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Learn App Store Optimisation: From Zero to Expert
App store optimisation gets an app found and downloaded in the App Store and Google Play: keyword research, titles and descriptions, icons and screenshots, ratings and reviews, store testing and the paid campaigns that work alongside it. This learning path takes you from your first store listing to running ASO for a growing app.
What is app store optimisation?
App store optimisation is SEO for the App Store and Google Play, plus conversion design. The search half decides whether your app appears when someone types a need into the store. The conversion half decides whether the people who see your listing actually install: the icon, the first two screenshots, the title and the ratings do most of that work.
The two stores behave differently. Apple indexes a keyword field, title and subtitle; Google Play reads the full listing text. Both weigh conversion rate and retention, so a listing that wins installs tends to rank better, which then brings more installs. ASO also lowers the cost of paid user acquisition, because the same store page converts every ad click, which is why growth teams treat it as foundational rather than optional.
- 1ResearchFind the terms people use in store search and what competitors rank for.
- 2Optimise metadataWrite titles, subtitles, keywords and descriptions for both stores.
- 3Design the listingMake the icon and first screenshots sell the app in three seconds.
- 4Build reputationEarn ratings and reviews, and respond to them.
- 5Test and iterateRun store experiments and keep what lifts installs.
What does an ASO specialist do?
- 1Research keywordsFind store search terms, volume and difficulty for every target market.
- 2Write store metadataOptimise titles, subtitles, keyword fields and descriptions per store and locale.
- 3Brief creativeDirect icons, screenshots and preview videos that convert browsers into installers.
- 4Manage ratings and reviewsPrompt for reviews at the right moment and reply to feedback.
- 5Run store experimentsTest icons, screenshots and copy through store testing tools.
- 6Report performanceTrack impressions, product page views, conversion rate, installs and retention.
How to learn ASO: a step-by-step roadmap
Work through the stages in order. ASO needs an app to practise on: your own side project, a friend’s app or a small studio that will let you help. If you have none, pick a published app and build a full optimisation proposal for it, which is a legitimate portfolio piece. Use the filter to show only videos, courses or free resources.
Stage 1: ASO basics
Understand how store search and store conversion work, and what each field in a listing does.
Watch: what ASO is
Start with the framework before the tactics.
- VideoFree
- VideoFree
- VideoFree
- VideoFree
ASO guide for beginnersASOMobile
No resources in this format for this topic.
How each store works
Apple and Google index listings differently.
- DocsFree
- DocsFree
- DocsFree
Google Play store listing helpGoogle Play Console Help - CourseFree
Grow with Play AcademyGoogle
No resources in this format for this topic.
The listing fields that matter
Know what each field does before you write anything.
- VideoFree
- VideoFreeUnique title versus keyword-enriched titleOverpass Apps
- VideoFree3 ASO strategies that lift downloadsChronos Code
- DocsFree
No resources in this format for this topic.
Study listings that work
Browse the stores like a researcher, not a user.
- ToolFree plan
AppfiguresAppfigures, see what competitors rank for - GuideFree
AppTweak blogAppTweak - GuideFree
Business of AppsBusiness of Apps, app industry data and analysis - GuideFree
Mobile growth learning pathLearn marketing, the funnel after the install
No resources in this format for this topic.
Check yourself: you are ready for the next stage when you can
Project
A listing teardown
Pick three competing apps in one category. Compare their titles, subtitles, keywords, icons, screenshots and reviews, and note which listing you would install from and why.
- Deliver
- A teardown with annotated screenshots and your ranking of the three listings.
- Done when
- You can explain which listing would convert best to someone who has never used the apps.
Stage 2: Core ASO skills
Research keywords properly, write metadata for both stores and brief creative that converts.
Keyword research
The research that drives everything else.
- VideoFree
- VideoFreeHow I do app store keyword researchAdam Lyttle
- VideoFree
- VideoFreeASO tool for keyword researchApp Masters
- GuideFreeKeyword research learning pathLearn marketing, the research principles transfer
No resources in this format for this topic.
Writing metadata
Where the keywords actually go.
- VideoFree
- VideoFree
- DocsFreeCreate a store listingGoogle Play Console Help
- SKILL.mdFreeMarketing copywriting SKILL.mdSkill.md library
No resources in this format for this topic.
Icons and screenshots
The conversion half of ASO, and usually the bigger win.
- VideoFreeHow to make your app store screenshots convertSteven Cravotta
- VideoFree
- VideoFreeWhy app store screenshots matter for ASOApp Masters
- VideoFree
- DocsFree
App previewsApple
No resources in this format for this topic.
Ratings and reviews
The social proof that decides borderline installs.
- DocsFree
- DocsFreePlay ratings and reviewsGoogle Play Console Help
- ToolFree plan
AppFollowAppFollow, manage and reply to reviews - SKILL.mdFreeSocial proof and trust SKILL.mdSkill.md library
No resources in this format for this topic.
