ASO for iOS: How to Rank #1 and Get More Downloads on Apple App Store

Step 1: Build an App That People Actually Search for!

One of the biggest mistakes I see developers make (and yeah, I’ve made it too) is building an app without validating demand. Just because you think your idea is brilliant doesn’t mean people are searching for it. And if no one is looking for an app like yours, even the best ASO won’t magically bring in downloads.

How to validate demand before developing an app:

Before writing a single line of code, do these:

• Check trending searches in the App Store – Open the App Store and see what’s trending. If your app idea doesn’t align with what people are already looking for, rethink your approach.

• Use ASO tools – Tools like MobileAction, AppTweak, and AppRadar show you keyword search volume and competition. Find keywords with high searches but low competition - that’s your sweet spot.

• Analyze competitors – Search for similar apps and check their reviews. What are users complaining about? What features are missing? This is your opportunity to build something better.

• Reddit & Quora research – If people are asking the same question over and over, they probably need an app to solve that problem.

• Test demand with a landing page – Set up a simple website, describe your app idea, and run some ads. If people sign up for updates, you’re onto something!

• Use Google Trends – Check if your app-related keywords have been consistently searched for over time.

💡Pro Tip: Use Competitor Reviews to Make a Better App

Go to the App Store, find your competitors, and sort their reviews by 1-star and 2-star ratings. This is gold because you’ll see exactly what users hate about existing apps -bugs, missing features, bad UI. Fix those issues in your app, and you’ve already got an advantage!

Why Niching Down is the Smartest Move

I can’t stress this enough: Don’t build a generic app.

If you say, “I’m making a fitness app,” congratulations, you’re now competing with Nike, MyFitnessPal, and Fitbit. Instead, go niche:

• A breathwork app for anxiety

• A chair yoga app for seniors

• A Pilates tracker for beginners

Smaller audience = less competition = easier to rank.

I learned this the hard way. My first app was in a super crowded category, and no matter how much I optimized, it barely got downloads. When I finally switched to a specific niche with clear demand, everything changed.

Once you’ve validated your app idea, it’s time to find the best keywords to rank for. And no, it’s not as simple as picking random words. Let’s break it down next!

Step 2: Do Keyword Research – The Foundation of ASO

If you want your app to rank in the App Store, you need to understand how Apple’s search algorithm works - and that starts with keywords. Unlike Google Play, Apple doesn’t scan your app description for keywords, so you have to be strategic about where you place them. The right keywords can make or break your ASO success.

How to Find the Best Keywords for ASO

1. Define Your App’s Core Features & Target Audience
   Before searching for keywords, get clear on what your app does and who it’s for. Your audience determines the words they’ll use when searching for an app like yours.

2. Use ASO Tools to Analyze Keyword Performance
   Tools like Sensor Tower, AppRadar, MobileAction, and AppTweak can show you search volume, difficulty, and competition for keywords. The goal is to find high-volume, low-competition keywords that will give you the best chance to rank.

3. Spy on Competitor Apps
   Look at top-performing apps in your category. Check which keywords they rank for and look for gaps where you can compete. If an app similar to yours is ranking for a keyword, you should consider targeting it too.

4. Leverage the App Store Auto-Suggest Feature
   Type a keyword into the App Store search bar and look at the suggested searches that pop up. These are real queries from users, meaning they are valuable for ASO.

5. Identify High-Volume, Long-Tail Keywords
   Instead of broad terms like “fitness app”, aim for longer, more specific phrases like “yoga for beginners” or “guided meditation for stress relief.” These tend to have lower competition but higher conversion rates.

6. Optimize Keyword Placement
   Once you’ve chosen the right keywords, strategically place them in:

   1. App Title (30 characters max): The most important ranking factor. Make sure your main keyword fits naturally. Example: “Pulmo: Breathwork & Meditation” instead of “PulmoApp.”

   2. Subtitle (30 characters max): Supports the title with additional keywords. Example: “Relaxing Sounds & Sleep Music.”

   3. Keyword Field (100 characters max, hidden from users): Apple indexes these, so use all available space and don’t repeat words from your title or subtitle.

