App Store Optimisation (ASO): How to Rank Higher on the App Store and Google Play
Over 60 percent of app downloads come from people searching directly in the App Store or Google Play. Not from ads, social media, or press coverage. From typing a few words into the search bar and picking from the results.
This is why App Store Optimisation matters more than most founders realise. If your app does not appear when someone searches for a relevant term, you are invisible to the majority of potential users. And unlike website SEO, ASO improvements can show results within days.
I have applied these practices to both Dine With Me and Media Training AI -- two different apps in different categories. The principles are the same regardless of your niche. This guide covers every element that affects your ranking and conversion rate.
How App Store Search Works
Apple App Store
Apple's algorithm considers: your app name and subtitle (heaviest weight), the 100-character keyword field, download velocity, ratings and reviews, engagement metrics, and update frequency.
Google Play
Google's algorithm considers: app title (up to 30 characters, most important factor), short description (80 characters, indexed), full description (4,000 characters, fully indexed), downloads and engagement, ratings and reviews, and backlinks from websites.
The key difference: Apple has a dedicated keyword field but does not index your description. Google has no keyword field but indexes your entire description.
Optimising Your App Title and Subtitle
Your title is the most powerful ranking factor on both platforms and the first thing users see.
Include your primary keyword. For Media Training AI, the name itself contains the primary search term -- a significant ranking advantage.
Keep it readable. "Media Training AI - Public Speaking Coach" communicates clearly while including keywords. Keyword-stuffed titles read like spam and risk rejection from Apple's review team.
Use the subtitle strategically (iOS). Apple gives 30 characters. Include keywords that do not fit in your title. For Dine With Me, the subtitle reinforced the core value proposition while incorporating secondary search terms.
Use the short description (Google Play). Google gives 80 characters that appear on your listing and influence rankings. Make every character count.
Common Mistakes
Avoid generic terms that waste keyword space. Avoid special characters and excessive capitalisation. Avoid frequent title changes, which can temporarily reduce rankings while the algorithm reassesses.
Writing Descriptions That Rank and Convert
The First Three Lines
Most users never tap "Read More." Your opening lines must state the problem, explain the core benefit, and include a call to action.
Platform Differences
Apple: Your description is not indexed for search. Write purely for human readers -- clarity, benefits, social proof.
Google Play: Your full description is indexed. Naturally incorporate target keywords two to three times each, but avoid stuffing. Google's algorithm penalises obvious manipulation.
When I wrote the Dine With Me description, I led with the social problem, followed by the core experience, then listed features. Features matter, but only to someone who already cares about the problem.
Screenshots and Visual Assets
After your title, screenshots are the most influential conversion factor.
Design Principles
Show context, not just interface. Add captions explaining what users see and why it matters.
Lead with your strongest screen. The first two screenshots appear in search results without users tapping your listing.
Tell a story. Arrange screenshots logically: problem, discovery, core experience, outcome.
Use device frames. Screenshots in phone frames look more professional.
Both stores allow preview videos (Apple: three 30-second videos; Google: one promotional video). Keep them short, show the core experience in the first five seconds, and use text overlays since most people watch on mute.
Ratings and Reviews Strategy
A half-star difference in rating can change conversion by 20 percent or more.
When to Ask for Reviews
Trigger the native review prompt when users have just experienced value: after completing a core action, after a positive outcome, or after several active sessions. Never during onboarding, after errors, or too frequently (Apple limits three prompts per year per user).
Responding to Reviews
Respond to every review. For negative reviews, acknowledge the issue, explain your plan, and invite direct contact. For Dine With Me and Media Training AI, responding to early reviews was critical because a single one-star review has outsized impact when you only have ten reviews total.
Category Selection
Choose the category that most accurately describes your primary function. Consider competition level (smaller categories offer better visibility), user intent (wrong category leads to mismatched expectations), and featured opportunities (editors curate by category).
For Dine With Me, the category reflected its social and lifestyle nature. For Media Training AI, the educational and professional development focus guided the choice.
Localisation
Localising your store listing improves conversion and rankings in each market.
What to localise: App name and subtitle, description and keywords, screenshot text overlays, and update notes.
For Ireland and UK apps, differences seem minor since both markets speak English. But currency references, spelling conventions, and cultural references all affect how relevant your listing feels to each audience. For broader European expansion, even basic translation unlocks significant download volume.
A/B Testing
Google Play Console offers built-in A/B testing for icons, screenshots, descriptions, and short descriptions. Apple does not offer native testing but you can measure changes over time through App Store Connect analytics.
What to test: Icons (colour, style, complexity), screenshot order and captions, and short descriptions. Change one variable at a time, run each test for at least seven days, and use statistical significance calculators.
Building an Ongoing ASO Process
ASO is not a one-time activity. Review monthly:
- Check keyword rankings using tools like Sensor Tower or AppTweak
- Review conversion rates in both platform consoles
- Analyse new competitor listings
- Update screenshots for new features
- Respond to new reviews
- Test one listing element
- Update descriptions for new features
Track impressions, page views, downloads, and conversion rates weekly. Correlate changes with specific ASO actions to build a clear picture of what drives downloads in your category.
FAQ
How long does it take for ASO changes to take effect?
Google Play keyword changes can appear within days. Apple changes typically take one to two weeks. For meaningful results, commit to at least three months of consistent effort.
Is ASO more important than paid advertising?
They serve different purposes. ASO drives free, organic downloads from active searchers. Paid ads drive immediate traffic but stop when spending stops. For long-term ROI, ASO is superior because effort compounds. However, paid ads provide initial momentum that improves ASO rankings through download velocity.
Do I need paid ASO tools?
You can start without them. Both platform consoles provide basic analytics including search terms and conversion data. As your app grows, tools like Sensor Tower (from 79 dollars per month) or AppTweak (from 69 dollars per month) provide deeper insights that justify the cost.
How do I find the right keywords?
List every term your target user might search. Include the problem, the category, and specific features. Check App Store Connect and Google Play Console reports for terms already driving impressions. Analyse competitor titles and descriptions to identify keywords they target.
If you want help optimising your app store listings or building a growth strategy, get in touch. I help startups and small businesses in Ireland and the UK increase downloads through proven ASO and marketing techniques.
