App store optimisation: get found and downloaded
Gjethe's App Store Optimization (ASO) improves how your app ranks and converts on the Apple App Store and Google Play: keyword research, titles, subtitles and descriptions, screenshots and preview videos, ratings and review strategy, localisation for new markets, and store listing experiments to test what drives more installs.
- Free first consultation
- Written quote for your project
- Flexible payment milestones
At a glance
- Stores
- Apple App Store, Google Play
- Covers
- Keywords, metadata, creative, ratings
- Testing
- Product page and store listing experiments
- Markets
- Localised listings
Definition
What is app store optimization?
App Store Optimization (ASO) is the process of improving an app's visibility in app store search and browse results and increasing the share of store visitors who install it, by optimising metadata, visuals, ratings and localisation.
Many app installs come from people searching or browsing inside the stores. Two things decide whether they choose yours: whether you appear for the words they type, and whether your listing convinces them in the few seconds they spend on it. ASO works on both, the metadata that drives rankings and the screenshots, video and reviews that drive the decision.
Who is it for?
New app launches
Getting the store listing right before the first marketing push.
Apps with flat downloads
Organic installs have stalled and you don't know why.
Apps expanding to new countries
Listings localised for each market's language and search habits.
Games
Visual-led listings where screenshots and video do the selling.
What's included, and what you keep
What's included
- Store listing audit for iOS and Android
- Keyword research per store and market
- App name, subtitle and short description
- iOS keyword field optimisation
- Long description written for Google Play search
- Screenshot design and messaging
- App preview and promo video
- Icon review and testing
- Ratings prompt strategy
- Review response templates
- Localisation for target markets
- Store listing experiments and reporting
What you receive
Handed over at the end. Yours to keep.
- ASO audit and keyword map
- Optimised metadata for both stores
- Screenshot sets and preview video
- Ratings and review plan
- Monthly visibility and conversion report
How the two stores differ
| Apple App Store | Google Play | |
|---|---|---|
| Text fields that affect search | App name, subtitle, hidden keyword field | App title, short description, full description |
| Description | Not used for search ranking | Indexed for search |
| Testing | Product page optimisation | Store listing experiments |
| Custom pages | Custom product pages | Custom store listings |
| Review prompts | Native rating prompt, limited by Apple | In-app review API |
Screenshots sell the app
Most store visitors never read the description. They glance at the icon, the first few screenshots and the rating, then decide. Screenshots that show raw app screens without context waste that moment.
We design screenshots as a short story: the main benefit first, then the features that support it, each with a clear caption. The first two or three matter most because they appear in search results. Where the stores allow, we test alternatives to find the set that converts best.
How ratings and reviews affect ASO
Rating and review volume influence both rankings and conversion. The best way to improve them is asking at the right moment (after a user completes something satisfying, not on first launch or after an error) using the stores' official in-app prompts.
We also set up a process for replying to reviews, especially negative ones that describe fixable problems. Thoughtful replies show future users that someone is listening, and users sometimes update their rating after a fix.
ASO checklist
- Main keyword in the app name where natural
- Subtitle or short description stating the core benefit
- No wasted or repeated keywords on iOS
- First screenshots communicate value in seconds
- Preview video shows the app in use
- Rating prompt placed after a positive moment
- Listing localised for each target market
How do custom product pages help?
Both stores let you create additional versions of your listing with different screenshots and messages, linked from specific campaigns. An ad aimed at runners can lead to a page showing running features; one aimed at cyclists can show cycling features.
Matching the store page to the ad that brought someone there usually improves conversion, and it gives clearer data on which audiences and messages work. We plan custom pages alongside your app install campaigns.
How app store optimization works, step by step
Every step has a clear output you can review. Timing is agreed in your quote.
- 1
Audit
Current listings, rankings, conversion rates and competitors.
- 2
Research
Keywords by store and market, with search popularity and competition.
- 3
Metadata
Names, subtitles, descriptions and keyword fields optimised.
- 4
Creative
Screenshots, video and icon designed or improved.
- 5
Test
Store experiments run on visuals and copy.
- 6
Report
Rankings, impressions, conversion and installs tracked monthly.
Tools, and what shapes your quote
Pricing is based on your project and agreed in your quote. These are the things that move it.
| Factor | Why it matters |
|---|---|
| Number of stores and markets | Each store and language needs its own research and metadata. |
| Creative production | Screenshots and video for several device sizes add design work. |
| Testing | Running and analysing experiments adds ongoing effort. |
| Ongoing optimisation | Monthly keyword and creative updates are a separate retainer. |
| Research tools | ASO tool subscriptions may be needed for detailed data. |
| Area | Tools |
|---|---|
| Store consoles | App Store Connect, Google Play Console |
| ASO research | AppTweak, Sensor Tower, data.ai or similar |
| Design | Figma, After Effects, Premiere Pro |
| Analytics | App Store analytics, Play Console acquisition reports |
Common mistakes to avoid
What we see go wrong most often, and how a good project avoids it.
Keyword stuffing the app name
Stores penalise or reject obvious stuffing, and it looks spammy to users.
Screenshots of raw app screens
Without captions and context, visitors don't see the benefit.
Asking for ratings on first launch
Users haven't experienced value yet. Ask after a positive moment.
Translating instead of localising
Search terms differ by country. Research keywords per market.
Frequently asked questions
How is ASO different from SEO?
The principles are similar, relevance and conversion, but app stores use different fields and signals. Apple uses a hidden keyword field and ignores the description for search; Google Play indexes the description.
Do you design the screenshots?
Yes. We design screenshot sets for required device sizes and can produce preview videos.
Can you test which screenshots work best?
Yes, using Apple's product page optimisation and Google Play's store listing experiments.
How do we get more good ratings?
Prompt satisfied users at the right moment with the stores' official in-app review APIs, fix the issues negative reviews raise, and reply to reviews.
Should we localise our listing?
If you target other countries, yes. Localised listings can rank for local search terms and convert better, even before the app itself is translated.
How often should metadata be updated?
Regularly enough to act on keyword and conversion data, often with app updates, but not so often that you can't measure the effect of each change.
Do you help with app launch?
Yes. A well-optimised listing before launch makes paid and organic promotion more effective from day one.
Can ASO help a game?
Yes. For games, visuals, video and category placement are especially important.
Do you run app install ads?
Yes, Apple Search Ads, Google App campaigns and social install campaigns, which work well alongside ASO.
What results do you report?
Keyword rankings, store impressions, page views, conversion rate to install and installs by source.
What if our app keeps getting rejected?
We review the rejection reason against Apple's App Review Guidelines or Google Play policies, fix the listing or app issue and resubmit with clear notes for reviewers.
Can you write the What's New text for updates?
Yes. Clear release notes reassure users about fixes and features, and are a good place to mention improvements people asked for in reviews.
Does the app icon matter?
Yes. It appears everywhere (search results, the home screen, ads) and a clear, distinctive icon can lift conversion. We review it and can test alternatives.
Related services
Mobile App Development
iOS and Android apps, from design to store launch.
iOS App Development
iPhone and iPad apps that follow Apple's guidelines.
Android App Development
Android apps for the full range of devices.
Google Ads
Search, Shopping, YouTube and Performance Max.
UI/UX Design
Research, wireframes, prototypes and interfaces.
App Store Graphics
Screenshots, previews and icons for the App Store and Google Play.
App Store Optimization by industry
Get your app found.
Tell us what you need. You get an honest assessment, a clear plan and a written quote. The first consultation is always free.
- What happens next
- 1You tell us what you need
- 2We aim to reply within 24 hours with questions
- 3You get a written quote for your project