7. A/B Test Keywords Regularly
   Keyword rankings fluctuate over time, so track performance and test new keywords every month. The more data you have, the better you can refine your ASO strategy.

💡 Pro Tip: Prioritize Long-Tail Keywords with High Intent

Instead of fighting for broad, high-competition keywords, go after more specific searches. Someone searching “best meditation app for beginners” is much more likely to download an app than someone searching just “meditation.”

Now that you’ve found the right keywords, it’s time to optimize your app’s product page to maximize conversions. Let’s break that down next.

Step 3: Optimizing Your App Store Product Page

Your app’s product page is where potential users decide whether to download or move on. Even if you rank well in search, a poorly optimized page can kill your conversions. Every element - from the app icon to the screenshots and description - needs to work together to convince people that your app is exactly what they need.

Creating an Eye-Catching App Icon

Your app icon is the first thing users see, so it needs to stand out. A cluttered or poorly designed icon can instantly turn people away. Here’s how to make yours effective:

• Keep it simple – Avoid too much detail or tiny text. A clean, recognizable design is best.

• Use high-contrast colors – Make sure your icon is visible and pops against the App Store background.

• A/B test different versions – Run experiments to see which icon gets more clicks and installs.

Writing a Strong App Title & Subtitle

Your title and subtitle are crucial for both ranking and conversions.

• App Title (30 characters max): Make it clear, keyword-rich, and brand-friendly. Example: “SleepWell: White Noise & Meditation” instead of just “SleepWell.”

• App Subtitle (30 characters max): Use this space to reinforce the main value of your app. Example: “Better Sleep with Relaxing Sounds.”

You can use app name generator to brainstorm app name ideas.

Use the Keyword Field

Apple gives you 100 hidden characters to add keywords. Use this space wisely:

• Separate keywords with commas (no spaces). Example: meditation,relax,breathwork,sleep

• Avoid repeating words already in your title or subtitle.

• Focus on high-intent, long-tail keywords that will bring in downloads.

Designing Engaging Screenshots & Previews

Your screenshots and preview video are your best chance to sell your app visually. Most users won’t read your full description, but they will look at your images.

• Make the first screenshot count – It should instantly communicate what your app does.

• Use short captions – Highlight key benefits in just a few words.

• Show real in-app experiences – Users should get a clear sense of how your app looks and functions.

• Use a preview video – Apple prioritizes apps with videos, and it gives users a quick way to understand your app’s value.

Writing a High-Converting App Description

Even though Apple doesn’t use your description for ASO rankings, it plays a huge role in convincing users to download.

• Start with a strong hook – Your first sentence should immediately highlight the main benefit. Example: “Struggling with sleep? SleepWell helps you fall asleep faster with relaxing sounds and guided meditations.”

• Use bullet points – Make it easy to scan by listing key features clearly.

• Add social proof – If your app has been featured somewhere or has great user reviews, mention them.

💡Pro Tip: Move High-Performing Keywords Into the Subtitle

If you notice that a keyword is driving traffic from the hidden keyword field, try adding it to your subtitle. This can boost rankings even further.

Once your app page is fully optimized, the next step is driving those first downloads to boost visibility and rankings. Let’s break that down next.

Step 4: Get Your First Users & Build Momentum

Even with perfect ASO, your app won’t magically rank #1 overnight. The first few weeks after launching are critical because Apple’s algorithm watches how users engage with your app. If you can generate early traction - installs, reviews, and engagement - your rankings will improve faster.

How to Get Initial Downloads for Your App

1. Leverage Your Personal Network

Before going public, ask friends, family, and colleagues to download, test, and leave reviews. Early engagement signals to Apple that your app is relevant and useful.

2. Submit Your App to Product Hunt & Other Directories

Platforms like Product Hunt, Indie Hackers, and BetaList can drive thousands of targeted downloads. These sites have highly engaged tech-savvy users looking for new and innovative apps.

How to launch on Product Hunt successfully:

• Pick the right day – Tuesdays and Wednesdays generally have the highest engagement.

• Prepare promotional material – Have screenshots, videos, and a clear value proposition.

• Engage with comments – Respond actively to feedback and questions.

• Ask supporters to upvote – Encourage existing users and network connections to engage with your post.

