Building a great app is only half the job. If people can’t find it in the App Store or Google Play, they won’t download it. App store optimization, or ASO, is the process of improving your app’s visibility in store search results and turning more of those views into installs. Here’s how to approach it.
What Is App Store Optimization?
ASO is to app stores what SEO is to websites. It covers two goals: helping your app appear for the right searches, and persuading visitors to download it once they see your listing. Both depend on the text, visuals, and quality signals on your store page.
Step 1: Research Your Keywords
Start by listing the words and phrases your target users would search for. Think about the problem your app solves, not just its features. Look at competing apps, note the terms they use, and prioritise keywords that are relevant to your app and realistic for you to rank for. Very broad terms are usually dominated by established apps.
Step 2: Optimise Your Metadata
The fields you can edit differ between the two stores, and the character limits apply at the time of writing, so check each store’s current guidelines.
Apple App Store
- App name: up to 30 characters. Include your brand and your most important keyword.
- Subtitle: up to 30 characters. Add a short benefit or secondary keyword.
- Keyword field: up to 100 characters, hidden from users. Separate terms with commas and avoid repeating words already in your name or subtitle.
Google Play
- Title: up to 30 characters.
- Short description: up to 80 characters. This is one of the first things users read.
- Full description: up to 4,000 characters, and Google Play indexes it. Use your keywords naturally and write for people first.
Step 3: Design a Listing That Converts
Ranking brings people to your page, but your visuals decide whether they install.
- Icon: keep it simple, recognisable, and distinct from competitors.
- Screenshots: lead with your strongest benefit. Add short captions that explain what the user gains.
- Preview video: show the app in action within the first few seconds.
Step 4: Build Ratings and Reviews
Ratings affect both ranking and trust. Ask for a rating after a positive moment, such as completing a task or reaching a goal, rather than at launch. Reply to reviews, especially critical ones, and fix the issues users report.
Step 5: Localise Your Listing
Translating your title, description, and screenshots for other markets can open up new audiences. Focus first on the countries where you already see demand.
Step 6: Test and Improve
Both stores offer built-in testing tools. Apple provides product page optimisation tests, and Google Play offers store listing experiments. Change one element at a time, such as the icon or first screenshot, and let the test run long enough to give a reliable result.
Don’t Ignore App Quality
Store algorithms pay attention to how your app performs. Crashes, slow loading, and poor retention can hurt both your rankings and your reviews. Strong ASO can’t make up for a weak product, so keep improving the app itself. If you’re still deciding how to build yours, read our guide to native vs cross-platform app development.
Which Metrics Should You Track?
- Impressions and product page views
- Conversion rate from page view to install
- Keyword rankings for your main terms
- Ratings, review volume, and review sentiment
- Retention and uninstall rates
Common ASO Mistakes
- Repeating the same keyword several times in the metadata.
- Writing for algorithms instead of people.
- Setting up the listing once and never updating it.
- Using screenshots that show features without explaining benefits.
Frequently Asked Questions
How is ASO different from SEO?
SEO improves rankings on search engines like Google, while ASO improves rankings and conversions inside app stores. The principles are similar, but the fields, limits, and ranking signals are different.
How long does ASO take to show results?
Metadata changes can affect rankings within days or weeks, but steady growth comes from ongoing testing, reviews, and updates.
Final Thoughts
ASO is a continuous process: research, test, measure, and refine. If you’re planning a new app or want to improve an existing one, our team can help from development through launch. Explore our mobile app services or contact us to get started.