App Store Optimization (ASO)

App Store Optimization (ASO) is the work of improving an app’s store listing so more people find it in search and install it once they see it. It covers searchable text (name, subtitle, keywords) and conversion assets (icon, screenshots, previews).

Search ranking and conversion are linked: a listing that converts better tends to earn more installs from the same impressions.

Screenshots are the conversion side of ASO. Apple’s product page optimization and Google Play’s store listing experiments let you test them.

  • App name30 chars/bytes
  • Subtitle30 chars/bytes
  • Keywords (bytes)100 chars/bytes
  • Promotional text170 chars/bytes
Where ASO text lives on the App Store (limits from App Store Connect Help)

Frequently asked questions

Do screenshots affect ASO?

They mainly affect conversion: how many people who see the listing install the app. Test them with product page optimization on the App Store.

Which text fields can I optimise?

On the App Store: name (30), subtitle (30), keywords (100 bytes) and promotional text (170). On Google Play: name (30), short description (80) and full description (4000).

Is ASO a one-time task?

No. Competitors, devices and store rules change; review the listing with each major release.

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