How ASO Strategy Increased EverMerge’s Organic Downloads by 72%
What Brands Say About yellowHEAD
Working with us, in their own words, across strategy, execution, and growth.
“yellowHEAD helped us revitalize our ASO strategy and helped Evermerge break into the top rankings for 'merge games.' That shift has driven improvement to our acquisition numbers.”
The Challenge
How do you capture high-volume category traffic when the app store’s own classification is working against you?
Operating in the US mobile gaming market, EverMerge had a strong product and an engaged user base, but its organic discoverability on Google Play did not fully reflect the quality of the experience offered to players.
In an increasingly competitive marketplace, improving visibility among high-intent users became a key growth opportunity. The challenge was to strengthen the app’s relevance signals within the Google Play ecosystem and convert greater visibility into sustainable organic acquisition.
The Approach
yellowHEAD developed a targeted ASO strategy designed to improve discoverability and strengthen Evermerge’s positioning within its category.
The initiative focused on:
- Optimizing category and relevance signals
- Enhancing store listing visibility
- Improving keyword discoverability
- Aligning the store presence more closely with user search intent
- Continuously monitoring and refining performance
By strengthening the overall relevance of the app within the marketplace, the strategy improved both visibility and conversion potential.
The Results
The two-lever strategy delivered sustained, measurable impact across both ranking and download performance:
+72% Organic Downloads from ‘merge games’
Ranking: Positions 20-30 >> Positions 2-4
| KEYWORD | BEFORE | AFTER |
| merge games | Positions 20-30 | Positions 2-4 |
| Organic Downloads from keyword | Baseline | +72% uplift |
The optimization program delivered measurable and sustained impact across key performance indicators:
- 72% increase in organic downloads
- Significant improvement in keyword visibility
- Enhanced discoverability among high-intent users
- Stronger positioning within a highly competitive category
The increase in visibility translated directly into greater organic acquisition, creating a scalable foundation for continued growth.
Key Takeaways
Category tags are a ranking lever, not just a label
In competitive categories like merge games, classification precision directly impacts search visibility and organic reach. Improving relevance signals within store ecosystems can unlock significant growth opportunities.
Relevance Matters
Aligning the store presence with user search intent helps improve discoverability, engagement, and conversion outcomes.
ASO is a Strategic Growth Engine
A well-executed ASO strategy does more than improve rankings it creates sustained visibility that can continue driving organic acquisition over time.
Final Outcome Callout
72% Increase in Organic Downloads
Through a focused ASO strategy, Evermerge strengthened its visibility among relevant users, improved organic discoverability, and delivered meaningful growth in download performance.
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