App Store Optimization

App Store Optimization (ASO): how App Store search works and how to rank higher

App Store Optimization is the practice of improving an app's visibility in store search and its conversion from listing view to install. Most App Store downloads start with a search, so the keywords your app ranks for — and how high — decide how many people ever see it.

Updated

What decides where an app ranks

Apple does not publish its ranking algorithm, but the inputs that matter are well understood:

  • Text relevance: the app name, subtitle, keyword field and in-app purchase names
  • Downloads and their recent velocity, especially installs that come from a given search
  • Conversion: how often people who see the listing install it
  • Ratings, reviews and retention, which signal quality

A practical ASO process

  1. Measure where you stand

    Track the keywords that describe your app and find the ones you already rank for store-wide.

  2. Research keywords

    Pick terms with real search popularity, high relevance and a realistic chance of reaching the top 10.

  3. Rewrite the metadata

    Put the most valuable words in the title, the next ones in the subtitle, and the rest in the 100-character keyword field — without repeating words.

  4. Improve conversion

    Screenshots, the first lines of the description and ratings decide whether a search visit becomes an install.

  5. Add momentum where it pays

    For keywords where you already rank close to the top, a sized install campaign can add the search-driven downloads that lift rank.

  6. Measure and repeat

    Compare daily ranks before and after each change; keep what works.

Common ASO mistakes

  • Chasing the most popular keywords instead of reachable ones
  • Repeating words across the title, subtitle and keyword field
  • Using competitor brand names in metadata
  • Changing everything at once, so no one knows what worked
  • Measuring rankings weekly or in one country only

Frequently asked questions

How long does ASO take to work?
Metadata changes are indexed after an app update is approved, and rankings usually settle within one to two weeks. Track daily to see the effect.
Is ASO different for Google Play?
Yes. Google Play indexes the full description and has an 80-character short description. See the Google Play ASO guide.
Can paid campaigns replace ASO?
No. Campaigns add momentum to keywords the app is already relevant for; they cannot lift a keyword the store does not associate with your app.

Related