There are many factors app stores consider when ranking apps, only one of them being what we work on in app store optimization. Good apps are always looking at ways to increase user acquisition externally (by way of marketing/branding) and internally (by way of design).
An important internal app metric to consider is user engagement — How long users spend in your app? Most apps have a lag time at one point or another, loading the next screen, refreshing feeds, etc. Sure, you could put in another ad to boost your revenue. But why do that when you can improve your revenue exponentially by improving the user experience!
Also, the ASO process requires a crucial understanding of your target customer base, including the keywords your potential customers are using to find apps similar to yours. When you learn more about which keywords are being used, you will have a better understanding of the language of your potential customers — a crucial piece of any marketing plan — and you can home in on your keyword choices.
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There are many ASO tools out there, but those tools are usually not cost effective. Mobile Action is the only one that provides unlimited apps, unlimited keywords, unlimited competitor tracking and download estimates on your competitors for free.