📱 Did you know there are over 3.5 million apps on Google Play and around 1.6 million on the App Store? That’s a massive crowd. And honestly, no matter how good your app is, if people can’t find it, it won’t go anywhere.

A lot of developers and businesses spend months building their apps… only to see them buried deep in the store. Not because the app isn’t useful, but because it’s just not showing up when users search.

That’s where Mobile App SEO (also called App Store Optimization or ASO) comes in. It’s the stuff that helps your app show up when someone types a keyword in the App Store or Google Play.

In this article, we’ll walk you through easy, practical ways to get your app noticed — from choosing the right keywords to getting better ratings, adding great visuals, and more. Whether your app is brand new or already live, these tips will help you get more eyeballs — and more downloads.

What Is App SEO?

App SEO (also called App Store Optimization or ASO) is the process of helping your app show up higher when someone searches for apps on Google Play or Apple’s App Store.

Just like websites rank on Google, apps rank in app stores. If your app is not ranking well, fewer people will see it, and fewer downloads mean less success.

Source: Grandviewresearch

App SEO is about using the right keywords in your title and description, getting good reviews, adding helpful visuals, and keeping the app updated, so the app stores trust and promote your app more often.

In short, it’s how you make your app easier to find, so more people download it. Simple as that.

App Store SEO: Apple vs Google

Apple App Store and Google Play Store both rank apps, but they don’t work the same way. Let’s break it down simply:

Apple App Store Ranking Factors

Apple focuses on metadata and user engagement. Key factors include:​

1. App Name: Primary keywords here have a significant impact.
2. Subtitle: Supports the app name with additional keywords.
3. Keyword Field: A 100-character field for extra keywords, not visible to users.
4. Description: Provides detailed information about the app.
5. Category: Helps users find your app in relevant sections.
6. Number of Installs: Higher downloads can improve ranking.
7. User Experience: Positive interactions and retention are beneficial.
8. Reviews and Ratings: Higher ratings and positive reviews boost visibility.
9. App Updates: Regular updates indicate active development.
10. In-App Events: Events can attract and retain users.
11. In-App Purchases: Offer additional content or features.​

Google Play Store Ranking Factors

Google emphasizes content relevance and user satisfaction. Important factors are:​

1. App Title: Incorporate main keywords here.
2. Short Description: An 80-character summary with keywords.
3. Long Description: Detailed information, including relevant keywords.
4. Number of Installs: More downloads can enhance ranking.
5. Reviews and Ratings: Positive feedback improves visibility.
6. Icon: A clear and appealing icon attracts users.
7. Screenshots and Videos: Visuals that showcase app features.
8. App Usability: Smooth performance and user-friendly design.
9. Customer Support Experience: Responsive support can lead to better reviews.
10. App Updates: Frequent updates show ongoing improvement.​

11 Easy Steps to Improve Your App SEO

These 11 easy tips will help you boost your app’s visibility in the App Store and Google Play—without any complex tricks.

1. Find the Right Keywords for Your App

​Finding the right keywords is the first and most important step to get your app noticed in the App Store or Google Play. It’s about understanding what words people use when they’re searching for apps like yours. Using these words in your app’s title, description, and other metadata helps your app appear in search results, leading to more downloads.​

How to Find the Right Keywords for Your App:

1. Think Like Your Users

Start by listing words that describe your app’s main features and benefits. Consider what problems your app solves and how users might search for it. For example, if your app helps with budgeting, users might search for “expense tracker” or “budget planner.”​

2. Use Keyword Research Tools

Tools like AppTweak, App Radar, and Appfigures can help you find keywords that are relevant to your app. These tools show how often certain keywords are searched and how competitive they are. Here’s how to use them smartly:

1. Enter a Broad Keyword: Start with terms related to your app. If you built a habit tracker, try “habit,” “goal tracker,” or “routine app.”
2. Check Volume & Difficulty: Look for keywords with decent search volume but lower competition. Don’t just chase the most searched terms — it’s better to go for “habit tracker for students” than just “productivity.”
3. Find Keyword Gaps: Tools like App Radar also let you spy on your competitors — what keywords they’re ranking for, and what they’ve missed. Use that to your advantage.
4. Group & Save: Make a small sheet with 2–3 categories: feature-based (e.g., “goal tracker”), benefit-based (e.g., “stay focused”), and user-type (e.g., “habit tracker for ADHD”).

