Confession — I have a long history of skin allergies. Recently, I’ve been searching for an app that would let me track all the cosmetics that I use (or plan to) to spot ingredients that could potentially cause skin irritation.

I was overwhelmed with the options.

I eventually found the “one,” but it got me thinking — how much work did it take from the app creator to make it rank at the top of search results?

As a marketer, I asked myself: What ASO marketing strategy did they use? And what makes or breaks an app’s ranking if there are millions of them across app stores? I decided to find out.

On top of my own research and experience, I also reached out to ASO experts and took a popular app store optimization tool for a spin. Here‘s what I’ve learned.