So, you’ve launched your app, but no one’s finding it. That’s where App Store SEO comes in.
Also known as App Store Optimization (ASO), this process helps your app rank higher in App Store search results and turn views into installs.
Think of it like SEO for apps, except you’re optimizing your app store listing instead of a web page.
If you’re new to ASO or wondering how it differs from traditional SEO, this guide will explain everything.
You’ll learn exactly what App Store SEO is, why it’s more important than ever in 2025, and the step-by-step tactics to help your app stand out in a crowded marketplace.
TL;DR
- App Store SEO (ASO) is all about improving your app’s visibility in Apple’s App Store and Google Play by optimizing titles, descriptions, visuals, and user experience.
- iOS vs Android: Apple uses a hidden 100-character keyword field and prioritizes visuals; Google indexes your full description and weighs keyword density and user behavior heavily.
- Conversion rate boosters like better app icons and engaging screenshots can lift installs by over 20%. Frequent A/B testing is key.
- New AI-powered tags in iOS 26 analyze screenshots and descriptions to auto-categorize apps, adding a new layer to ranking factors.
- Advanced tactics include localization, seasonal metadata updates, and using AI tools like ChatGPT and AppTweak to fine-tune your strategy and stay ahead of evolving algorithms.
What Is App Store SEO (ASO)?
App Store SEO, or App Store Optimization, is the process of improving your app’s visibility by refining its listing in the Apple App Store or Google Play Store.
The goal?
Rank higher in search results and attract more qualified downloads.
How does SEO for app store work?
Like traditional SEO, SEO for app store starts with selecting the right keywords and placing them in strategic areas like your app’s title, subtitle, and description. That way, users can find your app when they search.
However, ASO isn’t the same thing as website SEO; it follows platform-specific rules.
- Apple, for example, gives you a 100-character keyword field that’s invisible to users. Google Play, on the other hand, indexes your entire description to decide what your app should rank for.
- Apple’s algorithm heavily relies on metadata and creative assets, while Google focuses more on keyword-rich description and engagement signals.
That means ASO strategies vary between iOS and Android apps.
While SEO is all about web pages and search engines, ASO is tailored to mobile-specific ranking factors like user ratings, download velocity, app updates, and in-app behavior.
Knowing these differences is key to driving organic installs; the next sections will show you how to do that successfully.
Why App Store SEO Matters More Than Ever
With over 5 million apps live across the Apple App Store and Google Play, discoverability is one of the biggest hurdles in mobile growth.
If your app isn’t optimized, it’s not only hard to find, but it also gets buried beneath millions of competitors.
The numbers speak for themselves. According to 42matters, as of May 2025, there were 2.03 million apps on Google Play and 1.9 million on the App Store, and that number keeps growing by the day.
That’s why ranking higher in search matters. It brings more impressions, more installs, and more chances to convert.
In other words, better visibility means more traffic, and ASO is one of the most cost-effective ways to get it.
Paid ads might deliver a short-term spike in downloads, but ASO drives long-term visibility without draining your budget.
And the upside is massive. Projections for mobile apps’ global revenue estimate a significant increase from from $522,717.51 million in 2024 to $673,778.05 million by 2027.
Even a modest increase in downloads can lead to meaningful returns, whether through app purchases, subscriptions, or ad revenue.
A well-optimized listing doesn’t just drive traffic. It lowers your customer acquisition cost and increases lifetime value.
But the game keeps changing. App store algorithms evolve, and so do user behaviors.
That’s why ASO isn’t something you do once and forget.
It’s an ongoing process.
Keeping your listing fresh—guided by data and trends—helps maintain your position where it counts.
This is exactly where Search Everywhere Optimization comes in.
At SEO Sherpa, we help brands show up wherever people are searching, not just on Google, but across app stores, social platforms, YouTube, Amazon, and beyond.
Search isn’t confined to just one platform anymore.
That’s why our mission is simple: to help you get found everywhere your audience is already looking.
