Introduction

Your app could be excellent, but if nobody can find it or the listing doesn’t convince them to download, it doesn’t matter. App Store Optimisation (ASO) is how you improve visibility in app store search and convert those views into installs.

Unlike paid marketing, ASO improvements compound over time. The effort you put in now continues delivering results.

How App Store Search Works

The

Goal

When users search relevant terms, you want:

  1. Your app to appear in results (visibility)
  2. Users to tap your listing (click-through)
  3. Users to install (conversion)

ASO optimises for all three.

Ranking Factors

App Store (iOS)

  • App name and subtitle
  • Keywords field (hidden)
  • Downloads and velocity
  • Ratings and reviews
  • Engagement and retention

Google Play

  • App title
  • Short description
  • Long description
  • Downloads and velocity
  • Ratings and reviews
  • Engagement metrics

Both stores consider relevance and performance.

App Title

App Store (iOS)

Format

  • Name: 30 characters maximum
  • Subtitle: 30 characters maximum

Strategy

Name:

  • Brand name
  • Key descriptive words
  • Most important keywords

Subtitle:

  • Complementary keywords
  • Value proposition
  • What the app does

Example

Name: “Fitness Tracker Pro” Subtitle: “Workout & Calorie Counter”

Google Play

Format

  • Title: 30 characters maximum

Strategy

  • Brand name
  • Most important keyword
  • Clear value proposition

Example

“Fitness Tracker - Workout Log”

Tips for Both

  • Put important keywords early
  • Don’t keyword stuff
  • Be readable and natural
  • Include brand for recognition

Keywords (iOS Only)

The Keywords Field

  • 100 characters total
  • Comma-separated
  • Not visible to users
  • Impacts search ranking

Strategy

Research

  • What do users search for?
  • What are competitors using?
  • What’s relevant to your app?

Prioritise

  • Relevance (must be relevant)
  • Volume (more searches = more opportunity)
  • Competition (harder to rank for popular terms)

Optimise

  • Use all 100 characters
  • No spaces after commas
  • Don’t repeat words
  • Singular forms (stores understand plurals)
  • Don’t include your app name or Apple’s words

Example

“workout,exercise,gym,fitness,tracker,calorie,diet,health,weight,muscle,training”

Descriptions

Short Description (Google Play)

  • 80 characters maximum
  • Appears in search results
  • Crucial for conversion

Strategy

  • Clear value proposition
  • Key differentiator
  • Call to action

Example

“Track workouts, count calories, and reach your fitness goals. Start free today!”

Long Description

Google Play

  • Up to 4,000 characters
  • Searchable (affects ranking)
  • Important for conversion

App Store (iOS)

  • Also 4,000 characters
  • NOT searchable
  • Purely for conversion

Writing Effective Descriptions

Structure

  1. Opening hook (key value)
  2. Feature highlights
  3. Social proof (if available)
  4. Call to action

Content

  • Benefits over features
  • Clear, simple language
  • Scannable format
  • Bullet points for features

Keywords (Google Play)

  • Natural keyword inclusion
  • Don’t stuff awkwardly
  • Focus on readability

Example Opening

“Get fit, lose weight, and build strength with the workout app that adapts to you. Whether you’re a beginner or athlete, [App Name] creates personalised training plans that fit your schedule and goals.”

Screenshots

Importance

Screenshots are often the deciding factor:

  • Show the app in action
  • Communicate value quickly
  • Build trust through visually appealing design

Best Practices

Number

  • iOS: Up to 10
  • Google Play: Up to 8
  • First 2-3 are most important (visible before tapping)

Content

  1. Lead with strongest value
  2. Show key features
  3. Tell a story through sequence
  4. Demonstrate real app UI

Design

  • Device frames (or full bleed)
  • Text overlays for context
  • Consistent visual style
  • High contrast and readability

Text Overlays

  • Benefit-focused headlines
  • Short and punchy
  • Large, readable fonts
  • Localise for different markets

Screenshot Order

  1. Primary value proposition
  2. Key differentiator
  3. Most used feature
  4. Secondary features
  5. Social proof or awards

Platform Considerations

iOS

  • Different sizes for different devices
  • App Store features horizontally
  • Vertical usually works better

Google Play

  • Feature graphic separate from screenshots
  • Landscape screenshots for tablets
  • Consider how screenshots appear in search

App Preview Videos

Video Benefits

  • Higher engagement
  • Better explanation of complex apps
  • Show app in action
  • Build confidence

Best Practices

Length

  • iOS: 15-30 seconds
  • Google Play: 30 seconds to 2 minutes

Content

  • Start strong (first 3 seconds crucial)
  • Show actual app usage
  • Focus on benefits
  • Include audio (optional but recommended)

Production

  • Screen recording + overlay graphics
  • Real device footage
  • Professional but not over-produced
  • Localise for major markets

When to Use Video

Helpful for:

  • Apps with complex functionality
  • Games
  • Apps where seeing is understanding

Less necessary for:

  • Simple utility apps
  • Apps where screenshots suffice

Ratings and Reviews

Impact on Ranking

  • Higher ratings correlate with higher rankings
  • Review volume matters
  • Recent reviews weighted more heavily

Improving Ratings

Fix Problems

  • Respond to negative reviews
  • Address common complaints
  • Improve app quality

Ask Happy Users

  • In-app review prompts
  • Timing matters (after positive moment)
  • Don’t spam requests

Respond to Reviews

  • Thank positive reviewers
  • Address negative reviews professionally
  • Show you care about feedback

Managing Low Ratings

  • Identify and fix issues quickly
  • Version update resets rating opportunity
  • Respond helpfully to negative reviews
  • Consider soft-launching fixes before broad release

Localisation

Why Localise

  • Reach more users
  • Better conversion in local markets
  • Less competition in some languages
  • Required for global presence

What to Localise

Minimum

  • Title and subtitle
  • Keywords (iOS)
  • Screenshots text overlays
  • Description

Ideal

  • App preview video
  • In-app content
  • Customer support

Prioritisation

  • Your largest markets first
  • Markets with growth potential
  • Languages you can support properly

Implementation

  • Native speakers (not just translation)
  • Cultural adaptation
  • Keyword research per language
  • Local screenshot design

Ongoing Optimisation

A/B Testing

Google Play

  • Built-in A/B testing
  • Test icons, screenshots, descriptions
  • Statistical significance required

iOS

  • Product page variations
  • Test different versions
  • Measure conversion impact

Monitoring

Track

  • Keyword rankings
  • Impression to download rates
  • Search term performance
  • Competitor movements

Tools

  • App Store Connect / Google Play Console
  • Third-party ASO tools (AppFollow, Sensor Tower, etc.)

Regular Updates

  • Keywords: Reassess quarterly
  • Screenshots: Update for major features
  • Descriptions: Refine based on learning
  • Ratings: Ongoing management

Conclusion

ASO is ongoing work, not one-time setup. Optimise your listing, monitor performance, test improvements, and iterate.

Start with the fundamentals: clear title, compelling screenshots, descriptive copy. Then refine based on data and competitor analysis.

The apps that invest in ASO consistently see better organic growth. It’s worth the effort.