ASO trends

What is ASO

In short, ASO (App Store Optimization, ASO Marketing, or App Store SEO) is all about improving how your app ranks and appears in app stores. In fact, ASO works a lot like Search Engine Optimization, but for mobile apps. It’s worth noting that App Store Optimization today isn’t just about picking the right keywords, crafting a catchy title, or choosing the best visuals, as it also involves using other strategies to help your app get noticed. However, for those who wish to know more about traditional App Store Optimization and tools, we recommend the article explaining ASO on the Bidlogic blog.

Traditional ASO vs how it works now

• Instead of showing the same results to everyone, search platforms in 2025 more and more customize outcomes using each user’s device activity, habits, or even factors such as hour-of-day. It means that even if two people type the exact same keyword, they might be shown different apps. In other words, the same search term doesn’t always produce the same result; the app suggestions can shift based on who’s asking and why;
• When it comes to finding keywords, AI is changing the rules of the game. Today’s ASO tools use predictive models that combine user behavior insights with app store data to anticipate what people will search for next. This means ASO decisions might now be guided by possible future potential, not just past performance. Of course, there remains the question of the accuracy of such predictions;
• In many cases, when it comes to presenting the game to the viewers, the focus has shifted from showing what an app looks like to demonstrating how it feels and performs through engaging motion, sound, and narrative. In other words, video is emerging as the most powerful ASO asset, one that turns curiosity into genuine excitement.

New tips for ASO

• It’s a good idea to experiment with different visuals and messaging approaches, adapt app descriptions to fit local habits and languages, and create several versions tailored to distinct user groups. Once you have several versions of your app messaging, visuals, or descriptions, you can use them to see what works best for different users:
  • A/B testing lets you show different versions of your app to separate groups of users and determine which performs best. The good news is that both Google Play (Store Listing Experiments tool) and Apple App Store (Product Page Optimization tool) now make it much easier for developers to figure out what works best,
  • You can also use segmented targeting to tailor versions for specific audiences and apply seasonal or situational updates to keep your app relevant during holidays, events, or trends;
• Thanks to AI, companies can now conduct large-scale analyses of competitors’ ASO tactics. With innovations like App Radar’s predictive keyword engine, you can now systematically examine competitors’ keyword choices, listing update patterns, and more;
• AI can aid in reading and understanding app reviews at scale, so companies don’t have to manually go through thousands of comments. It can even help in creating feedback, as well as sorting out comments, etc. An example of such a tool is Review Wizards;
• Optimizing for voice search – which isn’t just a buzzword anymore, as it’s how many people actually look for things. With assistants like Siri and Alexa leading the way, app developers are starting to adjust. This means focusing on more conversational keywords, natural language phrasing, and question-based search patterns that reflect how people talk, not just how they type.

ASO future, monetization future

OpenAI has introduced new possibilities within ChatGPT – apps that can be integrated into conversations. Right now, only a few pilot apps (like Booking.com, Canva, Coursera, Figma, Expedia, Spotify, and Zillow) are available directly inside ChatGPT, but many more are expected to follow. What’s more, developers can already start building their own experience using the Apps SDK. So, over time, the number and variety of apps you can use directly within ChatGPT will likely grow significantly.

It’s likely that sooner or later, we’ll see at least some change in how people find and use apps. It’s especially true for productivity helpers or content services. Likewise, it’s open to debate whether – someday – traditional app stores will disappear, but at this moment, it’s very unlikely. However, at some point, chat-based discovery might become an alternative route.

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