App Store Optimization (ASO) Guide: Rank Higher and Convert More

Millions of apps compete for attention in the Apple App Store and Google Play, and a large share of new installs begin with someone typing a search into the store. App Store Optimization, usually shortened to ASO, is the practice of improving your app’s listing so it ranks for the right searches and persuades people to install once they land on your page.

Think of ASO as SEO plus conversion rate optimisation, applied to an app store. This guide explains how the two stores differ, which parts of your listing matter most, and how to test changes without guessing.

The two jobs of ASO

Every ASO effort serves two goals:

1. Visibility: getting your app to appear for relevant searches, charts and recommendations.
2. Conversion: turning people who view your listing into people who install.

Both matter. A top ranking is wasted if the page does not convince visitors, and a beautiful page is wasted if nobody sees it. Work on both together.

How the stores treat your text differently

The two stores index different fields, and mixing up the rules is one of the most common ASO mistakes.

Element	Apple App Store	Google Play
Title	Up to 30 characters, strongly weighted for search	Up to 30 characters, strongly weighted for search
Subtitle / short description	Subtitle, up to 30 characters, indexed	Short description, up to 80 characters, indexed
Keyword field	Hidden field of up to 100 characters, indexed	None
Long description	Up to 4,000 characters, not used for search ranking	Up to 4,000 characters, indexed for search
Developer name	Can contribute to search	Can contribute to search

Store rules change over time, so check the current guidelines in App Store Connect and the Play Console before finalising copy. The principle stays the same: put your most important phrases in the fields the store actually indexes.

Step 1: Research keywords

Start with how real people describe the problem your app solves, not with the names of features. Sources for keyword ideas:

• Store autocomplete. Type a seed term into each store’s search bar and note the suggestions.
• Competitor listings. See which phrases rivals use in titles and descriptions.
• User reviews. Customers often describe your app in words you would not have chosen.
• ASO tools. Platforms such as AppFollow or Sensor Tower estimate search volume and difficulty. They are helpful but give estimates, not exact figures.

Evaluate each keyword on three things: relevance to what the app really does, search volume (how many people use it) and difficulty (how hard it is to rank). Highly competitive, high-volume terms are tempting, but a long-tail phrase you can actually rank for often brings more installs sooner.

Never use misleading keywords or another brand’s name. It violates store policies and can get your app rejected or removed.

Step 2: Write a strong title and subtitle

Your title is the single most important text field. A good formula is brand name + the main thing you do:

Brand: Photo Editor & Collage Maker

Keep it readable. Stuffing the title with a list of keywords hurts conversion, and both stores discourage it. Use the subtitle (Apple) or short description (Google) for the benefit that makes someone choose you: a clear, specific promise in plain language.

Step 3: Make the long description work for people

On Google Play, the long description is indexed, so include your important phrases naturally and early. On Apple, it does not affect search ranking, but it still influences whether someone installs, so write it for humans on both platforms.

A simple structure works well:

1. A first paragraph that states what the app does and for whom
2. A short list of key benefits
3. Social proof or credentials if you have real ones
4. A clear note about subscriptions, free trials or in-app purchases

Avoid repeating the same keyword unnaturally. Repetition does not help rankings and makes the page feel spammy.

Step 4: Design your icon and screenshots to convert

Visitors often decide within seconds, and most of that decision comes from visuals.

• Icon: simple, recognisable at small sizes, and distinct from your competitors in the same search results. Avoid tiny text.
• Screenshots: the first two or three are seen most. Show the main benefit, not just a screen dump. Short captions that state outcomes (“Plan a week of meals in minutes”) outperform generic labels.
• Preview video: useful when your app’s value is easier to show than describe. Make the first few seconds count, since many videos autoplay muted.
• Localised assets: screenshots and text in the user’s language usually convert better than English-only pages.

Step 5: Earn ratings and reviews

Ratings affect both ranking and conversion. A higher average rating and a steady stream of recent reviews give potential users confidence.

• Ask for a rating after a positive moment, such as completing a task, not on first launch.
• Use the platform’s official in-app review prompts, which limit how often you can ask.
• Respond to reviews, especially negative ones. A thoughtful reply shows prospective users you care and can turn a detractor around.
• Never offer rewards in exchange for positive reviews or use fake reviews. This breaks store rules and risks penalties.

Step 6: Test, measure and iterate

Guessing what works wastes time. Both stores provide built-in experiment tools:

• Apple: Product Page Optimization lets you test icons, screenshots and preview videos against your default page. Custom Product Pages let you tailor pages to different audiences or campaigns.
• Google Play: Store Listing Experiments let you test icons, feature graphics, screenshots and descriptions.

Follow basic experimental discipline. Change one thing at a time, run each test long enough to collect a meaningful sample, and only act on results that are clearly better. Small traffic volumes produce noisy results, so be cautious about drawing conclusions from a few hundred views.

Track these metrics in App Store Connect and Play Console:

• Impressions and product page views
• Conversion rate from page view to install
• Keyword rankings (through an ASO tool)
• Retention and uninstalls, because installs that do not stick are not real growth

Step 7: Don’t forget what happens after install

ASO does not end at the install button. Stores increasingly consider engagement and quality signals, such as crashes and retention, when recommending apps. A fast, stable app with a good first-run experience supports your rankings as well as your users. Our guide to mobile app onboarding is a good next read.

ASO checklist

• Keyword research completed for each target market
• Title includes brand and the main use case within 30 characters
• Subtitle or short description states a clear benefit
• Keyword field (Apple) filled with distinct, non-repeating terms
• Long description structured, honest and keyword-aware on Google Play
• Icon tested against competitors in search results
• First screenshots communicate outcomes, with readable captions
• Listing localised for key languages
• Review prompt triggered after positive actions only
• Experiments planned, one variable at a time

Final thoughts

ASO is a steady process, not a one-time task. Research real search language, write honestly for people, test your assumptions, and watch what happens after the install. If you would like help auditing a listing or planning a testing roadmap, take a look at our ASO and growth service or get in touch.