App Store Optimization: Where It all Began

App Store Optimization: Where It all Began

App Store Optimization(ASO) is a branch of  digital marketing which aims to improve the visibility of a mobile application in various platforms such as Android and iOS.  The term was coined by Johannes Borchardt in his presentation on November 4, 2009.

The continuous trend in the mobile applications industry, both in Android and iOS, led not only to the huge demand for mobile app developers but for digital marketers as well.

On July 11, 2011, iTunes App Store had around 435,000 applications while Google Play Store had around 438,000 as of May 1, 2012. By 2020, industry predictions forecast that the App Store will be having over 5 million applications, which will then make it close to impossible for small applications to get noticed by the public.

As the number of apps in app stores continue to rise, the possibility of any one app being found has dropped. This made app marketers realize the importance of an app’s visibility or being noticed in the app store. As they started working on ranking high in top charts and search results, a new discipline, presently known as app store optimization (ASO) was formed in which marketers have reported some success. Nowadays, as more apps are being developed, the discipline of ASO also continues to flourish.