What ASO is
It is to the stores what SEO is to Google: understanding what people search for and making your app appear, with the right text and graphics, when they do.
It has two goals: being found (showing up in searches) and convincing (turning a listing visit into an install).
On the App Store: what you can write
- Name: up to 30 characters. The brand name, possibly with a keyword that describes the app.
- Subtitle: up to 30 characters, under the name: says in a few words what the app is for.
- Keyword field: up to 100 characters, not visible to the public. Words already in the name and subtitle should not be repeated.
- Screenshots and preview video: the first two or three are the ones that matter most.
On Google Play: what you can write
- Title: up to 30 characters.
- Short description: up to 80 characters, the text people read first.
- Full description: up to 4,000 characters, and it is read by the store's search engine: write the important words naturally, not as lists of terms.
- Graphics: icon, feature graphic, screenshots and, if useful, a video.
Beyond words: what convinces people to install
- An icon that is recognisable even when small.
- Rating and reviews: they weigh on the decision of whoever views the listing and on the position in results.
- App quality: few crashes and regular updates also help visibility.
- Languages: translate the listing into your users' languages, not only the text but also the screenshots.
The most common mistakes
- Repeated keyword lists: the effect is nil or negative, and the listing looks less credible.
- Repeating the same words in name, subtitle and keyword field on iOS: wasted space.
- Generic screenshots that do not explain what the app does.
- Asking for a review straight away, from people who have not tried the app yet: ask after a successful experience, using the system rating prompt.
- Changing everything at once: you will not know what worked.
How to measure the results
App Store Connect and the Play Console show how many times the listing appeared, how many times it was opened and how many times the app was installed. The step from one stage to the next tells you where interest is lost: if the listing appears but is not opened, title and icon matter; if it is opened but not installed, screenshots and description matter.
Both stores let you test different versions of the listing. Change one thing at a time and wait a few weeks of data before judging.
Bringing people to your app's listing
ASO alone is not enough: traffic also comes from your website, QR codes, emails and advertising. If you want to push the app with campaigns see fixed-price Google and Meta advertising, and to work out the budget read how much Google Ads costs.
Publishing is included in our app packages: iOS from €4,500, Android from €4,200.