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.

What should I write in the Google Play short description?

Use the 80 characters to state your app's main benefit in plain words with one or two core keywords. It is indexed and shown at the top of the listing, so write it for people first, without claims like "#1" or "best".

Which ASO tools should I use?

Start with the free analytics in App Store Connect and Google Play Console. Add a paid ASO platform such as AppTweak, Sensor Tower or MobileAction when you need keyword popularity estimates, rank tracking and competitor monitoring.

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.

Most installs for many apps start with a store search, so ASO is usually the cheapest growth channel an app has. This guide covers the two pillars of ASO, the differences between the two stores, keyword research, Google Play's short and long description, the tools worth using 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
Promotional text	170 characters, editable without a new release, not indexed	Promotional content for events and offers
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.

Google Play ASO: Title, Short Description and Long Description

Google Play reads more of your listing than the App Store does, so the text fields carry more weight.

Title (30 characters): brand plus your main keyword. Google Play's metadata policy does not allow claims such as "#1", "best" or "free" in the title, icon or developer name.
Short description (80 characters): shown at the top of the listing and indexed. State the main benefit in plain words and include one or two core keywords, for example "Track expenses, set budgets and see where your money goes."
Long description (4,000 characters): write for people first. Open with the benefit, cover features in short paragraphs or lists, and mention related terms naturally. Repeating a keyword over and over is treated as spam and can get the listing rejected.

Google Play's custom store listings let you show a different listing per country or for a specific campaign, and store listing experiments let you test icons, screenshots and descriptions against each other.

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. Our guide to increasing app downloads covers the channels beyond the store.

ASO Tools and Platforms

You can start ASO with free data and add a paid platform once you need keyword volumes and competitor tracking.

Tool type	Examples	What it is for
Store consoles	App Store Connect analytics, Google Play Console	Impressions, product page views, conversion and installs by source, free
ASO platforms	AppTweak, Sensor Tower, MobileAction, Appfigures	Keyword popularity, rank tracking, competitor metadata
Review management	AppFollow and similar tools	Collecting, tagging and replying to reviews at scale
Search ads	Apple Ads, Google App campaigns	Paid installs, and keyword data you can reuse for organic ASO

No tool sees the stores' real search volumes; every platform estimates them. Use tools to compare keywords against each other, and judge results by the impressions and installs in your own console.

ASO Checklist

Area	Check
Name	Brand plus the main keyword, readable, no claims
Subtitle / short description	Core benefit with secondary keywords
Keyword field (iOS)	Commas, no spaces, no repeats from the name
Long description (Android)	Benefit first, related terms used naturally
Screenshots	First three tell the story, captions localized
Ratings	Native prompt after a success moment, replies to reviews
Quality	Crash rate, app size and retention watched every release
Testing	One change at a time, results logged

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.

Track a few metrics consistently: impressions from search, product page views, conversion rate from page view to install, keyword rankings and organic installs. If impressions rise but installs do not, the problem is the product page; if both are flat, it is visibility.

Doing ASO In-House or With an ASO Service

A small team can run the basics in-house with the checklist above and a few hours a month. An ASO service makes sense when you publish in many languages, compete in a crowded category or need new screenshots and tests every month. A good ASO service covers keyword research per market, metadata writing, screenshot design, test planning and monthly reporting, and works closely with the team that builds the app so product fixes and store changes ship together.

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, and check common App Store rejection reasons before you submit.

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.