Teams launching a new iOS app
Founders and product teams with an app about to ship and no search presence yet. We research keywords and write the title, subtitle and keyword field so the first listing matches how users search.
IOS App Store optimization
For iOS app teams that want their App Store listing found in search and installed more often. We audit, research and rewrite the listing before changes go live.
Get a listing audit planCompare ASO packages
- iOS keyword research grouped by relevance and intent
- Title, subtitle and keyword field rewrites within Apple's limits
- Monthly reporting on listing changes and their effect
Quick answer
iOS App Store optimization is the process of improving an app's title, subtitle, keyword field, description, icon and screenshots so it ranks for relevant searches in Apple's App Store and converts more visitors into installs. Pugmarks Media does this through an audit, keyword research, metadata rewrites and monthly reporting.
01Overview
What is iOS App Store optimization?
iOS App Store optimization is the practice of adjusting an app's App Store listing so it appears for the searches your users make and persuades them to install. The listing includes the title, subtitle, keyword field, description, icon, screenshots and preview video.
Two things are being improved at once. The first is discoverability: Apple's search matches what people type against your metadata, so the words you choose affect which searches can surface your app. The second is conversion: once someone lands on your page, the icon, screenshots and first lines of copy decide whether they tap Get.
Here is a concrete example. A budgeting app is named only with its brand, such as "Penny", so search has little to match. Renaming the subtitle to something like "Budget planner and expense tracker" gives the app clear, relevant terms. Screenshots that open with the budget view, rather than a sign-up screen, can then help visitors see the value quickly.
Keyword choice is the core of the work. Good iOS keywords are terms real users search, that describe what the app does, and that you have a realistic chance of ranking for. Apple limits the length of each field, so every character needs a purpose.
iOS App Store optimization differs from Google Play optimization, because the two stores read metadata differently. If you want the wider picture, see our overview of app store optimization (ASO). Many teams start with an ASO audit to find the biggest gaps before changing anything.
02Fit
Who iOS App Store optimization is for
Apps with flat or falling impressions
Owners whose App Store impressions have stalled despite updates. We audit the current metadata, find gaps against search terms, and rewrite the listing with a clear priority order.
Apps with traffic but weak installs
Teams whose product page gets views but few downloads. We propose screenshot, icon and description changes and plan product page optimization tests so each change can be measured.
Multi-market apps needing localization
Companies selling in several countries with one translated listing. We research terms per locale and adapt metadata for each App Store storefront instead of translating word for word.
Marketing leads without ASO capacity
Marketing managers who own ASO as a side duty. We take on research, copy and monthly reporting, and you approve the work plan before any change goes live.
03Scope
What's included
- iOS keyword researchWe build a keyword list from your category, search suggestions and current rankings, grouped by relevance and intent. Product teams get a prioritized shortlist to guide every metadata decision.
- Title and subtitle rewritesWe draft the app title and subtitle within Apple's character limits, placing priority terms where they carry weight. Teams receive options they can review before anything is submitted.
- Keyword field optimizationWe fill the hidden 100-character keyword field with terms not already used in your title or subtitle, avoiding repeats. Apps with limited metadata space get the most from each character.
- Screenshot and icon conceptsWe design layout and message concepts for screenshots, icon and preview video. Teams whose product page gets views but few installs receive clear options to test.
- Product page test planWe write hypotheses for Apple's product page optimization tests, with one change per test. Teams can see which creative changes affect conversion instead of guessing.
- Monthly reportingWe report monthly on listing changes, impressions, product page views and installs. Owners can see which edits affected which metrics and decide what to change next.
04Process
How our iOS App Store optimization works
6 steps. You always know what's next.
The same path for every engagement.
1About 1 week (estimate)
Audit the current listing
We review your title, subtitle, description, icon and screenshots against App Store guidelines. You give us read access to App Store Connect and analytics. You receive a written audit of gaps and priorities.
21-2 weeks (estimate)
Research iOS keywords
We build a keyword list from your category, search suggestions and current rankings, then group terms by relevance, intent and competition. You confirm which markets and features matter. You receive a prioritized shortlist.
32-3 days (estimate)
Agree strategy and work plan
We turn the audit and keyword shortlist into a plan covering metadata, creative and testing order. You review and approve it. Nothing is submitted to Apple until the plan is agreed.
41 week (estimate)
Rewrite title, subtitle and keywords
We draft the title, subtitle, keyword field and description within Apple's character limits, avoiding repeated terms. You choose between options and approve the final copy before we prepare it for submission.
51-2 weeks (estimate)
Plan creative and A/B tests
We outline screenshot, icon and preview video concepts and write hypotheses for Apple product page optimization tests. You provide brand assets and approve concepts. You receive a test plan with clear success measures.
6Monthly, ongoing
Report monthly and refine
We track impressions, page views and installs after each change and note which update likely affected which metric. You receive a monthly report with next actions. Keyword sets are refreshed periodically.
