app store optimization, is the process of optimizing a mobile app's App Store listing for maximum discovery and conversion from a targeted and relevant audience.
We want our app to be found, installed and used.
Here is what we know about how Apple indexes mobile apps for their app store search results.
It is important to note that while app publishers, marketers and developers do control a lot, we cannot control everything that affects how Apple indexes and ranks a mobile app. Of the above, only ratings, reviews and downloads are not part of an app listing - meaning somewhat out of our control. An app can try to make it easier for users to review the app, or channel customer service issues to support instead of using Apple's review system, but there is no direct control of receiving ratings and reviews.
The elements in an app listing that impact how an app is indexed and ranked in order of importance are:
Go through each of the short guides to get a better understanding of how each element is viewed and our recommendations and best practices for each.
Optimizing an app for discovery only positions an app for viewing in search results. To acquire users from being well positioned in organic search traffic, apps need to be optimized for conversion. A mobile app's creative elements including the app icon and screenshots have the biggest impact on conversion. Both metadata and creative elements should work together. Screenshots support targeted keywords, the icon and app name should align. Click the links to learn more about creating and testing app icons, and what to show and how in app screenshots.