By Quick answer: What is app store optimization and how do I do it?
- Visibility — title, subtitle, keyword field (Apple), short and full description (Google).
- Conversion — icon, screenshots, video, ratings, reviews.
- Character limits — 30 for titles; 30 for Apple's subtitle; 100 bytes for Apple's keywords; 80 for Google's short description; 4,000 for descriptions.
- Localise — Hindi and regional-language listings reach more Indian users.
- Test — Product Page Optimization (Apple) and store listing experiments (Google).
Key takeaways
- Target specific, high-intent keywords you can realistically rank for, not just the biggest terms.
- Apple indexes the title, subtitle and keyword field; Google indexes text across the listing including the description.
- Screenshots sell outcomes; most visitors never read the description.
- Ratings and engagement influence both ranking and conversion — ASO can't fix a weak app.
- ASO is continuous: update keywords and creatives as you learn.
Most installs start with a search. Someone types "expense tracker", "learn guitar" or "PG near me" into a store, glances at a few icons and screenshots, and picks one in seconds. App store optimization is the craft of being in that list — and being the one they choose. It's part keyword research, part copywriting, part design, and part product quality.
The two halves of ASO
Being found (visibility)
Keywords in your metadata, relevance to searches, and quality signals like ratings and engagement.
Being chosen (conversion)
Icon, screenshots, preview video, ratings, reviews and the first lines of text.
Metadata fields and limits
| Field | App Store | Google Play |
|---|---|---|
| App name / title | 30 characters1 | 30 characters3 |
| Subtitle | 30 characters1 | — |
| Short description | — | 80 characters3 |
| Keywords field | 100 bytes, not visible to users2 | — |
| Full description | Up to 4,000 characters; not used for search ranking | Up to 4,000 characters; indexed for search |
| Promotional text | 170 characters, changeable without a new version | — |
Step 1: keyword research
- Brainstorm the words your users use for the problem — not your feature names.
- Check the stores' own search suggestions for related phrases.
- Study competitors ranking for those terms — titles, subtitles, screenshots.
- Prioritise relevant, specific phrases you can win ("budget tracker for students") over giant generic ones ("finance").
- Map keywords to fields: the most important in the title, the next in the subtitle or short description, the rest in the keyword field or description.
Step 2: write the metadata
- Title — brand plus your most important keyword, natural to read
- Subtitle (Apple) / short description (Google) — the core benefit with a secondary keyword
- Keyword field (Apple) — comma-separated, no spaces, no repeats of words already in the title
- Description — on Google Play, use keywords naturally; on both stores, write for humans, front-loading the value
- Follow metadata policies — no misleading claims, irrelevant keywords or competitor names4
Apple explains how search uses your metadata and engagement on its "Search" developer page5.
Step 3: design for conversion
- Icon — simple, distinctive, recognisable at small sizes
- First two screenshots — the outcome and the core feature, with short captions
- Preview video — the main moment in the first few seconds6
- Social proof — ratings and great reviews visible near the top
See screenshot examples that convert for patterns.
Step 4: localise
Localise metadata and screenshots for each language your app supports. In India, Hindi and regional-language listings can reach users searching in their own language — and convert better. Note that Apple's keyword limit is counted in bytes, so Devanagari and other Indian scripts fit fewer characters.
Step 5: test and iterate
| Store | Tool | What you can test |
|---|---|---|
| App Store | Product Page Optimization | Icon, screenshots, preview videos |
| Google Play | Store listing experiments | Icon, graphics, descriptions |
Change one element at a time, run tests long enough for meaningful data, and keep a log of results.
The part ASO can't fix
Rankings and conversion both depend on quality: ratings, reviews, crash rates and how long people keep using the app. ASO brings people to the door; the product keeps them. For Play-specific tactics, see how to rank on Google Play.
Key terms, defined
ASO — app store optimization. Keyword field — Apple's hidden 100-byte keyword list. Conversion rate — share of store visitors who install. Localisation — adapting your listing for a language and market. Product Page Optimization — Apple's listing A/B testing tool. Store listing experiments — Google Play's equivalent.
Frequently asked questions
What is ASO?
App store optimization is the process of improving an app's visibility in app store search and browse, and its conversion rate from store visitors to installs, through keywords, metadata, creative assets, ratings and localisation.
How long is the App Store title and subtitle?
Both the app name and the subtitle on the App Store allow up to 30 characters, and the keywords field allows up to 100 bytes — about 100 characters in English, fewer in scripts such as Devanagari. On Google Play the title allows 30 characters and the short description 80.
Does Google Play use the full description for ranking?
Google Play's search considers text across your listing, including the full description, so use relevant keywords naturally. Apple does not index the description for search; it uses the title, subtitle and keyword field.
How long does ASO take to show results?
Metadata changes can affect rankings within days to weeks. Creative changes affect conversion immediately. Lasting gains come from iterating over months.
Is ASO different from SEO?
They share principles — keywords, relevance, quality signals — but ASO operates inside app stores with different ranking factors, metadata fields and conversion assets such as screenshots and ratings.
Should I localise my listing for Hindi and other Indian languages?
Yes, if your app supports those languages. Localised listings help you appear in local-language searches and convert better with users who prefer their own language.
Sources
- App Store Connect Help — App information (name, subtitle limits)
- App Store Connect Help — Platform version information (keywords, description)
- Play Console Help — Create and set up your app (store listing fields)
- Play Console Help — Metadata policy
- Apple Developer — Search on the App Store
- Play Console Help — Add preview assets to showcase your app
- Checked October 23, 2026. Figures that change — fees, salaries, prices — are reviewed every six months; if something is out of date, tell us.
Where to go from here
- App store screenshot examples that convert — the conversion half of ASO
- How to rank your app on Google Play — Play-specific tactics
- Career guidesHow to get an app store optimization job in 2027: keywords, store listings, creative testing, ratings and the metrics mobile growth teams hire forHow to get an ASO specialist job in 2027: App Store and Google Play keywords, listings, creative tests, ratings, metrics, pay and a 5-week plan.
- App marketing & ASOHow to rank your app on the Play Store: what Google rewards in 2027How to rank an app on Google Play: keywords across the listing, conversion assets, ratings, Android vitals, retention and listing experiments.
- App marketing & ASOApp store screenshots that convert: 12 patterns, specs and examplesApp store screenshots that convert: 12 proven layout patterns with example captions, current App Store and Google Play specs, and tips for India.
- App marketing & ASOApp description examples: how to write a store description that convertsHow to write an app store description that converts: a proven structure, example openings, keyword use on Google Play, formatting and pitfalls.
- App marketing & ASOHow to get app reviews and ratings legitimately — timing, prompts and repliesHow to get more app reviews legitimately: ask at the right moment with the official in-app prompts, reply to reviews, fix what users report.
- App marketing & ASOProduct Hunt launch guide: how to prepare, launch day hour by hour, and what to expectA Product Hunt launch guide: preparation, assets, launch timing (12:01 am PT), the no-upvote-asking rule, launch-day plan, and how to turn attention into users.
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