What affects app store rankings
- Title and subtitle: the app name and short description, with the main keyword.
- Keywords: the hidden keyword field in the App Store, and the description text in Google Play.
- Ratings and reviews: both the average rating and a steady flow of new reviews.
- Downloads and engagement: install velocity, retention and uninstalls.
- Updates: regular updates that fix problems and add features.
Improving conversion
- Use an icon that stands out in search results.
- Show the main benefits in the first screenshots, and consider a preview video.
- Test different screenshots and icons with Google Play’s store listing experiments and Apple’s product page optimization.
- Localize the listing for each language and market.
Beyond the app store
Many people find apps through Google search, reviews and websites. A good landing page for the app, links from relevant sites and paid app campaigns all support ASO.
ASO example
A budgeting app is called “Penny: Budget Planner”. The team adds “expense tracker” to the subtitle in the App Store, rewrites the first screenshot to show the main benefit in six words and asks happy users for a rating after they finish a first month of tracking. Two weeks later it checks keyword rankings and the conversion rate of the product page, then tests a different icon.
ASO checklist
- Research keywords people use in the store search, not only on Google.
- Put the strongest keyword in the app title or subtitle, within each store’s limits.
- Write the description for people first, with the main benefits near the top.
- Test screenshots, icons and preview videos.
- Ask for ratings at a good moment, never right after an error.
- Answer reviews, especially negative ones.
ASO mistakes
- Stuffing the title with keywords, which can be rejected by the store.
- Ignoring the app’s crash rate and bad reviews.
- Using one listing for every country.
- Never updating the screenshots after a redesign.
ASO FAQs
Is ASO different on Apple and Google?
Yes. Apple uses a hidden keyword field plus title and subtitle. Google Play reads the full description. Check each store’s current guidelines.
Does ASO help web search?
Indirectly. A good app page and website landing page can both rank. See mobile advertising and landing pages.