Content
- Introduction to the ASO Specialist Profession
- Main Responsibilities of an ASO Specialist
- Key Skills of an ASO Specialist
- Demand for the Profession
- How to Become an ASO Specialist
Introduction to the ASO Specialist Profession
An ASO specialist is a professional engaged in search optimization and promotion of mobile applications in stores such as the App Store, Google Play, and others. ASO, or App Store Optimization, initially focused on apps for Apple, as iOS users tend to make in-app purchases much more frequently. However, with the increasing popularity of mobile platforms, ASO specialists now work with all major app stores, including Google Play, Huawei's AppGallery, and Galaxy Store. The primary goal of an ASO specialist is to optimize app listings so that they rank highly in search queries and appear in top charts and collections.
Main Responsibilities of an ASO Specialist
The responsibilities of an ASO specialist largely overlap with those of an SEO specialist, who is involved in website promotion. The main tasks of an ASO specialist include:
- Developing a promotion strategy for the app, formulating hypotheses, and testing them.
- Optimizing the app listing, including textual and visual elements: selecting keywords, creating the app title and description, as well as choosing icons and screenshots.
- Formulating technical specifications for copywriters, designers, and translators who help create content and localize it for different countries.
- Attracting new users through personalized app pages and launching promotions.
- Conducting A/B testing to assess the impact of changes on conversion rates.
- Analyzing ASO metrics to improve effectiveness: ranking, conversion to installs, user activity, and cost of acquisition.
- Launching paid advertising in app stores, including Apple Search Ads (ASA).
Key Skills of an ASO Specialist
For successful work, an ASO specialist needs certain personal and professional skills:
Personal Qualities (Soft Skills)
- Analytical Abilities: the ability to work with large volumes of data and identify cause-and-effect relationships.
- Creativity: the ability to formulate ideas for content that will attract users.
- Self-Learning: the desire to learn new tools and trends in the field of ASO.
- Management: the ability to set tasks and monitor their completion.
- Knowledge of English: necessary for working with metadata and communicating with international support.
Professional Skills (Hard Skills)
- Proficiency in ASO tools such as MobileAction and Sensor Tower.
- Experience working with developer consoles on App Store Connect and Google Play Dev Console.
- Ability to conduct A/B testing using Splitmetrics and Apptimize.
- Knowledge of analytical systems such as App Annie and AppsFlyer.
- Basics of marketing and SMM for creating advertising creatives.
Demand for the Profession
The ASO field is highly specialized, and there are a limited number of job vacancies in the Russian market. Most of them are concentrated in large cities such as Moscow and St. Petersburg, although companies are also willing to hire remote specialists from other regions. As of August 2023, there were 129 vacancies listed on hh.ru, of which 37 offered remote work. Meanwhile, the number of app downloads continues to grow: there are over 2.87 million apps available in the Google Play Store, creating high competition for users and increasing the demand for ASO specialists.
How to Become an ASO Specialist
One can become an ASO specialist with experience in SEO or advertising and marketing. To start a career as an intern or junior, basic knowledge of how app stores work is sufficient. Many companies train interns within their teams, but completing specialized courses will also increase chances of employment. Basic courses cost from 5000 rubles, while advanced programs typically cost around 50,000 rubles. Training will help newcomers understand the fundamentals of textual and visual optimization, which is key to a successful career in ASO.