App Store Optimization (ASO): How to Get Your Mobile App Discovered

App Store Optimization (ASO) is the process of improving your app's visibility in the Apple App Store and Google Play, and its conversion from store page view to install. It is SEO for app stores: keywords and metadata earn impressions, while screenshots, ratings and messaging earn the download.

How app store search works

Both stores match a search against your app's name, short text fields and, on Google Play, your full description. They then rank results using relevance plus quality signals such as install velocity, ratings, engagement and retention. That means two things: the words in your listing must match what people search, and the app itself must keep users, because poor retention eventually undermines rankings.

Apple App Store versus Google Play

Store rules and limits change, so confirm them in the official documentation: Apple's product page guidance and Google's store listing help. We have shipped apps for both stores, including Android and iOS versions of WordVersion and AB Glamss, and the details differ enough that each store deserves its own plan.

Step 1: Research keywords

Start with how your audience describes the problem your app solves, not your product name. Gather ideas from competitor listings, store autocomplete suggestions, review text, support questions and search data from your own website. Group them by intent (what the app does, who it is for, the outcome it delivers) and prioritise terms with relevance to your app and realistic competition. Our SEO team uses the same research discipline for apps as for websites.

Step 2: Write the name, subtitle and description

• Name: brand first, then one clear descriptor or keyword where the limit allows. Avoid stuffing.
• Subtitle or short description: state the single biggest benefit in plain language.
• iOS keyword field: use comma-separated single words you have not already used in the name or subtitle. Do not repeat words, spaces or plurals unnecessarily.
• Google Play full description: write naturally for humans, use your main phrases in the first lines and headings, and avoid repetition that reads like spam.

Step 3: Design assets that convert

Most visitors decide from the first two or three screenshots. Show the core benefit immediately with short captions, consistent branding and real screens rather than abstract art. Add an app preview video if your product benefits from motion. Test variations: both stores let you run experiments, such as Apple's custom product pages and Google Play's store listing experiments and custom listings, to see which creative wins for which audience.

Step 4: Earn ratings and reviews

• Ask for a rating after a positive moment (a completed task, not at launch). Use the platforms' in-app review prompts rather than custom pop-ups that might breach guidelines.
• Respond to reviews, especially critical ones, and fix the issues raised.
• Route unhappy users to support so problems are solved before a public one-star review.

Step 5: Localise

Translating and localising the listing for your target markets can widen reach quickly, because each locale has its own keywords and its own competition. Localise screenshots too, not just text, and research search terms in each language, as described in our multilingual SEO guide.

Step 6: Connect your website and your app

Stores are not the only way people find apps. A search-friendly website with a clear page for the app, proper store badges and structured data brings in people who discover you through Google. On mobile, use universal links on iOS and app links on Android so a tap on your site opens the app or the right store page. Make sure your site is fast and crawlable, as covered in how web design affects SEO, and treat the website and app as a single product, which is how we approach mobile app development.

Step 7: Drive installs from outside the stores

Install velocity feeds rankings and gives early reviews. Plan a launch around email, social, partners, press and paid campaigns that point to your store page, with campaign links so you can attribute installs. Our digital marketing service plans launch campaigns this way for our own products.

Step 8: Measure and iterate

• Impressions and product page views show discoverability.
• Conversion rate (page views to installs) shows how persuasive the listing is.
• Keyword rankings for your priority terms show progress over time.
• Ratings, reviews and crash rates reveal quality issues that hurt both rankings and trust.
• Retention shows whether the right people are installing.

Change one major element at a time, give it enough time and traffic to read the result, and keep a log of what you tested.

ASO checklist

• Keyword list built from real user language and competitor research
• Name, subtitle or short description and keyword field written within each store's limits
• Full Google Play description written naturally with key phrases early
• First three screenshots show the core benefit with clear captions
• Rating prompt placed after a positive moment
• Listings localised for priority markets
• Website page, store badges and deep links in place
• Launch plan with trackable campaign links
• Monthly review of rankings, conversion and reviews

Frequently asked questions

What is App Store Optimization?

App Store Optimization is improving an app's visibility and conversion in the Apple App Store and Google Play through keywords, metadata, creative assets, ratings and localisation.

Is ASO different for iOS and Android?

Yes. Apple uses the name, subtitle and a hidden keyword field for search, while Google Play also indexes the full description. Character limits and creative options differ, so optimise each store separately.

How long does ASO take to work?

Metadata changes can affect rankings within days to weeks, but meaningful growth usually builds over several months as you iterate on keywords, creative and reviews.

Do ratings affect app ranking?

Yes. Ratings and reviews influence both store ranking and the likelihood that a visitor installs, so asking at the right moment and responding to feedback matters.

Should I build the app and the website together?

Ideally yes. A website with a dedicated app page helps people discover you through Google, and deep links let visitors move smoothly between the web and your app.

Can you build and market my app?

Yes. We develop Android and iOS apps and handle the launch marketing and SEO, as we have for WordVersion and AB Glamss.

Let's get your app found

Whether you are planning a new app or trying to grow an existing one, we can help with build, store listings, website and launch marketing. See our mobile app development service, tell us about your app, or browse more guides on the blog.