So, ASO is not only about traffic, it’s also about conversion. A lot has been written about App Store Optimization, but not all the content on the topic is good. It can be used as an input mechanism to create a list of your keywords, but selection for keywords needs to happen based on data that talks about the traffic and difficulty of the keyword on app stores. And here is news for you: what you think is not the same as what your users think. So, ASO is not only about traffic, it’s also about conversion. Off-metadata factors are the ones out of your control (but you can influence them): installs volume, ratings and user reviews.
You will work on different elements of your listing, to improve both visibility and conversion rate to install. This is why you need to perform an A/B test before implementing any change in the listing elements that are affecting the conversion rate. This therefore means that ASO is not something you can do once and be done with. The Essential App Store Resources List – Apple App Store and Google Play Store. App Store Optimization. Is search term in Keyword Planner useful for selecting keywords for app stores? Google’s keyword planner does tell us about the monthly searches and competition for a certain keyword, however, the data provided by it is unique to the keyword’s performance over the search engines and not on app stores.