For most apps, the app store is both the shop window and the search engine. People search the App Store or Google Play for a solution, scan a handful of icons and screenshots, and decide in seconds which one to install. If your app does not appear for the right searches, or appears but fails to persuade, every other marketing effort works harder than it needs to.
App store optimisation (ASO) is the process of improving both sides of that moment: visibility (ranking for relevant searches and being featured) and conversion (turning product page views into installs). It is a lot like SEO for websites, with stricter character limits, different ranking signals and two very different stores to master.
This guide explains how ASO works on Apple's App Store and Google Play in 2026, with the official metadata limits, a step-by-step optimisation process, testing options and the policy pitfalls that can get a listing rejected.
Key Takeaways
- ASO improves both search visibility and the conversion rate of your store listing.
- Apple and Google index different fields: Apple has a hidden 100-character keyword field; Google reads your description text.
- Your title (30 characters on both stores) is the most valuable metadata space; use it for brand plus a core keyword.
- Screenshots, icon and ratings drive conversion; test them with Apple's product page optimization and Google Play experiments.
- Follow metadata policies: no keyword stuffing, no ranking or pricing claims in titles, no emojis in Google Play titles.
How app store search differs from Google search
App store algorithms are less transparent than web search, but the inputs are broadly known. Text metadata tells the store what your app is about; behaviour signals such as installs, ratings, reviews and engagement tell it whether people like it. Updates, localisation and in-app events add further signals. Unlike the web, there are no backlinks, and you have far fewer characters to work with — so every word counts.
Metadata fields and limits
| Field | Apple App Store | Google Play | Indexed for search? |
|---|---|---|---|
| App name / title | Up to 30 characters | 30 characters or less | Yes, on both; the strongest text signal |
| Subtitle | Up to 30 characters | No equivalent | Yes (Apple) |
| Keyword field | 100 characters, comma-separated, no spaces | No keyword field | Yes (Apple, hidden from users) |
| Short description | No equivalent | Short description shown above the full description | Yes (Google) |
| Promotional text | Up to 170 characters, updatable without a new release | No equivalent | Used mainly for timely conversion messaging |
| Full description | Shown on product page | Shown on listing | Google reads it; focus on clarity for Apple |
Apple's documentation is precise about the keyword field:
“Keywords are limited to 100 characters total, with terms separated by commas and no spaces.”
— Apple Developer, Creating your product page
Google, meanwhile, warns against stuffing. Its metadata policy states: "Avoid using repetitive or unrelated keywords or references." Google Play titles also cannot include emojis, repeated special characters, all caps (unless part of your brand) or claims about store rankings, awards, prices or promotions.
How to optimise your app listing, step by step
- Research keywords. Start with seed terms that describe what the app does, the problem it solves and the category. Expand them with ASO tools and the stores' own search suggestions, and check which terms competitors target. Our keyword research guide covers the fundamentals, which transfer well to app stores.
- Write the title. Combine your brand with the most important keyword, within 30 characters. Keep it readable; it is also your first impression.
- Use the subtitle (Apple) and short description (Google). Add a second benefit or keyword in a natural sentence.
- Fill Apple's keyword field. Use all 100 characters, separate with commas, skip spaces, and do not repeat words already in your name or subtitle.
- Write the description for people. Lead with the main benefit in the first lines, then explain features. On Google Play, use relevant terms naturally because the text is indexed.
- Design the icon and screenshots. Make the first two or three screenshots tell the story: what the app does and why it is better. Add short captions; many people never scroll further. Good microcopy skills help here.
- Choose the right category. Pick the one that best matches the app's main purpose and where your audience browses.
- Earn ratings and reviews. Prompt at moments of success. Apple allows its rating prompt up to three times in a 365-day period; Google enforces its own quota. Reply to reviews, especially low-rated ones and those reporting bugs.
- Localise. Translate and adapt metadata and screenshots for each major market, researching local keywords rather than translating word for word.
- Test and iterate. Run listing experiments, review results and update metadata with each meaningful release.
Testing and custom pages
Both stores now let you test and tailor your listing without guesswork.
| Feature | Store | What it does | Key limits |
|---|---|---|---|
| Product page optimization | Apple | A/B tests alternate icons, screenshots and app previews against your original page | Up to three treatments; a test runs up to 90 days |
| Custom product pages | Apple | Extra versions of your page with different screenshots, previews and promotional text, linked from ads or campaigns, and able to appear in search for assigned keywords | Up to 70 additional pages |
| Store listing experiments | Google Play | A/B tests graphics and text on your listing | Run each test for at least seven days to cover weekly patterns |
| Custom store listings | Google Play | Tailored listings for specific countries, users or campaigns | See Play Console for current limits |
Custom pages are especially useful with paid campaigns: an ad promoting one feature should land on a page whose screenshots show that feature. Our conversion optimisation principles apply directly.
Common mistakes
- Keyword stuffing. Repeating terms in titles or descriptions breaks Google's metadata policy and reads badly.
- Wasting Apple's keyword field. Spaces, repeated words, plurals of words already present and your own brand name waste characters.
- Feature-list screenshots. Screens of menus without captions do not explain the value.
- Policy-breaking titles. "#1", "Best", "Free" or emojis in a Google Play title risk rejection.
- Ignoring reviews. Unanswered complaints undermine conversion for every future visitor. Strong review management habits help.
- Set-and-forget listings. Competitors, seasons and search trends change; revisit metadata regularly.
ASO as part of a bigger plan
ASO is the foundation of mobile app marketing, not the whole of it. Paid campaigns, content, PR and a strong website all send people to your listing, and a well-optimised listing makes every one of those channels more efficient. Keep an eye on rival apps' metadata and screenshots as part of your wider competitive intelligence and plan listing updates around each product launch.
Related Guides
- How to Build a Competitive Matrix (With Templates)
- Porter's Five Forces: A Practical Guide for Marketers
- STP Marketing: Segmentation, Targeting and Positioning Explained
Frequently Asked Questions
What is app store optimization?
ASO is the process of improving an app's visibility in app store search and the conversion rate of its product page, so more of the right people find and install it.
How long can an app title be?
Apple allows an app name of up to 30 characters, and Google Play titles must be 30 characters or less.
Does Google Play have a keyword field?
No. Google Play reads your title, short description and full description, so use relevant terms naturally in that text without repetition.
How do I A/B test my app store listing?
Use Apple's product page optimization (up to three treatments) and Google Play store listing experiments. Change one main element at a time so you know what made the difference.
How long does ASO take to show results?
Metadata changes can affect rankings after the update is live, but sustainable gains build over weeks as ratings, installs and engagement improve.
Conclusion
App store optimisation rewards precision: the right words in a few short fields, visuals that explain value instantly, steady ratings and constant testing. Treat your listing as a living landing page, and it will lift every channel that sends traffic to it. If you need help with keyword research, landing pages or campaigns that drive installs, our app development and marketing teams can help. Get a quote to discuss your app.
References
- Apple Developer — Creating your product page
- Apple Developer — Custom product pages
- Apple Developer — Product page optimization
- Apple Developer — Ratings, reviews, and responses
- Google Play Console Help — Metadata policy
- Android Developers — Google Play In-App Reviews API
- Semrush Blog — App Store Optimization
