Effective app store optimization in 2025: the ultimate how-to

If you want your app to be seen by users and get more downloads, ASO keyword optimization is the way to go.

For instance: when a user types in "meal prep" to find an app for cooking and meal planning, the app store will show them a list of apps that match those keywords or are relevant to the search. The higher your app ranks for that search query, the better your chances of being downloaded. There are three factors to a successful ASO strategy:

• Keywords are the lifeblood of your app's visibility. Add and analyze them regularly.
• Your app's graphic elements—the icon, screenshots, and videos—-cannot be ignored. Use App Preview to ensure they look perfect on every device and version.
• Reply to reviews. It'll help you get more positive ratings and reviews, which will skyrocket your conversion to download rate. Aim for a star rating of 4+. That’s where the magic truly starts.

Search results vary by country, even for the same keywords. Take a look at how different the search results are for "meal prep" in the US and Canada Apple App Store. The same goes for the Google Play store. Let’s break it all down.

How does ASO work in AppFollow?

Before you jump into keyword optimization and other ASO strategies, you need to understand some key prerequisites that can make or break your efforts. Here they come, alongside a recommended flow for excellent ASO.

Reaching the download threshold for ranking

Fun fact (it’s not, really): Google Play won't even start indexing and ranking your app for keywords until it hits at least 10,000 downloads. This is not a thing with the App Store; there, you get ranked as soon as your app is published and start getting any downloads at all.

Why does Google Play have this threshold? It's the biggest app store out there, with millions of apps available. To prevent the store from being overrun with low-quality or spammy apps, Google uses this download threshold to weed out apps that haven't proven their worth yet.

Google also looks at engagement metrics to determine if an app is worth showing in the search results. If you want to rank well, you need to aim for at least 100 daily active users. This tells Google's algorithm that your app is providing value.

This threshold applies to each localization separately. So, if you're targeting multiple countries or languages, your keyword optimization efforts will pay off if you hit 10,000 downloads in each market.

Invest in paid user acquisition campaigns, like Google Ads, to get that initial traction going. Yeah, it's going to cost you some money, but it's often the quickest way to build up a user base from scratch. Once you've got a solid foundation, then you can focus on fine-tuning your keyword targeting and other organic growth tactics.

Without meeting Google's download and engagement thresholds, even the most carefully selected keywords will have a limited (if any) impact on your app's visibility and organic installs.

Finding the right keywords

So, you’re ready to get started! First step: keywords.

The AppFollow Keyword Live Ranking tool is your ultimate weapon for simulating the app store search engine. This tool will give you the details on how store search mechanisms work, which apps show up when you search for a specific keyword, and which keywords you might be missing out on.

Here's how to get started:

• Expand the Organic Traffic & ASO section in the left-hand navigation menu and find the ASO tools.
• Keyword live ranking will be right there in the first tab.
• Choose the platform you want to research: iPhone, iPad, or Android.
• Pick a country.
• Type in your keyword.

After you search for a keyword, you'll see the top 10 related App Store suggestions or the top 5 related Google Play suggestions. Click on a keyword to see the list of apps that use it. Keep in mind that your favorite apps will always be at the top of the list.

Heads up: the results will show you more than just apps. You'll also see any existing App of the Days cards, app bundles, and in-app purchases (but only for App Store apps). Want to start tracking a keyword? Just click on the "+" sign or select "Track all keywords".

Don’t forget to spy on your competition as well! You'll see 100 App Store or 49 Google Play apps on the right when you search for a keyword. These are the search results a store user sees when they make the same search. Click on an app to see screenshots from its store page. By clicking on the eye icon, you'll open the Keyword Spy tool and see the rest of the keywords it uses. The sequence of the keywords depends on their Traffic scores—the lower the score, the less popular the keyword is.

Building the semantic core

The next step is building your semantic core—the list of keywords to rank for. For this, you’ll need to use the Keyword Popularity tool, which is a relative indicator that lets you quickly compare keywords and pick the best ones for your app.

The Popularity Score is relative. There's no data on the exact number of search requests for a keyword with a specific Popularity Score. The App Store and Google Play don't give out those numbers.

A Popularity Score of 0 means the keyword is rarely used, while a score of 100 is given to keywords with a ton of daily requests. We don't recommend using keywords with a Popularity Score of less than 20.