Track your keywords weekly. If some aren’t helping downloads or visibility, swap them out. Tools like App Radar let you monitor shifts in ranking so you can act fast.

3. Analyze Competitor Apps

Look at apps similar to yours and see what keywords they’re using in their titles and descriptions. This can give you ideas for keywords you might not have thought of. Some tools can show you which keywords your competitors are ranking for.​

4. Read User Reviews

User reviews can be a goldmine for keyword ideas. Pay attention to the words users use to describe your app and its features. These are often the same words potential users will use when searching.​

5. Focus on Long-Tail Keywords

Long-tail keywords are longer, more specific phrases like “budget tracker for college students.” These keywords often have less competition and can attract users who are looking for exactly what your app offers.​

By carefully selecting and placing the right keywords, you can improve your app’s visibility and attract more users.

2. Use Those Keywords in Your App Title and Subtitle

Your app’s title is the first thing people see when they search. If it doesn’t clearly say what the app does, they’ll scroll past — even if the app is great.

So, make sure your main keyword is in the title. It helps both users and the app store understand what your app is about.

Let’s say your app tracks sleep. Instead of naming it something vague like “AutoSleep,” go with something clear like “AutoSleep Track Sleep on Watch”. It’s short, tells users what the app does, and uses the keyword “Track Sleep.”

On Apple App Store

• You get 30 characters for the title and 30 for the subtitle.
• Put your main keyword in the title.
• Use the subtitle for extra keywords like “snore monitor” or “bedtime routine.”

On Google Play

• You get 30 characters in the title.
• There’s no subtitle, but your title and short description matter a lot.
• Put your main keyword in the title — make it feel natural, not forced.

A good app title should sound clean and helpful, not spammy. Don’t throw in a list of keywords. Just one or two that actually make sense.

That one small change can improve how your app ranks — and how many people actually click on it.

3. Pick the Best App Category

Choosing the right category for your app isn’t just a formality — it plays a big role in your visibility.

Both the Apple App Store and the Google Play Store use categories to decide where your app shows up and who sees it. If you pick the wrong one, your app may get buried under unrelated apps, or worse, shown to the wrong users.

Here’s how to get it right:

1. Think Like a User

Ask yourself: If I were looking for this app, where would I expect to find it?
Don’t just pick “Lifestyle” because it sounds fancy — choose the category where your app truly belongs.

2. Study Your Competitors

Look at what top apps (with similar features) are using. For example, if your app is a fitness tracker, see if most of them are in Health & Fitness or Productivity. Choose what makes sense.

3. Don’t Try to Be in the Coolest Category

Some apps pick categories like “Social” or “Entertainment,” hoping for more attention, but this often backfires. You’ll compete with giants like Instagram or Netflix, which lowers your chances of being seen.

On Google Play, you can also choose a “Tag” in addition to a category. Use it wisely. Tags like “step counter” or “habit tracker” help users (and Google) better understand what your app actually does.

4. Use Extra Keywords (Apple Only)

If your app is on the Apple App Store, there’s a hidden keyword box that many people ignore — but it’s actually super useful.

Apple gives you a separate field with 100 characters to add keywords. These words don’t appear on your app listing, but they help Apple decide when to show your app in search results.

How to Use It (Without Wasting Space)

• Add keywords separated by commas. Don’t use spaces. Example: budget, finance, tracker, spending
• Avoid repeating words from your app’s title or subtitle.
• Skip common words like “the”, “for”, “and “app”, etc. They don’t help.
• No need for plurals or variations. Apple matches them automatically.

