App Store Optimisation (ASO)

More visibility and more downloads for your app

How to improve your discoverability in the App Store and Google Play Store

Whether an app gets found is often decided before the first click – in the results list of the App Store or Google Play. App Store Optimisation (ASO) improves exactly this point: an app’s discoverability, the persuasiveness of its store presence and, with it, the number of organic downloads.

The methodology is similar to search engine optimisation for websites, but follows its own rules. Apple and Google rank apps according to different criteria, use different formats for titles, descriptions and keywords, and weight signals such as ratings or backlinks to different degrees. With our ASO analysis, we give you clarity on the status of your app store presence and point out concrete optimisation potential – for the App Store and Google Play alike.

Why it is worth taking a look at your app store presence

With currently around 2.2 million apps in the Apple App Store and about 2.3 million apps in the Google Play Store, competition for visibility is considerable¹. If you cannot be found in the search results, or fail to convince users on the detail page, you lose downloads to the competition – regardless of how good the app itself is. A few figures and statistics illustrate how strongly individual levers can work and how important optimisation in the App Store and Play Store is for businesses:

  • Browsing app stores remains the most important way to discover new apps – search engines such as Google come second².
  • Implementing relevant keywords and optimising metadata can increase visibility by 18.32% and first-time downloads by 10.74% ³.
  • As a SplitMetrics case study⁴ shows, new screenshots increased iOS conversion by 10%, while a new icon achieved a 12% increase among new Android users.
  • A screenshot redesign can lead to 32% more clicks on the install button⁵.
  • According to AppTweak, even an increase from 3.8 to 4.0 stars can go hand in hand with up to 20% more downloads⁶.

The discoverability of the store presence, together with its content and ratings, therefore has a direct influence on how often an app appears in front of the target audience in the store, how it comes across and how many of those views actually lead to a download – keyword: conversion rate.

ASO and SEO: a similar principle, different rules

ASO follows a similar logic to optimising websites for search engines: relevant search terms, a clear structure and convincing content improve discoverability. Unlike with classic SEO, however, visibility in ASO is determined by two separate systems with their own rules – the Google Play algorithm and Apple’s evaluation system.

What do you need to consider when optimising for the Google Play Store?

Google uses an algorithm-based system that takes into account downloads, ratings and frequency of use, among other things. The app description should be well structured and interspersed with keywords since – unlike with Apple – it feeds directly into the ranking. The overall web presence, such as backlinks, also plays a role in the ranking.

How does discoverability work in Apple’s App Store?

Apple places more value on user experience and content quality than on pure keyword density. A key difference is the separate keyword field of up to 100 characters, which is not visible to users and can be used specifically for optimisation. Apple does not take external backlinks into account in its ranking.

The two stores also differ noticeably in terms of character limits, choice of categories, localisation and A/B testing options. An effective ASO strategy takes these differences into account and formulates recommendations separately for iOS and Android. Our ASO analysis covers all relevant components of both stores and delivers a comprehensive checklist on the current status, as well as optimisation recommendations for better discoverability and higher conversion rates.

The most important levers of an app store presence

When searching for an app, users typically come into contact with an app presence at three different points – each of these has its own optimisation levers:


1. Search view

Title, icon and the first screenshots decide whether an app attracts any attention at all in the results list. What counts here is optimising the content that is visible first on the basis of relevant keywords, along with appealing visual elements.


2. App detail view

The product page is where it is decided whether interest turns into a download. Subtitle, promotional text or short description, visual elements, and current ratings and reviews convey the most important information here and build trust.


3. App description

The detailed description gives potential users a comprehensive overview and should pick up relevant search terms without disrupting the flow of reading.

Factors outside the actual store listings also play a complementary role: actively solicited and answered reviews, topically relevant backlinks and visibly communicated awards.

Our approach to the ASO analysis

To increase an app’s discoverability, brand presence and downloads in a targeted way, we proceed in five steps:

1. Tech audit & baseline assessment

Recording of existing discoverability, including current statistics and manual keyword checks.

2. Keyword research

Identification of suitable keywords, including search volume, as the basis for content optimisation.

3. Review of the current app presence

Analysis of title, subtitle, description, keyword field and visual elements – each separately for the App Store and Google Play.

4. Competitor analysis

Comparison with relevant competitor apps in order to adopt positive approaches and identify untapped potential.

5. Optimisation recommendations

Concrete, prioritised recommendations based on the preceding research and analyses, including support with implementation.

Who is an ASO analysis suitable for?

Our app store analysis is ideal for companies that:

  • operate their own app and want to improve its visibility and performance in the App Store and Play Store,
  • are facing an app relaunch, rebranding or international rollout, including localisation,
  • want to assess and document their app presence systematically for the first time,
  • want to stand out from competitors in a highly competitive app environment,
  • are aiming for organic growth of their app presence.

Your result

Our ASO analysis gives you not an abstract assessment but a structured overview of the status of your App Store / Play Store presence, along with concrete recommendations for action.

This includes:

  • an assessment of current discoverability in the App Store and Google Play, with a direct competitor comparison,
  • prioritised keyword recommendations, including organic demand,
  • concrete text suggestions for title, subtitle, promotional text, description and keyword field,
  • a classification of your content in comparison with competitors,
  • recommendations on review management, backlinks and other signals outside the store.

Your benefits with our ASO services at a glance

  • More visibility: Higher rankings in the search results of the App Store and Google Play.
  • More downloads: A higher share of organic downloads, which are more cost-efficient than paid advertising.
  • Competitive advantage: Clear differentiation from millions of other apps in both stores.
  • Long-term benefits: Sustainable organic growth and permanently better rankings instead of short-term campaign effects.

Conclusion: discoverability is no coincidence

Whether an app is found in the store and convinces depends on many small details – from the right keyword in the title to up-to-date app screens. With our ASO analysis, we show how your app is currently positioned, where it has potential compared with its competitors, and which measures are genuinely worthwhile for the Apple App Store and Google Play.

This gives you a well-founded assessment of the status quo and clearly prioritised, actionable recommendations to improve discoverability and conversion in a targeted way.

Request your ASO analysis

Would you like to improve your app's discoverability in the stores, gain more visibility and achieve better conversion rates? We will help you by reviewing the optimisation potential of your app store listings.