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App store optimization (ASO)
Pugmarks Media helps app owners improve App Store and Google Play listings, keywords and conversion, with monthly reporting on what changed.
Quick answer
App store optimization agencies are firms that improve how an app appears and ranks in the Apple App Store and Google Play. Pugmarks Media, based in Ahmedabad, India, offers app store optimization (ASO) covering keyword research, titles, descriptions, screenshots and conversion testing. Results depend on category competition, and reporting is monthly.
01Overview
What is App store optimization (ASO)?
App store optimization (ASO) is the practice of improving an app's listing so it appears higher in App Store and Google Play search results and convinces more visitors to install it. App store optimization agencies, including Pugmarks Media in Ahmedabad, India, handle this work for app owners who lack time or specialist knowledge.
ASO has two parts. The first is visibility: choosing app store ASO keywords and placing them in the title, subtitle or short description, and keyword fields so the store can match your app to searches. The second is conversion: using the icon, screenshots, preview video and description to turn a listing view into an install.
Here is a concrete example. Imagine a budgeting app titled only with its brand name. People searching for "expense tracker" will rarely find it, because the listing never mentions that phrase.
An ASO specialist would research the terms people actually search, add the strongest one to the title or subtitle, and rewrite the first screenshots to show expense tracking clearly. Pugmarks Media would then compare impressions and install rates before and after the change.
ASO differs between stores. Apple and Google read different metadata fields and weigh them differently, so one listing rarely suits both. You can read more in our comparison of app store vs play store optimization.
ASO does not guarantee a particular ranking or install count. Results depend on category competition, app quality, reviews and how often the listing is tested and updated.
02Explore
Our App store optimization (ASO) services
ASO audit
An ASO audit reviews your app store listing, keywords and metadata to show what to fix first. Pugmarks Media in Ahmedabad can scope one for you.
ExploreGoogle Play optimization
Google Play optimization improves how your Android app listing is found and understood in the Play Store. Ask Pugmarks Media in Ahmedabad for a review.
ExploreiOS App Store optimization
Learn how iOS App Store optimization helps your app listing get found and understood, and how Pugmarks Media in Ahmedabad scopes it. Ask us for a call.
ExploreASO packages
App store optimization services from Pugmarks Media help your app listing get found in store search. Contact our team to discuss your app's goals.
03Process
How our App store optimization (ASO) works
Audit your current listings
Pugmarks Media reviews your App Store and Google Play listings, metadata, screenshots, ratings and current keyword positions. You provide store console access or exports. You receive a written audit listing gaps and priorities.
ESTIMATED 3-5 BUSINESS DAYSResearch app store keywords
Pugmarks Media builds a list of ASO keywords from your app's features, user language and competing listings, then groups them by relevance and difficulty. You confirm priorities. You receive a keyword map per store.
ESTIMATED 1 WEEKRewrite metadata for each store
Pugmarks Media drafts titles, subtitles, keyword fields and descriptions that follow each store's rules, since Apple and Google index fields differently. You approve the copy. You receive store-ready text.
ESTIMATED 1 WEEKImprove icons and screenshots
Pugmarks Media recommends creative changes to icon, screenshots and preview video to raise install conversion. You supply brand assets and approvals. You receive creative briefs and variants to test where the store allows.
ESTIMATED 1-2 WEEKSTrack results and refine monthly
Pugmarks Media monitors keyword positions, impressions and install conversion, then adjusts metadata and creative. You receive a monthly report explaining what changed. Results depend on category competition and app quality.
ONGOING, MONTHLY CYCLES
04Compare
App store optimization (ASO): in-house vs agency vs Pugmarks
| Criteria | In-house | Typical agency | Pugmarks |
|---|---|---|---|
| Time to start | Depends on hiring and training | Depends on onboarding and contract | Starts with a listing and keyword review; timing depends on scope |
| Specialisation | Depends on the hire's experience | Often covers several channels | Focus on App Store and Google Play listings, keywords and conversion |
| Reporting | Set by your own team | Varies by agency | Monthly reporting on what changed |
| Cost model | Salary, tools and management time | Retainer or project fee | Scoped to your app; see pricing page or get in touch |
| Risk | Knowledge gaps if one person leaves | Varies with contract terms | Contract terms: Monthly SEO retainers start with a 3-month minimum, because search work takes time to show results. After that, the agreement runs month to month. One-off projects such as web design and development are priced per project, with no ongoing term. |
| Flexibility | Full control, limited capacity | Varies; may be fixed scope | Scope can be adjusted to app, markets and stores |
06FAQ
Frequently asked questions
What do app store optimization agencies do?
App store optimization agencies improve how an app appears, ranks and converts in the Apple App Store and Google Play. Typical work covers keyword research, title and subtitle writing, screenshots, descriptions and ratings management. Pugmarks Media also provides monthly reporting on what changed. Read What is app store optimization for the basics.
How long does app store optimization take to show results?
App store optimization typically shows early movement in weeks, while steadier gains usually take a few months. Actual timing depends on your category's competition, your starting listing quality, store review cycles and how often updates are tested. Pugmarks Media cannot promise specific rankings or install numbers, but monthly reports show what changed and how metrics responded.
How much do app store optimization services cost?
The cost of app store optimization services depends on scope: the number of apps, which stores you target, how many languages or locales you need, and how competitive your category is. Pugmarks Media scopes each project individually. Contact us to discuss your app, or see the app store optimization services page.
What are app store ASO keywords and how do I choose them?
App store ASO keywords are the words and phrases people type into App Store or Google Play search to find apps like yours. You choose them by weighing relevance to your app, search demand and competition, then placing them in your title, subtitle and description where each store indexes them. Testing and refinement follow.
Do I need an app store ASO tool, or can an agency work without one?
An app store ASO tool is helpful for keyword research and tracking but is not strictly required. Many tasks can be done with store consoles and manual checks. An agency typically selects tools to fit your scope. For comparisons, see best app store optimization tools.
Is ASO different for the App Store and Google Play?
Yes, ASO differs between the two stores. Apple uses a dedicated keyword field plus title and subtitle, while Google Play relies more on the description text for indexing. Creative formats and review processes also vary. Our guide on app store vs play store ASO explains the differences.
Who is app store optimization for?
App store optimization is for anyone who publishes a mobile app and wants more people to find and install it. That includes startups launching a first app, businesses with established apps and teams entering new markets. Pugmarks Media works with clients in India, the US, the UK, Europe and Australia.
Can one agency handle both SEO and ASO?
Yes, some companies offering SEO and ASO services handle both, which helps keep website and app messaging consistent. Pugmarks Media, based in Ahmedabad, India, offers SEO and app store optimization. Scope depends on your goals, so get in touch to talk through what you need. See our Semantic SEO work too.
07Keep reading
Related services and guides
Pugmarks Media links related app store optimization guides on store listing differences, ASO tools, service packages and India-based services in Ahmedabad.
Talk to our team about your app listing
Pugmarks Media can review your App Store and Google Play listings and outline the next steps. Contact us to discuss your app, store and language scope, and monthly reporting.