How to improve iOS app ranking
Follow these steps in order. Each one is something we do on client work.
- Audit name, subtitle and keywords. They drive relevance for App Store search.
- Improve conversion. Better first screenshots and icon; test with product page optimization.
- Ask for ratings well. Use SKStoreReviewController after a positive moment.
- Update regularly. Keep What's New specific (guideline 2.3.12).
- Localize. Each localization adds its own keyword field.
- Track impressions by term. Use App Analytics sources.
Key rules and context
Search. Apple lists text relevance and user behaviour among search factors (Apple: Search).
Top charts. Charts reflect recent downloads in a category and country. They move fast after launches or featuring.
Tracking. Use App Store Connect Analytics for impressions and sources, plus a rank tracker (ASO tools).
Improving. How to rank higher.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine ChefNote ranks for "recipe" but not "meal planner". We'd move "Meal Planner" into the subtitle, keep "recipe" in the keyword field, and run a test where the first screenshot shows the weekly plan.
Common mistakes
- Expecting overnight changes. Give it weeks.
- Generic What's New text. Use specifics for real changes.
- Rating prompts on launch. Wait for success.
- Not localizing. Missed keyword space.
On iOS, the name, subtitle and keyword field carry most of the search weight, so we treat those 160 characters as one budget. Ratings, downloads and conversion also matter, which is why we look at the product page before adding more keywords.
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 |
How we measure the result
Here is how we judge whether iOS app ranking 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. When impressions climb but installs stay flat, the bottleneck is conversion, so the icon and screenshots come next rather than more keywords.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Metadata audited
- First screenshots tested
- Rating prompt timed
- What's New specific
- Localizations added
Sources
- Apple: Search on the App Store (accessed 26 October 2026)
- Apple: App Review Guidelines (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (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)
Questions
How often do rankings update?
Continuously.
Why did my ranking drop?
Competition, algorithm changes, fewer downloads or metadata changes.
Do ratings matter?
Yes, as a behaviour signal.
Is chart rank shown in App Store Connect?
Not directly; use third-party tools.
Can you audit it?
Yes: Growth Strategy.
Do ratings affect App Store ranking?
Apple doesn't publish its ranking formula. Ratings visibly affect conversion, which is reason enough to improve them.