App Store SEO
App store SEO (ASO) is the practice of improving a mobile app's visibility and conversion rate in app store search results and browse surfaces.
- Also called
- app store optimization (ASO)
- Best for
- driving organic app installs from Apple App Store and Google Play
- Data it reports
- keyword rankings, impressions, conversion rates, ratings and reviews
Key points
- ASO focuses on increasing an app's visibility in the Apple App Store and Google Play.
- Keyword research prioritises terms by relevance, search volume, and ranking ability.
- Visual assets such as screenshots and icons are critical for converting impressions into installs.
- Ratings and reviews influence trust and conversion, requiring active management.
- Localisation adapts metadata and creatives to different countries and languages.
How it works
App store SEO works by optimising the metadata and creative assets that app stores use to rank and display apps. The core inputs include the app title, description, subtitle or short description, keyword field, category, icon, screenshots, and ratings. Each store has its own field structure and indexing behaviour, so tactics must be adapted to the Apple App Store and Google Play separately rather than copied directly.
Keyword research is central to ASO. Marketers identify terms by relevance, search volume, and the app's ability to rank, then place them in the title, keyword field, and description. Visual assets such as screenshots and videos act as conversion funnels, turning impressions into installs. Ratings and reviews build trust and influence both ranking and conversion, so teams actively manage them. Localisation adjusts metadata and creatives for different countries and languages, as keyword performance and user intent vary by market.
ASO is iterative: teams test metadata and creative, measure performance, and update listings over time. App search is increasingly influenced by AI-powered discovery, making consistent app messaging across the web and store pages more important. For SEO practitioners, this discipline differs from web SEO, requiring separate keyword research, metadata, creative, and review strategies. A related practice is mobile SEO, which optimises websites for mobile devices, while app store optimization focuses specifically on app store listings. Teams may also use an SEO app to track keyword performance across both web and app contexts.
Common mistakes
- Keyword stuffing titles, descriptions, or hidden keyword fields reduces relevance and can trigger penalties, lowering visibility.
- Treating ASO like web SEO ignores store-specific constraints such as character limits and field rules, leading to ineffective listings.
- Neglecting screenshots, icons, and ratings hurts conversion, even if the app ranks well for its target keywords.
- Failing to localise metadata and creatives for different markets misses opportunities in countries where user intent and language differ.
Sources
- Google Play Console Help Primary source for Google Play listing rules, store indexing behavior, and developer guidance.
- Apple App Store Connect Help Primary source for App Store metadata fields, keyword rules, and submission requirements.
- Google Search Central Useful for distinguishing app store optimization from web SEO and for any supporting web discovery guidance.
- Moz Learn - App Store Optimization Widely cited SEO reference for ASO basics and practical differences from web SEO.
- Search Engine Journal - ASO Guide Clear overview of ASO components and how app listing optimization works.
Written and maintained by Nora Lindholm. Last updated 27 July 2026.
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