App Store Optimization (ASO) Services — iOS & Google Play | Digitelia

Why app store visibility is its own discipline

Roughly two-thirds of app discovery still happens through direct store search, not paid ads or social — which means an app’s App Store and Google Play listing functions as its own, self-contained search engine result. Get keywords, metadata, and the listing page wrong, and no amount of paid user acquisition fixes the leak: you’re paying to send people to a page that under-converts, and your organic channel — the cheapest one — stays closed off entirely.

ASO is where SEO logic meets conversion rate optimization. Ranking gets a user to your app page; the page itself decides whether they tap Install.

Where most app listings lose downloads

Keyword fields left generic or unclaimed. Apple’s hidden 100-character keyword field is routinely left half-empty or filled with words already covered by the visible title — a wasted opportunity, since that field is pure ranking signal with zero visible display cost.

Screenshots designed for demo, not conversion. Screenshots that show UI without a caption explaining the benefit convert worse than screenshots with a clear value-proposition headline layered on top — most listings skip the caption layer entirely.

No localization beyond the primary market. A single English-only listing serving global markets misses ranking opportunities in every non-English store, where competition for the same keywords is often lower.

Ratings ignored post-launch. Review sentiment and rating average feed directly into both stores’ ranking algorithms — a 3.6-star app with no reply strategy quietly loses ranking ground to a 4.4-star competitor even with identical download volume.

Our ASO methodology

1. Keyword research & indexing audit

We pull keyword and competitor data (AppTweak, Sensor Tower, Mobile Action), cross-check against manual searches in both stores, and map which terms you already rank for versus where visibility is open. For new apps, we prioritize a realistic first wave of winnable terms rather than chasing category-leading generic keywords out of the gate.

2. Metadata optimization per platform

Apple’s title, subtitle, and hidden keyword field are optimized separately from Google Play’s title and full visible description — the two platforms reward different structures, so we build two keyword maps, not one reused list.

3. Listing conversion (creative) testing

We test screenshot order, caption copy, icon variants, and preview video against a control using each platform’s native experiment tools (Google Play Store Listing Experiments, Apple’s Product Page Optimization), and roll out whichever variant wins on install rate.

4. Ratings & review strategy

In-app review prompts are timed to moments of demonstrated value (after a successful core action, not on first open), and we set up a lightweight response workflow for negative reviews — both stores weight recent rating trend, not just lifetime average.

5. Localization

For each target market, we produce localized keyword research and store copy rather than a machine-translated pass — search behavior and phrasing differ enough between markets that a literal translation usually under-indexes.

6. Category & competitive positioning

Category selection affects both discoverability (browse/charts visibility) and the competitive set you’re implicitly benchmarked against — we review whether the current category is still the right fit as the app’s feature set evolves.

7. Ongoing monitoring & iteration

Keyword rankings, conversion rate, and rating trend are tracked monthly, with metadata and creative refreshed as competitors change their own listings or platform algorithms update.

Tools we use

AppTweak / Sensor Tower / Mobile Action — keyword volume, difficulty, and competitor tracking
Google Play Console (Store Listing Experiments) and Apple App Store Connect (Product Page Optimization) — native A/B testing
App Radar / AppFollow — review monitoring and response workflow
Firebase / App Store Connect Analytics — funnel data from impression to install to retained user

Who this is for

Best fit for apps that are live (or about to launch) on iOS and/or Google Play and want organic installs to carry more of the acquisition load instead of relying entirely on paid ads — including apps built with agentic development tools (Expo/React Native) coming out of a fast build cycle, where store presence wasn’t part of the original build sprint.

Ready to see what’s leaving downloads on the table? Request a free ASO audit and we’ll flag your biggest opportunities within three business days.

Frequently Asked Questions

What is ASO and how is it different from SEO?

App Store Optimization (ASO) is the practice of improving an app's visibility and conversion rate inside the App Store and Google Play — the same underlying goal as SEO, but a different ranking system. Instead of backlinks and on-page content, app store algorithms weigh keyword-to-metadata matching, download velocity, retention, uninstall rate, ratings, and review sentiment. Google Play's algorithm also considers engagement signals (session length, crash rate) that have no equivalent in web SEO.

How do you find the right keywords for an app?

We combine keyword-tool data (AppTweak, Sensor Tower, Mobile Action) with manual searches inside both stores to see what actually surfaces for a given term, then cross-reference search volume against ranking difficulty and your current visibility. For a new app we prioritize a small set of winnable, relevant terms first — competing for a high-volume generic term against category leaders on day one is rarely a good use of budget.

Do you optimize for the App Store and Google Play the same way?

No. Apple indexes the app name, subtitle, and a dedicated 100-character keyword field (which is invisible to users) — keyword stuffing the visible title barely helps beyond the exact phrase match. Google Play has no hidden keyword field; it indexes the full visible description, so keyword placement and natural repetition inside the description itself matters far more. We build separate keyword maps for each platform rather than reusing one list.

How much do screenshots and preview video actually affect installs?

Significantly — for many apps, listing page conversion rate (visits to installs) is a bigger lever than raw keyword ranking, because keyword work only gets a user to your listing; the listing itself decides whether they install. We test screenshot order, caption copy, and whether a preview video helps or hurts against a control, then roll out whichever variant wins.

How long before we see ranking movement?

Metadata changes (title, subtitle, description) can shift keyword ranking within days once the store re-indexes, but sustainable ranking gains depend on download velocity and retention improving too — that's a slower signal that compounds over 4–8 weeks. We report both leading indicators (impressions, keyword position) and lagging ones (installs, retention) so you can see momentum before the full effect lands.

Can you help with an app we're about to launch on Expo / React Native?

Yes — this is a common handoff point for founders coming out of an agentic-development build (Expo EAS Build, React Native). We handle store listing setup, category and keyword strategy, and the App Store Connect / Google Play Console submission checklist (icons, screenshots, privacy labels) alongside the technical publishing step.