App Store Optimization Services for Google Play and the App Store

App store optimisation is the process of improving an app’s visibility in app store search and browse results, and increasing the share of people who install after viewing its listing. It is similar to search engine optimisation for websites, but adapted to how Google Play and the App Store rank apps and how people decide to download them. Our SEO services cover the website side of search.

Both stores use many signals, and the exact algorithms are not public. Important factors generally include:

On Google Play, the app title, short description and full description are all used to understand what the app is about, so keywords should appear naturally throughout the text. On the App Store, the app name, subtitle and a hidden keyword field are the main text fields used for search, while the description is mainly for users. Character limits, creative formats, testing tools and ranking behaviour also differ, so we optimise each store separately.

We start with how target users describe their problem, not how the company describes its product. Keyword research tools show estimated search popularity and competition in each store and country, and competitor listings reveal the terms they target. We prioritise keywords that are relevant, have meaningful search volume and are realistic to rank for, then place the most important terms in the highest-weight fields. Keyword stuffing is avoided, since both stores penalise it and it reads poorly.

Most people decide whether to install within a few seconds, often from search results where they see only the icon, name, rating and first screenshots. A clear, distinctive icon and screenshots that show the main benefit, not just the interface, can significantly change conversion. Effective screenshots use short captions, highlight one benefit per image, show the app in real use, and put the most persuasive message first. Our app UI/UX design team works closely on these creatives.

Preview videos can explain an app’s value quickly, especially for apps that are hard to understand from screenshots. They must follow each store’s rules: App Store previews show the app’s actual experience, while Google Play uses a promotional video. Videos should communicate the key benefit in the first seconds and work without sound. We test whether a video improves conversion, since a weak video can perform worse than good screenshots.

Google Play store listing experiments let you test different icons, screenshots, videos and descriptions with a share of visitors. Apple’s product page optimisation lets you test alternative icons, screenshots and preview videos. After enough traffic, the stores report which variant converts better. We run tests one hypothesis at a time, such as a benefit-led screenshot versus a feature-led one, and apply winners before testing the next idea.

Google Play custom store listings can show different listings to users in specific countries or arriving from certain campaigns, and Apple’s custom product pages provide alternative pages linked from ads or other promotions. They allow messaging tailored to different audiences, for example students versus teachers in an education app, or a festive campaign for a shopping app. Matching ads with relevant store pages improves conversion from paid campaigns.

Ratings influence both ranking and conversion; many people ignore apps below a certain rating. We improve ratings by prompting for reviews at positive moments, such as after a successful order or a completed lesson, using the official in-app review APIs that let users rate without leaving the app; by replying to reviews helpfully, especially negative ones; and by feeding recurring complaints back to the product team. Incentivising or faking reviews breaks store policies and is never used.

Yes, for many apps. Users increasingly search the stores in Hindi and other Indian languages, or in transliterated forms. Localised listings with translated titles, descriptions and screenshots in Hindi, Tamil, Telugu, Marathi, Bengali and other languages can improve visibility and conversion among those users. For international markets, localisation should reflect local search terms, not just direct translation.

Stores favour apps that users keep and enjoy. On Google Play, Android vitals such as crash rate and frozen screens can affect visibility when they exceed thresholds. Poor performance leads to bad reviews and uninstalls, which harm ranking. ASO therefore works best alongside ongoing quality improvements through our app maintenance service.

Both stores support time-limited promotional content, such as Apple’s in-app events and Google Play’s promotional content, which can appear in search results, the app’s listing and sometimes editorial areas. Sales, festivals, live classes, contests and new feature launches can be promoted this way to attract new users and re-engage lapsed ones.

Paid campaigns, such as Google App campaigns and Apple Search Ads, increase installs and can indirectly support organic ranking through higher install volumes. Keyword data from Apple Search Ads also informs organic keyword strategy. Strong listings improve the conversion of paid traffic, lowering cost per install. Our paid media team manages app campaigns in coordination with ASO.

We track keyword rankings for priority terms, store search impressions, listing page views, conversion rate from view to install, organic installs by source, ratings and review volume, and, where analytics allow, retention of users from organic search. Results are compared month to month and against competitors.

Creative and conversion improvements can show results within weeks, once enough visitors see the new listing. Keyword ranking changes often take longer, as stores reindex metadata and install signals build. ASO is cumulative: steady testing and improvement over months typically produces the strongest gains.

These mistakes often limit app store performance.

Both stores have rules for metadata and creatives: no misleading claims, no unauthorised use of other brands, no excessive capitalisation or emoji in titles on Google Play, accurate screenshots that reflect the app, appropriate content ratings and truthful claims about rankings or awards. Breaking these rules can lead to rejected updates or removal. We check every change against current policies.

The primary category affects where the app appears in browse charts, which competitors it is compared with and sometimes how relevant it is judged for searches. The right choice balances accuracy with competition: a finance app may fit both finance and business, and one may offer a better chance of visibility. Changing category is possible but should be tested carefully, since it can shift rankings.

Costs depend on the number of apps and stores, markets and languages, creative production such as screenshots and videos, testing frequency, review management volume and reporting depth. Keyword research tools and video production may involve separate costs.