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App store optimization
App store optimization, or ASO, is the process of improving how an app appears and ranks in the Apple App Store and Google Play. It covers the title, keywords, icon, screenshots, description and ratings, plus a web landing page, so more of the right people find the app and install it.
- Deliverables
- 6
- Step process
- 4
- FAQs answered
- 5
What's included
6 DeliverablesTitle, subtitle and keyword research
We research the terms users search in each store, then place the best ones in your title, subtitle and keyword field, working within character limits and each store’s rules. We avoid keyword stuffing.
Store listing copy
Google Play indexes the long description, while Apple weighs it less for ranking but it still guides decisions. We write each for its purpose, leading with the benefit and not a feature list.
Icon, screenshots and preview video
Most users decide from the first screenshots. We review your icon, screenshot order, captions and preview video, and suggest tests that show what makes people install. Changing one asset at a time keeps results clear.
Ratings and review management
We set up in-app prompts that ask satisfied users at a sensible moment, follow store rules, and draft helpful replies to reviews, since ratings affect both ranking and conversion. Timing matters.
Localization by market
Listing text can be localized for each country and language. We prioritise markets with real potential and adapt keywords and screenshots properly rather than machine-translating them. Poor translations lose installs and can look careless to local users.
App landing page SEO
A web page for your app can rank in Google, hold download links and explain the product. We cover page content, schema, smart banners and deep links to the relevant store listing.
How it works
4 StepsStep 1: Listing and market audit
We review your current listings, keywords, ratings and competitor apps in every store and country you target. We note gaps and strengths.
Step 2: Keyword and creative plan
We prepare a keyword set, new copy and a screenshot and icon brief, ordered by what is likely to affect installs.
Step 3: Update and test
We apply the changes, use store experiments where available and keep notes, so we can tell which update caused which effect.
Step 4: Track installs
We follow impressions, page views, install rate, keyword ranks and ratings, then keep refining as the app and stores change.
Frequently asked questions
5 QuestionsWhat is the difference between ASO and SEO?
SEO helps web pages rank in search engines, while ASO helps an app rank and convert inside Apple’s and Google’s stores. They share keyword thinking, but ASO also depends on ratings, install rate and listing visuals. Many apps need both.
Do the App Store and Google Play work the same way?
Not quite. Apple uses the app name, subtitle and a hidden keyword field. Google Play reads the title, short and long descriptions. Both weigh ratings and installs, so we write and test each listing separately. Copying one store’s approach into the other usually wastes limited space and can hurt discoverability.
How much do ratings matter?
A lot. Ratings influence whether people tap install and are widely thought to affect ranking. A better rating usually comes from improving the app and asking happy users at the right time, never from fake or purchased reviews. Store policies prohibit them.
Can you guarantee my app will rank first?
No. Rankings depend on competition, app quality, ratings and store algorithms. We improve what you control and measure results, but we cannot promise positions or install numbers. Results depend on competition, app quality, ratings, pricing, category, paid activity and store algorithms that change often, so any promise would be guesswork.
Do I need a website for my app?
It is strongly recommended. A landing page can rank for brand and category searches, show screenshots and send visitors to the right store for their device. It also gives you a place for support and privacy information. Stores usually ask for it.
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