ASO ranks an app in store search through title, keywords, screenshots and reviews, the store-search equivalent of web SEO. Listing rewrites typically show ranking movement within 3-6 weeks, once store algorithms re-index and reviews accumulate.
What's included?
- Title, subtitle and keyword field optimisation for iOS and Android separately
- Screenshot and preview-video strategy for the first 2-3 visible assets
- Review generation and rating strategy
- Competitor store-listing benchmarking
Most app downloads start with a search
Apple says around 70% of App Store visitors use search to discover apps and nearly 65% of downloads happen directly after a search (Apple Ads). That makes store search the single biggest source of intent for most apps. ASO is the work of ranking for the right searches and converting the people who see your listing.
What we optimise
- Keywords: research into what users actually type, in each market and language
- Title and subtitle (iOS) or title and short description (Play): the heaviest ranking signals
- Screenshots and preview video: the first two screenshots do most of the selling
- Ratings and reviews: in-app prompts at the right moment, and replies to reviews
- Custom product pages and store listing experiments: tested variants for different audiences and campaigns
- Localisation: listings adapted properly for each priority market, not machine translated
Why ASO pays back for longer than paid installs
Paid installs stop when the budget stops. Better rankings and a better converting listing keep working. ASO also makes every paid campaign cheaper, because a stronger listing converts ad clicks at a higher rate.
Ratings shape conversion. Ask for reviews after a user completes something positive in the app, not on first launch, and reply to negative reviews with a fix.
How we measure it
Keyword rankings, impressions and page views in store consoles, conversion rate from page view to install, organic installs and the ratings trend. See our ASO 101 guide and app marketing for the paid side.