How App Store Algorithms Work

The App Store and Google Play each have their own ranking algorithm. Understanding the core signals — and where they differ — is the foundation of any effective ASO strategy.

App Store (iOS) ranking factors

• App name and subtitle — Keywords in the name and subtitle carry the highest indexing weight. Your primary keyword should be in the app name.
• Keyword field — 100 characters of comma-separated keywords (no spaces after commas). These are not visible to users but directly affect indexing.
• Ratings and reviews — Volume, recency, and rating score affect ranking. Apps with more recent 5-star ratings rank higher.
• Conversion rate — Apple tracks the ratio of store page views to installs. A high conversion rate signals a relevant, appealing listing.
• Downloads velocity — How fast you acquire downloads relative to competitors in your category matters for featured and top-charts positions.

Google Play differences

• Short description (80 chars) — Indexed for keywords. Appears above the full description fold.
• Full description (4,000 chars) — Google indexes the full description text — unlike Apple which ignores description for ranking. Include keywords naturally.
• No hidden keyword field — All keyword optimisation must happen in visible text fields.
• In-app behaviour signals — Google Play uses engagement signals (session length, retention, uninstall rate) more heavily than Apple.

The two pillars of ASO

ASO has two distinct goals that require different tactics: discoverability (ranking for keywords so users find you) and conversion (getting users who see your listing to install). Both matter equally — ranking without converting wastes traffic; converting without ranking gets no traffic.

iOS: name + subtitle + keyword field are the three indexing surfaces
Google Play: full description is indexed — include keywords in the text
ASO = discoverability (ranking) + conversion (install rate)
Ratings volume and recency directly affect App Store ranking
Google Play uses in-app engagement (retention, sessions) as ranking signals