Whether it’s a keyword in the App Store or a how-to video on YouTube, we build visibility strategies that connect the dots across all discovery channels.
If you want to dive deeper into the full framework, read our Search Everywhere Optimization Guide.
It’s packed with actionable strategies to grow your presence across all major platforms, app stores included.
How the App Store Ranking Algorithm Works
Both the Apple App Store and Google Play use ranking algorithms to decide which apps appear in search results and featured placements.
So what are the ranking factors for App Store search?
These are the tried-and-tested ranking signals that lift an app in search and featured slots.
Read through to the end, because Apple is adding a brand-new layer that could shake things up.
The first major factor is your app’s metadata. On iOS, this includes the title, subtitle, and keyword field. On Google Play, it’s the title, short description, and long description.
Your app title carries the most weight.
On iOS, including your top keyword in the title is critical, and Apple boosts its relevance even more. You also get a hidden 100-character keyword field where you can add extra search terms.
Google doesn’t offer a keyword field. Instead, it indexes every word in your short and long descriptions. To rank well, you must write for search, not just for users, without sounding robotic.
Next comes your conversion rate. App stores track how many people download your app after viewing the listing. A high number indicates that your app is considered more relevant and trustworthy.
That’s why your icon, screenshots, and preview video matter.
Strong visuals lift your conversion rate. Updating visual assets like your app icon alone can improve installs by up to 22.8%. Updating screenshots can push that even further — over 21% in some cases.
Ratings and reviews are another big factor — apps with high star ratings and recent positive feedback rank better.
Aim for a 4.4-star average or higher and prompt happy users to leave reviews. When negative feedback comes in, respond fast and fix the issue at its core.
Retention matters, too. The algorithm tracks how often users come back and how long they stay. Your rankings will drop if your uninstall rate is high or engagement is weak. Apps that keep users engaged and deliver ongoing value get rewarded.
Download volume and velocity round out the picture.
A steady stream of installs builds authority over time. But a sharp spike in downloads, say, after a product launch or campaign, can also give you a temporary ranking boost.
That’s why timing matters. Releasing a new version alongside a marketing push can drive downloads and send the algorithm a fresh relevance signal.
But stick around, there’s more.
In the latest iOS 26 beta, Apple introduced AI-powered tags that extract contextual meaning from screenshots, app descriptions, and category data. This means every part of your listing, not just metadata fields, could now influence ranking.
These AI-generated tags are assigned to help categorize your app more precisely, using signals from your visuals and other content. Developers will eventually be able to manage these tags, and Apple says human reviewers will approve them before they go live.
So while traditional signals like keywords, visuals, and reviews still matter, everything, including the text inside screenshots, may now factor into App Store visibility.
Apple vs Google Play: Algorithm Differences
While both Apple and Google aim to deliver the most relevant apps to users, their approaches to evaluating and ranking app listings fundamentally differ.
To succeed across both stores, you must understand how each algorithm works and apply platform-specific strategies accordingly.
The most significant difference lies in how keywords are handled. Apple uses a hidden 100-character keyword field, allowing you to specify the search terms for which your app will rank. These keywords aren’t visible to users but play a significant role in search indexing.
Google Play, on the other hand, doesn’t offer a keyword field. Instead, it relies entirely on the words you include in your title and short and long descriptions, indexing everything in real time.
This means your approach to keyword placement must change depending on the platform. On iOS, repeating keywords in multiple fields offers no benefit; Apple only indexes a term once. Duplicating terms wastes valuable space.
However, keyword density still matters in Google Play, and using your most important keywords naturally two or three times in the description can help reinforce relevance.
The difference also extends to metadata weighting. On Apple, the title and subtitle are your primary SEO assets, while the long description does not influence search rankings.
All visible text fields on Google Play are indexed, so the long description is central to discoverability. To improve Android performance, you’ll want to place your top keywords in short and full descriptions early.
