App Store Optimization That Actually Works in 2025

The ASO Landscape Has Changed

Most App Store Optimization guides were written in 2019. Apple has changed the algorithm significantly since then. What worked then can actually hurt you now.

We've launched multiple iOS apps and tracked what actually affects rankings. Here's what the data shows.

What Still Matters

1. The Title and Subtitle

Your 30-character title and 30-character subtitle remain the highest-weighted text fields. But the strategy has evolved:

What works:

• Primary keyword in the title (not stuffed)
• Benefit-oriented subtitle
• Brand name if you have recognition, keyword if you don't

What hurts:

• Keyword stuffing (Apple actively penalizes this now)
• Generic descriptors ("Best," "Free," "#1")
• Copying competitor names

For Road2Heaven, we tested "Road2Heaven - Endless Arcade" vs "Road2Heaven - Rocket Dodge Game." The second version ranked 40% higher for relevant searches because it contained actual search terms users type.

2. Keyword Field Strategy

The 100-character keyword field is invisible to users but critical for discovery.

Current best practices:

• No spaces after commas (wastes characters)
• No repetition of words already in title/subtitle
• Include common misspellings of your category
• Use singular forms (Apple matches plurals automatically)
• Prioritize by search volume, not relevance

The mistake everyone makes: Targeting high-volume keywords you can't rank for. An app with 10 reviews won't rank for "game." But it might rank for "rocket dodge arcade."

3. Ratings and Reviews

This is the factor most developers underestimate. Apps with more ratings rank higher. Period.

What actually works:

• In-app review prompts (SKStoreReviewController)
• Timing prompts after positive moments, not during onboarding
• Limiting prompts to 3 per year (Apple's rule, but also good UX)
• Responding to every negative review (affects the algorithm)

What doesn't work:

• Asking for 5-star reviews specifically (App Store violation)
• Incentivizing reviews (will get you banned)
• Review pods or fake reviews (Apple detects these now)

4. Screenshots and Preview Videos

Conversion rate affects rankings. Better screenshots = more downloads = higher rankings.

2025 screenshot strategy:

• First two screenshots matter most (visible without scrolling)
• Show the app in action, not feature lists
• Use device frames that match the user's device
• A/B test if you have the traffic

Preview videos:

• 30 seconds max (most users watch 3-5 seconds)
• Sound off by default—design for muted viewing
• Show gameplay/core functionality immediately
• Don't waste time on logos or intros

What Doesn't Matter Anymore

App Description

Controversial take: The long description has minimal impact on search rankings. It's not indexed by App Store search.

It still matters for conversion—users who scroll down are evaluating your app. But for pure ASO? Focus elsewhere.

Update Frequency

The myth that "updating frequently boosts rankings" has no data behind it. Apple wants stable, quality apps. Ship updates when you have improvements, not to game the algorithm.

Category Choice

Your category affects which charts you appear on, but has minimal impact on search. Choose the category that best fits your app, not the one with less competition.

What Actually Moves Rankings

After tracking our apps for months, here's the ranking of factors by impact:

1. Download velocity (new downloads in recent days) 2. Retention rate (users who keep the app) 3. Rating score and volume 4. Keyword relevance (title, subtitle, keyword field) 5. Engagement metrics (session length, frequency) 6. Conversion rate (impressions to downloads)

Notice what's not on the list: tricks, hacks, or shortcuts.

The Real ASO Strategy

Week 1-4: Foundation

• Optimize title and subtitle for one primary keyword
• Fill keyword field strategically
• Create high-converting screenshots
• Set up in-app review prompts correctly

Month 2-3: Iteration

• Track which keywords you actually rank for
• Shift budget toward performing keywords
• A/B test screenshots if volume allows
• Collect and respond to reviews

Month 4+: Scaling

• Expand to secondary keywords
• Localize for additional markets
• Build external traffic (improves organic ranking)
• Focus on retention (the sustainable advantage)

Localization: The Multiplier

Most apps ignore localization. This is a mistake.

App Store metadata is localized per market. You can rank for entirely different keywords in Germany vs the US. And competition is often lower in non-English markets.

For apps targeting Europe, we localize to at least:

• German (biggest EU app economy)
• French
• Spanish
• Italian

Each localization is a new opportunity to rank.

What We've Learned

ASO isn't magic. It's systematic optimization of factors that Apple has told us matter, combined with building an app people actually want to use.

The apps that rank well:

• Solve a real problem or provide real entertainment
• Have strong retention (people come back)
• Accumulate genuine reviews over time
• Target keywords they can actually win

There's no substitute for a good product. ASO amplifies what you've built—it can't fix what's broken.

The Bottom Line

Stop reading ASO blogs from 2019. The algorithm has changed.

Focus on: title/subtitle optimization, strategic keyword targeting, genuine review accumulation, and—most importantly—building an app people want to keep using.

Everything else is noise.