More installs & visibility —
in App Store & Google Play
ASO isn't a word‑for‑word copy of SEO. I tailor metadata, creatives, and rating tactics so that App Store and Google Play algorithms see relevance and users see trust. Without product quality and retention, metadata hits a ceiling — that's why I always connect ASO with product metrics and iterations, not a one‑off keyword swap.
Why installs aren't growing in the stores
1
Keywords and metadata slots guessed
Title/subtitle/keyword field and descriptions are filled without clusters, limits, and real in‑store search intent. You keep branded traffic but miss category and generic demand.
2
The store listing doesn't convert
Icon, first screenshot frame, and visual order don't communicate value in seconds. Users bounce, the store sees a weak install rate — rankings slip even with «OK» keywords.
3
Ratings and reviews without a process
No rating prompt strategy, no replies to negatives, no triage of recurring bugs in reviews. Rating drags down visibility and listing CTR.
4
No iteration loop from console data
Changes happen «once a quarter by gut feel» without tying releases, experiments, and view→install→retention metrics. ASO without iteration hits a ceiling fast.
What's included
ASO isn't a word‑for‑word copy of SEO. I tailor metadata, creatives, and rating tactics so that App Store and Google Play algorithms see relevance and users see trust. Without product quality and retention, metadata hits a ceiling — that's why I always connect ASO with product metrics and iterations, not a one‑off keyword swap.
Store‑native keyword research
Query clusters per locale with search vs browse, competition, and field limits in mind. Priority: quick wins plus protection of branded traffic.
- Mapping to category leaders in search results
- Query → store field → listing narrative matrix
- Backlog report for sprint-sized rollouts
App Store & Google Play metadata
Title, subtitle, keyword field (iOS), short and full description (Android) — compliant with rules and a shared terminology guide across locales.
- Drafts within character limits
- Checks for forbidden claims and competitor traps
- Release‑aligned rollout calendar
Creatives & A/B testing
Hypotheses for icon, screenshots, frame order, and preview video; tests via PPO / Store listing experiments with winner analysis on conversion.
- One narrative across priority locales
- Tied to view→install store metrics
- Documentation of winning variants
Ratings & reviews
Rating prompt strategy, reply templates, recurring negative themes routed to product — so rating doesn't drag visibility down.
- Prompt triggers without user fatigue
- SLA for critical negative threads
- Rating trend view by app version
Localizations without chaos
Align terms, brand, and offer across locales; avoid duplicated meaning and wasted keyword slots between languages.
- Glossary and forbidden substitutions
- Sense-check on top revenue markets
- Market prioritization by installs/revenue
Analytics & improvement cadence
App Store Connect & Play Console slices, listing funnel, and post‑install product metrics — so the next ASO sprint is evidence‑based.
- Weekly/monthly review template
- Experiments linked to releases
- Clear stop rules for noisy tests
How I approach ASO
I build ASO on three pillars: relevant keywords in metadata, visual page conversion, and a living rating with reviews. It's not a one‑time fix but an improvement cycle tied to product metrics and release iterations.
Keyword research (store) — Query selection per category and locale: competition, frequency, and exact phrasing where Apple is sensitive. Aligned with in‑store intent (search vs browse).
Metadata — Title, subtitle, keyword field (iOS), short and full description (Android), localizations — every character within platform limits. A single guide on terms and brand so locales don't conflict.
Rating & reviews — Strategy for asking ratings at the right session moment, responding to negative reviews, addressing recurring complaints. Rating strongly impacts visibility and store listing CTR.
Conversion & A/B — Icon, screenshots, frame order, short video — testing via Product Page Optimization (iOS) and Store listing experiments (Google Play). Higher install rate on the same search traffic pulls rankings up.
Work process
Three steps from store data to measurable iteration — no 'rename the app and hope for magic'.
Step 1
Audit
Snapshot across all locales: positions for priority queries, current metadata, rating, reviews, view‑to‑install funnel. Competitor comparison within the category. Outcome: Problem map and growth opportunities backed by data.
Step 2
Optimization
Update title/subtitle/keywords and descriptions per platform rules, harmonize locales, enforce length limits and avoid forbidden phrases. Publish plan aligned with releases. Outcome: Clean metadata and a rollout calendar.
Step 3
Conversion
Creative hypotheses, test launch, result interpretation. Tied to product: if post‑install churn is high, ASO won't replace onboarding fixes. Outcome: Winning creatives and a clear link between ASO and product funnel.
Personal
The expert who runs the work
No hiding behind a sales team: priorities, reviews, and straight answers—from strategy through reporting.
SEO Strategist
Pavel Barushka
Head of SEO @ Texode · Minsk / hybrid
SEO strategist with an engineering mindset. I lead projects from zero launch to scaling high-load platforms: JS/SPA, subdomains, multilingual and multiregional websites. Technical audits, indexation strategy, semantics and structured data are in my scope.
Frequently asked
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