App store optimization (ASO)
For app owners who want more installs from the App Store and Google Play. We review your listings, research keywords and rewrite titles, screenshots and descriptions, one store at a time.
- Keyword research for Apple App Store and Google Play
- Listing copy, screenshots and conversion testing
- Monthly reporting on what changed
Quick answer
App store optimization agencies improve how an app appears, ranks and converts in the Apple App Store and Google Play. Pugmarks Media provides app store optimization (ASO) that covers keyword research, title and subtitle writing, screenshots and descriptions. We start with a listing audit, then agree a plan and report monthly on what changed.
01Overview
What is app store optimization (ASO)?
App store optimization (ASO) is the practice of improving an app's listing so it appears in more store searches and turns more of those views into installs. It applies to the Apple App Store and Google Play, and app store optimization agencies typically handle both.
Two things drive the work. The first is discoverability: the keywords in your title, subtitle, description and keyword fields help the store decide which searches your app should appear for. The second is conversion: your icon, screenshots, ratings and description decide whether a person who sees the listing taps install.
Here is a concrete example. Say you run a budgeting app and your listing is titled only with the brand name. People searching for "expense tracker" or "monthly budget planner" may never see it. Adding those phrases to the title and subtitle, where the store allows, and showing the budgeting screen first in your screenshots, can help the right users find the app and understand it quickly.
The two stores work differently. Apple uses a dedicated keyword field, while Google Play reads the full description. Because of that, each listing needs its own keyword research and copy. Our guide on App Store vs Play Store ASO explains the differences.
ASO is not a one-time job. Keywords, competing apps and store rules change, so listings are usually reviewed and tested on a regular schedule. For a plain-language primer, read What is app store optimization.
02Services
Our App store optimization (ASO) services
Each one has its own page with the detail for that kind of practice or service.
03Process
How our app store optimization (ASO) works
5 steps. You always know what's next.
The same path for every engagement.
11–3 days (estimate)
Hold a discovery call
We learn your app, audience, markets and goals. You share store account access and current install data. You receive a short scope note confirming which stores and languages we will cover.
23–7 days (estimate)
Audit your current listings
We review titles, subtitles, keyword fields, screenshots, icon, descriptions and ratings in each store. You receive a written audit showing what limits discovery and what limits installs.
31–2 weeks (estimate)
Research store keywords
We build a keyword list from your category, competing apps and store search suggestions, then group terms by relevance and difficulty. You review and approve the shortlist before any copy is written.
41–3 weeks (estimate)
Agree the plan, then update
We agree a work plan with you before anything goes live. We then rewrite metadata and brief screenshot changes, one store at a time. You approve each update before submission.
5Monthly, ongoing
Test, measure and report
We track keyword positions, listing views and install conversion, and test creative changes where the store allows. You receive a monthly report on what changed and the next actions.
04Compare
App store optimization (ASO): in-house team, agency or Pugmarks Media
Swipe to compare →
| Criteria | In-house | Typical agency | Pugmarks |
|---|---|---|---|
| Time to start | Depends on hiring and training | Varies by agency onboarding | Discovery call and audit first, then an agreed plan |
| Specialisation | One or two generalists, often shared with other marketing | Varies; some cover ASO as a side service | 25+ SEO specialists, with ASO and SEO under one team |
| Store coverage | Depends on the skills hired | Often one store or a fixed bundle | App Store and Google Play, scoped per app and language |
| Reporting | Internal, format set by you | Varies by contract | Monthly reporting on what changed |
| Cost model | Salaries, tools and management time | Retainer or project fee | Scope-based; see packages or contact us for a quote |
| Risk and flexibility | Hiring risk; easy to redirect priorities | Contract terms vary; scope may be fixed | Plan agreed before changes go live; scope adjustable |
05Cost
What does app store optimization (ASO) cost?
The cost of app store optimization (ASO) depends on scope: how many stores and languages you need, how many listings we handle, and how competitive your category is. A single-language app in a quiet category needs less work than a multi-market app competing on crowded keywords. See our ASO packages for how the work is structured, or contact us with your app details and we will scope a quote after a listing review.
Package prices are published so you can compare before you call.
See all packages06Proof
Results for clients like you
Only results our clients have approved for publication. No made-up logos or numbers.
FAQ
Frequently asked questions
Still have a question?
Ask us directly. We reply with honest next steps, even if that means we're not the right fit.
Ask our teamWhat do app store optimization agencies actually do?
App store optimization agencies research keywords, rewrite listing text, design screenshots and test changes so an app shows up in more store searches and converts more views into installs. Scope varies by agency. Ask whether the work covers both the Apple App Store and Google Play, and what you receive each month.
How long does ASO take to show results?
ASO changes can show early movement in impressions within weeks, but meaningful gains usually build over a few months. Timing depends on your category, how competitive your keywords are and how often you update listings. Results are not guaranteed, and we report monthly on what changed so you can judge progress.
How much do app store optimization services cost?
The cost depends on scope: the number of stores and languages, how many listings need work and how competitive your category is. We do not publish a flat figure here. Share your app details, and we will review your listings and scope a quote. You can also see how the work is structured in our ASO packages.
What are the best app store optimization tools?
The right ASO tool depends on what you need to track, such as keyword rankings, competitor changes or conversion tests. No single tool suits every app. Our guide to best ASO tools explains what to compare, and we can work with the tools you already use.
How do I find the right ASO keywords for my app?
Start with terms people use to describe the problem your app solves, then check which ones competing apps in your category target. We build the list from your category, competing apps and store search suggestions, then place the strongest terms in your title, subtitle and keyword fields, depending on each store's rules.
Is ASO different for the App Store and Google Play?
Yes. The two stores index different fields and weigh signals differently. Apple uses a hidden keyword field alongside the title and subtitle, while Google Play relies more on the long description. Read our comparison of App Store vs Play Store ASO for the details.
Can one company handle both SEO and ASO?
Yes, some companies offer SEO and ASO together, and the two share keyword research and content skills. Our team of 25+ SEO specialists covers both, so your website and app listings can follow one keyword plan. See our SEO services for the website side.
What should I look for when choosing an ASO company?
Look for a clear audit process, defined store and language coverage, regular reporting and honest scope limits. Be cautious of anyone guaranteeing rankings or installs. You can check our case studies and client reviews, or start with a short pilot to see how we work.
07Keep reading
Related services and guides
Related services and guides for app store optimization include our SEO, web and app growth agency work, ASO packages, regional ASO services for India, and guides comparing the App Store with Google Play.
Services
Guides
Proof
- Case studies
- Client reviews
- Pricing
Free resource
The SEO checklist
The checks we run first on every site, as a one-page list.
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Get a free listing review from our team
Send us your app name and the stores you sell in. We will review your current listings and reply with a scope note and a written audit. There is no obligation to continue.
