How does store search work?
According to Apple, App Store search results are based on a number of factors, including text relevance (matches for the app name, subtitle, keywords and primary category) and user behaviour (downloads, ratings and reviews). According to Google, apps on Google Play are ranked based on a combination of ratings, reviews, downloads and other factors; the weights are proprietary to Google. So in the stores, too, the search term needs to appear in the app’s text.
No main keyword in the name, no match in search
A user searches for “breaking news”. In the app with only a brand name, the search term appears in no field; in the app with the main keyword in its name and a second keyword in its subtitle, the match is highlighted.
Two goals: being found and being downloaded
ASO has two jobs. Visibility: the app appearing in relevant searches. Conversion: the person who sees the app in results or on its store page downloading it. The icon, screenshots, the first lines of the description and the rating are part of this second job.
The first three screenshots appear in search results
According to Apple, if there’s no app preview, the first one to three screenshots can appear in search results depending on their orientation. A single image leaves that space empty.
The first lines of the description
According to Google, users may only read the first few sentences of the description. If the value proposition sits below welcome lines, it goes unseen.
Why does ASO matter?
- Stores enforce their own rules: the name is limited to 30 characters; Google Play prohibits claims like “#1” or “Popular”, price and promotional terms and emoji in the title. Metadata that breaks these rules is a policy violation.
- Keyword stuffing doesn’t work: Google treats excessive repetition and keyword lists in the description as “spammy keywords”.
- Ratings and reviews affect both search and decisions: Apple and Google count ratings and reviews among ranking factors; the rating also appears in search results.
- Maintenance should be visible: Google lists regular updates among its discoverability recommendations; Apple may start a removal process for apps that haven’t been updated in three years and have very few downloads.
Natural text instead of keyword repetition
Instead of repeating the same word over and over, using it once in a natural sentence is enough.
Release notes should say what changed
“Bug fixes” tells users nothing; concrete changes show that the app is being maintained.
Store fields and limits
| Field | App Store | Google Play |
|---|---|---|
| App name | 30 characters | 30 characters |
| Subtitle / Short description | 30 characters (subtitle) | 80 characters (short description) |
| Description | 4,000 characters | 4,000 characters |
| Keyword field | 100 characters, comma-separated (hidden) | None: the title and description are used |
| Promotional text | 170 characters (doesn’t affect search, changes without a new version) | — |
| Screenshots | Up to 10 | At least 2, up to 8 per device type |
| Video | Up to 3 previews, each up to 30 sec | 1 YouTube video; the first 30 sec autoplay |
| Release notes | 4,000 characters | 500 characters |
Ratings and reviews
- Show the rating prompt at a moment of satisfaction, without interrupting the user; on Apple, the prompt can be shown at most 3 times a year.
- Respond to negative reviews: on Apple, the reviewer is notified when you respond and can update their review.
- Don’t buy ratings or reviews or orchestrate fake reviews: Apple treats this as grounds for removal from the Developer Program.
ASO with your website
Visitors to your site are potential users of your app too. The Smart App Banner in Safari, store links on the site and deep link files that open your web URLs in the app build this bridge.
Smart App Banner
With a single meta tag added to the site’s <head>, Safari on iPhone and iPad shows a banner above the page to open or download the app.
The difference between ASO and SEO
| SEO | ASO | |
|---|---|---|
| Where? | Search engines like Google | The App Store and Google Play |
| What’s optimised? | Web pages | The app’s store page |
| Text fields | Title, meta description, headings, content | Name, subtitle / short description, description, (iOS) keyword field |
| Measurement | Google Search Console | App Store Connect, Google Play Console |
Where to start
Audit your app’s store page with the ASO Audit tool: see findings for the name, subtitle, description, visuals, ratings and website links, with animated “Now / Should be” examples built from your app’s own visuals.
Frequently asked questions
How long does ASO take to work?
There’s no fixed timeframe. Store text changes with a new version or a store listing update; on Apple, the promotional text can be changed without submitting a new version. The impact is tracked with the view and download data in App Store Connect and Google Play Console.
How should I use the App Store keyword field?
The field is 100 characters and isn’t shown on the store page. Apple’s advice: separate keywords with commas and no spaces, don’t repeat words that appear in the app name, subtitle or category, and don’t use the names of other apps or companies.
Does ASO require changes inside the app?
The name, text and visuals can be changed without touching the app’s code. Improving ratings, however, usually requires showing the in-app rating prompt at the right moment and fixing the problems raised in reviews.
Sources
- Apple · Search on the App Store
- Apple · Product Page
- Apple · App Review Guidelines
- Apple · Ratings and reviews
- Apple · App Store Improvements
- Google Play · Get discovered on Google Play search
- Google Play · Store listing best practices
- Google Play · Metadata policy
- Google Play · Preview assets
- Apple · Smart App Banners
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