Check yourself: you are ready for the next stage when you can
Project
A full listing optimisation
Take one real app and produce a complete optimisation: keyword set, new metadata for both stores, a screenshot concept and a review strategy.
- Deliver
- A proposal document with current versus proposed listings and the reasoning for each change.
- Done when
- An app owner could implement your proposal without asking follow-up questions.
Stage 3: ASO in practice
Test your listing properly, localise it, and connect ASO to paid acquisition and retention.
Store testing
Stop arguing about icons and run the experiment.
- VideoFree
- VideoFree
- VideoFreeWhy your app store A/B tests are misleading youBusiness of Apps
- DocsFree
- DocsFreePlay store listing experimentsGoogle Play Console Help
No resources in this format for this topic.
Localisation
More installs usually sit in other languages than in more English keywords.
- DocsFreeLocalising your appApple
- DocsFreePlay localisation helpGoogle Play Console Help
- GuideFreeInternational SEO learning pathLearn marketing, the market and language thinking transfers
- SKILL.mdFreeMultilingual keyword research SKILL.mdSkill.md library
No resources in this format for this topic.
Paid search in the stores
Apple Search Ads doubles as the best keyword data source.
- VideoFree
- VideoFree
- VideoFreeApple Search Ads: the real secret to stable app growthBusiness of Apps
- DocsFree
Apple Search AdsApple
No resources in this format for this topic.
Measuring ASO
Installs are the start, not the end.
- DocsFreeApp AnalyticsApple
- DocsFreePlay Console statisticsGoogle Play Console Help
- ToolPaid
AppsFlyerAppsFlyer, attribution for installs and events - GuideFreeMobile attribution learning pathLearn marketing
No resources in this format for this topic.
Check yourself: you are ready for the next stage when you can
Project
Run and measure a real test
On a live app, run one store experiment for at least two weeks and one metadata update, then report what each did to conversion rate and installs.
- Deliver
- The test setup, screenshots of both variants, the results and your recommendation.
- Done when
- You can state the change in conversion rate and defend whether it was real.
Stage 4: Advanced ASO
Run ASO as a programme alongside paid growth, and keep up as the stores change.
ASO and user acquisition together
The two sides of the install funnel.
- VideoFreeCopy our Apple Ads strategyApp Masters
- VideoFreeHow to overcome the limits of product page optimisationBusiness of Apps
- GuideFreeMobile user acquisition learning pathLearn marketing
- DocsFreeCustom product pagesApple, match the page to the ad that drove the click
No resources in this format for this topic.
Featuring, editorial and seasonality
Stores promote apps, and you can influence it.
- DocsFree
- GuideFreeBusiness of AppsBusiness of Apps, industry news and benchmarks
- VideoFreeApp store optimisation is back?Adam Lyttle, how store ranking factors keep shifting
No resources in this format for this topic.
Beyond the store page
Where else installs come from.
- GuideFree
Search Engine Land app SEO coverageSearch Engine Land, web pages that rank for app queries - GuideFreeTechnical SEO learning pathLearn marketing, for web-to-app journeys
- GuideFreeReferral and virality learning pathLearn marketing
No resources in this format for this topic.
Keep learning: people and communities
Store rules change often and quietly.
- PeopleFreeApp MastersSteve Young, long-running ASO channel
- GuideFreeApple Developer newsApple
- GuideFree
Android Developers blogGoogle - GuideFreeMobile app marketing learning mapLearn marketing, every app path on this site
No resources in this format for this topic.
Check yourself: you are ready for the next stage when you can
Project
An ASO case study
Write up your work on one app: the audit, the changes, the tests and the effect on impressions, conversion rate and installs.
- Deliver
- A published case study with store screenshots, test results and install data.
- Done when
- A hiring manager could read it and understand how you grow an app organically.
ASO tools to learn
App Store ConnectManage your Apple listing, metadata and product page tests.PaidLearn first
Google Play ConsoleManage your Play listing, store experiments and performance data.PaidAppTweakKeyword research, competitor tracking and ASO reporting.PaidAppfiguresStore data, keyword tracking and app intelligence.Free plan
Sensor TowerMarket and competitor intelligence for mobile.PaidAppFollowReview management and keyword tracking.Free planApple Search AdsPaid placements in App Store search, and a source of keyword data.PaidAppsFlyerAttribution for installs and in-app events.Paid
FigmaDesign and iterate screenshot sets quickly.Free planIs ASO a good career?
Yes, in the right companies. Any business with an app that matters, from fintech to gaming to delivery, needs someone who understands store search and listing conversion. It is a narrower field than SEO, so there are fewer roles, but also far fewer qualified people, and it pairs naturally with mobile user acquisition into well-paid growth roles.
Compounding free installs
Organic store search keeps delivering installs after the work is done, which makes the role easy to justify.
It lifts paid too
A better store page improves conversion on every paid install, so your work shows up in acquisition costs.
