Store keyword research
Play Store and App Store keyword sets built from search suggestions, competitor coverage and category demand.
ASO
App Store Optimization for Installs That Retain
Grow organic installs on Google Play and the App Store through keyword-driven listings, tested creatives and a ratings programme that protects conversion.
Paid installs hiding an organic problem
When acquisition is entirely paid, a weak store listing quietly taxes every rupee spent. Store search is the largest organic discovery surface most apps have, and it is usually the least optimised.
- Titles and subtitles missing the terms users actually search in-store
- Screenshots that describe features instead of showing the outcome
- Ratings dragged down by prompts fired at the wrong moment
- No experimentation, so listing changes are guesses
Rank in store search, then convert the visit
We treat the listing as a landing page: keyword-driven fields for visibility, creatives tested for conversion, and a ratings and review loop that keeps both healthy as you scale.
What's included
Service components
Metadata optimisation
Title, subtitle, short and long description and keyword field written for each store's distinct algorithm.
Creative strategy and testing
Icon, screenshots, feature graphic and preview video tested through store experiments where available.
Ratings and reviews programme
In-app prompt timing, review response workflow and issue triage that feeds back into the product roadmap.
Localisation
Listings localised for priority Indian and international languages, including culturally appropriate creatives.
Post-install measurement
Reporting beyond installs — activation, retention and revenue by acquisition source.
Process
How we deliver it
- Step 01
Listing and competitor audit
Current visibility, conversion rate and creative benchmarking against category leaders.
- Step 02
Keyword and metadata rollout
New metadata shipped with each release cycle so changes can be attributed.
- Step 03
Creative experiments
Sequential tests on icon and screenshot sets, one variable at a time.
- Step 04
Iterate on retention
Optimisation tuned toward users who stay, not just users who install.
Outcomes
What you get out of it
Cheaper installs overall
Higher store conversion improves paid campaign efficiency too.
Sustainable organic growth
Store search keeps delivering between campaign bursts.
Better quality users
Accurate listings set expectations and improve retention.
Healthier ratings
A structured review loop protects your conversion rate.
Why D2S
Why teams choose us for this
- App developers and marketers under one roof
- Separate strategies for Play Store and App Store algorithms
- Experiment discipline: one variable at a time
- Reporting tied to retention, not vanity installs
Industries
Sectors we work with
FintechEducation & EdTechHealthcareEcommerce & D2CLogisticsMedia & Entertainment
Watch
ASO Strategy: Rank Higher and Get More Downloads
Watch D2S Technologies explain the strategy, practical steps and business impact.
FAQ
Frequently asked questions
01How is ASO different from SEO?
The principles rhyme, but the ranking inputs differ: store algorithms weigh metadata, install velocity, ratings and retention rather than backlinks.
02How often should we update the listing?
Metadata with each meaningful release, creatives on a rolling test cadence — typically one experiment every three to four weeks.
03Do keywords in the description matter?
On Google Play, yes — the long description is indexed. On the App Store, the keyword field and title carry the weight instead.
04Can ASO fix low retention?
It can stop over-promising and attract better-matched users, but retention problems that come from the product need product fixes.
05Do you also handle app marketing?
Yes — we run paid user acquisition and app landing page work alongside ASO when it's needed.
Keep exploring
Related services
Audit your store listings
Keyword coverage, conversion benchmarks and creative gaps reviewed across both stores.