Think of words your users might type — including misspellings, short phrases, or even feature names. This is your chance to include them without crowding your app title.

If you’ve never used this hidden keyword space properly, you’re leaving easy rankings on the table.

5. Write a Clear and Helpful App Description

Your app description is where you convince people to download your app. So keep it real and easy to understand.

Start with what really matters:

Tell people what your app does in the first 2–3 lines. Don’t waste space. This part shows up before they click “read more.”

Example: “Track your sleep, wake up refreshed, and build better bedtime habits with SleepEasy.”

Straightforward. No fluff.

Talk benefits, not features

Don’t just list what your app has. Tell me how it helps. Say things like:

• “Set daily reminders to stay hydrated.”
• “Quickly crop and edit photos in one tap.”
• “Earn rewards while walking.”

Use bullet points. Use simple words. No one wants to read long paragraphs.

Use keywords (smartly)

On Google Play, keywords in your description help with rankings. But make them sound natural.

Bad: “This fitness app helps with fitness because it’s a great fitness tracker.”

Good:“ This app helps you track steps, monitor calories, and stay fit daily.”

Apple doesn’t use description keywords for search, but users still read them—so focus on clarity, not keyword stuffing.

6. Add Great Images and Videos of Your App

When people land on your app page, the first thing they look at is your visuals, not the text. Good images and videos can make or break their decision to download.

Show What Your App Looks Like

Don’t use boring or random screenshots. Use real ones that show:

• What your app does
• How does it solve a problem
• Why it’s easy or fun to use

Each screenshot should feel like it’s telling a story. Show the main screen first, then highlight features like tracking, booking, editing—whatever your app offers.

Use Captions (Yes, Even on Images)

Add 2–5 words on each image to explain what the user is looking at.
For example:

• “Track steps in real time”
• “Set goals easily”
• “View weekly progress”

This works way better than just blank screenshots.

Add a Video Demo (If You Can)

A short 20–30 second video helps users see how the app works in action.
It builds trust and makes your app feel more polished.

Make sure your video:

• Shows real use (no animations or fluff)
• Highlights the main features quickly
• Looks clean on mobile screens

On Apple, the first video auto-plays, so make sure the first 5 seconds are strong.

7. Get More Reviews and Better Ratings

People trust other users more than any description or ad. If your app has good ratings and honest reviews, it stands out—both in the store and in search results.

Why Reviews Matter

App stores (like Apple and Google) use reviews and ratings as a ranking factor. More 5-star ratings = better visibility. It also builds trust with new users who are deciding whether to download your app.

How to Get More (Without Being Pushy)

Here are some smart and simple ways:

• Ask at the right moment: Don’t pop up a review request the second someone opens your app. Wait until they’ve had a good experience, like after they complete a task or reach a milestone.
• Keep it short and friendly: Use a soft prompt like:
  “Enjoying the app? It’d mean a lot if you could leave a quick review!”
• Don’t ask too often: If users say “no,” don’t keep asking. You’ll just annoy them.

Reply to Reviews—Even Bad Ones

Both Apple and Google let you respond to reviews. Use this to:

• Thank people for good feedback
• Solve issues for unhappy users (which might even turn their rating around)

This shows you care and helps build credibility.

8. Increase Downloads with Smart Promotion

Creating a great app is just step one. If people don’t know about it, they won’t download it. That’s where smart promotion comes in—get your app in front of the right people without wasting time or money.

Start with What You Have

• Your Website: Add a banner or button linking to your app on your homepage or blog. If people are already visiting your site, don’t miss the chance to guide them to your app.
• Email List: If you’ve got subscribers, let them know! Send a short and clear email saying, “Hey, we just launched our app—check it out here.”
• Social Media: Share useful tips, behind-the-scenes clips, or quick reels showing your app in action. Don’t just say “Download now”—give a reason to click.

Use Influencers or Niche Communities

• Micro-Influencers: You don’t need celebs. Small influencers in your niche can create buzz.
• Reddit, Quora, Facebook Groups: Join where your audience hangs out. Share value, and when it fits naturally, mention your app.

