App store optimisation (ASO) is the process of improving an app’s visibility in the Apple App Store and Google Play to drive more organic downloads. For UK business owners, ASO is the mobile equivalent of SEO for a website. It ensures an app is found when potential customers search for relevant terms, turning that visibility into installs without paying for every download.

Table of Contents

• What exactly is app store optimisation and why does it matter?
• How do the Apple App Store and Google Play rank apps differently?
• What are the most important ranking factors I need to know?
• How can I choose the right keywords for my app listing?
• Why do ratings, reviews, and app performance affect my rankings?
• How can I improve my app’s conversion rate once it’s found?
• What does a practical ASO checklist look like for a UK business?
• Key Takeaways
• References

What exactly is app store optimisation and why does it matter?

App store optimisation is the practice of improving an app’s visibility in the Apple App Store and Google Play, then turning that visibility into downloads. According to AppRadar, ASO focuses on driving organic downloads, reducing user acquisition costs, and improving discoverability. This is different from SEO, which drives organic traffic and conversions on a website.

The scale of the opportunity is significant. Global app spending is on track to reach $233 billion in 2026, and 557,000 new apps hit the Apple App Store in 2025 alone, according to AppRadar. That volume means competition for attention is intense.

ASO helps smaller businesses compete without the large budgets of big conglomerates. AppsFlyer notes that ASO is integral to staying competitive, especially for businesses without budgets to compete against large players. Organic downloads acquired through ASO also tend to be more engaged and loyal than paid users.

How do the Apple App Store and Google Play rank apps differently?

The Apple App Store and Google Play use different metadata fields and indexing rules. Apple gives developers a 30-character title, a 30-character subtitle, and a 100-character keyword field that users never see. Google Play gives developers a 30-character title, an 80-character short description, and a full 4,000-character long description, according to AppRadar.

A key difference is how each store treats the long description. Apple does not index the long description for keywords, while Google Play does and rewards keyword density of 2 to 3 percent in that field, according to AppTweak. This means Google Play descriptions should include relevant keywords naturally, while Apple descriptions should focus on conversion.

In the Apple keyword field, keywords listed first carry more weight, according to AppRadar. Both app ranking algorithms are tied to four key concepts: perceived quality, freshness, brand scale, and user value, as noted by AppsFlyer.

What are the most important ranking factors I need to know?

Apple App Store ranking factors include the app name, subtitle, app URL, keyword field, update cycle, downloads, engagement, number of installs, app reviews and ratings, app updates, and in-app purchases. Google Play ranking factors include the app title, short description, long description, update cycle, number of installs, app reviews and ratings, and in-app purchases, according to AppsFlyer.

Download velocity is one of the strongest signals on the Apple App Store. This is the rate of recent downloads compared to other apps in the category, according to AppRadar. A steady stream of downloads signals relevance to the algorithm.

High impressions with low conversion actually hurt an app over time. If many users see an app but few download it, the store interprets this as a relevance problem, according to AppRadar. Relevance between the search term and the app listing is therefore critical.

How can I choose the right keywords for my app listing?

Keywords can be divided into four main categories: problem, feature, user, location, and action, according to AppsFlyer. Problem keywords describe the issue an app solves. Feature keywords describe what the app does. User keywords describe who the app is for. Location keywords target specific markets, and action keywords describe what users do.

Keyword validation should consider relevance, difficulty and competition, and search volume, according to AppsFlyer. A keyword with high volume but intense competition may be harder to rank for than a more specific term.

AI and natural language processing are reshaping how both stores interpret search queries. Metadata written in natural, intent-aligned language now outperforms keyword-stuffed metadata, according to AppTweak. Tools like AppRadar or AppTweak can help with keyword research, but the advice is practical: write for humans first, then refine for algorithms.

Why do ratings, reviews, and app performance affect my rankings?

Ratings, reviews, and app performance affect rankings both directly and indirectly. Around 95 percent of featured apps on the App Store maintain a rating of 4 stars or above, and apps below 4 stars are significantly less likely to be featured, according to AppTweak.

Star rating, review count, and recency all matter for rankings, but indirectly. Strong ratings improve conversion rate, which improves download velocity, according to AppRadar. A well-reviewed app converts more browsers into downloaders.

Technical performance also plays a role. In Google Play, Android Vitals, including crash rate, ANR rate, and battery usage, directly suppress rankings for unstable apps. In the Apple App Store, uninstall rates and session frequency factor into rankings, according to AppRadar.

How can I improve my app’s conversion rate once it’s found?

Improving conversion rate once an app is found starts with visual assets. Screenshots, videos, and icons are critical for converting impressions into downloads, according to AppsFlyer. These assets should communicate the app’s value quickly and clearly.

ASO covers three distinct pillars: keyword rankings, conversion rate optimisation, and discoverability through features and in-app events, according to AppTweak. Conversion rate optimisation means making the listing persuasive enough that a viewer becomes a downloader.

App store localization requires adapting keywords, descriptions, and visual assets per market, not just translating text, according to AppTweak. Successful ASO leads to acquiring new users organically, who are typically more engaged and loyal than paid users, as noted by AppsFlyer. Delivered Social understands this principle well, applying the same focus on organic growth to Social Media Management for UK businesses.

What does a practical ASO checklist look like for a UK business?

A practical ASO checklist starts with keyword research, then moves to optimising the title and subtitle. Next, craft the description, remembering that Google indexes it while Apple does not. Monitor ratings and reviews regularly, as these influence conversion and download velocity.

Regular updates signal freshness to the algorithm. Both stores consider update frequency as a ranking factor, according to AppsFlyer. An app that is regularly updated appears maintained and relevant.

ASO is an ongoing process, not a one-time task. It helps build trust and credibility over time, according to AppRadar. For business owners who feel overwhelmed, professional help is available. Delivered Social offers website design and SEO services that complement a strong digital presence, though app development is a separate specialist area.

Key Takeaways

• ASO is the practice of improving an app’s visibility in the Apple App Store and Google Play to drive organic downloads.
• Global app spending is projected to reach $233 billion in 2026.
• Apple gives developers a 30-character title, a 30-character subtitle, and a 100-character keyword field.
• Google Play indexes the 4,000-character long description, while Apple does not.
• Around 95 percent of featured apps on the App Store have a rating of 4 stars or above.
• Download velocity is one of the strongest ranking signals on the Apple App Store.
• High impressions with low conversion rates can hurt an app’s performance over time.

References

1. What Is App Store Optimization (ASO)? The Most Actionable Guide for 2026 — AppRadar, updated 29 April 2026
2. How to ASO like a PRO: The App Store Optimization guide — AppsFlyer
3. What is app store optimization: Your ASO guide for 2026 — AppTweak, published 1 January 2026
4. What Is App Store Optimization? A Complete Guide to ASO — Semrush, published 21 March 2025