# Introducing the ASO Stack - Link: https://phiture.com/asostack/introducing-the-aso-stack-2019/ - Published: 2019-06-18T15:20:19+01:00 - Author: Moritz Daan _The field of App Store Optimization (ASO) continues to evolve, shaped by technological advancements, shifting user behaviors, policy changes across app stores, and new methodologies. [In this Redux found here,](https://phiture.com/aso-stack-redux-2026/) we highlight the changes we’ve made to the Stack in 2026. The Stack remains the industry-leading roadmap to strategize, leverage new tools, and optimize app visibility and conversion._ [Download the ASO Stack Redux 2026](https://phiture.com/aso-stack-redux-2026/) ![](https://phiture.com/wp-content/uploads/2019/06/Intro-ASO-1.png) The App Store Optimization (ASO) Stack is an evolving framework designed to help marketers develop and evolve a strategy for improving app visibility in the app stores and increasing the conversion rate. In 2017 [Phiture](https://phiture.com/) and [Incipia](https://incipia.co/) got together to write the first edition of our [Advanced ASO book,](https://www.asoebook.com/) which is now in its second edition. Back then, we had already been working in the field of App Store Optimization for a good number of years and our thinking about ASO as a marketing field had evolved in three phases. In the very early days, a commonly heard phrase was that “ASO is SEO for the app stores” and the talk would focus purely or mainly on keyword optimization. Soon after, practitioners started to realize that in order to succeed in the app stores, Conversion Rate Optimization of your existing assets in the store was just as important or perhaps even more important. The third phase we entered into was that of considering ASO as a holistic to succeed in ASO, one needs to think about it as a complex and interconnected system of anything that might influence the two main goals of ASO, namely **visibility **and **conversion**. When we introduced the framework back in 2017, we identified for example that building good relationships with Apple/Google and in return gaining visibility via _featuring, _might for some developers be as fruitful as keyword optimization is for others. Or that your _ratings & reviews _not only have an impact on your conversion but also on your ability to rank highly for certain keywords. We felt it was time for a revisit of [our initial framework](https://phiture.com/asostack/the-app-store-optimization-stack-7443936050c5/), as since we initially published it, the ASO game has changed a lot. First off, the interest in the field has increased significantly. We’re seeing similar interest in our [ASO Stack Slack community](https://asostack.com/aso-stack-slack-group-3757fc2aff0f), which has now more than 5,000 members who exchanged over 150.000+ messages. This has led to a lot more knowledge sharing and helped the team at Phiture gain additional insights on how to do ASO. Secondly, just as the community is becoming more advanced, so are the various ASO tools that cater to the increasing need for supporting insights such as detecting algorithm changes. Finally, the stores themselves have undergone changes. Following the original release of the ASO Stack in 2017, the framework was first revisited in [2023](https://phiture.com/aso-stack-2023/) to reflect advances in app performance, Custom Store Listings, and in-store experimentation. [The ASO Stack 2026 Redux](https://phiture.com/aso-stack-redux-2026/) represents the latest evolution of the framework. It responds to a new reality in which AI- assisted workflows are standard, app quality metrics act as primary visibility gatekeepers, and discovery spans search, browse, ads, and promotional surfaces simultaneously. Building on the foundations of previous editions, the 2026 Stack provides a coherent system for navigating the complexity of modern app store optimization. ![ASO Stack Framework 2026](https://phiture.com/wp-content/uploads/2019/06/ASO_Stack_EN_2025- 5.png) # Before you go * Curious to find out more about how we leverage the ASO Stack to get organic acquisition results? [Contact one of our team here. ](https://phiture.com/work-together/) * [The ASO Stack Slack Community](https://phiture.com/aso-stack-slack-community/) is a global network of ASO professionals, who, on a daily basis share ASO news and insights, pose and answer questions, and share best practice advice. * The field of App Store Optimization (ASO) continues to evolve, shaped by technological advancements, shifting user behaviors, policy changes across app stores, and new methodologies. [In this Redux found here,](https://phiture.com/aso-stack-2023/) we highlight the changes we’ve made to the Stack in 2023. The Stack remains the industry-leading roadmap to strategize, leverage new tools, and optimize app visibility and conversion.