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App Store Optimization services that get your app found and downloaded
With millions of apps competing for attention, visibility is everything. Nowoka Digital optimises your keywords, metadata, visuals, and reviews to rank your app higher in the App Store and Google Play — driving more organic downloads from the users searching for what you offer.
Quick answer
What is App Store Optimization (ASO)?
App Store Optimization (ASO) is the process of improving an app’s visibility and ranking in the app stores — Apple’s App Store and Google Play — so it gets discovered and downloaded by more of the right users. It’s essentially SEO for apps: keyword research, metadata and visual optimisation, ratings and reviews, and localisation, all aimed at ranking higher in store search and browse.
It matters because most app discovery starts with a search — if your app doesn’t appear for relevant terms, you’re invisible. ASO drives organic, compounding installs without paying for every download, and pairs with App CRO, which converts and retains those users once they’re inside the app.
Our track record
ASO that gets your app found, and gets it installed
Every Nowoka ASO engagement rests on four connected pillars — each built to lift your visibility in the stores and turn that visibility into organic downloads.
Keyword research & targeting
We identify the terms your target users actually search, prioritised by relevance, volume, and competition — including long-tail keywords where your app can realistically rank and convert.
Keyword research
Intent & relevance
Long-tail targeting
Metadata optimisation
We optimise your title, subtitle, keyword field, and description for each store’s distinct ranking mechanics — precision targeting on Apple, natural-language depth on Google Play.
Title & subtitle
Keyword field
Store-specific copy
Visual & listing conversion
Your icon, screenshots, and preview video decide whether a visitor installs — we optimise and A/B test them to lift store-to-install conversion, not just rankings.
Icon & screenshots
Preview video
A/B testing
Ratings, reviews & localisation
We grow positive, authentic ratings and reviews — strong ranking and trust signals — and localise listings to expand reach across markets and languages.
Review management
Ratings growth
Localisation
How we work
How our ASO process works — 5 steps
ASO is an ongoing, compounding process — not a one-time setup. Our method lifts your visibility and store conversion, then keeps refining as the stores and competitors change.
1
ASO audit & keyword research
We audit your current listing and rankings, analyse competitors, and research the keywords your target users search — prioritised by relevance, volume, and competition.
Keyword prioritisation
2
Metadata optimisation
We optimise your title, subtitle, keyword field, and description for each store’s specific ranking mechanics, placing keywords where they count.
Category selection
3
Visual & conversion optimisation
We optimise your icon, screenshots, and preview video, and A/B test listing elements to turn more store visitors into installs.
Icon optimisation
Screenshot strategy
Listing A/B tests
4
Listing A/B tests
We put a review-management approach in place to grow positive ratings, and localise your listing to reach users across markets and languages.
Review management
Ratings growth
Localisation
Market expansion
5
Monitor, test & refine
We track keyword rankings, installs, and store conversion, and continuously refine your ASO as algorithms, trends, and competitors evolve.
Keyword rank tracking
Install & conversion tracking
Ongoing testing
Continuous refinement
Everything your app needs to rank and get downloaded
From keyword research and metadata to visuals, reviews, and localisation, Nowoka covers the full App Store Optimization lifecycle across both stores — so your app gets found and installed.
Apple App Store & Google Play
Keyword & metadata
Metadata Optimisation
Optimise title, subtitle, keyword field, and description per store.
Screenshot & Video Strategy
Visuals that showcase value and lift store-to-install conversion.
Ratings & Review Management
Grow authentic positive reviews that build trust and rankings.
Competitor & Market Analysis
Benchmark competitors and find keyword and listing opportunities.
Store-Listing A/B Testing
Test icons, screenshots, and copy to maximise install conversion.
Trusted by leading brands
Trusted by mobile apps across fintech, e-commerce, health & fitness, gaming, and on-demand
Industries served
ASO expertise across every app category
Different app categories compete on different keywords, visuals, and behaviours. Nowoka tailors ASO to the discovery patterns and competition of each category.
Fintech & banking apps
Rank for high-intent finance terms in a trust-sensitive category.
SaaS & productivity apps
Rank for tool and productivity searches with clear positioning.
By the numbers
Why ASO is the foundation of organic app growth
Search-led
Most app discovery starts with a store search
Organic
Compounding installs without paying for every download
Two stores
Optimised for Apple App Store and Google Play mechanics
Ongoing
Client results
Real results from live ASO campaigns
Measurable keyword-ranking, install, and ratings gains from strategic App Store Optimization.
Fintech app
Lifted keyword rankings and organic installs
A fintech app needed higher rankings in a competitive store. Keyword research, metadata and on-listing optimisation, off-store promotion, and review management lifted brand keywords to #1, grew monthly organic installs 159%, and improved the overall rating through better reviews.