Run a Limited-Time Offer

A discount, free upgrade, or bonus feature for early users can trigger more installs. People love getting in early—use that.

App Store Ads (If You Have a Budget)

Apple Search Ads or Google UAC (Universal App Campaigns) can give your app a quick push. Start with a small budget. Test what works.

Track your downloads. See which channels are bringing in users. Double down on those—skip the ones that aren’t working.

9. Keep Your App Updated Regularly

If your app looks old or ignored, people stop trusting it, and so do app stores. That’s why updates matter.

Why Updating Helps

• App stores notice: Google and Apple give better visibility to apps that are actively maintained.
• Users trust it more: Fixing bugs or making small improvements tells users you care.
• Keeps you current: Trends change fast. What worked last year might feel outdated today.

What You Can Update

• Fix bugs—even the small ones.
• Make the app load faster.
• Improve the design or flow.
• Add helpful new features.
• Rewrite old text or descriptions if they sound off.

Try to release a small update every 4–6 weeks. Even if it’s just backend improvements, write a friendly note like:

“We’ve made some fixes to make the app smoother.”

 It keeps the app active and shows users you’re still around.

10. Translate Your App Listing for Global Users

If your app is only in English, you’re missing out on a huge chunk of the world. People are more likely to download an app if they see it in their own language—even if they speak some English.

Why Translation Matters

• 🌍 More reach = more downloads.
  A French user searching in French will likely skip your app if the listing is only in English.
• 💬 Builds instant trust.
  Seeing familiar words makes your app feel local, not foreign.
• 📈 Helps with rankings.
  App stores match search terms in different languages. So if you translate your keywords and descriptions, your app shows up in more searches.

What You Should Translate

• App Title
• Subtitle or Short Description
• Long Description
• Keywords (especially for Apple)
• Screenshots with text
• Video captions (if any)

How to Do It Right

• Don’t just use Google Translate. Use real translators or tools like POEditor, Lokalise, or Crowdin that specialize in app localization.
• Prioritize top markets. Check your app analytics. If you see traffic from Spain, Japan, or Brazil, translate for those users first.

Start with 2–3 high-potential languages. Over time, you can expand. Even adding Spanish, German, or Hindi can open doors to millions of new users.

11. Test Different Versions (A/B Testing)

Sometimes, small changes can make a big difference. A different app icon, new screenshots, or even a new headline might help your app get more downloads. But how do you know what works best?

That’s where A/B testing comes in.

What Is A/B Testing?

A/B testing means you try two versions of something—like two different app titles or screenshots—and see which one gets more clicks or installs. You don’t need to guess what users like. You test and find out.

What Can You Test?

• App title or subtitle
• App icon
• Screenshots
• App description
• Call-to-action buttons in video or banners

How to Do It

• On Google Play: Google Play has a built-in A/B testing tool inside the Google Play Console (under Store Listing Experiments). You can test different versions and see which one performs better.
• On Apple App Store: Apple offers Product Page Optimization<span style=”font-weight: 400;”> in App Store Connect. You can test different icons, screenshots, and app previews.

Tips That Actually Work

• Test one thing at a time. Don’t change everything at once, or you won’t know what worked.
• Let the test run for at least 7–14 days to collect good data.
• Use results to make updates permanent.

Many developers forget to test after launch. But testing regularly helps you stay ahead, especially as user behavior changes over time.

Conclusion

App SEO isn’t one big trick. It’s the small things done right—finding the right keywords, writing a title that makes sense, using clear images, and simply giving users what they expect. That’s what gets results.

If your app is solving a real problem, don’t let a weak listing hold it back. Keep testing, keep updating, and treat your app store page like your homepage—it’s your first impression.

People won’t always know how good your app is until they install it. Your job is to help them reach that point.

And remember, even the best apps don’t go viral by luck—they rank because someone made smart, simple moves that added up.

You can do the same.

FAQs on App SEO