App Store Optimization: 8 Steps to Improve App Store Rankings

App Store Optimization, or ASO, is one of the most important marketing strategies for developers and app marketers. With over 3.5 million apps competing on Google Play and more than 1.8 million in Apple’s App Store, most apps never get noticed unless they rank well in search results. 

So, what is app store optimization? ASO is the process of making small but targeted changes to your app’s listing on the Apple App Store and Google Play to help it climb higher in the rankings and get seen by more people. This includes  picking the right keywords, using better visuals, and collecting user reviews. 

If you want to boost downloads and reach the right users, you need to know what matters most for ASO. 

Here are 8 steps to app store optimization to help improve your app store ranking:

1. Build an app that doesn’t suck
2. Target keywords your app title
3. Ask users for reviews
4. Localize your app listing
5. Run in-app ad campaigns
6. Leverage Apple Search Ads
7. Set up Google AdMob
8. Optimize your conversion rate

1. Build an App That Doesn’t Suck

The most effective ASO starts with having an app people actually want to use. If your app crashes, drains battery, or feels slow, no amount of keywords or nice screenshots will save it. Ratings and reviews will tank, and users will uninstall before you ever get a chance to market it.

Focus on building an app that works smoothly, solves a real problem, and stands out from lookalike competitors. 

High performance and positive feedback make every other app store optimization step far more effective. If users love what you’ve built, better rankings and downloads will follow.

2. Target Keywords in the App Title

Choosing the right keywords for your app’s title is one of the fastest ways to improve ASO search optimization for the best visibility. Both the Google Play Store and the Apple App Store give you 30 and 255 characters respectively for your title. Within these limits, include the main keywords and what your app does. 

Users often search with simple phrases, so including high-impact keywords in your title helps your app show up where it matters most.

Make sure the title still reads naturally even as you use clear, direct words that match what your target users type into the app store's search feature. A well-crafted title brings more eyes to your app and can drive steady growth in downloads.

3. Ask Users for Reviews Within The  App

Positive reviews help your app climb higher in store rankings and build trust with new users. The best way to get these reviews is to ask at the right moment, like after a user completes a key action or reaches a milestone. Keep the request simple and avoid interrupting their experience.

Good timing makes users more likely to leave a rating or share feedback. By the way, both the Apple App Store and Google Play Store frown upon bought reviews or incentivized ratings, so be certain not to dabble in that. Add getting more high-quality reviews organically to your app store optimization strategies to boost your app’s credibility and attract even more downloads.

4. Localize Your App Listing

If you’re looking for how to improve app store ranking to appeal to a global audience, then localization is your best bet. Localizing your app listing means adapting it for specific countries and languages. This step opens your app to new markets where users search with different words and prefer content in their native language. Translate your app title, description, and keywords so they fit local culture and search habits.

Add screenshots that reflect local trends or devices when possible. A localized listing helps your app stand out, win new users, and improve rankings in more than one region.

5. Leverage Apple Search Ads

Apple Search Ads help you get your app in front of users searching for related keywords in the App Store. By running targeted ad campaigns, you can reach people who are already interested in apps like yours. This is a quick way to increase visibility, especially for new releases or competitive categories.

With Apple Search Ads, you control the keywords, set your budget, and track what works best. The extra exposure can drive more organic downloads and give your app a jumpstart in the rankings.

6. Run In-App Ad Campaigns

If you’re open to paid options, then in-app ad campaigns let you reach users while they are already engaged with similar apps. 

Platforms like Blockchain-Ads, Unity Ads, and other ad networks allow you to target audiences based on interests, behavior, or location. With these tools, you can showcase your app to people most likely to download and keep using it.

Set your budget, choose your audience, and design creative ads that stand out. Running in-app campaigns can quickly boost installs and help your app climb the rankings in competitive categories.

7. Set Up Google App Campaigns

Aside from in-app ads, if you have more budget for paid campaigns, you can consider Google App Campaigns. They help you promote your app across Google Search, YouTube, Google Play, and partner sites with just a few steps. 

You only need to provide some ad text, images, and a budget; Google’s algorithms handle the rest, finding the best placements to reach your target users.

These campaigns adjust in real time to show your app to people who are most likely to install and engage. Setting up Google App Campaigns can quickly expand your reach and boost downloads, especially when you’re looking to grow fast.

8. Optimize Conversion Rate (CVR)

Improving your conversion rate means turning more store visitors into actual downloads. Start by using clear, honest screenshots and a short, catchy app description that shows what makes your app special. Highlight key features and use keywords naturally.

Check your analytics to see where users drop off and test new icons or messaging if needed. A higher CVR not only boosts downloads but also signals to app stores that your listing matches user needs, which helps you rank even higher.

Understanding App Store Optimization (ASO)

ASO optimization starts with the right keywords and means knowing what your ideal users type, which screenshots grab attention, and how reviews shape first impressions. Tuning these details can be the difference between an app that gets lost and one that climbs up the charts. For any team that wants long-term results as opposed to a quick spike, understanding ASO is the first move. When done right, ASO leads to more downloads, better rankings, and a steady stream of new users who are a good fit for your app.

Let’s break down what ASO ranking factors matter most when optimizing for the Google Play Store and the Apple App Store:

Apple App Store Ranking Factors

Apple’s App Store looks at a mix of factors when ranking apps. The most important include your app name, subtitle, and a keyword field made just for search terms. You also need a clear, detailed description, the right category, and regular app updates to stay competitive.

