App store optimization services for your mobile app
Improve how your app is found and how clearly its store listing explains why the right user should install it.
The numbers behind app store optimization
App store optimization process
Short answer: app store optimization improves how an app is found and how many listing visitors install it. We work on search terms, title and description, screenshots, video, ratings feedback and listing tests for Apple App Store and Google Play.
ASO is the process of improving an app’s visibility and store-page conversion. Rankings are useful, but an app also needs a clear listing that gives the right user a reason to install. Apple and Google do not publish every ranking signal, so decisions should be based on store data, controlled tests and the quality of acquired users.
App store ranking factors
Apple App Store Ranking Factors:
- App name
- App URL
- App subtitle
- Keyword field
- In-app purchase
- Rating and reviews
- Updates
Google Play Store Ranking Factors:
- App name
- App description
- Backlinks
- In-app purchase
- Rating and reviews
- Updates
- Downloads and engagement
- Some hidden factors
How to track app performance?
Track impressions, product-page views, conversion to install and the search terms that bring qualified users. Store metrics show what changed after a title, description or creative update. In-app activation and retention then show whether those installs were useful, rather than simply increasing the download count.
App store optimization: watch the video
What we do in ASO?
Title
- The keyword placed in the title should be the one with the heaviest search traffic. Spend time researching which keyword that is, because changing your title often to include different keywords can be detrimental. As your app begins to rank higher and gain more reviews, news of your app will begin to spread by word of mouth. Changing the title can make it difficult for the word to spread about your app.
Keywords
- To improve your search rankings, you need to know which keywords are relevant and used most often by your target audience. It is helpful to monitor competitors in order to realize how you compare week to week. In addition to being the most important factor for ASO, the fact that the title and keywords can be modified easily means that you can regularly optimize them.
Total # of downloads
- Your number of downloads is extremely important to ASO, but you don’t have complete control over them.
Ratings and reviews
- Also important and difficult to control.
However, there are ways to incentivize happy users to rate and review.
- App name, title, and URL optimization.
- Keyword research for ASO.
- App rating and reviews generation and handling.
- Deep linking within mobile apps.
- Indexation of apps in Google SERPS (search engine results pages).
- Click-through rate (CTR) optimization.
5 extra app store optimization we do:
Here are a final few more tactics that we can deploy for app store gains.
- App stores use keyword triggers in your app name, title, description, and associated fields, so ensure that you spend time researching the best keywords to use and that you revisit them at regular intervals for optimization opportunities.
- How you present your app store product page will have a big impact on the conversion rate value (downloads) you get from the page. Product page CRO should be an ongoing focus area for generating downloads.
- Thumbnail images and screenshots used to promote your app in app stores will directly impact the click-through rates (CTR) of impressions compared to clicks to extra app pages.
- A/B tests each of your app store fields for continually improving key metrics associated with the field (CTR, CRO, etc.). This type of experimentation and hypothesis testing is critical for getting every ounce of value from the available optimization areas within app stores.
- Consider using Apple’s Spotlight Search. By using this app store users can search the apps that they have already installed on their mobile phones. When you enable Apple’s Spotlight Search you can also impact app use and engagement levels as people are going to be exposed to your app more frequently.
Use the app subtitle as a second keyword field
iOS gives you an additional keyword indexing field in the app’s metadata, the Subtitle. Keywords in it are indexed by Apple’s algorithm and carry a lot of weight, so use all 30 available characters to explain your app with relevant keywords. It also helps users understand what your app does at a glance, which lifts conversions. Expert tip: repeating words already in your Title or Keyword field does not add extra weight, use the subtitle for new relevant words instead.
Screenshots that make people stop scrolling
Screenshots are one of the most effective ways to convince someone to download an app, people look at screenshots far more than they read a description. You can add up to 10. On iOS the first two show directly in search results, so they make the first impression. Illustrate what your app does, show your best features, and keep them catchy and original. Best practice: add a short descriptive sentence at the top of each screenshot, and localize them, different languages for different countries, so your audience understands exactly what you are telling them.
Design an app icon that earns the tap
Your icon should be carefully crafted to improve click-through rate and conversion. Keep it original and simple, without too many details, and avoid text. It makes your app’s first impression alongside your screenshots, so it needs to be well designed and easy to recognise at a glance. Use your brand logo if your app is tied to strong existing branding, otherwise a unique icon works better. A flat design tends to perform well, and refreshing the icon for seasons or occasions (Eid, National Day, Christmas) is a simple way to show users the app is alive and maintained.
