What is the difference between ASO and SEO?

SEO improves visibility in web search engines like Google. ASO improves visibility and conversion inside app stores. Both use keywords and relevance, but ASO also depends heavily on ratings, install velocity and creative assets like icons and screenshots.

How long does ASO take to work?

Keyword changes on the App Store apply with a new app version and can show results within a few weeks. Conversion improvements from screenshots or icons show up as soon as enough people see the new listing. Rankings keep shifting as competitors update theirs.

Does ASO matter if I run paid ads?

Yes. Most paid campaigns send people to your store listing, so a listing that converts better makes every ad cheaper. After install, lifecycle messaging decides whether those users stay; see our guide to email marketing for subscription apps.

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Mobile & Push

ASO(App Store Optimization)

The practice of improving an app's visibility and conversion rate in the Apple App Store and Google Play, through keywords, creative assets, ratings and store listing tests.

Definition

ASO (app store optimization) is the app equivalent of SEO. It covers everything that helps an app rank in store search and convince people to install once they see the listing. That includes the app name, subtitle or short description, keywords, screenshots, preview videos, icon, ratings and reviews, and how often the app is updated. Most app downloads start with a store search or browse, so ASO affects nearly every organic install.

Why It Matters

Organic installs from the stores cost nothing per user, and they compound: better rankings bring more downloads, which bring more ratings, which help rankings. Paid acquisition also benefits, because a listing that converts better lowers the cost of every install from ads that send people to the store. For subscription apps, ASO often decides whether growth is profitable at all.

How It Works

On the App Store, ranking uses the app name, subtitle and a hidden keyword field, plus download velocity, ratings and engagement. Google Play indexes the title, short description and full description, and weighs installs, retention and quality signals. Conversion depends on the icon, first screenshots, preview video and ratings shown in search results. Both stores let you test listing variants: Product Page Optimization on iOS and store listing experiments on Google Play. Custom product pages let you match a listing to an ad campaign or audience.

Example

A habit-tracker app reworks its App Store listing:

Name: "Streaks: Habit Tracker" instead of just "Streaks"
Subtitle: "Daily routine and goal planner"
Keyword field: habit, routine, daily, goals, reminder, planner, tracker
First screenshot: one clear benefit, "Build habits that stick", instead of a settings screen
Prompt for ratings after a user completes a 7-day streak

Search impressions and conversion rate are tracked in App Store Connect for four weeks after the change.

Best Practices

1Put your most important keyword in the app name or title where it reads naturally
2Lead with a benefit in the first two screenshots, since most people never scroll further
3Ask for ratings after a moment of success, using the platform's in-app review prompt
4Test icons and screenshots with the stores' built-in experiments before redesigns
5Localize listings for your top markets, not just the app itself
6Update regularly and reply to negative reviews

Store Listing Fields

Field	App Store	Google Play
Title	App name, 30 characters	Title, 30 characters
Secondary text	Subtitle, 30 characters	Short description, 80 characters
Keywords	Hidden keyword field, 100 characters	Indexed from title and descriptions
Long description	Not used for ranking	Full description, 4,000 characters
Listing tests	Product Page Optimization	Store listing experiments