App Store Optimization (ASO) is the SEO of mobile apps. With millions of apps competing for attention, discoverability is the difference between a successful launch and an expensive failure. Here's what actually works in 2026.
Keyword research is foundation. Use tools like AppTweak, Sensor Tower, or App Radar to identify high-volume, low-competition keywords in your category. Focus on long-tail keywords that describe your app's specific value proposition.
Your app title is the most important ASO element. Include your primary keyword naturally in the title (30 characters max on iOS, 50 on Android). Don't keyword-stuff — Apple and Google penalize obvious manipulation.
The subtitle (iOS) and short description (Android) are your second most powerful text fields. Use these to include secondary keywords that didn't fit in the title while clearly communicating your app's value.
Screenshots are conversion-critical. The first two screenshots determine whether users tap 'Get'. Use them to showcase your most compelling feature with clear, benefit-focused captions. Our A/B tests show screenshots with captions convert 25% better than screenshots without.
App preview videos increase conversion rates by 20-35% on average. Keep them under 30 seconds, lead with your strongest feature, and don't use the first 3 seconds for a logo animation — get straight to the value.
Ratings and reviews are the strongest trust signal. Strategically time your in-app review prompts — after a positive experience (completing a task, achieving a milestone). Never prompt during frustration moments. Aim to maintain 4.5+ stars.
Localization multiplies your reach. Localizing metadata (title, description, screenshots, keywords) for key markets can increase downloads by 30-80% per market. Start with the 5 largest markets for your category.
Update frequency matters. Apps that update regularly (every 2-4 weeks) receive algorithmic preference in app store rankings. Even small updates with release notes signal that the app is actively maintained and improving.