What is the difference between ASO and SEO?

SEO improves a website's ranking in search engines, while ASO improves a mobile app's ranking inside App Store and Google Play search. ASO has fewer indexed fields and visual assets have a much bigger impact on conversion.

How long does ASO take to show results?

It depends on the change and the competition. Metadata changes usually affect rankings within days to a few weeks, so give each change at least a few weeks before judging it.

Does the long description affect App Store rankings?

It is generally accepted that the App Store long description has little direct ranking impact; the app name, subtitle and keyword field are the main signals. On Google Play, the long description is indexed.

What Is ASO? App Store & Google Play Optimization Guide

What is ASO? App Store Optimization (ASO) is the practice of improving a mobile app's visibility in App Store and Google Play search, and increasing the share of store visitors who actually install it. If SEO is for websites, ASO is for apps. The difference is that store algorithms are more opaque, the fields are shorter, and users make their decision in a few seconds.

This guide covers the two pillars of ASO, the key differences between the two stores, and how to build an optimization loop that keeps working after launch.

The Two Pillars: Visibility and Conversion

Visibility: appearing in search results for relevant queries and in featured or category lists.
Conversion: turning product page views into installs. The icon, screenshots, rating and description all shape that decision.

Focusing only on keywords is a common mistake. Ranking well does little if the product page does not persuade. The reverse is also true: a beautiful page nobody finds will not grow your app.

App Store vs Google Play ASO

Both stores follow similar logic but index different fields. The table reflects the general structure at the time of writing; character limits change occasionally, so check the official documentation before you ship.

Field	App Store	Google Play
App name	30 characters, strong ranking signal	30 characters, strong ranking signal
Subtitle / short description	Subtitle: 30 characters	Short description: 80 characters
Hidden keyword field	Keywords field: 100 characters	None
Long description	Generally considered to have little ranking impact	4,000 characters, indexed for search
Page testing	Product Page Optimization, Custom Product Pages	Store Listing Experiments, Custom Store Listings

In practice, App Store keyword strategy lives in the name, subtitle and keyword field, while on Google Play a naturally written long description that covers related terms matters a lot.

How to Do Keyword Research for Apps

Start with a seed list: describe the problem your app solves the way users would, for example "budget tracker" or "expense log".
Use store autocomplete: suggestions in the search box are a free and reliable signal of real search behavior.
Study competitors: look at which terms top-ranking apps use in their names and subtitles.
Balance volume and competition: a new app rarely ranks for the broadest term. Specific long-tail phrases are a more realistic start.
Localize: users in different markets describe the same need differently, so build a list per language.

In the App Store keyword field, separate terms with commas, skip spaces, and do not repeat words already in your name. Avoid competitor brand names; Apple can reject metadata that uses them.

Writing the name and subtitle

The app name carries your brand and your strongest keyword. A common pattern is brand plus a short descriptor, such as "Brand: Budget and Expense Tracker". Keep it readable; a keyword-stuffed name erodes trust and can cause review issues. Use the subtitle to state your core benefit with secondary keywords you did not fit into the name.

Optimizing the Product Page for Conversion

Icon

The icon is the first thing users see in search results. Keep it simple, legible at small sizes and distinct within your category.

Screenshots and preview video

The first two or three screenshots often appear directly in search results, so lead with your core benefit.
Add a short, benefit-driven caption to each image.
Tell a story (problem, solution, outcome) instead of listing features.
Localize screenshots for each language you target.

Store visuals are only as good as the product interface behind them, which is why we treat UI/UX design and store creative as one piece of work.

Ratings and reviews

Average rating and recent reviews affect both conversion and how the stores perceive your app. Ask for a rating at the right moment, after the user completes something successfully, using the native review prompts on iOS and Android. Short, helpful replies to negative reviews also build trust with new visitors.

Product Quality Signals Behind ASO

Crash and ANR rates: poor Android Vitals in Play Console can hurt visibility.
App size: large downloads increase drop-off, especially on mobile data.
Retention: apps that are installed and quickly deleted struggle over time.
Update cadence: regular updates fix issues and create chances for fresh reviews.

Good ASO starts with a solid product, so performance and stability should be goals from the first sprint of mobile app development.

Building a Repeatable ASO Loop

Record target keywords and current rankings.
Change one variable at a time.
Monitor for at least a few weeks; algorithms take time to react.
Use the stores' built-in A/B testing tools where possible.
Document results and plan the next test.

We follow the same loop with our own published products, which you can see on our apps page. If you have not set up your store account yet, start with our guide on how to open an App Store developer account.

Want better store visibility, a redesigned product page, or an app built with ASO in mind from day one? Get in touch with BernSoftware and we will review where your app stands.