App Store Optimisation: How to Rank in App Store Search

App store optimisation (ASO) is the work of making your app appear for the right searches in the App Store and Google Play and persuading searchers to install it. Rankings depend mainly on the words in your title, subtitle and keyword fields, your install and engagement history, and your ratings. Screenshots and icon then decide whether people tap "Get".

Think of ASO as two jobs. Visibility is showing up for relevant searches. Conversion is turning a listing view into an install. Most first-time publishers obsess over the first and neglect the second, even though a better listing also improves rankings over time because both stores reward apps that searchers actually choose.

How do the App Store and Google Play rank apps differently?

Apple indexes a few short text fields you control; Google reads your full description like a web page. That single difference changes how you write each listing.

Character limits can change, so confirm them in App Store Connect and Google Play Console when you write the listing. The principle stays the same: on Apple, every character of the name, subtitle and keyword field is precious; on Google, the description must read naturally while covering your main terms.

How do you find the right keywords?

Start with the words your customers use, not the words you use internally. A clinic calls it "patient scheduling"; patients search "book doctor appointment".

A simple process that works without paid tools:

1. List the jobs your app does in plain language: "book a haircut", "track my parcel", "order groceries".
2. Type each phrase into both stores' search bars and note the autocomplete suggestions. They reflect what people actually search.
3. Check who ranks. If the top results are household-name apps, a new app won't break in quickly. Look for slightly narrower phrases ("salon booking Pune" or "barber booking app") where results are weaker.
4. Add your brand name and category terms. People who already know you will search your name, so make sure it's in the title.
5. Group the list into a primary phrase for the title, secondary phrases for the subtitle or short description, and the rest for the keyword field or description.

Paid ASO tools estimate search volume and difficulty, which helps once you have a budget. The same thinking applies to web search; our guide to keyword research for a local service business explains the logic of intent and competition.

How should you write the title, subtitle and keyword field?

Put your brand plus the single most important search phrase in the title, a benefit in the subtitle, and everything else in the keyword field. Don't repeat words across these Apple fields; repetition wastes characters without adding ranking.

Practical rules for Apple:

• Title: "BrandName: Salon Booking" beats "BrandName – The Best App for All Your Beauty Needs".
• Subtitle: a short benefit with one more keyword, such as "Book haircuts and spa in seconds".
• Keyword field: single words separated by commas, no spaces after commas, no plurals if you already have the singular, no competitor brand names (Apple can reject listings that use other trademarks).

Practical rules for Google Play:

• Title: same principle as Apple.
• Short description: one clear sentence with the main benefit and a keyword.
• Full description: write for humans first. Put the core value in the first three lines (that's what shows before "more"), then cover features using the phrases from your research naturally. Keyword stuffing breaches Google Play's metadata policy and can get the listing rejected.

What makes people actually tap "Install"?

Screenshots and the icon do most of the persuading. Many people decide from the first two or three screenshots without reading any text.

• First screenshot = the core benefit. Show the main screen with a short caption ("Book in 3 taps"), not a splash logo.
• One idea per screenshot, captioned in large text readable at thumbnail size.
• Show real app screens, not stock photos. Both stores expect screenshots to reflect the actual app.
• A short preview video helps for apps whose value is easier to see than describe, such as editing, fitness or games.
• Icon: simple, bold, recognisable at small sizes; avoid text inside it.
• Localise screenshots and text for each major market you serve. An app for Indian and Australian users may need different price examples and wording.

How much do ratings and reviews matter?

A lot, for both ranking and conversion. A listing with a low average rating loses installs even when it ranks well.

To earn good ratings honestly:

• Ask at a success moment, such as right after a completed booking, using the stores' built-in review prompts. Apple limits how often its system prompt appears to each user, so don't waste it on the first launch.
• Fix the top complaint first. Read every review in the first months; one recurring bug can drag the average down.
• Reply to reviews, especially negative ones, with a specific fix or next step. Future readers see your replies.
• Never buy or incentivise reviews. Both stores prohibit it and can remove the app.

How long does ASO take to work?

Expect weeks for changes to register and months for compounding results. On Apple, changing the name, subtitle or keyword field generally means submitting a new app version; Google Play listing edits go through review without a new build. Rankings then shift as install and engagement data accumulate.

A realistic cadence:

Change one major element per test. If you change the icon, title and screenshots at once, you won't know which one worked.

Is ASO enough on its own?

Rarely, for a new app. Store search rewards apps that already get installs, so new apps face a cold start. ASO works best alongside your own channels: existing customers, your website, social media and, where it makes sense, paid campaigns. Our playbook on getting your first 1,000 app downloads covers those channels.

ASO also can't rescue an app that people open once and delete. Retention and app quality feed rankings, especially on Google Play. Build quality and a good first session matter as much as keywords; our complete guide to mobile app development explains how to plan for both.

Store listings also have to pass review. Misleading screenshots, unsupported claims and keyword stuffing are common reasons for rejection; our App Store and Google Play submission checklist lists the others.

Frequently asked questions

Does the app's description affect App Store ranking?

On Apple's App Store, the long description is generally understood not to be used for search ranking; the name, subtitle and keyword field are what count. It still matters for conversion, because people who read it are deciding whether to install. On Google Play, the description is indexed and does affect ranking.

Can I use competitor names as keywords?

You shouldn't put competitor trademarks in your title, subtitle or descriptions; both stores can reject listings that do. Bidding on competitor terms through Apple Search Ads follows separate advertising rules, so check those before trying it.

Do in-app purchases or price affect ranking?

Price mainly affects conversion: a paid app gets fewer installs than a free one, and fewer installs can slow ranking growth. Many businesses choose a free download with subscriptions or in-app purchases; our guide to monetising an app compares the models.

Should I do ASO myself or hire someone?

A business owner can handle the basics: honest keyword research, a clear title and subtitle, strong screenshots and steady review requests. Specialist help pays off when you compete in a crowded category, run paid campaigns alongside ASO, or localise for several countries.

How often should I update my listing?

Review store analytics monthly and test one change at a time every month or two. Update screenshots whenever the app's look or main features change, so the listing never shows an outdated product.

Get the listing right from launch

A strong listing is part of the product, not an afterthought. If you're building an app and want the store presence, analytics and launch plan handled alongside the build, look at our services or request a fixed-price quote.