SEO Services · App Store & Google Play Optimization
App Store Optimisation that turns the same placement into more downloads
Most app downloads start with a search or browse inside the App Store or Google Play, not with outside traffic. We optimise every element that drives discovery and conversion: title, subtitle, keywords, screenshots, preview videos, and ratings strategy. More visibility. More downloads. Better reviews.
Every engagement starts with an audit. We don't sell packages — we scope what your specific situation needs. Here's what that typically covers.
Keyword Research & Metadata Optimisation
The App Store and Play Store each have distinct ranking algorithms. We research the exact keywords your target users search, and optimise your title, subtitle, keyword field (iOS), and description to maximise keyword coverage and ranking potential.
iOS & Android keyword research
Title & subtitle optimisation
Keyword field strategy (iOS)
Localised metadata for key markets
Creative Asset A/B Testing
Your screenshots and preview video are your primary conversion tool — they determine whether a user who finds your listing downloads your app. We design, test, and iterate creative assets to maximise your conversion rate.
Screenshot design & sequencing
Preview video strategy
App icon testing
A/B test setup in App Store Connect
Ratings & Review Strategy
Ratings and review volume affect both store rankings and how many visitors install. We build in-app review request flows, identify the optimal prompt timing, and help you respond to negative reviews in a way that improves your store perception.
In-app review request design
Prompt timing optimisation
Negative review response strategy
Review monitoring & reporting
Category & Featured Placement Strategy
We identify which App Store categories give your app the best ranking opportunity, and prepare editorial pitch assets for Apple's and Google's featured sections — a placement that can drive tens of thousands of installs overnight.
Category selection audit
Editorial pitch preparation
Trending & featured monitoring
Similar apps competitive analysis
Listing optimisation
App subtitle and listing optimisation
The metadata fields that decide whether your app shows up in store search, and whether people tap install when it does.
App subtitle optimisation
On the Apple App Store, the subtitle is 30 characters that Apple indexes for search and shows under your app name. Most apps waste it on a slogan.
Keyword research to find the terms worth those 30 characters
No repeats of words already in the title or keyword field
Written to convert as well as rank, then A/B tested with product page optimisation
App Store listing optimisation
Every indexed field has a different job, and Apple and Google index them differently.
App Store: title (30), subtitle (30) and the hidden keyword field (100 characters)
Google Play: title (30), short description (80) and the full description, which Google does index
Screenshots, preview video and icon tested for conversion
Localised listings for each market you sell in
How we work
Our engagement process
01
Audit
Full ASO audit — current rankings, keyword coverage, creative performance, and review health.
02
Strategy
Keyword map, metadata rewrites, creative brief, and ratings strategy delivered.
03
Implement
New metadata, creative assets, and review flows deployed.
04
Iterate
Monthly A/B testing of creative, keyword updates, and performance reporting.
What we measure
How we judge success
We set a baseline in the first month and report against it every month after. We don't promise numbers before we've seen your data.
Rank
Keyword rankings in the stores
Positions for the terms that drive installs, on App Store and Google Play.
CVR
Store listing conversion
Page views to installs, tested through screenshots and copy.
Rating
Rating and review velocity
New reviews and replies, prompted at the right moment in the app.
Why Nepras
What makes us different
📱
iOS & Android depth
We understand both algorithms separately — they rank differently and require different strategies.
🎨
Creative-led conversion
We treat your store listing as a landing page — every pixel is optimised to convert.
⭐
Rating expertise
We've built review acquisition systems that comply with App Store and Play Store guidelines.
🌍
Localisation ready
We can optimise metadata for multiple languages and regions simultaneously.
Common questions
Frequently asked questions
What is ASO and how is it different from SEO?
App Store Optimization (ASO) is the process of improving an app's visibility and conversion rate within the App Store (iOS) and Google Play (Android). Like SEO for websites, ASO involves keyword research and metadata optimisation — but it also heavily involves creative assets (screenshots, video, icon) and ratings, which have no equivalent in web SEO.
How long does ASO take to show results?
Metadata changes typically reflect in store rankings within 7–14 days for iOS and 3–7 days for Android. Creative changes (screenshots, video) affect conversion rate immediately. Most clients see measurable download improvement within 30 days of a full optimisation.
Can you help with both the App Store and Google Play?
Yes — we handle both simultaneously. The keyword strategies differ because iOS has a separate keyword field while Google Play indexes the description. We tailor the approach for each store while keeping brand messaging consistent.
Do you design the screenshots or just advise on them?
We design them. Our standard ASO engagement includes screenshot design, video storyboarding, and app icon variants for testing. If you have a design team, we provide detailed creative briefs instead.
Can you help if our app has low ratings?
Yes. We start with a review audit to understand the root causes of negative reviews — often a specific feature or onboarding step. We build a review recovery plan that includes in-app prompt timing, developer response templates, and (where appropriate) product feedback routing to your team.
What is app subtitle optimisation?
On the Apple App Store, the subtitle is a 30-character field shown under your app name and indexed for search. Optimising it means choosing high-value keywords that are not already in your title or keyword field, and writing it so it also persuades people to install.
