App Store Optimization: SEO for the App Store and Google Play. Because the best app in the world means nothing if nobody can find it.
Each app store has its own algorithm, but the core principles of ASO apply to both.
iOS apps. 1.5 billion+ active Apple devices. Higher user spending, more strict review process.
Android apps. 3 billion+ active devices. Larger market share, faster updates, more keyword flexibility.
App store algorithms consider on-metadata and off-metadata factors.
Your most important ranking factor. Include your brand + main keyword. 30 characters (iOS) or 50 (Google Play). Front-load keywords.
Secondary keyword opportunity. 30 characters for iOS subtitle, 80 for Google Play short description. Expand on your value prop.
iOS only — 100 character hidden field. No repeats, prioritize by importance, comma-separated, no spaces after commas.
Critical conversion factor. Quantity recency, and sentiment matter. Respond to reviews, encourage happy users to rate.
Total downloads and download speed signal popularity. Featured placements and burst campaigns boost visibility.
Session length, frequency, retention rate. Stores favor apps that users keep and use regularly.
Page views to installs ratio. Icon, screenshots, and preview video quality directly impact this.
Regular updates signal an active, maintained app. Each update is a chance to refresh metadata and gain visibility.
Get a complete ASO analysis of your app: keyword opportunities, conversion optimization, and competitor gaps. More downloads, less ad spend.