App Store Optimization Basics for Indie Developers

App Store Optimization has a small number of levers that matter and a large amount of folklore around them. As a studio publishing six of our own apps, this is what we have found actually moves the numbers.

What the algorithm weighs most

App name. The strongest single ranking signal. A name that is purely a brand word ranks for that word and little else. A name combining brand and function — "Lookout — Dual Camera Recorder" — ranks for both.

Subtitle. The second strongest, and the most underused field. It is indexed and it is visible. Do not waste it on a slogan.

Keyword field. A limited character field invisible to users. Comma-separated, no spaces after commas, no repetition of words already in your name or subtitle — those are already indexed, so repeating them wastes characters. Do not include competitor brand names.

The description is not indexed for search on the App Store, unlike Google Play. Write it for humans who are deciding, not for the algorithm.

What converts browsers into installs

The first two screenshots
Most users never scroll. Those two carry nearly all of the conversion work. Lead with the single clearest benefit, with readable text overlay — screenshots are viewed small.
The icon
Seen at very small sizes in a crowded list. Simple and distinctive beats detailed and literal. Test it at actual size, not on a large canvas.
Ratings
Both the score and the count. Below roughly four stars, installs suffer noticeably. Ask for ratings at a moment of success, using the system prompt, and never repeatedly.
The first line of the description
Only the first couple of lines show before "more". Lead with what the app does, not company history.

Picking keywords realistically

Head terms are contested by companies with large budgets. As an indie, target specific phrases where intent is clear and competition is thinner. "Dual camera recorder" is winnable in a way "camera" is not.

Think about the words users actually type, which are often the problem rather than the category — closer to "record front and back camera" than "multi-camera capture utility".

Localise the keyword field even if you do not translate the app. Additional locales carry their own keyword fields and can expand reach cheaply.

What is mostly a waste of time

Keyword stuffing the description, since it is not indexed. Chasing head terms you cannot win. Frequent name changes, which reset accumulated signal. Buying installs, which distorts your data and violates policy. Obsessing over minor metadata while the app has a three-star rating — fix the app first.

The multiplier nobody mentions

ASO helps people who are already searching the App Store. It does nothing for people who do not know your category exists.

That is where a website earns its place. Search-visible pages answering the questions people ask before they know an app can solve their problem reach an audience the App Store never shows you. It is the same reason we publish guides for each of our apps rather than relying on store search alone.

A realistic cadence

Set name and subtitle carefully at launch. Revisit keywords quarterly. Refresh screenshots when the app changes meaningfully. Watch your rating continuously, because it moves installs more than any metadata change.

Frequently asked questions

What is App Store Optimization?

ASO is improving how an app ranks and converts in app store search. On the App Store the main levers are the app name, subtitle, keyword field, screenshots, icon, and ratings.

Does the App Store description affect search ranking?

No. Unlike Google Play, the App Store does not index the description for search. Write it for users who are deciding whether to install, not for the algorithm.

What matters most for App Store ranking?

The app name is the strongest signal, followed by the subtitle, then the keyword field. Ratings and conversion rate also influence how the store surfaces an app.

How should indie developers choose keywords?

Target specific phrases with clear intent rather than contested head terms. Think in the words users actually type, which usually describe their problem rather than your product category.

Is ASO enough to grow an app?

No. ASO only reaches people already searching the App Store. Reaching people who do not yet know your category exists requires search-visible content outside the store, such as guides answering the questions they ask beforehand.

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