Beyond text, visual assets are surfaced differently. In the App Store, preview videos autoplay, and screenshots are visible directly in search results. This makes visuals a powerful lever for conversion before a user even taps into your listing.
In contrast, Google Play only shows screenshots and videos on the app page, meaning your written content does more of the heavy lifting upfront.
There’s also a difference in how the stores treat external signals. Apple’s algorithm is self-contained, meaning backlinks and off-platform SEO don’t impact search rankings.
Google, however, may incorporate off-platform indicators like backlinks and indexed web content, especially for apps with high search demand. This makes external SEO more relevant for Android apps.
In addition, localization works differently. Apple allows separate keyword fields, titles, and subtitles for each language version of your listing.
Google Play uses localized descriptions instead. Both stores reward fully translated and culturally adapted metadata for international ASO, but the structure for doing that differs.
Finally, both platforms offer tools to enhance discoverability, but they’re not identical. Apple’s Custom Product Pages and App Events allow marketers to create variations of their listing for specific campaigns or audiences, all of which can be indexed.
Google Play counters with custom store listings by country and install source, giving you more control over messaging for different user segments.
In short, Apple rewards tight keyword usage and high-quality visuals, while Google favors keyword-rich text and behavioral data.
To win across both ecosystems, you need a tailored approach that respects each platform’s rules while continuously adapting to their algorithms’ evolution.
Keyword Optimization for the App Store
Finding the right keywords is the foundation of any App Store SEO strategy.
No matter how good your app is, it won’t get found if it doesn’t include the terms users are actively searching for.
That’s why smart keyword research and placement are where discoverability begins.
Are you wondering how to find keywords for App Store SEO?
How to Do Keyword Research for ASO
We recommend starting with the right tools.
Platforms like AppTweak, Sensor Tower, MobileAction, and ASOdesk are purpose-built for app store keyword research.
These tools let you build a seed list of relevant terms, explore long-tail variations, and identify keyword gaps your app can target.
It also pays to study your top competitors.
Look closely at their titles, subtitles, and descriptions. You’ll often notice patterns in the keywords they use to rank. Benchmarking their listings can reveal missed opportunities on your own.
Pair this with autocomplete suggestions from the App Store and Google Play. Just like in Google or YouTube, typing “photo editor” might reveal real search queries like “photo editor with filters” or “photo editor for beginners.” These are gold for keyword inspiration.
Once you’ve built your list, it’s time to filter. Not every keyword is worth pursuing. Some are too competitive, and others may not align with your app’s features.
Focus on keywords that reflect what your app does and what your ideal users are likely to search.
Where to Place Keywords for Maximum Impact
The next thing to consider is placement. The app title is your most valuable keyword field.
Place your primary keyword as close to the beginning as possible , that’s where both users and algorithms are looking. At the same time, keep the title clear, brandable, and user-friendly.
That said, there’s one exception.
If your app is already brand-heavy, think Spotify, Duolingo, or Calm, then you may want to lead with your brand name. These apps have built-in recognition, so discoverability plays a slightly different role.
But if you’re not quite a household name yet, leading with the keyword gives you a visibility edge.
On iOS, you also get a 30-character subtitle below the title in search results. Use it to drop in a secondary keyword and a short-value prop.
iOS gives you an extra advantage: the hidden 100-character keyword field. It’s fully indexed but invisible to users. Separate terms with commas, skip the spaces and avoid repeating keywords from your title or subtitle.
If your app is called “BudgetTracker: Save Money,” don’t waste space repeating “budget” or “save” in the keyword field. Instead, use related terms like “expenses, finance, planner, spending.”
Meanwhile, Google Play doesn’t offer a keyword field, so your keywords must appear naturally in short and long descriptions.
In the long description, aim to include each main keyword two to three times. Focus especially on the first few lines; Google often weighs them more heavily.
Even though Apple doesn’t index the description for search, it still matters for conversion. So keep it scannable, clear, and benefit-driven, with light keyword use that supports the message without stuffing.
