaging with users effectively, our ASO strategies helped XYZ app improve its rankings, downloads, and revenue.


Congratulations on making it to the end of our blog post on 10 Mobile App Store Optimization (ASO) interview questions and answers in 2023! If you're looking to land a job in mobile app store optimization, there are a few important next steps to take. Firstly, don't forget to write a compelling cover letter to accompany your application. Our guide on writing a cover letter for SEO marketers is a great resource to help you get started. Check it out here. In addition to a great cover letter, it's essential to have an impressive CV. Our guide on writing a resume for SEO marketers is a fantastic resource to help you stand out to potential employers. Make sure to check it out here. Finally, if you're ready to start your job search, be sure to check out our job board for remote SEO marketing positions. We have a wide selection of jobs from top companies looking for talented SEO marketers like you. Start your search here! Good luck!

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