Use promotional text to announce what’s new
Promotional Text is not indexed by Apple’s algorithm, so keywords in it have no ranking impact, but it is a great field to convince someone to download your app in one sentence. You get up to 170 characters, and it should reflect new features, promotions or anything worth highlighting right now. Update it whenever you have real news, it’s a direct line to engage existing and prospective users.
Keep your app preview and details accurate
App size, device compatibility, and preview video are easy to overlook but directly affect conversion. A user will cancel a download that takes too long, and someone looking for an Apple Watch companion app will skip yours if that is not clear on the listing. These fields change less often than your title or keywords, but getting them right removes a real reason people bounce before installing.
Update your app regularly to stay ranked
Regular updates lift your app’s ranking and are well received by users. Aim for every 4 to 6 weeks: fix reported bugs, improve existing features, and ship new ones based on user feedback. Both app stores favour apps that show they are actively maintained over ones that have gone quiet. Refresh your visuals and keywords at the same time, and always explain clearly what changed, the latest fix or feature is often what convinces someone to finally install. Tell us more about your app and we’ll put together a customised quotation, call +971 50 304 7470.
Best app store optimization company in Dubai, UAE
Case studies & client wins
Real ASO and app growth campaigns we’ve delivered for UAE brands, outcomes and what made them work.
Frequently asked questions about app store optimization (ASO)
App Store Optimization (ASO) is the process of improving your mobile app’s visibility and ranking in app stores like Apple App Store and Google Play Store. It involves optimizing your app title, description, keywords, screenshots, icon, and reviews to attract more organic downloads, similar to how SEO works for websites.
Over 65% of app downloads come directly from app store searches. Without ASO, your app gets buried under millions of competitors. Proper ASO increases organic visibility, reduces customer acquisition costs, improves download rates, and attracts higher-quality users who are actively searching for apps like yours.
Initial improvements in keyword rankings can be seen within 2-4 weeks after optimizing your listing. However, significant and sustained results typically take 2-3 months of continuous optimization. ASO is an ongoing process, app store algorithms update regularly, and competitor strategies evolve, requiring consistent monitoring and adjustments.
The two stores have different ranking algorithms. Apple App Store uses a dedicated keyword field (100 characters) and places heavy weight on the app title and subtitle. Google Play does not have a keyword field, instead, it indexes the full app description for keywords, similar to how Google Search works. Screenshots, ratings, and download velocity matter on both platforms but are weighted differently.
ASO service costs in the UAE typically range from AED 2,000 to AED 10,000+ per month depending on the scope of optimization, number of target keywords, markets, and languages. The ROI is significant, every organic download you gain through ASO is a download you did not have to pay for through advertising.
The top ranking factors include: app title and subtitle with relevant keywords, keyword field optimization (Apple), description optimization (Google Play), app icon and screenshot quality, number and quality of user ratings and reviews, download velocity and retention rates, app update frequency, and crash-free performance. A strong ASO strategy addresses all of these factors.
ASO and paid campaigns work best together. ASO drives free, organic downloads from users actively searching in the app store, while paid campaigns provide immediate volume and can boost your app’s ranking signals. Think of ASO as a long-term investment that reduces your dependency on paid advertising over time. Most successful apps use both strategies in combination.
The process of improving mobile app visibility in app store search results through optimized titles, descriptions, keywords, screenshots, icons, and ratings.
Over 65% of downloads come from app store searches. Without ASO, your app gets buried. Good ASO increases visibility and reduces customer acquisition costs.
App title with keywords, subtitle, long description, icon design, screenshot quality, video preview, ratings and reviews, download velocity, and update frequency.
Initial ranking improvements in 2-4 weeks. Significant download volume increases typically take 2-3 months of consistent optimization.
Apple uses a keyword field (100 chars) weighing title and subtitle. Google indexes from full description. Both value ratings and download velocity.
Ongoing optimization: AED 3,000-10,000/month. One-time audit and setup: AED 2,000-5,000 depending on complexity.
Tell us about your app. We’ll plan the ASO.
Share your app, target stores and markets. We’ll come back within 24 hours with a costed ASO plan: keyword research, listing optimization and a tracking setup.
- iOS & Android coverage
- Keyword & competitor research
- Listing, screenshots & ratings
- Monthly performance reporting
Latest blogs about app store optimization
Practical reading on ASO, app install campaigns, and mobile growth.
Web & Content
The website, content and app foundations every campaign converts into.
