App store optimisation (ASO) is the process of improving your app’s visibility and conversion rate in the Apple App Store and Google Play. Rankings depend mainly on three things: the keywords in your metadata, how many people who see your listing install the app, and how users rate and keep using it. Get those right and organic installs grow without paying for every download.
Key takeaways
- Titles are limited to 30 characters on both stores — put the main keyword there.
- Apple has a 100-character keyword field; Google Play indexes the long description.
- The icon and first screenshots decide most installs.
- Ratings, crashes and uninstalls affect rankings too.
Where keywords go on each store
| Field | Apple App Store | Google Play |
|---|---|---|
| App name / title | 30 characters | 30 characters |
| Subtitle / short description | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keyword field | 100 characters, comma-separated | None |
| Long description | Not used for search ranking | Up to 4,000 characters, indexed for search |
On Apple, put your most important keyword in the title, the next in the subtitle and the rest in the keyword field without repeating words. On Google Play, use your main keywords naturally in the title, short description and the first lines of the full description — keyword stuffing can get a listing rejected.
Step 1: Research keywords people actually use
- List the problems your app solves in your users’ words, including Urdu or Roman Urdu terms if your audience uses them.
- Check the autocomplete suggestions in each store.
- Look at the titles and subtitles of competing apps.
- Prioritise keywords with decent search interest and competition you can realistically beat.
Step 2: Improve conversion on your listing
Stores reward apps that convert listing views into installs. Most people decide from the icon and first two or three screenshots.
- Icon: simple, recognisable at small size, distinct from competitors.
- Screenshots: show the main benefit in the first screenshot with a short caption, not a login screen.
- Preview video: 15–30 seconds showing the core feature.
- Description: lead with what the app does and who it’s for.
- Localisation: translate listings for each market you target.
Step 3: Ratings and reviews
Ratings affect both ranking and conversion. Ask for a rating at a positive moment (after a completed order or task), using the official in-app review prompts. Reply to reviews — especially negative ones — and fix the problems they mention.
Step 4: Retention and quality
Crashes, slow loading and uninstalls hurt rankings. Monitor Google Play Console vitals and App Store Connect analytics, and treat stability as part of ASO.
Step 5: Test and iterate
Google Play offers store listing experiments; the App Store offers product page optimisation tests. Test one change at a time — icon, first screenshot, short description — and keep the winner.
ASO works best alongside a launch and acquisition plan. See our app marketing services.
A worked example: a food-delivery app in Karachi
Imagine a delivery app whose title is simply its brand name, “Zaika”. It ranks for its own name and nothing else. A better title and subtitle would be “Zaika: Food Delivery Karachi” (28 characters) with a subtitle such as “Order biryani, BBQ & groceries” (30 characters). On Apple, the keyword field might then hold “restaurant,takeaway,halal,lunch,dinner,deals,home,chef” — words not already used in the title or subtitle, separated by commas without spaces.
On Google Play, the short description could read “Fast food delivery in Karachi — biryani, BBQ, pizza and groceries to your door”, and the first paragraph of the long description would naturally mention food delivery, Karachi neighbourhoods served and payment options such as cash on delivery.
Mistakes that hold apps back
- Changing the title every week, so the stores never settle your rankings
- Screenshots that show settings or login screens instead of the main benefit
- Ignoring one-star reviews that describe a real bug
- Using competitors’ brand names in metadata, which can lead to rejection
- Localising the app but not the store listing
Frequently asked questions
How long does ASO take to work?
Metadata changes can affect rankings within a few weeks; conversion improvements show as soon as enough visitors see the new listing.
Do paid installs help organic ranking?
Install volume can lift rankings temporarily, but low-quality installs that uninstall quickly do little lasting good.
How often should I update my listing?
Review it every one to three months, and whenever you add a significant feature.
Sources and further reading
- Apple Developer: App Store product page
- Play Console Help: Best practices for your store listing
- Android Developers: Store listing experiments
