Platform Deep Dive
App Store Optimization for Startup Mobile Apps: The Basics That Drive Downloads
App Store Optimization (ASO) is the practice of improving your app's visibility in the App Store and Google Play search. Here is the foundational strategy that gets your app found organically.
70% of App Store visitors discover apps through search. App Store Optimization is to the App Store what SEO is to Google — the practice of making your app appear when someone searches for the type of app you are. Unlike paid user acquisition, ASO is a one-time investment that compounds over time as your downloads and reviews accumulate.
App title and subtitle
Your app title is the most heavily weighted element in the App Store ranking algorithm. Include your primary keyword in the title where it reads naturally. "Invoicio: Invoice & Billing App" ranks for both "invoicing" and "billing app" while still being brandable. The subtitle (iOS) and short description (Android) provide additional keyword weight — use them to cover secondary keyword targets without keyword stuffing.
Keyword field (iOS) and description (Android)
iOS keyword field: 100 characters of keywords that do not need to appear in your title or description. Research the terms your target users search for and fill this field without repeating words used in your title.
Google Play description: Google Play uses the full description for keyword indexing. Use your primary keywords naturally in the first 250 characters (visible without "Read More"), and include variations throughout the full description.
Ratings, reviews, and conversion rate
- Ratings are the second-most important ranking factor. Prompt satisfied users for ratings at the right moment — after a task completion, not at app open.
- Your app icon, screenshots, and preview video directly affect conversion rate from search impression to download. A 10% improvement in conversion rate doubles the value of all your organic search traffic.
- Respond to negative reviews within 48 hours. App stores factor review response rate into quality signals, and public responses to criticism demonstrate a responsive team.
Mobile apps need web discovery too
Many mobile app users discover apps through Product Hunt, app review blogs, and directories before searching the App Store. UpStart helps you build web-based discovery channels that complement your ASO strategy.