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App Store Optimization Fundamentals
Title is King
Your app title has the highest impact on search rankings. Include your primary keyword alongside your brand name. Place the most important keyword near the beginning. Use the full 30-character limit on both iOS and Android.
Keywords Strategy
On iOS, use the 100-character keyword field wisely. Do not repeat words already in your title or subtitle. Use commas without spaces. On Google Play, keywords in your full description matter since there is no separate keyword field.
Description That Converts
Lead with your strongest value proposition in the first 3 lines since that is all users see before tapping "more." Use bullet points, short paragraphs, and a clear call-to-action. On Google Play, naturally include target keywords.
Ratings and Reviews
Higher ratings improve both search rankings and conversion rates. Prompt happy users to leave reviews at natural moments like after completing a task. Respond to negative reviews promptly to show engagement.
Regular Updates
Both stores favor apps that are actively maintained. Regular updates signal quality to the algorithm. Each update is also an opportunity to refresh your metadata and test new keyword strategies.
iOS App Store vs Google Play ASO
Each platform has distinct ranking factors. Optimize separately for best results.
| Factor | Apple App Store | Google Play Store |
|---|---|---|
| Title | 30 chars, indexed | 30 chars, indexed |
| Subtitle / Short Desc | 30 chars, indexed | 80 chars, indexed |
| Keyword Field | 100 chars, indexed | No keyword field |
| Description | 4000 chars, NOT indexed | 4000 chars, INDEXED |
| Backlinks | Not a factor | Influences ranking |
| Social Signals | Not a factor | Influences ranking |
| Update Frequency | Indirect factor | Moderate factor |
| Download Velocity | Strong factor | Strong factor |
| Ratings & Reviews | Strong factor | Strong factor |
App Store Keyword Research Guide
Start with Seed Keywords
List the core terms that describe your app function, category, and target audience. Think about what users would type when looking for an app like yours. Include action words like "track," "plan," "manage."
Analyze Competitor Keywords
Look at the top 10 apps in your category. Note their titles, subtitles, and descriptions. Identify which keywords they target and find gaps they miss that you could own.
Balance Volume and Competition
High-volume keywords are tempting but often too competitive for new apps. Target medium-tail keywords with decent volume but lower competition. A rank-1 position for a 500-volume keyword beats rank-50 for a 50,000-volume keyword.
Use Long-Tail Keywords
Three to four word phrases often convert better because they indicate specific intent. "Meditation app for beginners" converts better than "meditation" alone. These users know what they want.
Test and Iterate
Keyword optimization is not a one-time task. Track your keyword rankings, swap underperforming keywords every 4-6 weeks, and capitalize on seasonal trends in your category.