Building a great app is only half the job; people must find it. Most app discovery happens inside the Google Play Store and Apple App Store through search and browsing. App Store Optimization (ASO) is the practice of improving your listing so more of the right people see it and tap Install.
How store search works (in simple terms)
Stores match what users type with your app’s title, subtitle or short description, keywords and long description, then rank results using relevance and signals such as installs, ratings, reviews and retention. Because the details differ between the two stores, optimise each separately.
1. Research your keywords
Think like a user. What would someone type to solve the problem your app solves?
- Brainstorm 30–50 phrases: what the app does, who it is for, competing terms.
- Check the store’s search suggestions while typing.
- Prefer phrases with reasonable demand and manageable competition.
- Focus on relevance — a keyword that does not describe your app brings installs that leave.
2. Write a strong title and description
- Title: brand name plus your main keyword, concisely and naturally.
- Subtitle or short description: a clear benefit in a few words.
- Long description: explain what the app does, who it helps and its top features; use keywords naturally and make the first lines count.
- Avoid keyword stuffing; stores can penalise it and users distrust it.
3. Design a standout icon and screenshots
Most users decide in seconds:
- Icon: simple, recognisable and distinct from competitors.
- Screenshots: show real benefits with short captions, not just plain screens. Put the best three first.
- Preview video: a 15–30 second demo can lift conversion.
- Show your app in the language and style of your audience.
See how clean app screens look in our sample mobile apps.
4. Earn ratings and reviews
- Ask for ratings after a positive moment, such as completing a task, not at launch.
- Reply to reviews politely, especially critical ones.
- Fix recurring problems and mention fixes in release notes.
5. Keep the app healthy
Crashes, slow loading and uninstalls hurt rankings. Keep the app fast, stable and updated — a point where choosing the right framework and good engineering help.
6. Localise
Translate the listing into the languages your users speak, and use local examples and keywords. In India, regional-language listings can reach large audiences with less competition.
7. Test and measure
Track:
- Impressions – how often your listing appears.
- Conversion rate – views that become installs.
- Installs and uninstalls – quality of traffic.
- Keyword rankings and ratings.
Both stores offer ways to test different icons, screenshots and descriptions. Change one thing at a time.
8. Support ASO with a website
A fast website with a clear page for your app helps people find it on Google, builds trust and lets you link to both stores. See how to make your site SEO-ready.
Quick ASO checklist
- Keyword list researched
- Title and short description include the main keyword
- Clear benefit-led long description
- Strong icon and first three screenshots
- Ratings prompt after positive moments
- Reviews answered
- Listing localised
- Metrics tracked monthly
Build an app people can find
We build, launch and support Android and iOS apps, including store listings. See our mobile app service or get a free quote.
