of App Store visitors use search to discover apps
Source: Apple, 2022App Store Optimization (ASO) agencyGet your app to the top of the charts.
Most installs start with a search inside the store. We work on the two things that decide it: whether you show up, and whether your page converts.
App Store
The short version
An app store is a search engine with a download button. Rank for the right terms, then make the page impossible to scroll past.
What is App Store Optimization?
App Store Optimization (ASO) is the process of improving an app's listing on the Apple App Store and Google Play so it ranks higher in store search and turns more visitors into installs. It covers the title, keywords, description, icon, screenshots, preview video, ratings and reviews.
Related reading: Google Play's API 36 deadline: what app owners need to do before 1 November · Custom product pages in App Store search: a worked ASO playbook · Five things to fix on your app store page first
of App Store downloads, or close to it, happen directly after a search
Source: Apple, 2022Search is how most people find apps. If you don't show up for the right terms, you don't exist in the store.
What most brands get wrong
Three myths, corrected.
Our playbook
How we actually do it.
01 / 06
Keyword strategy
Title, subtitle and keyword field on iOS; title, short and long description on Google Play. Each store indexes differently, so each gets its own plan.
02 / 06
Listing conversion
Icon, screenshots and preview video tested with Product Page Optimization and Play Store experiments.
03 / 06
Custom product pages
Different store pages for different audiences and ad campaigns, so the page matches the promise.
04 / 06
Ratings & reviews
In-app rating prompts at the right moment, and replies that turn a one-star into a second chance.
05 / 06
In-app events & updates
Events, promotional content and release notes used to stay visible between launches.
06 / 06
Localization
Listings adapted market by market, in language and in keywords.
How we do it
Four steps, no mystery.
- 1
Audit
We benchmark your app against the top apps in your category.
- 2
Optimize
Title, keywords, description, screenshots and previews.
- 3
Push
PR, influencers and campaigns to drive visibility from outside the store.
- 4
Monitor
Rankings, ratings and reviews tracked and acted on.
What we track
Where we work
How ASO works
Three things every app needs.
- 01
First, your app needs to be found
That takes serious analytics and the right data. We focus on useful, actionable numbers without the clutter.
- 02
Then, you need a slick app page
Icon, previews, description and reviews decide whether someone taps "get". This is where our keyword research and store optimization come in.
- 03
Last, you need outside power
There is only so much the store can do alone, so we push visibility through the right marketing channels too.
Good questions
Questions about ASO, answered.
Do you work on both iOS and Android?
Yes. The two stores rank apps differently, so we plan keywords and listings separately for each.
Can you help us launch a new app?
Yes. We plan a soft launch strategy and optimize the listing from day one.
Do you handle other countries?
Yes. Localizing your listing market by market is one of the quickest ways to unlock more downloads.
How is ASO different from SEO?
SEO works on a website for Google; ASO works on your listing inside the App Store and Google Play. The ranking signals differ: title, keywords, ratings, installs and how well the page converts.
How often should a store listing be updated?
Review keywords and screenshots every four to six weeks, and with every major release or season. Stores reward fresh, well-rated apps.
Can ASO improve conversion as well as ranking?
Yes. Better screenshots, a clearer first line and stronger ratings turn more page visitors into installs, which in turn helps ranking.
See ASO at work in your industry
Your move
Free website audit. Zero awkward sales calls.
Drop your URL and we'll tell you what's holding your site back and what we'd fix first. No jargon, no strings.
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