Most app downloads start with a search inside the App Store or Google Play. App store optimization (ASO) is the work of ranking for those searches and turning store visits into installs. “App store optimization” averaged about US$23 per click in Canada, a sign of how valuable app growth is. This guide covers the listing elements that matter on each store, how to test them and how to measure ASO alongside paid acquisition.
What each store reads
| Element | Apple App Store | Google Play |
|---|---|---|
| App name | Strong ranking signal; keep it clear and brandable | Strong ranking signal |
| Subtitle or short description | Subtitle is indexed | Short description is indexed and shown prominently |
| Keyword field | Hidden keyword field, comma separated, no repeats | No keyword field |
| Long description | Mainly for conversion | Indexed; write naturally around key terms |
| Screenshots and preview video | Major conversion driver | Major conversion driver |
| Ratings and reviews | Affect ranking and conversion | Affect ranking and conversion |
We plan, design and build web and mobile apps for Canadian businesses.
Character limits and features change, so check each store’s current guidelines.
Keyword research for apps
- List what users would type to find an app like yours, including problems, not just features.
- Check competitors’ names, subtitles and descriptions.
- Prioritize relevant terms you can realistically rank for, then expand.
- Localize: Canadian English, Canadian French and other languages your users speak. Localizing for French speaking Canadians is also good practice under Quebec’s language rules for products offered there.
Screenshots that convert
- The first two screenshots carry most of the weight; lead with the main benefit.
- Short captions that explain the outcome, not the menu.
- Real app screens, not mockups that misrepresent the product.
- A short preview video showing the app in use.
Ratings and reviews
- Use the official in app review prompts at moments of success.
- Never incentivize ratings or reviews; both stores prohibit it.
- Reply to reviews, especially negative ones, and fix what users report.
Testing and iteration
Google Play offers store listing experiments and Apple offers product page optimization tests. Test one element at a time: icon, first screenshot or short description. Run tests long enough to reach meaningful results.
ASO with paid acquisition
Apple Search Ads and Google App campaigns drive installs that also improve organic rankings by increasing downloads and engagement. Track both together, measure cost per retained user, not just installs, and respect platform privacy frameworks for attribution.
Beyond the store
Web pages for your app, press coverage and links from relevant sites all support discovery and AI search answers about your category. See the SaaS SEO guide.
Building or growing an app? See our app store optimization, mobile app development, mobile app design and MVP development services.
Frequently asked questions
What is app store optimization?
Improving an app's store listing so it ranks for relevant searches and converts more visitors into installs.
What matters most for App Store rankings?
The app name, subtitle, keyword field, ratings and download momentum.
Does Google Play have a keyword field?
No. Google Play reads the title, short description and long description.
How important are screenshots?
Very. The first two screenshots carry most of the conversion weight.
Can I offer rewards for app reviews?
No. Both stores prohibit incentivized ratings and reviews.
Should Canadian apps localize into French?
Yes for French speaking users, and it is good practice for products offered in Quebec.
Can I A/B test my store listing?
Yes. Google Play offers listing experiments and Apple offers product page optimization tests.
Do paid installs help organic ranking?
They can, by increasing downloads and engagement. Measure cost per retained user.
How much does ASO cost?
It depends on scope, markets and languages. We quote every program in writing.
How often should I update my listing?
Review it with every major release and test changes regularly.