Across both stores, a description isn’t just for keywords, it’s your primary sales page. Structure it so readers can scan fast:
A description that reads like a wall of text sends users running.
Break it up so they can glance, grin, and tap “install”:
- Open with one sentence that nails the main benefit.
- List key features in concise bullet points.
- Group related perks under bold sub-headings for quick scanning.
- Wrap up with social proof plus a friendly call-to-download.
Readable copy boosts time on page, and those engagement signals help rankings.
Don’t overlook supporting fields, either.
If it makes sense, add relevant terms to your developer name, in-app purchase name, or feature name. This can increase your app’s indexable surface area.
Just make sure it all reads naturally. Keyword stuffing can backfire and will hurt your rankings or damage user trust.
Conversion Rate Optimization for App Listings
Ranking in search is only half the battle. Once users land on your app listing, you must convert that attention into installs.
That’s where conversion rate optimization (CRO) comes in. In the app store, it’s all about visuals, messaging, and experience.
Start with your app icon. It’s the first thing people see, and it sets the tone. A polished, professional icon builds instant trust and lifts click-throughs. Research shows that optimizing your icon can boost installs by up to 22.8%.
To get it right, use bold, readable shapes and high contrast. Avoid tiny text or overly detailed designs that won’t scale well on mobile. Then, test multiple versions. The data will tell you which performs best.
Next, focus on your screenshots. This is your second chance to sell the app.
Use every available slot and sequence the images strategically. The first two or three screenshots do the heavy lifting and immediately highlight your most valuable features.
Overlay short captions that explain what users are looking at. Studies show that clear, benefit-driven visuals can increase installs by more than 21%.
If you’re on iOS, take advantage of the App Preview video. These autoplay silently in search results and give users a fast look at the experience. Keep it between 15 and 30 seconds. Make sure it’s visually engaging without sound, and use captions to guide the message.
On both platforms, A/B testing is essential.
Apple’s Product Page Optimization lets you test different icons, screenshots, and videos. Google Play offers Store Listing Experiments for the same purpose.
Regular testing removes the guesswork. For example, test screenshots with and without text overlays. Whichever version drives more installs becomes your new default.
Your subtitle or short description should deliver a clear value proposition. Phrases like “Try it free,” “Track your budget,” or “Plan smarter” push users toward action.
If you’ve won awards, earned press mentions, or hit a milestone like “1M+ downloads,” make that visible. Social proof builds credibility fast.
Performance also plays a role. Your listing should load quickly and work smoothly. Broken links, missing assets, or glitchy preview videos will cause users to bounce, and the algorithm notices.
A poor experience leads to lower conversions, which leads to lower rankings.
Get the basics right, and you’ll convert more views into installs without spending a cent on ads.
App Reviews, Ratings & Retention: Hidden SEO Drivers
App store algorithms don’t just reward keyword optimization. They also respond to how users interact with your app after downloading it.
That’s where reviews, ratings, and retention come in.
They might not be as visible as titles or screenshots, but they’re some of the strongest ranking signals in ASO.
Nail the Review Prompt
Let’s start with user reviews.
Timing is everything.
Trigger your in-app prompt right after a positive moment, finishing a workout, hitting a savings goal, unlocking a new level.
Ask when the user is happy and the “Sure, I’ll rate you” response rate skyrockets.
Use the native prompt for each store (SKStoreReviewController on iOS, and Google Play’s In-App Review) so the request feels seamless and Apple/Google can throttle frequency for you.
That protects you from over-asking and getting flagged as pushy.
Maintaining a high rating also matters.
Positive reviews build trust with algorithms and humans alike. When users rave about stability or killer features, both stores see a reason to boost your visibility.
Keep an eye on what people say: if several reviews flag the same bug, fix it fast and highlight the patch in your release notes.
A prompt follow-up often persuades those users to update their rating.
Apps sitting at 4 ★ or higher tend to dominate search and conversion.
