Most app downloads start with a search inside the store. App Store Optimization, or ASO, is how you rank for those searches and convince people to tap install. Here are ten tactics we use on the apps and games we publish.
1. Research store keywords, not web keywords
People search stores differently from Google. Use store suggestions, competitor listings and ASO tools to find the phrases real users type.
2. Put the main keyword in the title
The app name carries the most ranking weight. Combine your brand with a clear descriptive keyword.
3. Use the subtitle and short description well
These are prime real estate for a second keyword and a clear benefit.
4. Write descriptions for humans
On Google Play the description affects ranking; on both stores it affects conversion. Lead with benefits, then features.
5. Design screenshots that sell
The first two screenshots decide most installs. Show the core benefit with short captions, not just raw screens.
6. Add a preview video
A short video showing the app in action can lift conversion, especially for games.
7. Protect your rating
Ask for reviews at a happy moment, such as after a completed booking or level, never after an error. Reply to negative reviews and fix the issues raised.
8. Localise
Arabic listings help you rank and convert in the UAE and Saudi Arabia.
9. Run listing experiments
Google Play lets you A/B test icons, screenshots and text. Keep testing and keep the winners.
10. Support ASO with paid installs
Google App campaigns and Apple Search Ads bring early installs and signals that help organic ranking.
Our SEO and ASO team applies these tactics to apps across business, faith, fitness and gaming categories.
Frequently asked questions
How long does ASO take to work?
Listing changes can affect conversion immediately. Ranking improvements usually build over several weeks.
Does the app rating affect ranking?
Yes. Ratings influence both ranking and the likelihood that people install.
Is ASO different for games?
The principles are the same, but video, icons and genre keywords matter even more for games.