Using a keyword with a popularity of 100 doesn't guarantee your app will get into the top apps chart. Compare keywords to each other as having a higher or lower Popularity Score. To find out exactly how a highly popular keyword impacts traffic changes, you need to study the results of your app's ASO campaigns. Results will vary for different apps, countries, categories, and all the factors combined.

For iOS apps, we get the data straight from App Store Connect and show it to you as-is. For Android apps and App Store apps outside of their standard country list, the score is based on more than 15 different parameters, including input language recognition and search hints relevance detection.

Look at the Popularity Score along with the number of apps in the Keyword Rankings section of the Keywords Tracking page. The fewer apps that use a keyword with a high Popularity Score, the better your chances of ranking higher for that keyword.

Recommended tools for growth

Don't get discouraged if you aren't seeing immediate results from your optimization efforts - it's a gradual process that requires a multi-pronged approach. You've got to attack this from all angles.

AppFollow's got a whole arsenal of ASO tools to help you crush your app store optimization and get a ton of downloads. You can find these bad boys under the Traffic Analytics and Keywords & ASO sections on the main menu. Here's the lowdown:

Traffic analytics:

• Organic Traffic Dashboard - keep tabs on your app's performance across all countries.
• Keyword Intelligence - get the inside scoop on the keywords that bring in organic downloads for your apps.
• Traffic Channels Analytics - track installs and conversion rates from different traffic channels and countries, all in one place.
• Conversion benchmark - see which categories are killing it in the app business and compare your results to the market.

Keywords & ASO:

• Keyword Tracking - find out how your keywords are performing, check their popularity and position.
• Keyword Live Ranking - track the best word and phrase combinations your users are searching for.
• Keyword Spy - keep an eye on the keywords your competitor apps are ranking for in the stores.
• Keyword Overview - see how your competitors stack up against your keywords.
• Search Ads Recommendations (iPhone, iPad) - get 100% accurate keyword search volume data.
• Word counter - figure out which words are showing up in your short description and check their positions.
• App Preview - see exactly how your new graphics, text, and video will look on different devices.

Use the keywords in your app title, subtitle, and description. But don't just stuff them in there like a Thanksgiving turkey. Make sure they flow naturally and actually make sense.

App page improvements

If you want to crush it with your app store and Google Play conversion rates, you need to nail your keywords, images, and everything else on your app page. Here's what you need to do:

For images, your app icon is the first thing users see, so it better be good. Make sure it's eye-catching, memorable, and clearly communicates what your app is all about.

Screenshots are your chance to showcase your app's best features. Choose images that highlight the most compelling aspects of your app and give users a reason to download.

Use captions or callouts on your screenshots to emphasize key benefits and features. Don't make users guess what they're looking at - spell it out for them.

For other page elements, your app description is prime real estate, so use it wisely. Focus on the benefits and value your app provides, not just a list of features. And for the love of all that is holy, use bullet points and short paragraphs to make it scannable.

Ratings and reviews are social proof that your app is worth downloading. Encourage satisfied users to leave positive reviews and promptly address any negative feedback.

If you've got awards, accolades, or impressive stats, flaunt them! Include any social proof or trust signals that show your app is the real deal.

You will have to revisit your app page (in every locale!) all the time. You can't just set it and forget it. Keep tracking your keywords, tweaking your visuals, and testing different elements to see what resonates with your audience. Adjust accordingly!

Afterword

App store optimization is an ongoing process that never stops. In short, constantly iterate the best keywords for every locale (and use AppFollow’s tools for that!), update app graphics for maximum eye candy, and respond to reviews fast. See you at the top of the charts!

FAQ

What is the minimum download threshold required for Google Play Store ranking?

Google Play requires at least 10,000 downloads before it starts indexing and ranking your app for keywords. You need around 100 daily active users as well. This threshold applies separately for each localization. The App Store has no minimum threshold—apps are ranked as soon as they receive any downloads.

What tools does AppFollow offer for ASO optimization?

AppFollow provides several key tools including Keyword Live Ranking for search simulation, Keyword Popularity for building semantic cores, Traffic Analytics Dashboard for performance tracking, and App Preview for testing visuals across devices. The platform also offers Keyword Spy for competitor analysis and Search Ads Recommendations for keyword volume data.

How important are reviews and ratings for ASO?

Reviews and ratings are a must for ASO success. You should aim for a 4+ star rating to maximize conversion rates. Responding to reviews helps generate more positive ratings and increases download rates.