What is ASO?
App Store Optimisation (ASO) is the process of improving your app's visibility in app store search results. Think of it as SEO, but for the App Store and Google Play.
When someone searches "habit tracker" or "budget app", the store decides which apps to show — and in what order. ASO is how you influence that decision. It covers everything from your app's title and keywords to your screenshots and description.
The goal is simple: get more of the right people to find your app, tap on your listing, and install it. No paid ads required.
Why ASO matters
If you've just shipped an app, you might be thinking "I'll just share it on Twitter and see what happens." That's fine for launch day. But long-term, organic search is where sustainable downloads come from.
70%
of app store visitors use search to find apps
65%
of downloads happen directly after a search
Top 3
results get the vast majority of taps
The maths is straightforward: if people can't find your app, they can't install it. And unlike paid acquisition, which stops the moment you stop spending, ASO compounds over time. A well-optimised listing keeps working for you months after you set it up.
For indie developers and small teams, this matters even more. You probably don't have a marketing budget. ASO is the one lever you can pull for free.
The 5 key ASO factors
Both Apple and Google use algorithms to decide which apps appear for a given search. While the exact formulas are secret, the ranking factors are well understood. Here's what matters most.
1. App title
Your title is the single most important text field for ASO. It carries the most weight in search ranking algorithms on both stores. You get 30 characters on the App Store and 30 on Google Play — use them wisely.
A common mistake is using only your brand name. Unless you're Spotify, nobody is searching for your app by name. Include your primary keyword alongside your brand. For example: "Pennywise — Budget Tracker" is far better than just "Pennywise".
2. Subtitle (App Store) / Short description (Google Play)
This is your second-most valuable text field. On iOS, the subtitle appears directly under your title in search results — it's 30 characters of prime real estate. On Google Play, the short description (80 characters) serves a similar purpose.
Use this space for your secondary keywords and a clear value proposition. Don't repeat words from your title. Every character should earn its place.
3. Keywords field (App Store only)
Apple gives you a hidden 100-character keyword field. Users never see it, but it directly affects which searches your app appears in. Separate keywords with commas, don't use spaces after commas, and don't repeat words that already appear in your title or subtitle — Apple already indexes those.
This field doesn't exist on Google Play. Instead, Google indexes your full description, so keywords need to appear naturally in your long description text.
4. Description
On the App Store, Apple has confirmed the long description does not affect search ranking. But it does affect conversion — people read it before deciding to install. Write for humans, not algorithms.
On Google Play, the description does affect ranking. Google indexes the full text, so include relevant keywords naturally. Aim for 2-3 mentions of your primary keyword without stuffing it in awkwardly. The first few lines matter most since that's what users see before tapping "read more".
5. Visual assets
Your icon, screenshots, and preview video don't directly affect search ranking, but they massively affect your conversion rate. A listing that ranks #1 but converts at 10% will get fewer installs than a listing that ranks #3 but converts at 40%.
Your first two screenshots are the most important — on iOS, they appear in search results. Make sure they communicate what your app does within 2 seconds. Use captions, show real UI, and highlight your core feature first.
ASO for App Store vs Google Play
The two stores have different rules and different algorithms. Here's a quick comparison of what matters where.
| Factor | Apple App Store | Google Play |
|---|---|---|
| Title length | 30 characters | 30 characters |
| Subtitle / Short desc | 30 characters (subtitle) | 80 characters (short description) |
| Keyword field | 100 characters (hidden) | None — uses description |
| Description indexed? | No (conversion only) | Yes (affects ranking) |
| Screenshots in search | Yes (first 3 landscape / first 3 portrait) | No (listing page only) |
| Review text indexed? | No | Yes |
The key takeaway: on Apple, your title + subtitle + keyword field are everything for search. On Google Play, your title + description carry the weight. Optimise for each store separately.
Common ASO mistakes
Most indie developers make the same handful of errors. If you fix just these, you'll already be ahead of 80% of the competition.
-
Using only your brand name as the title
Nobody is searching for "Fluxify". They're searching for "meditation timer". Include the keyword.
-
Repeating keywords across title, subtitle, and keyword field
Apple already indexes your title words. Repeating them in your keyword field wastes characters you could use for other terms.
-
Writing the same listing for both stores
Apple and Google index different fields. Copy-pasting the same text means you're leaving ranking potential on the table.
-
Ignoring screenshots
Your screenshots are your shop window. Generic or unclear screenshots kill your conversion rate, even if you rank well.
-
Setting and forgetting
ASO isn't a one-time task. Search trends change, competitors update their listings, and your ranking shifts. Review your listing at least once a quarter.
How to get started
You don't need to become a marketing expert. Start with these three steps and you'll be ahead of most apps in the store.
Audit your current listing
Before you change anything, understand where you stand. Check your title length, keyword usage, and whether your screenshots actually communicate what your app does. Tools like vibeASO's free score checker can give you a baseline in under 2 minutes.
Research your keywords
Think about how real people would search for an app like yours. Don't guess — look at what competitors rank for, check autocomplete suggestions in the store, and pick keywords that balance search volume with competition. Target specific phrases over broad ones. "Calorie counter for runners" will convert better than "health app".
Optimise, ship, and measure
Update your title, subtitle, and keyword field with your target terms. Rewrite your description for the right store. Then wait 2-4 weeks and check your impressions and conversion rate in App Store Connect or Google Play Console. ASO is iterative — make a change, measure the result, and refine.