App Store Optimisation That Increases Organic App Downloads.
ASO is the SEO of the app store. Optimising your app title, keywords, description, screenshots and review responses increases organic discovery and install rate from the App Store and Google Play without paid user acquisition. For most apps, organic installs from ASO have a significantly lower cost per install than paid app campaigns, making ASO the highest-ROI foundation of any app marketing strategy.
Why ASO Is the Highest-ROI Investment in App Marketing.
The majority of app downloads still originate from organic search within the App Store and Google Play. Users searching for “expense tracker”, “workout planner” or “team chat app” are already in a high-intent state and ready to install. Appearing in the top 10 results for these queries produces a consistent stream of organic installs at zero marginal cost per install, unlike paid campaigns where every install incurs a direct media cost.
How the App Store algorithm ranks apps
Both the Apple App Store and Google Play rank apps based on keyword relevance, install velocity, conversion rate from store listing to install, ratings and reviews, and engagement signals such as retention and session frequency. This means ASO is not purely about keyword optimisation. The quality of your store listing, the strength of your reviews and the engagement behaviour of your existing users all contribute to your keyword rankings. Consequently, ASO requires a holistic approach covering both the listing itself and post-install engagement metrics.
App Store versus Google Play: key differences in ASO strategy
The App Store and Google Play have meaningfully different ranking algorithms that require platform-specific approaches. Apple indexes keywords placed in the dedicated 100-character keyword field and in your app title. Google Play indexes your full description as well as the title and short description. Therefore, keyword placement strategy differs significantly between platforms. Additionally, Google Play gives more weight to external backlinks and website domain authority than the App Store does, making off-store signals relevant for Google Play ASO in a way they are not for iOS.
Screenshot and creative optimisation: where conversion happens
Your store listing receives visitors from search, browse and paid acquisition. The conversion rate from store listing visitor to install is determined primarily by your screenshots and icon. A/B testing screenshot layouts, value proposition framing and visual design directly improves install rate from all traffic sources simultaneously, including paid campaigns. Even a 10 percent improvement in conversion rate from your store listing produces a 10 percent improvement in organic install volume and reduces effective CPI from paid campaigns proportionally.
What We Cover and How We Approach It.
App Store Keyword Research
We identify the specific search queries your target users type in the App Store and Google Play, categorised by search volume, difficulty and conversion potential. Platform-specific keyword placement strategy differs between iOS and Android.
Title and Subtitle Optimisation
We optimise your app title and subtitle for the highest-value primary keywords while maintaining a compelling brand name that communicates your app value proposition clearly to browsing users.
Screenshot and Store Creative Design
We design store listing screenshots that communicate your app value proposition clearly in the first three frames, optimised for both browse discovery and search result thumbnail views.
Description and Short Description Writing
We write your full description and short description with strategic keyword placement, natural language and a clear structure that communicates your app benefits to both the algorithm and the human reader.
Review Generation and Management Strategy
We build a systematic in-app review request strategy that generates ratings at the optimal moment in the user journey and develop response templates for both positive and negative reviews.
Competitor ASO Analysis
We analyse the keyword strategy, creative approaches and review profiles of your top-ranking competitors and identify the specific gaps and opportunities that inform your ASO strategy.
Tips That Improve Results Faster.
Put Your Primary Keyword in Your App Title
The app title is the strongest keyword signal in both the App Store and Google Play. Including your primary keyword in the title significantly improves ranking for that keyword. Balance keyword inclusion with brand clarity so the title is both rankable and readable.
Fill All 100 Characters of the iOS Keyword Field
The Apple App Store provides a dedicated 100-character keyword field that is not visible to users but is indexed for search. Fill it completely with relevant keywords not already used in your title or subtitle, separated by commas without spaces.
Write Google Play Description With Natural Keyword Integration
Google Play indexes your full description, so keyword placement throughout the text matters. Use your primary keyword naturally in the first sentence and include keyword variations throughout, but write for the human reader rather than keyword stuffing.
