App Store Optimization Factors for Effective Mobile App Ranking

Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


In recent years, mobile technology has made a great progress, resulting in a transition from conventional to smart mobile devices, the capabilities of which are equal to or surpassing those of computers. With the proliferation of smart mobile devices and the development of technology, applications for these devices have also become widely known. There are millions of free or paid mobile applications available to download and the publishers compete each other for the greatest prevalence in the app stores, since improved rankings in app markets affect highly the sustainability of the mobile apps. This leads to the need for App Store Optimization (ASO) in order to improve or maintain their ranking position. Beyond that, ASO also refers to the processes that convert app views into downloads to users’ mobile devices, procedures defined by the term “Conversion Rate Optimization” (CRO). This paper aims to perform a literature review of criteria that affect the app’s optimization in the stores and to highlight the main factors that contribute to the ranking of an application in the app markets’ search results. In order to achieve this goal, a collection and analysis of academic papers were conducted. Our research identified that ASO can be achieved through the keyword optimization process and through the improvement of the conversion rates. It has been shown that the main traits of an app that affect its ranking are the number of downloads, the reviews and the ratings. Simultaneously, the importance of mobile app advertising is highlighted as it helps to increase users’ reach and app’s popularity which activates better rankings in the app markets.


Mobile application ranking App store optimization App markets Mobile app sustainability 


  1. 1.
    Rajurkar N, Shirsagar P (2017) Impact of smartphones on society. Int J Res Sci Eng 3(2):143–150Google Scholar
  2. 2.
    Bauer HH, Reichardt T, Barnes SJ, Neumann MM (2005) Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. J Electron Commer Res 6(3):181Google Scholar
  3. 3.
    Moher D, Liberati A, Tetzlaff J, Altman DG, The PRISMA Group (2009) Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement. Ann Intern Med 151:264–269. Scholar
  4. 4.
    Cocco L, Mannaro K, Concas G, Marchesi M (2014) Simulation of the best ranking algorithms for an app store. In: International conference on mobile web and information systems. Springer, Cham, pp 233–247Google Scholar
  5. 5.
    Shen S, Lu X, Hu Z, Liu X (2017) Towards release strategy optimization for apps in Google play. In: Proceedings of the 9th Asia-Pacific symposium on Internetware. ACM, p 1Google Scholar
  6. 6.
    Lim SL, Bentley PJ (2013) Investigating app store ranking algorithms using a simulation of mobile app ecosystems. In: Evolutionary computation (CEC), 2013 IEEE congress on. IEEE, pp 2672–2679Google Scholar
  7. 7.
    Lim SL, Bentley PJ (2012) How to be a successful app developer: lessons from the simulation of an app ecosystem. ACM SIGEVOlution 6(1):2–15CrossRefGoogle Scholar
  8. 8.
    Tian Y, Nagappan M, Lo D, Hassan AE (2015) What are the characteristics of high-rated apps? A case study on free android applications. In: Software Maintenance and Evolution (ICSME), 2015 IEEE international conference on. IEEE, pp 301–310Google Scholar
  9. 9.
    Kadam MB, Sawant KB, Chavan AD, Khedekar VP, Ghadge S (2016) Detecting imposture in mobile application. In: Computing for sustainable global development (INDIACom), 2016 3rd international conference on. IEEE, pp 1952–1957Google Scholar
  10. 10.
    Ruiz IM, Nagappan M, Adams B, Berger T, Dienst S, Hassan A (2017) An examination of the current rating system used in mobile app stores. IEEE Softw 33:86–92. Scholar
  11. 11.
    Bobade DA, Gangwani VS, Student ME (2017) Mobile app recommendation based on rating review & ranking. Int J Eng Sci 7(5):11913Google Scholar
  12. 12.
    Vaishnavi P, Varaprasad G (2018) Elimination of fraud by optimization to integrate evidences in mobile play store applications. Int J Comput Sci Eng Sci Technol 10(1)Google Scholar
  13. 13.
    Ganguly R (2013) App store optimization – a crucial piece of the mobile app marketing puzzle.
  14. 14.
    Sefferman A (2016) The app store optimization checklist: top 10 tips.

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.University of MacedoniaThessalonikiGreece

Personalised recommendations