App Store Optimisation
Improving how an app is found and whether the listing converts: keyword fields that matter, creative tested properly, and ratings treated as a ranking factor.
Überblick
App store search is its own ecosystem with its own rules, and the two major stores do not share them. Apple weights a dedicated keyword field and the app name; Google indexes the full description like a web page. Copying one listing into the other leaves visibility on the table in both.
Beyond ranking, the listing is a conversion problem. Most people decide from the icon, the first two screenshots and the rating without scrolling. That is a small surface, which makes it very testable.
Für wen das gedacht ist
- Apps with downloads that have plateaued
- Publishers paying for installs that organic listing work could earn
- Teams launching an app into a competitive category
Unser Vorgehen bei App Store Optimisation
Die konkreten Arbeitspakete eines typischen Projekts. Der Umfang steht vorab fest, nichts davon taucht später als Überraschung auf der Rechnung auf.
Store-specific keyword research
Separate strategies for each store, because the fields that carry ranking weight are different and the same listing cannot serve both well.
Title and subtitle optimisation
The highest-weighted fields on both stores, and the most constrained. Every character has to earn its place.
Screenshot and icon testing
The first two screenshots do most of the conversion work. Tested against real traffic rather than chosen in a design review.
Description structure
Written for indexing on Google Play and for the small number of readers who expand it on the App Store. Genuinely different documents.
Ratings and reviews
Prompting at the right moment in the app, and responding to reviews. Rating is both a ranking factor and the single strongest conversion signal on the page.
Localisation
Proper localisation of keywords and creative per market, which regularly unlocks more growth than any amount of work on the home market listing.
Vom ersten Gespräch zum gemessenen Ergebnis
Immer dieselbe Reihenfolge, damit Sie wissen, was als Nächstes kommt.
Baseline
Current visibility, conversion rate and category position, plus a look at what the top apps in the category are doing differently.
Optimise metadata
Rewrite titles, subtitles, keyword fields and descriptions per store, then wait out the indexing period before judging.
Test creative
Run store experiments on icon and screenshots, changing one element at a time so the result means something.
Iterate
Monitor keyword positions and conversion, refresh creative seasonally, and revisit after each significant app update.
Ergebnisse statt Aktenordner
Ein Stapel Dokumente ist kein Fortschritt. Das hier sind die Veränderungen, die die Arbeit bewirken soll.
Installs you did not pay for
Organic store search is often the largest acquisition source for an app and the least worked on.
Better return on paid installs
Listing conversion improvements apply to paid traffic too, so the same media budget buys more installs.
Growth from new markets
Localised listings frequently open markets that were technically available but effectively invisible.
Ratings under control
Well-timed prompts raise the average rating, which lifts both ranking and conversion at once.
Häufige Fragen zu App Store Optimisation
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How long does app store optimisation take to show results?
Metadata changes take a couple of weeks to re-index and settle. Creative tests need enough traffic to reach significance, typically two to four weeks per test. It is an ongoing cycle rather than a project with an end date.
Is ASO different for Apple and Google?
Substantially. Apple uses a separate hidden keyword field and does not index the description. Google Play indexes the full listing text like a web page. The same words in the same places would underperform on both.
How much does the icon matter?
More than almost anything else. It appears in search results, on the charts and on the device afterwards. Icon tests routinely produce the largest single conversion movements we see.
Can we recover from a low rating?
Yes, though it takes time and usually requires fixing what caused it. Both stores weight recent ratings, so a genuine improvement plus well-timed prompts moves the visible average faster than the lifetime figure suggests.
App Store Optimisation im Kopf?
Sagen Sie uns, was sich ändern soll. Passen wir nicht, sagen wir das und nennen Ihnen eine bessere Adresse.
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App Store Optimisation steht meist neben weiteren Themen aus Search & Organic Growth. Sehen Sie sich den ganzen Bereich an.