App Store Optimisation (ASO) That Gets Your App Found and Installed

What ASO is and why it matters

App store optimisation is the practice of improving how your app appears and ranks in the Apple App Store and Google Play, and how often people install it after seeing it. Think of it as SEO plus conversion rate optimisation for app stores. A great app with a weak listing stays invisible, while a well-optimised listing brings in organic installs that cost nothing per download and compound over time.

ASO matters even more if you also run paid campaigns. A higher store conversion rate lowers your cost per install, because every ad click that lands on your listing is more likely to convert.

The two sides of ASO

Visibility: getting found

Store search engines look at your app title, subtitle or short description, keyword field on iOS, long description on Google Play, category, ratings and reviews, install velocity, retention and uninstall rates. We research which keywords people actually use to find apps like yours, estimate their competitiveness and place the best ones where each store looks. We avoid keyword stuffing, which is against store guidelines and hurts conversion.

Conversion: getting installed

Once people see your listing, the icon, screenshots, preview video, rating and first lines of description decide whether they tap Install. We design screenshots that tell a story in a few seconds, write benefit-led copy and test variations using Apple’s Product Page Optimisation and Google Play’s Store Listing Experiments, so changes are based on evidence.

What our ASO service includes

• ASO audit: a review of your current listing, rankings, competitors and conversion funnel.
• Keyword research and strategy: target keywords by market and language, with a plan for each store.
• Metadata optimisation: title, subtitle, keyword field, short and long description written for people first and algorithms second.
• Creative optimisation: icon, screenshots, preview video and feature graphics, tested through store experiments.
• Ratings and reviews strategy: prompts at the right moment in the app, and professional responses to reviews.
• Localisation: listings adapted for India, the USA, the UK, Canada, Australia and other markets, including language and cultural differences.
• Tracking and reporting: impressions, page views, install conversion, rankings by keyword and retention, so you see what changed and why.

Ratings and reviews matter more than most teams realise

Ratings influence both ranking and conversion. Apps with weak ratings find it hard to convert even strong traffic. We help you ask satisfied users for a rating at a natural moment, for example after a successful action, and route unhappy users to support instead of the store. We never encourage fake reviews or incentivised ratings, which violate store rules and can get your app removed.

Beyond the store: supporting installs from other channels

The store is one of several routes to installs. We also use SEO and content so people can discover your app through web search and AI assistants, paid campaigns that send traffic to your store listing, and social media and influencer activity. We set up deep links and attribution so you know which channels deliver users who stay.

ASO for new and established apps

For new apps, ASO starts before launch with keyword and positioning research so the first release is already optimised. For established apps, we look for quick wins in metadata and creatives, then build a regular testing cycle. Both stores change their algorithms and features over time, so ASO is an ongoing practice rather than a one-time task.

Realistic expectations

Nobody can guarantee a particular ranking or install number. Results depend on your category, competition, product quality and budget. What we can promise is a methodical, evidence-based approach, clear reporting and honest recommendations, including when the best investment is improving the app itself, for example onboarding or performance, before spending more on promotion.

Combine ASO with development and maintenance

If you also need help building or improving your app, see our mobile app development and maintenance services. Having one team look after the app, its store presence and its marketing keeps everything consistent.