3. Promote in Niche Online Communities

Join Facebook groups, Reddit threads, LinkedIn groups, and Discord communities relevant to your app. The key here is not to spam - instead, engage in discussions, answer questions, and share your app naturally.

4. Run Small Paid Ad Campaigns

Even with a limited budget, running ads on Apple Search Ads, Meta Ads (Facebook/Instagram), and Google Ads can give your app a visibility boost. If people visit your landing page but don’t download, retarget them with ads.

5. Offer Exclusive Incentives to Drive Downloads

People love getting extra value for taking action. Use incentives like:

• Limited-time free trials for premium features.

• Referral bonuses that reward users for inviting friends.

• Early adopter perks like lifetime discounts or exclusive in-app content.

💡 Pro Tip: The First 100 Users Matter

Apple’s algorithm prioritizes apps that gain momentum quickly. Focus on getting your first few 100s downloads as soon as possible to send positive ranking signals.

Downloads are great, but if users don’t engage or leave bad reviews, your rankings will drop. so now lets see how to keep users happy and improve retention.

Step 5: Boost Engagement, Ratings & Reviews

Getting downloads is just the beginning. If users aren’t engaging with your app, Apple’s algorithm will push it down in rankings. High engagement, good retention rates, and positive reviews signal to Apple that your app is valuable - helping it rank higher and attract more organic downloads.

How to Improve Engagement & Retention

• Track Where Users Drop Off

  • Use analytics tools like Firebase, Mixpanel, or Appsflyer to see where users lose interest or uninstall.

  • If many users drop off during onboarding, simplify the process.

• Improve Onboarding for a Smooth First Experience

  • Make sign-up easy - too many steps = instant drop-off.

  • Show the core value of your app within the first few minutes.

  • Use in-app tips or tutorials to help users navigate features.

  
  

• Send Push Notifications & Emails (Without Annoying Users)

  • Remind users of unfinished actions (e.g., "You started a workout - ready to finish?").

  • Offer helpful tips or feature updates, not just generic promos.

    
    

• Gamify the Experience

  • Reward users for actions (streaks, achievements, milestones).

  • Use leaderboards, badges, or exclusive content for active users.

How to Get More Positive Reviews

• Use Apple’s In-App Review Prompt

  • Apple allows you to ask users for a review inside the app. Trigger this at the right moment - like after they’ve successfully completed a task or used a key feature.

• Reply to Negative Reviews Publicly

  • Address user complaints quickly and professionally.

  • If you fix an issue, update the user and ask if they’d reconsider their review.

• Encourage Loyal Users to Leave Reviews

  • If someone reaches out with positive feedback, kindly ask them to leave a review.

  • Offer a small incentive (like in-app rewards) for users who take the time to rate your app.

• Keep Your App Updated

  • Regular updates show Apple that your app is actively maintained.

  • Fix bugs, improve features, and respond to user feedback.

💡 Pro Tip: Engagement and Ratings > Keywords Alone

Even if your ASO is perfect, bad ratings and poor retention will kill your rankings. Keep users happy, and your app will naturally rise in search results.

Final Thoughts: ASO is an Ongoing Process

ASO isn’t a one-time thing. If you want your app to keep ranking and bringing in downloads, you have to track, test, and adapt regularly.

Additionally, pushing frequent updates and fixing bugs is crucial. Apple prioritizes apps that provide a seamless user experience, and regular updates show that the app is being actively maintained.

Addressing user feedback, improving app performance, and optimizing new features can significantly enhance retention rates and boost rankings.

Consistently monitoring analytics, identifying areas of improvement, and iterating based on data will ensure sustained growth and long-term success.

Key Takeaways:

• Pick a niche with real demand – Don’t waste time on broad categories.

• Optimize your title, subtitle, and keyword field strategically – These matter the most.

• Kickstart your growth with early traction strategies – Apple ranks apps that gain momentum.

• Use localization to expand your reach – More regions = more downloads.

• Keep engagement and ratings high – Apple ranks apps that retain users.

• Always track and test new strategies – ASO is an ongoing process.

Now it’s time to apply these tactics and start growing your 🚀