App Store Optimization
App store optimization services for iOS and Google Play
We research what people search for in each store, rewrite your listing to match, brief screenshots and previews that explain the app quickly, and test changes using Apple's and Google's own tools. Installs are tracked through to sign-ups and revenue, so you know which changes pay off.
A good app nobody finds
Most people find apps by searching the store. If the name, subtitle and keywords don't match what they type, the app doesn't appear. If it appears and the screenshots don't explain it in a glance, they scroll past.
Many listings were written once, at launch, and never touched again, even though both stores now let you test variations and build different pages for different audiences.
Signs this is costing you
- Installs are flat, or rise only when you run ads.
- The listing hasn't changed since launch.
- You've never run a store listing test.
- You can see installs, but not which ones became paying users.
- The app is only listed in one language.
How we approach it
Step 01
Research each store separately
The App Store and Google Play index different fields. On the App Store, search uses the app name, subtitle, keywords field and category; on Google Play, the title and descriptions do more of the work. We research keywords for each store and market.
Step 02
Rewrite metadata within the rules
Names, subtitles, keyword fields and descriptions written to the stores' limits and policies, without keyword stuffing, which Google Play explicitly warns against.
Step 03
Make the first screenshots count
A brief for icon, screenshots and preview videos that shows what the app does in the first two or three frames, since that's often all a searcher sees.
Step 04
Test, don't guess
Apple's product page optimization and Google Play's store listing experiments let us compare versions on real traffic. We run tests one change at a time and keep what wins.
What you get
- Keyword research
- Search terms per store and market, prioritised by relevance and competition.
- Metadata rewrite
- Name, subtitle, keyword field, short and full descriptions.
- Creative brief
- Icon, screenshot and preview direction for your designer or ours.
- Store tests
- Planned and run in App Store Connect and Google Play Console.
- Monthly report
- Visibility, conversion rate, installs and what installs became.
How we measure it
Store consoles show installs. We follow those installs into your product and CRM.
What we track
- Search visibility for target keywords in each store
- Product page views and conversion rate (App Store Connect, Play Console)
- Test results with the confidence level each store reports
- Sign-ups, trials and purchases from new installs, via your app analytics
Where the data lives
- App Store Connect and Google Play Console
- Firebase or your app analytics
- HubSpot or your CRM for B2B apps, and a monthly dashboard
- How you see the return
- You see whether listing changes raised conversion, and whether the extra installs turned into active users and revenue.
- When to expect results
- Metadata changes go through store review before they're live. Keyword movement and test results usually need several weeks of traffic to read reliably.
How the project runs
Step 01
Audit
Current listings, keywords, competitors and reviews.
You get: Audit and test plan
Step 02
Rewrite
Metadata and creative brief, submitted for review.
You get: Updated listings in both stores
Step 03
Test
One store test at a time, read at the stores' confidence level.
You get: Test results and decisions
Step 04
Monthly cycle
Keywords, tests and localisation over time.
You get: Monthly report
Platforms and tools
- Stores
- App Store Connect
- Google Play Console
- Product page optimization
- Custom product pages
- Store listing experiments
- Custom store listings
- Analytics
- Firebase
- App Store analytics
- Play Console statistics
- Build
- Flutter
- HubSpot
Product names and logos belong to their owners. Listing them doesn’t imply a partnership.
Common questions
Something else? Ask an engineer.
What affects ranking in the App Store and Google Play?
Apple says App Store search uses text relevance (app name, subtitle, keywords and category) and user behaviour such as downloads and ratings. Google says Play ranks apps on a combination of ratings, reviews, downloads and other factors, and asks developers to avoid keyword spam. We work within both sets of guidance.
How long until ASO changes make a difference?
Metadata changes need store review before they go live. After that, keyword movement and test results typically take several weeks of traffic to read with confidence.
Do you design screenshots and preview videos?
We write the creative brief: which screens to show, in what order, and the captions, based on keyword and conversion data. Your designer works from the brief, and we review the result before it goes live.
Can you run tests on both stores?
Yes. Apple's product page optimization tests icons, screenshots and previews; Google Play's store listing experiments test graphics and text. Each store limits how many tests run at once, so we plan them in sequence.
Do you guarantee top rankings or install numbers?
No. The stores decide rankings, and they don't publish exactly how. We commit to well-researched listings, proper testing and honest reporting.
How is ASO priced?
As a one-off launch package or a monthly plan, quoted after we've looked at your app, its markets and how many store pages it needs.
Related services
Digital Marketing
SEO, content, social, Amazon and app store marketing run as one system, with every channel tracked through your CRM to pipeline and revenue.
See the serviceMobile App Development
iOS and Android apps from one Flutter codebase, connected to your ERP, CRM and payments, and launched store-ready.
See the serviceSocial Media Marketing
LinkedIn for B2B, Meta and TikTok for ecommerce: organic posts and paid campaigns, with every lead tracked into your CRM.
See the serviceMarketing Automation
HubSpot lead scoring, nurture workflows and sales handoff, with n8n bringing ad, product and revenue data in so scoring and reporting use real outcomes.
See the service
Get your app found by the people searching for it.
Send us your app's store links. We'll reply within one business day with first observations and questions.
We reply within one business day (PKT, Monday to Friday).