How to rank higher, step by step
Follow these steps in order. Each one is something we do on client work.
- Audit metadata. Name, subtitle, keywords.
- Research terms. Relevance first.
- Improve the first screenshots. Conversion.
- Ask for ratings after success. SKStoreReviewController.
- Localize. More keyword fields.
- Iterate monthly. Track impressions.
Rank higher App Store: key rules and context
Relevance. Put the best terms in indexed fields: App Store keywords, Google Play ASO.
Performance. Better conversion means more downloads from the same impressions. Test with PPO.
Ratings and updates. Prompt for ratings at good moments; fix crashes; ship updates.
Store specifics. iOS ranking, Google Play ranking, ranking by country, game ranking.
What doesn't work. Fake reviews, bought installs and keyword stuffing break store rules and risk removal.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine BirdSpot uses the subtitle "The best app for birds". We'd change it to "Identify birds by photo", which names the actual job and a real search term.
Common mistakes
- Vague subtitles. No search terms.
- Keyword stuffing. 2.3.7.
- No ratings plan. Conversion.
- Never iterating. Stagnation.
If you want this handled for you, our pricing page lists every fixed package.
App Store text fields and their limits
These are the limits App Store Connect enforces today. Plan your copy against them before you write a word.
| Field | Limit | Notes |
|---|---|---|
| App name | 2–30 characters | Shown on the product page and in search |
| Subtitle | 30 characters | Appears under the name |
| Keywords | 100 bytes | Comma-separated, each keyword more than two characters; don't repeat app or company name; no other app or company names |
| Promotional text | 170 characters | Above the description; can change without a new submission |
| Description | 4,000 characters | Plain text, no HTML |
| What's New | 4,000 characters | Required for every version after the first |
Native testing tools compared
Use the store's own test tool before any third-party guesswork.
| Apple product page optimization | Google Play store listing experiments | |
|---|---|---|
| What you can test | Icon, screenshots, previews | Graphics and text (icon, screenshots, descriptions) |
| Variants | Up to 3 treatments vs original | Up to 2 variants vs current listing |
| Localization | Treatments can be localized | Run per language (localized experiments) |
| How winners are judged | Estimated conversion lift with confidence | Performance vs current listing over the test |
How we measure the result
Here is how we judge whether rank higher App Store work is paying off. On Google Play, the store performance and acquisition reports in Play Console show where visitors came from and how many of them installed. We log the date of each metadata change and compare the four weeks before it with the four weeks after it.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Metadata audited
- Terms researched
- Screenshots improved
- Ratings prompt
- Localizations
Sources
- Apple: Search on the App Store (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)
- Apple: App Review Guidelines (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
How long to rank higher?
Weeks, after changes are indexed.
Do updates help ranking?
Indirectly through quality and events.
Can I buy installs?
Incentivised installs break rules.
Does ASO guarantee ranking?
No.
Can you help?
Yes: ASO or Growth Strategy.
What affects App Store ranking most?
Apple doesn't publish the formula. The fields you control are the name, subtitle, keywords, and the assets that drive conversion.