05Deliverables
What you get
| Deliverable | What it is | Cadence | Starts in |
|---|---|---|---|
| Listing audit | Written review of title, subtitle, description, icon and screenshots with priorities | One-time | Week 1 |
| iOS keyword research | Keyword list grouped by relevance, intent and competition, with a prioritized shortlist | Quarterly refresh | Weeks 2-3 |
| Strategy and work plan | Agreed priorities and change schedule, approved before anything is submitted | One-time | After research |
| Title and subtitle rewrites | Draft options within Apple's character limits for your review | Monthly | After plan approval |
| Keyword field optimization | 100-character field filled with terms not repeated from title or subtitle | Quarterly | After plan approval |
| Description and promo copy | Rewritten opening lines and description text aimed at conversion | Quarterly | After plan approval |
| Icon and screenshot recommendations | Written suggestions for visuals and caption order, based on audit findings | Quarterly | After plan approval |
| Localization suggestions | Keyword and copy guidance for each additional App Store locale | One-time per locale | After plan approval |
| Monthly report | Listing changes and their effect on impressions, page views and installs | Monthly | First month after changes go live |
06Compare
IOS App Store optimization: in-house team, agency or Pugmarks Media
Swipe to compare →
| Criteria | In-house | Typical agency | Pugmarks |
|---|---|---|---|
| Time to start | Depends on hiring and training | Depends on contract and onboarding | Discovery call, audit, then agreed work plan |
| Specialisation | One or few generalists, often shared with other tasks | Varies by agency; ASO may be one of many services | Team of 25+ SEO specialists; iOS and Google Play work |
| Reporting | Set by your own team | Varies; often monthly or ad hoc | Monthly reporting on listing changes and their effect |
| Cost model | Salaries plus tools and training | Retainer or project fee | Scoped to locales, listing pages and category competition |
| Risk | Single points of failure if staff leave | Depends on account staffing and contract terms | Changes agreed with you before anything goes live |
| Flexibility | High control, slower to scale | Often fixed scope per package | Scope adjusted to your app and markets |
07Cost
What does iOS App Store optimization cost?
The cost of iOS App Store optimization depends on scope: how many locales you target, how many listing pages and assets need work, and how competitive your category is. A single-market app in a quiet category needs less research and fewer rewrites than a multi-language app in a crowded one. To get a quote, see our pricing page or contact our team with your listing and goals.
Package prices are published so you can compare before you call.
See all packages11Years in business
08Proof
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 teamHow long does iOS App Store optimization take to show results?
Early changes can appear within weeks, but meaningful movement in rankings and installs typically takes longer. Our process runs roughly a month from audit to the first approved metadata changes, and these timings are estimates. Results depend on category competition, update cadence and your starting listing, and they are not guaranteed.
What is the difference between iOS App Store optimization and Google Play optimization?
iOS optimization works with Apple's fields: title, subtitle and a hidden 100-character keyword field. Google Play has no keyword field and relies more on the long description. The two stores rank and convert differently, so each needs its own research. See our Google Play optimization page for the Android side.
Which keywords should I use for my App Store listing?
Use terms your target users actually search, grouped by relevance, intent and competition. Put the highest-priority terms in the title and subtitle, then fill the keyword field with different terms rather than repeats. We build this list from your category, search suggestions and current rankings, then agree a shortlist with you.
Do I need an ASO tool, or can an agency do it without one?
An ASO tool helps track keyword rankings and competitors, but it does not replace judgment about which terms fit your app. Tools suggest and measure; people decide priorities and write the copy. Our guide to ASO tools explains what to look for.
How do I choose an app store optimization agency?
Choose an agency that shows its process, explains what it will change and reports on the effect. Ask for a written audit, clear scope and who owns access to your accounts. Check case studies and client reviews, and compare agencies against in-house options for your situation.
How much does iOS App Store optimization cost?
Cost depends on scope: the number of locales, listing pages and assets needing work, and how competitive your category is. A single-market app needs less than a multi-language one. For a quote, see our pricing page or contact our team with your listing and goals.
Can I start with a small test before committing?
Yes. A pilot is a short, fixed-scope project that lets you see how we work first. Scope, deliverables and timeline are agreed in writing up front, and there is no obligation to continue afterward. An ASO audit is another low-commitment starting point.
Do you offer SEO and ASO services together?
Yes. We offer SEO, web design, web development and mobile app services, so website search work and App Store optimization can be planned together. This helps when your site and app target similar audiences. Each engagement still starts with a discovery call and an audit before any changes go live.
09Keep reading
Related services and guides
Related pages cover the ASO audit, ASO packages, Google Play optimization, and guides on ASO articles and tools for iOS teams.
Get in touch
Talk to our team about your iOS listing
Start with a discovery call and a site audit. We then agree a strategy and work plan with you before any listing changes go live.
