A Beginner’s Guide to App Store Optimization in 2023

Discover how you can improve your app’s visibility and ranking on the app store by incorporating these strategies.

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Written by

Pat Enriquez

Published on

07 Jun 2023

Written by Pat Enriquez


You’ve successfully submitted your app to the App Store and now it’s available for everyone to download. But with over 1 million apps available, how do you ensure that your app is seen by your target audience? More importantly, how do you make sure it matches the searches in the App Store?

Getting on the top search results can be quite a challenge if you don’t know how to optimize your listing on the App Store.

In this article, we will share with you tips and tricks on App Store Optimization so that your app gets the best results on the App Store.

What is App Store Optimization?

App Store Optimization is the key for users to discover your app on the App Store despite tough competition. It is a process to help improve the visibility and ranking of your app by modifying different factors on your App Store listing.

Ranking Factors for iOS Apps

Different app stores have different criteria for app store optimization. For the Apple App Store, these are the critical factors for ranking mobile apps.

  • App Name
  • App Subtitle
  • Keywords
  • Number of Downloads
  • App Reviews and Ratings
  • App Updates
  • App Category

App Store Optimization Strategy

Start optimizing your App Store listing with these important tips to improve your app’s visibility and ranking.

1. Optimize app title and subtitle

The app title is also considered the app’s name. This, together with the subtitle is the first thing that users see in search results. You can only use 30 characters long for your app’s subtitle so use this wisely to summarize what your app is about.

2. Use keywords that describe your app

Make your app easily discoverable by using keywords that best describe your app and its functions. When deciding on what keywords to use, consider keywords that you think users will use when searching for an app like yours.

3. Write a compelling app description

A compelling description is straightforward and informative with details about your app’s features and highlights. Take this opportunity to let the users know what they can expect from your app and why they can benefit from it.

4. Leverage on quality photo and video elements

Showing screenshots and app previews using photos and videos will help demonstrate the user experience, as well as the features and functionalities of your app. You can choose up to 10 screenshots and 3 previews that are up to 30 seconds long.

5. Encourage app reviews and ratings

Rating and reviews are influential factors in the ranking of your app. The secret to encouraging users to leave reviews is by focusing on providing a good app experience for them. Furthermore, you can also create a prompt that will ask users for feedback within a specific timeframe.

6. Maximize your downloads

More app downloads equal to a popular app. And a popular app with more downloads gets higher visibility on the App Store.

One way to maximize your downloads is by improving your conversion rate. Conversion rate optimization (CRO) can help monitor your app’s conversion rate. Review the CTO and make changes accordingly. These changes can include changing the app’s name, using different keywords, writing a better description, or using more engaging visuals, to name a few.

7. Update your app regularly

Apps that are updated regularly are prioritized because the App Store wants apps that are improving and evolving continuously based on user feedback, new features, and bugs.

If your app has been updated, you can use the What’s New feature to update users with new content, features, and bug fixes.


8. Monitor results

Track your app ranking to see if your current strategy is working or not. There are available apps that help track your progress better than the App Store’s insights. When you monitor the results regularly, you will see a pattern and can make changes accordingly.


Need help fine-tuning your app? Dive into our courses to make sure your app is all set and ready!

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