ASO (App Store Optimization)

Apple states that search results are based on text relevance and user behavior. Text relevance comes from matches in the app name, subtitle, keyword field and primary category. Apple lists name, subtitle, keywords and company name as the searchable fields. Work here is keyword research: finding terms people search, checking search volume and keyword difficulty, and placing them well.

Search results can show the app rating and up to three screenshots or previews. The images, rating and text decide whether people tap. Tools here are screenshots, the app preview, custom product pages and product page optimization. Success is measured as conversion rate.

ASO is per storefront and per language. This site covers Apple's App Store; Google Play uses different fields and rules.

1. List your current metadata, fields and lengths.
2. Research 30 to 50 terms and check them in your main storefront.
3. Rewrite name, subtitle and keywords without repeating words.
4. Update the screenshots to lead with the main benefit.
5. Add one more language and repeat.

Measure changes in App Store Connect, allowing time for changes to propagate.

Read the keyword research guide, or see how LocalASO does keyword research and localization on the Mac for a one-time price on the pricing page.

The difference from web search is in ASO vs SEO, and the search mechanism in App Store search.