If your average dips, push an update, squash the issue, then gently encourage happy users to re-rate.
A lift from 4.2 ★ to 4.4 ★ can move the needle on installs and revenue.
And then there’s retention.
Both Apple and Google track how often users return. Apps opened once and forgotten slide down the ranks.
Guide first-time users to an early “aha” moment, then keep them engaged with smart notifications and meaningful feature releases.
Strong retention tells the algorithm your app is worth recommending.
Onboarding should be smooth, core features should be easy to find, and users should feel success early, ideally within the first session.
Once they’re in, keep the momentum going.
Use timely push notifications and regular updates to maintain interest.
Speaking of updates, frequent ones help more than just the user experience.
Shipping an update every six to eight weeks shows you’re alive and improving.
Even small tweaks, new screenshots, fresh copy, minor UI polish, reset buzz around your listing and invite users back.
Consistent updates also give you regular opportunities to ask for those all-important ratings and reviews at just the right time.
Advanced ASO Techniques for 2025
Once you’ve mastered the basics, the next step is to level up your strategy with advanced App Store SEO tactics.
These techniques help you stay ahead as algorithms evolve, competition intensifies, and user expectations rise.
One major shift is the growing role of AI in ASO.
Platforms like AppTweak and AppsFlyer are now using AI to surface keyword ideas, optimize metadata, and reveal behavioral patterns that influence app downloads.
This opens up opportunities to use tools like ChatGPT to brainstorm long-tail keyword variations based on features, user feedback, or seasonal demand.
Once you’ve generated ideas, validate them using ASO platforms with real-time keyword trends and difficulty scores. This gives you faster, more accurate targeting based on actual search behavior.
Another high-impact move?
Planning metadata updates around seasonal trends.
Search intent changes throughout the year. Fitness apps see a surge in January, and productivity tools spike around back-to-school periods. Updating your title, keywords, or visuals to reflect those moments keeps your app relevant and top-of-mind.
Localization is another powerful growth lever.
Translating your title, subtitle, keywords, and screenshots into other languages expands your global footprint and helps your app rank in more regions.
Tools like Sensor Tower and AppTweak can help you identify high-value keywords in different markets based on local search trends. But don’t just translate – make sure to localize.
Make sure your visuals and copy reflect the cultural context. What works in one region might not work in another.
Visual design plays a role here, too.
If your screenshots or icons feel outdated compared to top apps in your category, users may also assume your product is outdated.
Trends in typography, layout, and color shift over time. Refreshing your visuals every six to 12 months keeps your app looking modern and trustworthy before your performance drops.
Don’t stop at the main listing, either.
While in-app purchase names, subscription tiers, and feature labels won’t move the needle on organic keyword rankings, they still deserve care.
A clear, benefit-driven label (“Pro Budget Export,” “Ad-Free Planner,” or “Family Sync Upgrade”) builds trust, clarifies value, and nudges users closer to conversion.
Once Apple or Google decide to promote those elements, say, in a top-of-page featuring slot or a personalized recommendation the polished naming can pay dividends in clicks and installs.
In the App Store, Custom Product Pages and App Events give you tools for campaign-specific targeting, which is ideal for launches, sales, or seasonal offers.
Google Play offers similar functionality with custom listings by country and install source. These tools let you tailor messaging for different segments without rewriting your core listing.
Finally, lean into emerging tools and early platform features.
Some ASO tools now offer AI-generated metadata suggestions and automated optimization workflows. App stores are rolling out new discovery surfaces, like Siri Suggestions or Google’s “People Also Search For” carousel.
The earlier you test and refine these features, the more visibility you’ll gain—while your competitors play catch-up.
Tools to Track and Improve Your App SEO
You can’t optimize what you don’t measure.
You need data and the right tools to turn that data into action to improve your app’s visibility, installs, and retention.
These platforms help you understand how your app is performing, where it’s falling short, and what to do next.