Apple gives you 255 characters for your title, so use that space to blend strong branding with descriptive, keyword-rich language. Many top apps combine a creative main title and a subtitle packed with keywords to cover both brand and search goals. Other ranking signals include your number of installs, user experience, and how often users leave positive reviews and ratings.

Don’t overlook in-app events or in-app purchases; these can also push your app higher in search results if done well. Paying attention to each of these areas is key if you want your app to show up where users actually look.

Let's break these down:

App Metadata: This includes your app name, subtitle, keyword field, and description. Well-chosen keywords and a clear description help the App Store understand your app’s purpose and match it with user searches. Accurate metadata increases your chances of appearing in relevant search results and climbing higher in rankings.

Downloads Velocity: The rate at which users install your app signals to Apple how popular and in-demand it is. A surge in downloads, especially after launch or updates, can push your app up the charts. Higher velocity tells the algorithm your app is trending and worth highlighting to more users.

User Ratings & Reviews: Apple favors apps with high ratings and frequent positive reviews. Positive feedback boosts your app’s credibility and makes it more appealing to new users. Consistent good reviews can help secure a better spot in search and featured sections.

User Engagement & Retention: How often users open your app and how long they keep it installed both matter for ranking. High engagement and retention show that your app delivers ongoing value and isn’t just a one-time download. Apple rewards apps that keep users coming back, pushing them higher in results.

App Performance & Quality: Smooth performance, fast load times, and few crashes tell Apple that your app delivers a good experience. Apps that crash or have lots of bugs get pushed down in rankings. Keeping your app stable and responsive helps maintain visibility and user trust.

App Update Cycle: Frequent, meaningful updates show Apple you’re active and committed to improving your app. Regular updates also let you fix issues, add features, and adjust to new user needs. Staying current helps you hold your ranking and adapt to changing search trends.

Conversion Rate: This measures how many people download your app after viewing its page. A strong conversion rate tells Apple your app listing is compelling and trustworthy. Higher conversion means the App Store is more likely to feature or rank your app well, since it’s clearly delivering on user expectations.

Google Play Ranking Factors

Similar to the Apple App Store, Google Play ranks apps using signals like app title, short and long descriptions, installs, reviews, and ratings. Visuals matter too; your icon, screenshots, and even videos play a big role in catching attention and building trust. App usability, how quickly you respond to customer issues, and steady updates all count toward higher rankings.

Titles work differently on Google Play. You only get 30 characters, so keep it sharp and on-brand. For Android, keywords matter more in your app’s descriptions rather than the title itself. 

Make sure your long and short descriptions are packed with relevant keywords, as these fields carry more weight in search results. The right mix here helps boost visibility and attract quality installs from the start.

App Metadata (title, description, keywords): Your app’s title, short description, and long description play a central role in search rankings. Google Play puts more weight on keywords found in your descriptions rather than the title. Using clear, relevant keywords helps your app show up in more searches and attract quality installs.

User Engagement (downloads, retention, reviews, ratings, conversion rates): Google tracks how often users download your app, keep it installed, leave reviews, and give ratings. High engagement and strong conversion rates signal that your app meets real user needs. Positive trends in these areas help push your app up the search and category rankings.

Technical Performance (Android Vitals): Google Play pays close attention to how well your app runs. Issues like crashes, slow load times, and battery drain hurt your ranking. Keeping your app stable, fast, and reliable improves visibility and keeps users happy.

Visual Assets (icon, screenshots, videos): Your app icon, screenshots, and promo videos shape first impressions and drive more downloads. Strong visuals help your app stand out and show users what to expect. Google favors apps with clear, high-quality visuals that boost engagement and trust.

Localization (supporting different languages): Supporting multiple languages lets you reach more users worldwide. Google rewards apps that offer quality translations and local content, since they deliver a better experience for non-English speakers. Good localization increases downloads in different regions and helps your app rise in country-specific charts.

Best Practices for App Store Optimization

The best results in ASO come from getting the details right, not just ticking boxes. It starts with knowing how to research and use the right keywords, then moves to picking strong visuals that actually show what your app can do. Listing your app in the right category helps you reach the right users, while well-written descriptions can turn browsers into downloads.

We’ll break down each of these app store optimization best practices next, so you know exactly how to optimize your app’s listing from top to bottom.

Optimize Your App Listing with Keywords

Start with keywords your users actually search for, not just what sounds clever. Research what terms fit your app and weave them naturally into your title and descriptions. The right keywords help your app show up for real searches and attract users who are more likely to download.

Add Attractive Visual and Creative Assets

Screenshots and icons are the first things people notice, so make them count. Use crisp images that highlight your app’s best features and show real use cases. Adding a short, clear video demo can help people understand what your app does at a glance.

List in the Right Category

Choosing the right category is more important than most teams think. It puts your app in front of users who are already looking for something like it. If you pick a category that doesn’t fit, you risk being ignored or buried by unrelated apps.

Conclusion

Getting ASO right is about connecting your app to the people who need it most. Each step, from keywords to creative assets, works together to build trust and drive real downloads. With these basics in place, you’re ready to use more advanced strategies to keep users engaged and grow your app’s reach.

For your next steps, check out our guide to increasing mobile app engagement and learn how to turn new installs into loyal users.