#1
Brand keywords
+159%
Organic installs
4.3→4.4
App rating
Lending app
Reworked the title and metadata to multiply installs
A lending app’s title under-used its core search term. Replacing a vague phrase with a clear, high-intent keyword and optimising the wider metadata multiplied installs 234% while lifting rankings for its target terms.
+234%
App installs
Higher
Keyword rankings
Better
Conversion to install
Our ASO toolkit
The platforms behind every ranking gain
Nowoka pairs leading ASO and app-analytics tools with specialist expertise — so keyword targeting, listing optimisation, and tracking are accurate and effective across both stores.
Keyword research
Find search volume, difficulty, and relevant terms to target.
- AppTweak
- Sensor Tower
- Mobile Action
Rank & visibility tracking
Track keyword rankings and store visibility over time.
- AppTweak
- Appfigures
- Rank tracking
Competitor & market analysis
See what competitors rank for and where the gaps are.
- Sensor Tower
- Data.ai-style
- Market insights
Store consoles
Optimise listings directly in the store platforms.
- App Store Connect
- Google Play Console
- Custom listings
Listing A/B testing
Test icons, screenshots, and copy for install conversion.
- Store experiments
- Creative testing
- Conversion analysis
Analytics & reporting
Track installs, conversion, and ratings in clear reports.
- App analytics
- Looker Studio
- KPI reporting
Certified app-growth specialists
Our team holds active certifications across Google and major app-growth platforms — and every ASO programme is led by specialists who optimise for each store’s distinct ranking factors.
Frequently asked questions
Everything you need to know about App Store Optimization
Answers to the most common questions app teams ask before starting an ASO programme with Nowoka Digital.
What is App Store Optimization (ASO)?
App Store Optimization (ASO) is the process of improving an app’s visibility and ranking in the app stores — Apple’s App Store and Google Play — so it gets discovered and downloaded by more of the right users. It’s essentially SEO for apps: keyword research, metadata and visual optimisation, ratings and reviews, and localisation, all aimed at ranking higher in store search and browse. With millions of apps competing for attention, ASO is how yours gets found instead of buried.
Why is ASO important?
Because most app discovery starts with a search. The majority of app-store users find new apps by searching, and a large share of downloads happen right after a search — so if your app doesn’t appear for relevant terms, you’re invisible to those users. ASO drives organic, ongoing installs without paying for every download, lowering your reliance on ads and compounding over time as your rankings improve.
How is ASO different from app CRO?
They’re complementary halves of app growth. ASO gets your app discovered and ranking in the stores — driving more of the right users to your store listing. App CRO takes over once users arrive, optimising onboarding, retention, and monetisation inside the app. ASO also improves your store-listing conversion (turning store visitors into installs); from there, App CRO converts installs into active, paying, retained users. We align both so discovery and in-app conversion reinforce each other.
What does ASO include?
End-to-end: keyword research and targeting, metadata optimisation (title, subtitle, keyword field, and description), visual asset optimisation (icon, screenshots, and preview video), ratings and review management, category selection, localisation for multiple markets, competitor analysis, A/B testing of store-listing elements, and ongoing monitoring and refinement. Because store algorithms and user behaviour keep changing, ASO is an ongoing process, not a one-time setup.
How is ASO different on the App Store versus Google Play?
The mechanics differ. Apple’s App Store is a precision game: a 30-character title, a 30-character subtitle, and a hidden 100-character keyword field, with exact-match targeting. Google Play is more like traditional SEO: it indexes your full long description using natural-language processing, so writing naturally around your target terms beats repetition. We optimise for each store’s specific ranking factors rather than using a one-size-fits-all approach.
What are the main app store ranking factors?
Both stores weigh relevance and performance signals. Keywords in your title, subtitle, and metadata establish relevance; download velocity (the rate of recent installs) is a strong momentum signal; and ratings, reviews, and engagement act as quality signals. Google Play also factors in performance signals like crash rates and engagement. We optimise the elements you control and support the user signals — strong ratings and engagement — that the algorithms reward.
How do ratings, reviews, and visuals affect ASO?
Heavily. Your icon and screenshots are often the deciding factor in whether a store visitor installs, so strong visuals lift your conversion to install. Ratings and reviews build trust and feed ranking signals — higher-rated apps look more credible and tend to rank and convert better. We help optimise visuals for conversion and put a review-management approach in place to grow positive, authentic ratings.
How long does ASO take to show results?
Early keyword and metadata improvements can move rankings within a few weeks, but ASO is a continuous, compounding process. Because download velocity, ratings, and engagement all feed rankings, gains build as your optimised listing attracts more installs and better reviews over time. Sustained results come from ongoing testing, monitoring, and refinement as the stores and your competitors evolve.
Get started today
Get your app discovered with Nowoka
A great app no one can find won’t grow. Nowoka optimises your keywords, metadata, visuals, and reviews to rank your app higher and drive more organic downloads across the App Store and Google Play. Transparent, data-led, and built to compound.
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