An ASO specialist is mainly responsible for maximising an organisation’s app store traffic and conversion rate. They also manage App Store Optimization (ASO) projects on platforms like the Apple App Store and Google Play and are in charge of taking care of a company’s overall ASO strategy. What does an ASO specialist do?
What is App Store Optimization (ASO)?
App Store Optimization, also sometimes referred to as App Store SEO, App Search Optimization, and ASO marketing, is fundamentally the process of improving an app’s visibility in store and optimising it’s conversion rate.
Apps in stores like the Apple App Store and Google Play Store are ranked based on factors such as:
- User ratings
- User experience
- Number of downloads
- Uninstalls
- In-app purchases and more.
A professional working to improve the ASO for a client does so by successfully creating a strategy that involves using optimal keywords, useful images and descriptions, encouraging positive reviews and more.
Responsibilities of an ASO Specialist
An App Store Optimization specialist is responsible for the ASO strategy of a company and is in charge of tracking, analysing and researching relevant keywords and rankings on a daily basis.
They optimise product descriptions and visual assets to improve app visibility and ranking, and organically improve app conversion rates.
Specialists in this field formulate an ASO plan according to different product characteristics and market feedback and create documentation and reports of results, with observations and recommendations.
What are the responsibilities of an ASO specialist?
- Creating an overall ASO strategy
- Tracking, analysing and researching relevant keywords and rankings
- Optimising product descriptions and visual assets to improve app visibility
- Organically improving app conversion rates
- Creating an ASO plan according to different product characteristics and market feedback
- Creating documentation and reports of results
- Analysing and managing traffic growth
- Writing app descriptions and titles
- Analysing the strengths and weaknesses of the competitor products
- Managing business relationships with external partners
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Skills of an App Store Optimization Specialist
An ASO specialist has a strong understanding of App Store Algorithms and is familiar with practices such as text optimization, word selection estimation, optimization ranking, etc.
They have experience with keyword research, data analysis, reporting and editing and are up-to-date with the latest trends and best practices in mobile digital marketing and ASO.
ASO specialists also have strong communication and collaboration skills, are creative, innovative and know how to create A/B tests and monitor statistical significance.
They also have an understanding of how the upper funnel and down funnel metrics work and have some experience with managing campaigns on platforms like Google.
What are the skills of an ASO specialist?
- Strong understanding of App Store Algorithms
- Familiarity with practices such as text optimization and word selection estimation
- Experience with keyword research
- Knowledge of data analysis
- Ability to create reports
- Keeping up-to-date with the latest trends and best practices in mobile digital marketing and ASO
- Strong communication and collaboration skills
- Strong creativity skills
- Good innovative skills
- Knowledge of A/B tests and monitor statistical significance
- Understanding of how the upper funnel and down funnel metrics work
- Experience with managing campaigns on platforms like Google
Get in touch with expert ASO Specialists for your app now
Background and Education
A degree is not strictly required to work as an ASO specialist though having one in the field of Marketing is preferred.
The most important thing here is to have a strong expertise in mobile apps and relevant knowledge in mobile digital marketing and ASO.
You can build a strong foundation of knowledge and skills in ASO by obtaining certifications through online courses such as:
- App Store Optimization
- Google Play App Store Optimization
- App Ratings and Reviews Optimization
- Mobile App Marketing 2024 ASO, Advertising & Monetization
Salary of an ASO Specialist
An ASO specialist earns approximately $44,200 per year on average in the US. On the lower end, these specialists earn around $37,000 whereas on the higher end, they earn around $62,000 per year.
In the UK, ASO specialists earn between £32,500 – £58,500 whereas in Germany, they earn between €30,000 – €50,000 per year.
These rates may vary depending on your specific skills, the role you apply for, the industry you work in, and location.
How much do ASO specialists make?
| US | $37,000 – $62,000 |
| Germany | €30,000 – €50,000 |
| UK | £32,500 – £58,500 |
How much do freelance ASO specialists make?
ASO Specialists on freelancermap charge on average:
Rates in the ASO Industry range between $40 and $96/hour for most freelancers.
The daily rate for ASO Specialists (8 working hours) would be around:
