Tattoo Artist BooksApp store optimization, or ASO, is the work of making your app appear higher in App Store and Google Play search and of turning visitors on your store page into installs. It is to apps what SEO is to websites, which is why it is also called app store SEO. It has two goals: be found, and be installed.
ASO has two halves: visibility and conversion
Visibility is appearing for the right searches. Conversion is the share of page viewers who install. If either half is weak, downloads do not grow: a page seen by many but not installed wastes traffic, and a beautiful page nobody finds wastes the design.
Which App Store fields count as keywords?
| Field (App Store) | Limit | Tip |
|---|---|---|
| App name | 30 characters | Brand plus your strongest keyword |
| Subtitle | 30 characters | State the main benefit, do not repeat the name |
| Keyword field | 100 characters (hidden) | Comma separated, no spaces, no repeats |
| Description | 4000 characters | For conversion; Apple does not weigh it heavily in search |
Google Play differs: title 30 characters, short description 80 characters, full description 4000 characters, and the full description is indexed for search. These limits reflect the situation as of November 2026 and may change, so check each store's official documentation before you publish.
How to do keyword research
- List what users would type to find an app like yours, in their language and everyday words.
- Type those into the store search box and note the autocomplete suggestions.
- Note the words competitors share in titles and descriptions.
- Aim at niche, longer phrases instead of crowded generic words.
- After launch, watch which terms you rank for in the store dashboards and test again with each update.
Write sensible phrases rather than stuffing words. Both people and algorithms respond better.
Icon, screenshots and video: where conversion happens
Most users do not read the description. They look at the icon, the first two or three screenshots and the rating. Good practice:
- Keep the icon simple and legible at small sizes.
- Let the first screenshot state your strongest benefit in a single line.
- Show the real interface, not only decorative graphics.
- Localize screenshots to the language of your target audience.
- Test ideas with the stores' own tools (product page optimization on Apple, store listing experiments on Google) instead of guessing.
Ratings, reviews and update frequency
Ratings and reviews influence both conversion and ranking. Ask for a review right after the user completes something successfully, not at a moment of frustration. Short, solution-oriented replies to negative reviews reassure the people who visit the page. Regular updates and a low crash rate also count as quality signals in the store.
Localization: the cheap win
Writing your store page in the user's language is often the cheapest improvement. Prepare title, description and screenshots in each target country's language and you can appear in those languages' searches. It is one reason our own app, Tattoo Artist Books, is offered in 8 languages.
A simple weekly ASO routine
- Monday: look at last week's impressions, page views and downloads in the store dashboard.
- Tuesday: find the page element that is seen often but converts poorly (icon, first screenshot).
- Wednesday: make one change. If you change five things at once, you cannot tell what worked.
- During the week: reply to new reviews and add negative feedback to the product list.
- Month end: review the keyword list and note terms moving up or down.
Which metrics to read
Three ratios help: impressions to page views (icon, title and ranking), page views to installs (screenshots, description, rating) and installs to active use (the product itself). If the third is low, the problem is not ASO but the first-run experience: you attracted the wrong audience or onboarding is weak. ASO should bring the right users, not more of the wrong ones. So do not promise in the title or description what the app does not do; it hurts after install and also breaks store rules on misleading metadata. See app store rejection reasons.
Realistic expectations for a small app
A new app will not rank at the top for generic, crowded words like "app" or "booking" on day one. A realistic strategy is to start with niche and long phrases: a narrow search such as "tattoo booking diary" is much easier to win than "booking app". Steady installs from a small audience move rankings up gradually. Be patient, read results in months rather than weeks, and use channels outside the store (website, social media, affiliate partners) to start the first flow of users yourself. Store algorithms also look at download velocity and how long users stay, so a good product is part of good ASO.
ASO is not enough: promotion outside the store
Ranking inside the store will not carry a new app alone. Your own website, social media, blog and affiliate channels trigger installs, and ASO determines how many of those visitors convert. Plan a marketing site that points users to the store; getting a website built helps with that. For a product-led channel idea, see how do apps make money.
Frequently asked questions
How long does ASO take to show results?
Text and visual changes can start to have an effect within days to weeks, but ranking depends on install history and competition, so a fixed timeline would be dishonest.
Do I need a paid ASO tool?
No. At the start, store dashboards and search suggestions are enough. Paid tools make it easier to track keyword rankings.
What is the fastest way to increase app downloads?
Tests of the icon and first screenshot are often the fastest win. Advertising and promotion come on top.
Who should do ASO?
Whoever knows the app best. The founder or product owner chooses keywords and message, and the technical team applies them.
Preparing the store page is part of the release: privacy labels, screenshots and description should be planned with the app. We write the app and stay with you until it is live. See App Store fees for developers and publish an app on Google Play for the account side, or email us.