Quick answer
App store optimisation (ASO) is the process of improving your app's listing so it ranks higher in Apple's App Store and Google Play search and convinces more visitors to install. It covers keywords, title, screenshots, ratings and regular testing.
Key takeaways
- Search ranking and conversion both matter.
- Put the main keyword in the app title and subtitle.
- The first two or three screenshots do most of the selling.
- Ratings and reviews affect ranking and trust.
What affects your app's ranking?
| Factor | Why it matters |
|---|---|
| Title and subtitle | Strong keyword signals |
| Keyword field (Apple) | Hidden terms you can target |
| Description (Google Play) | Indexed for search |
| Downloads and retention | Show that people value the app |
| Ratings and reviews | Trust and ranking signals |
How do you choose keywords?
- List phrases your users would search for.
- Check what competing apps rank for.
- Prioritise terms with reasonable demand and fair competition.
- Place the best ones in the title and subtitle.
- Do not repeat words Apple already indexes.
How do you make the listing convert?
- Lead with a clear benefit in the first screenshot.
- Add short captions to every screenshot.
- Use a simple, recognisable icon.
- Show a short preview video if it helps.
- Write a description that opens with what the app does.
How do you earn better reviews?
Ask for a rating after a good moment, such as a completed task, not at launch.
Reply to reviews, especially negative ones. A calm, helpful response shows future users that you care.
How do you test and improve?
Both stores offer built-in experiments. Apple has product page optimisation and Google Play has store listing experiments. Change one element at a time, such as the icon or first screenshot, and let the test run long enough to be fair.
Good app store optimisation is a habit, not a one-off job. Set a monthly reminder to check rankings, read new reviews and plan the next small test.
Bottom line
Treat your listing like a landing page. Use clear keywords, show the value in the first screenshots and keep asking happy users for reviews.
Sources and further reading
Checked against the sources above and our own project experience. Last reviewed 7 October 2026.
