Launching an app is a big moment. You’ve planned it, built it, tested it and finally pressed publish. Then comes the quiet part, when you realise that being in the store isn’t the same as being found in the store.
That’s where app store optimisation, usually shortened to ASO, comes in. It’s the work of making your app listing easier to discover and more convincing once people land on it. Think of it as SEO for app stores. You don’t need a huge budget to get the basics right, and the basics make a real difference. Here’s how our team approaches it.
Understand how people search in app stores
Most people find apps in one of three ways: searching for something specific, browsing categories and charts, or following a link from somewhere else, such as your website or social media. ASO mainly helps with the first two.
App store searches tend to be short and practical. People type things like “invoice maker”, “yoga timer” or “bus tickets Goa”. Your job is to understand which words your potential users actually type and make sure your listing speaks that language.
Build a keyword list
Start by brainstorming the words and phrases people might use to describe what your app does. Then:
- Type them into the store search bar and look at the autocomplete suggestions
- Look at the apps that already rank for those terms and note the language they use
- Read reviews of similar apps to see how real users describe their needs
- Ask a few customers how they would search for an app like yours
You’ll end up with a mix of broad terms and more specific phrases. Specific phrases often have less competition and attract people who know exactly what they want.
Get the core listing elements right
App name
Your app name is one of the most important places for a keyword, but it still has to read like a name. A pattern that often works well is your brand name followed by a short description, such as “Brand: Expense Tracker”. Avoid stuffing it with keywords; stores discourage this and it looks untrustworthy.
Subtitle and short description
The Apple App Store has a subtitle and Google Play has a short description. Both appear prominently, so use them to state your main benefit in plain words. “Track spending and split bills with friends” is clearer than a clever slogan.
Keyword field (App Store)
Apple gives you a hidden keyword field. Use it for relevant terms that aren’t already in your name or subtitle, separated by commas, without wasting space on repeated words.
Full description
On Google Play, the full description is read for search, so include your main keywords naturally. On both stores, the description also needs to persuade. Open with what the app does and who it’s for, then list key features in short, scannable lines. Write for people first.
Make your visuals do the selling
Many people decide whether to download based on the icon and screenshots alone, often without reading a word.
- Icon: Keep it simple and recognisable at a small size. Test it next to competitors’ icons to see if it stands out.
- Screenshots: Treat them as a short story. Each one should show a real screen with a brief caption explaining the benefit, such as “Scan receipts in seconds”.
- Order matters: Put your strongest screenshots first, since they’re the ones people see without scrolling.
- Preview video: If you have one, keep it short and show the app in action straight away.
Update screenshots whenever the design changes noticeably. Out-of-date visuals make users feel misled when they open the app.
Ratings and reviews
Ratings affect both how stores rank your app and whether people trust it. A few practical habits help:
- Ask for a rating at a good moment, such as after a user completes a task successfully, not the first time they open the app
- Use the official in-app review prompts provided by Apple and Google rather than building your own pop-ups
- Reply to reviews, especially negative ones, politely and helpfully
- Fix the problems people mention, then mention the fix in your release notes
A thoughtful reply to a complaint shows future users that someone is listening.
Localise where it matters
If your audience spans regions or languages, consider translating your listing. Even localising just the title, short description and screenshot captions for your main markets can make your app feel far more relevant. In India, for example, a listing in Hindi or a regional language may connect better with some audiences than English alone.
Keep improving after launch
ASO isn’t a one-off task. Check your store console regularly to see how many people view your listing, how many install, and which search terms bring them in. Both Google Play Console and App Store Connect offer this kind of data, and Google Play also lets you run experiments comparing different listing versions.
Change one thing at a time, such as your first screenshot or short description, so you can tell what made the difference. Small, steady improvements add up.
Don’t forget the outside world
Your listing doesn’t exist in isolation. Link to your app from your website, email signature and social profiles. Write a page on your site explaining what the app does. Every bit of relevant traffic you send to your listing helps.
Conclusion
App store optimisation comes down to a few simple ideas: use the words your users use, explain your value clearly, show it with great visuals, earn honest reviews and keep refining. None of it needs to be complicated, but all of it needs attention.
If you’re planning an app or want help making an existing listing work harder, our team at xRapid Media LLP builds and launches mobile apps for businesses. Call us on +91 9767196309 or request a free consultation through our website.