A/B Test Your Screenshots Before Scaling Paid Campaigns
Google Play allows you to A/B test different screenshot sets natively. Apple also supports store product page testing. Running screenshot tests before scaling paid campaigns ensures your listing converts as efficiently as possible from all traffic sources.
Request Reviews at Peak Engagement Moments
The best moment to request a review is immediately after a user completes a meaningful action in your app, such as achieving a goal, finishing a level or completing a workflow. Reviews requested at peak engagement produce significantly higher ratings than generic timed prompts.
Respond to Every Negative Review Professionally
Responding to negative reviews publicly demonstrates that your team is active and responsive. Many users update their negative reviews to positive ones after receiving a helpful public response. Each response is also indexed by both app stores and influences search ranking signals.
Update Your App Frequently to Signal Active Development
Both app stores give ranking boosts to recently updated apps. Regular updates, even minor ones with bug fixes and small improvements, signal active development to the algorithm and keep your app eligible for store featuring consideration.
Monitor Keyword Rankings Weekly With Dedicated ASO Tools
Keyword rankings in the App Store and Google Play change based on algorithm updates, competitor activity and your own update history. Weekly ranking monitoring identifies opportunities to capitalise on ranking improvements and threats from competitor movements.
The Tools Behind Every Engagement.
AppFollow or AppTweak
Dedicated ASO platforms providing keyword ranking tracking, competitor monitoring, review management and A/B test analysis for both App Store and Google Play.
Sensor Tower
Industry-standard app intelligence platform providing keyword volume estimates, download estimates and competitive landscape data for both major app stores.
MobileAction
ASO keyword research and competitor analysis platform with creative intelligence features showing which screenshot designs competitors are testing and which perform best.
Google Play Console
Used directly for A/B testing store listing elements including screenshots, descriptions and icons on Google Play. Provides install rate data broken down by test variant.
App Store Connect
Used for store listing management, App Analytics and, where eligible, product page optimisation testing for iOS apps.
Firebase Analytics or Amplitude
In-app analytics platforms tracking retention rates, session frequency and engagement metrics that indirectly affect algorithm ranking. Understanding which features drive retention informs ASO messaging priorities.
Ahrefs
Used for Google Play ASO to identify external websites linking to your app listing or app website. External backlinks to your Google Play listing influence Play Store rankings in a way that is unique to Android ASO.
Looker Studio
Build ASO performance dashboards tracking keyword ranking trends, organic install volume, rating trends and conversion rate from store listing to install, connected to App Store Connect or Play Console data.
How We Deliver Consistent Results.
ASO Baseline Audit
We audit your current App Store and Google Play listings, keyword rankings, review profile and competitor positioning to identify the specific gaps and opportunities in your current ASO approach.
Keyword Research and Mapping
We identify your highest-value primary and secondary keywords for both platforms, categorise them by search volume and difficulty and create platform-specific placement plans for the title, subtitle, keyword field and description.
Store Listing Optimisation
We rewrite your title, subtitle, description and short description with optimised keyword placement and compelling copy that communicates your app value proposition clearly to both the algorithm and the human reader.
Screenshot and Creative Redesign
We design new screenshot sets communicating your primary value proposition in the first three frames, with layout and copy optimised for both thumbnail views in search results and full-size views on your store listing page.
Review Strategy Implementation
We build an in-app review request system that generates ratings at peak engagement moments and implement response protocols for all incoming reviews across both platforms.
Weekly Ranking Monitoring and Monthly Reporting
We track keyword rankings weekly across both platforms and provide monthly reports covering ranking progress, organic install trends, rating trajectory and forward optimisation priorities.
More to Explore Across Our SEO Services.
Common Questions Answered.
Grow Organic App Downloads With ASO That Compounds Over Time.
We audit your current app store listings, identify keyword and creative gaps and implement the full ASO strategy that increases organic installs from the App Store and Google Play.