ASO 101: Getting Found in the App Store
App Store Optimisation ranks an app in store search through title, keywords, screenshots and reviews, the same relevance-plus-trust formula as web SEO, applied to App Store and Play Store algorithms. The first 2-3 screenshots alone heavily influence whether a store visitor installs.
The ASO fundamentals
- Title and subtitle carrying the primary keyword naturally, not stuffed
- Keyword field (iOS) or description keywords (Android) mapped to real search terms
- First 2-3 screenshots communicating core value at a glance
- Review volume and rating, the same trust signal that matters in web search
Store search is the biggest discovery channel
Apple says more than 850 million people visit the App Store every week, around 70% of visitors use search to find apps, and nearly 65% of downloads happen directly after a search (Apple Ads). For most apps, ranking in store search and converting store visitors is the largest source of growth you can control.
The fundamentals
| Element | Store | Why it matters |
|---|---|---|
| App name | Both | Strongest ranking signal and first impression |
| Subtitle | iOS | Second strongest signal on iOS |
| Keyword field | iOS | Hidden keywords, 100 characters |
| Short description | Google Play | Shown first and indexed |
| Full description | Google Play | Indexed for search, unlike on iOS |
| Screenshots and video | Both | The biggest driver of conversion |
| Ratings and reviews | Both | Affects ranking and trust |
Screenshots do most of the selling
Most visitors look at the first two or three screenshots and decide. Each one should show a single benefit in plain words, using real app screens. Test variations using Apple's product page optimisation and Google Play's store listing experiments.
Ratings need a plan
Prompt for reviews after a user completes something positive, not on first launch. Reply to negative reviews with a fix. A rating drop can reduce both ranking and conversion quickly.
ASO also affects retention. A listing that overpromises brings users who leave. Adjust's benchmarks show average retention of 26% on day one and 7% by day 30 (Adjust retention guide); honest listings bring users more likely to stay.
What to do this week
Search the store for the three terms you most want to rank for. Note which apps appear and how their first screenshots communicate value. Rewrite your first screenshot to state your single biggest benefit clearly. See ASO and outsourced ASO.