Building a great app is only half the job. If people can't find it in the App Store or Google Play, or the listing doesn't convince them to tap "Get", downloads stay flat. App Store Optimisation (ASO) is the app equivalent of SEO: improving how your listing ranks and how well it converts. Here's how to do it on both stores.
How the two stores differ
| Element | Apple App Store | Google Play |
|---|---|---|
| Title | App name, up to 30 characters | Title, up to 30 characters |
| Subtitle / short description | Subtitle, up to 30 characters | Short description, up to 80 characters |
| Keywords | Hidden keyword field, up to 100 characters | No keyword field; uses title and descriptions |
| Long description | Not used for search ranking | Used for search ranking (up to 4,000 characters) |
| Preview video | App previews | Promo video |
| Experiments | Product page optimisation tests | Store listing experiments |
1. Research keywords
- List the words users would search for to find an app like yours
- Look at competitor listings and the search suggestions in each store
- Balance relevance, search volume and competition
- Focus on terms that describe what your app does, not just your brand
2. Write the title and subtitle
Include your brand and the most important keyword naturally:
| Weak | Stronger |
|---|---|
| "Northwind" | "Northwind: Invoice & Expenses" |
| "FitPro App" | "FitPro – Home Workout Planner" |
On Apple, use the keyword field for additional terms without repeating words already in the title and subtitle. On Google Play, use keywords naturally in the short and long descriptions.
3. Design screenshots that sell
Most people decide from the first few screenshots without reading the description.
- Lead with the main benefit, not a login screen
- Add short captions explaining each screen's value
- Show the app in use, with realistic content
- Keep a consistent visual style
- Design for the sizes each store requires
4. Add a preview video
A short video showing the core experience in the first few seconds can increase downloads, especially for apps that are easier to show than explain.
5. Earn ratings and reviews
| Do | Don't |
|---|---|
| Ask for ratings after a positive moment, such as completing a task | Interrupt users on first launch |
| Use the platforms' native rating prompts | Offer rewards for ratings |
| Reply to reviews, especially critical ones | Ignore recurring complaints |
| Fix issues mentioned in reviews | Ask unhappy users to rate publicly |
6. Localise
Translate and adapt your listing for key markets: title, keywords, descriptions and screenshots. Keyword research in each language matters, because direct translations often miss how people search.
7. Keep the app healthy
Crashes, slow performance and poor reviews hurt rankings and conversion. Regular updates, crash monitoring and fast fixes support ASO. See our post-launch maintenance service.
8. Drive traffic from outside the stores
- Link to your store listings from your website, emails and social media
- Use smart app banners on your website for iPhone visitors
- Run app install campaigns if your economics support them
Metrics to track
| Metric | What it tells you |
|---|---|
| Impressions | How often your app appears in search and browse |
| Product page views | How many people open your listing |
| Conversion rate | Share of page views that become downloads |
| Keyword rankings | Where you appear for target searches |
| Ratings and review volume | Perceived quality |
| Retention | Whether downloads become active users |
Test and iterate
Both stores let you test listing variations. Test one major element at a time, such as the first screenshot or the icon, and give tests enough time and traffic to be meaningful.
ASO checklist
- Keyword research for each market
- Title and subtitle include the main keyword naturally
- Apple keyword field filled without repeats
- First screenshots show the main benefit
- Preview video for the core experience
- Rating prompts at positive moments
- Replies to reviews
- Listings localised for key markets
- Regular updates and crash monitoring
Writing screenshot captions: examples
| Screen | Weak caption | Strong caption |
|---|---|---|
| Dashboard | "Dashboard" | "See your money at a glance" |
| Invoice screen | "Invoices" | "Send a professional invoice in 30 seconds" |
| Reports | "Reports feature" | "Know your profit every month, automatically" |
| Reminders | "Notifications" | "Never miss a payment again" |
Lead each caption with a benefit, keep it short and make sure it's readable at thumbnail size.
ASO timeline after launch
| When | What to do |
|---|---|
| Launch week | Check listings display correctly; monitor crashes and early reviews |
| First month | Review keyword rankings and conversion rate; reply to all reviews |
| Months 2–3 | Test a new first screenshot or icon; refine keywords |
| Ongoing | Update listings with new features; localise for growing markets |
ASO isn't a one-off task. Stores, competitors and search behaviour change, so revisit your listing every few months.
How we help
Our App Store submission service prepares listings, screenshots, keywords and privacy details for both stores. If you're still planning, read how to plan a mobile app and our guide to push notification best practices.
The short version
Research keywords, put the most important one in your title and subtitle, use Apple's keyword field carefully, design benefit-led screenshots and a short preview video, ask for ratings at the right moments, localise for key markets, keep the app stable and test listing changes over time.
