Marine Bousseau, Wednesday 20 May 2026*ASO is a topic we cover regularly on the GoodBarber blog, whether through our advice on describing your app on the stores or on how to promote an app. But when we can complement our resources with advice from a field expert, we don't pass it up.It was while collaborating with Claire on a no-code video "The incredible no-code tool nobody knows about yet " that we discovered Marine. Claire told us that she had been guided by Marine to optimize her application's visibility on the stores, with concrete results.Marine regularly supports app creators, agencies, and freelancers in their mobile acquisition strategy, through articles, masterclasses, and workshops. It's precisely this practitioner's perspective — up-to-date and results-oriented — that convinced us to give her carte blanche on the GoodBarber blog.* Why ASO Is Not OptionalASO (App Store Optimization) is a set of techniques implemented to better rank a mobile application on the App Store and the Play Store. If you know SEO (Search Engine Optimization) for websites, it's exactly the same principle… but for stores. The difference? The rules of the game are not the same for the App Store and the Play Store (it would be too simple otherwise).Concretely, ASO allows your application to:Be found → appear in search results when a user searches for somethingDrive downloads → convert that visitor into a download once they're on your product page (= your app's page on the stores)If you're reading this article, it's probably because you have an app that's already launched or in development and you're wondering how to get downloads.Why ASO Is Truly IndispensableThe numbers speak for themselves:65 to 75% of downloads on the stores come from a direct search in the storeThere are more than 2 million apps on the App Store and more than 3 million on the Play StoreThe average user spends less than 7 seconds deciding whether or not to downloadMy conclusion is clear: if you're not visible in the first search results, you don't exist. And even if you appear, you have 7 seconds to convince.And that's where I see a huge opportunity. Why? Because, as I observe in the field, the majority of apps make no effort on ASO. They optimize their product page once and never touch it again.That's your competitive advantage!