Small talent pool
Far fewer people specialise in ASO than in web SEO, so good practitioners stand out quickly.
Clear path into mobile growth
ASO leads into user acquisition, mobile growth and product roles at app-first companies.
ASO career path and jobs
- Entry to mid
ASO Specialist
Owns store metadata, creative testing and keyword rankings for one or more apps.
- Mid
Mobile Marketing Manager
Runs organic and paid app growth together, including store presence.
- Specialist
User Acquisition Manager
Buys installs profitably across Apple Search Ads, Google and paid social.
- Senior
Mobile Growth Lead
Owns installs, activation and retention across the whole mobile funnel.
- Leadership
Head of Growth (app)
Sets growth strategy for an app business end to end.
- Independent
ASO Consultant
Audits and improves store listings for app studios and clients.
Common ASO mistakes
MistakeChasing high-volume generic keywords.
Do thisTarget terms that describe your app where you can realistically rank.
MistakeRepeating words in Apple's keyword field.
Do thisUse each word once across the title, subtitle and keyword field.
MistakeScreenshots full of small text.
Do thisOne idea per screenshot, large text, readable at thumbnail size.
MistakeIgnoring reviews.
Do thisPrompt at a moment of success and reply to negative reviews publicly.
MistakeChanging everything at once.
Do thisTest one element at a time so you learn what actually worked.
MistakeMeasuring installs only.
Do thisTrack conversion rate, retention and revenue by keyword and source.
How to get an ASO job
Show an app you improved. If you have no access to one, publish a full ASO proposal for a real app, with keyword research, rewritten metadata and screenshot concepts, and say clearly it is self-initiated. Building and launching a small app of your own is the strongest version of this and teaches the whole funnel.
Job-ready checklist
- You can research store keywords and judge relevance and difficulty
- You can write metadata correctly for both stores
- You can brief icons and screenshots that convert
- You can run and read a store experiment
- You can localise a listing for new markets
- You can report on impressions, conversion rate, installs and retention
Portfolio pieces that get interviews
- A teardown of three competing listings
- A full optimisation proposal for a real app
- A store test with before and after conversion data
- A localised listing set for two or more markets
ASO interview questions
How do App Store and Google Play search differ?
A strong answer covers: Apple indexes the app name, subtitle and a hidden 100-character keyword field, so you never repeat words. Google Play reads the full listing including the description, so natural repetition of key phrases matters. Both weigh conversion rate, ratings and engagement.
Installs have dropped. How do you diagnose it?
A strong answer covers: Split impressions from conversion rate. Falling impressions points to rankings, competitors or seasonality; falling conversion points to a listing or creative change, worse ratings or a competitor's new screenshots. Check for store policy or algorithm changes and recent releases too.
How would you pick keywords for a new app?
A strong answer covers: Start from how users describe the problem, not the product name. Check competitor rankings, use Apple Search Ads data for real search volume, score terms by relevance, volume and difficulty, and target where you can realistically appear in the top results.
How do you test a new icon?
A strong answer covers: Use Apple's product page optimisation or Play's store listing experiments, change only the icon, run until you have enough traffic for a trustworthy result, and watch both conversion rate and downstream retention before rolling it out.
How does ASO support paid user acquisition?
A strong answer covers: Every paid click lands on the store page, so a higher-converting listing lowers cost per install across all campaigns. Custom product pages let you match the page to each ad, and Apple Search Ads keyword data feeds organic keyword decisions.
App store optimisation FAQs
What is app store optimisation?
App store optimisation, or ASO, is the work of getting an app found and downloaded in the App Store and Google Play. It combines store search optimisation, such as keywords, titles and descriptions, with conversion work on icons, screenshots, ratings and reviews.
How is ASO different from SEO?
Both are search optimisation, but ASO happens inside two closed stores with fixed fields and far shorter listings. Conversion rate directly affects ranking, there are no backlinks, and ratings, retention and crash rates all feed in.
How long does ASO take to work?
Metadata changes can move rankings within days to a few weeks, and creative changes affect conversion immediately once live. Building ratings, retention signals and category authority takes months, so treat ASO as an ongoing cycle rather than a one-off project.
Which ASO tool should I start with?
Start with the free data: App Store Connect, Google Play Console and Apple Search Ads, which shows real search volume. Add a paid tool such as AppTweak, Appfigures or Sensor Tower when you need competitor keyword tracking at scale.
Do I need an app of my own to learn ASO?
It helps enormously, but no. You can build a full optimisation proposal for a published app, including keyword research, metadata rewrites and screenshot concepts. Many people also publish a small app to learn the whole funnel firsthand.
Can I learn ASO for free?
Yes. Apple's and Google's own documentation, Grow with Play Academy, the free tiers of ASO tools and the videos on this page cost nothing. The paid part is usually a keyword tracking tool, which you only need once you manage several apps or markets.
