App store optimization: the complete guide

How the stores rank apps

Neither store publishes its algorithm. What they do publish: Apple says search uses text relevance (app name, subtitle, keywords, category) and user behaviour such as downloads and ratings (Apple: Search). Google says Play considers relevance, quality, ratings, and engagement. Everything else you read is inference.

Visibility: getting found

• App Store: name (30), subtitle (30), keyword field (100). Use all of it, never repeat words. Details in app store keywords.
• Google Play: title (30), short description (80), full description (4,000). See Google Play ASO.
• Localizations add more indexed space: localization keywords.
• Research first: keyword research.

Conversion: getting the install

Your icon and first screenshots do most of the work. Read screenshot best practices, check screenshot sizes, and plan icon tests. Apple's product page optimization and Play's store listing experiments let you test with real traffic.

ASO vs SEO

ASO is SEO for app stores, but the ranking signals and limits are different. We compare them in ASO vs SEO.

A simple order of work

1. Fix any review risk first (rejections).
2. Keywords and metadata.
3. Icon and screenshots, tested.
4. Localization into your next markets.
5. Ratings prompts and a steady update cadence.
6. Measure, then repeat.

Sources

• Apple: Search on the App Store (accessed 26 October 2026)
• Apple: Creating your product page (accessed 26 October 2026)
• Google Play Console Help: Create and set up your app's store listing (accessed 26 October 2026)
• Apple: Product page optimization (accessed 26 October 2026)
• Google Play Console Help: Run store listing experiments (accessed 26 October 2026)