Firebase Analytics helps you track what users do inside your app. You can log screens they view, buttons tapped, and how long each session lasts.
These insights show which features actually drive engagement.
You can even set up triggers, for example, prompt a review when a user hits a certain milestone based on their in-app behavior .
Google Analytics is typically used for the web, but it can follow users from your landing pages all the way to installs. That gives you a clear picture of the pre-install funnel, from your ad creative to the app store. It also helps you see how different channels perform across platforms .
AppsFlyer shows whether installs come from organic search, paid ads, social, or other sources. This makes it easy to compare ASO-driven installs versus paid campaigns.
You can also run icon or screenshot tests and see which variation drives more traffic across channels.
Hotjar helps you understand how users interact with your store listing. Through click, scroll, and move heatmaps, you can see what grabs attention and what’s ignored .
Session recordings let you watch real users scroll, tap, and pause so you can spot where they drop off or stumble .
That insight is critical when optimizing visual assets.
Don’t forget the built-in tools, either.
Google Play Console shows your top-performing keywords, search conversion rates, and acquisition sources. App Store Connect offers metrics like download source, impressions, and retention data. These native tools are critical for validating your ASO strategy in real-time.
Each platform helps you uncover weak points, test improvements, and track progress.
While it might be tempting to try them all, you’ll get more value from choosing one or two and using them consistently.
Most offer free trials. Test a few on one app, see which gives you the clearest insights, and build from there.
Common Mistakes to Avoid in App Store SEO
Even the best ASO strategies can fall apart if you make the wrong moves. Whether you’re new to App Store SEO or trying to refine your process, it’s easy to overlook issues that quietly undermine your visibility, conversion, and ranking potential.
One of the most common pitfalls is keyword stuffing.
Repeating the same keyword across multiple fields or cramming unnatural combinations into your description won’t help your app rank. On the iOS app store, repeating a term in the keyword field offers no added benefit and wastes space. On Android, keyword density still matters, but overloading your copy can make it sound spammy and reduce readability.
The better approach is to use each keyword once in each field and focus on clarity and relevance.
Another issue is relying on low-quality visuals.
Your icon, screenshots, and preview video directly affect conversion, and blurry, outdated, or text-heavy assets will drag down performance. The solution is to keep visuals sharp, well-branded, and backed by A/B testing instead of guesswork.
Many teams also make the mistake of ignoring analytics. ASO isn’t a one-time task. If you’re not checking your keyword rankings, download trends, or store conversion rates, you’re flying blind.
Regular reviews of install data, top search terms, and keyword performance help you stay ahead of shifts in user behavior. If your traffic suddenly drops or your install rate dips, that’s a signal to investigate.
It’s also essential to strike the right cadence with metadata updates. Too frequent, and the algorithm may not adjust in time; too infrequent, your listing might feel stale. A good rule of thumb is to refresh every six to eight weeks, especially on Google Play.
Lastly, it’s surprising how often developers neglect localization.
If your app is available in multiple countries but your listing is only in English, you’re missing easy growth opportunities.
Localizing metadata and screenshots is free in most ASO tools and can double or triple your visibility in non-English markets.
Final Thoughts: Treat ASO as a Long-Term Strategy
App Store SEO isn’t a one-time fix. It’s an ongoing loop.
You optimize, analyze, listen to users, improve the product, and then re-optimize. This repeatable process is what drives sustainable growth in the app stores.
It takes time, but it pays off.
There’s nothing like watching your app ranks climb, seeing your download numbers rise, and knowing you didn’t rely on paid ads to get there.
You earn it by building a listing that converts, stays relevant, and delivers value.
If you’re just getting started or you’ve hit a wall and need expert help to accelerate your progress, we’re here to help.
Book a free discovery call with our team, and let’s map out a clear strategy to boost your visibility, improve conversions, and grow your downloads with long-term ASO.
We’ll audit your current app store listing, uncover missed opportunities, and show you exactly how to align ASO with a broader Search Everywhere Optimization strategy.
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