App store optimisation, or ASO, is SEO for mobile apps. It is the work of ranking higher in App Store and Google Play search and turning more listing views into installs. Proklisi manages ASO end to end, from keyword research, titles and descriptions to screenshots, preview videos, ratings, localisation and store experiments, all measured against the number that matters most, organic installs.
The short version
- Most installs start with a store search. If your app does not appear for the words people type, paid ads are the only way anyone finds it
- Two jobs, one goal. ASO lifts both your ranking in search and your conversion rate once people see the listing
- Each store works differently. The App Store reads your title, subtitle and keyword field. Google Play reads your title, short description and full description
- Creatives sell the install. Screenshots and preview videos decide whether a browser becomes a user
- Ratings shape everything. Your average rating and recent reviews affect both ranking and conversion
What is included in our ASO service
Keyword research for both stores
The search terms your future users type, their popularity and difficulty, and where your app can realistically rank, for every market you target
Title, subtitle and description writing
Metadata written to rank and to persuade, within each store's character limits and policies, with keywords placed where each algorithm reads them
Screenshots and preview videos
Store creatives designed to show the value of your app in the first two images, because most visitors never scroll further
Ratings and review strategy
In-app review prompts at the right moments, reply templates and a plan to turn feedback into a higher average rating
Localisation
Listings adapted for each language and market, including keywords researched locally rather than translated word for word
Store experiments
A/B tests with Google Play store listing experiments and App Store product page optimisation to prove which icon, screenshots and copy convert best
Competitor tracking
Who ranks for your keywords, what changed in their listings and what that means for yours, tracked every month
Monthly reporting
Keyword rankings, impressions, page views, conversion rate and installs by source, with the next month's plan
How our ASO process works
Audit your listings
We review your App Store and Google Play listings, current keyword rankings, ratings, competitors and the analytics in App Store Connect and Google Play Console
Research and prioritise keywords
We build a keyword map for each store and market, balancing popularity, relevance and how hard each term is to win
Rewrite metadata and creatives
New titles, subtitles, descriptions, screenshots and preview videos, built around the strongest keywords and the clearest reason to install
Test and iterate
Store experiments compare variations of icons, screenshots and copy, so changes are kept only when they lift installs
Grow ratings and report
We improve review prompts and replies, track results against installs and refine the plan every month
How App Store and Google Play ranking differ
The two stores reward similar things in different places, which is why copying one listing onto the other leaves installs on the table.
| Apple App Store | Google Play | |
|---|---|---|
| Title | Up to 30 characters, strongest ranking signal | Up to 30 characters, strongest ranking signal |
| Second text field | Subtitle, 30 characters, indexed for search | Short description, 80 characters, indexed and shown on the listing |
| Keywords | Hidden keyword field, 100 characters | No keyword field. The full description is indexed instead |
| Long description | Not used for search ranking | Up to 4,000 characters and read for keywords |
| Testing | Product page optimisation and custom product pages | Store listing experiments |
On both stores, downloads, retention, ratings and update frequency also feed into ranking. That is why ASO works best alongside a good app. We can help there too, because our web and mobile app development team builds and improves apps as well as their listings.
Who our ASO service is for
ASO pays off for any app that wants installs without paying for every one of them. Our clients include apps that launched to silence and need to be found, apps with plenty of downloads in one country that want to grow in others, apps whose ratings have slipped and are dragging rankings down, and companies spending heavily on paid user acquisition who want a cheaper, steadier source of installs alongside it.
If you have a website as well as an app, ASO and SEO management work together. Your website can rank for the same searches on Google, link to your store pages and send users who are already convinced.
Want a partner for all of it?
Website, app, SEO, ASO, social and SI influencers under one roof, with one plan and one team accountable for growth
How we measure ASO results
Rankings are a means to an end, so our reports focus on installs. Each month you see your keyword rankings in each store and market, how often your app appeared in search and browse, how many people viewed your listing, your conversion rate from view to install, organic installs by source, and how your rating is moving. Store experiments come with the data that proves which version won.
Most apps see the first ranking movement within two to six weeks of a metadata update, because both stores re-index listings after each release. Conversion gains from new screenshots can show within days once an experiment has enough traffic.