What Is App Store Optimization? A Practical 2026 Guide
App Store Optimization explained: which fields affect search, how Apple ranks apps, what changed in 2025 and 2026, and where to start with no budget.
In this article
Short answer
App Store Optimization (ASO) is the work of getting an app found in App Store search and turning those views into downloads. On Apple’s store it comes down to two jobs: match the words people search for using your name, subtitle, and keywords, then earn the download with your icon, screenshots, and ratings.
Which App Store fields matter for search?
Not every field works the same way. This table summarizes Apple’s own documentation, and the limits are per language.
| Field | Limit | Effect on search | How to change it |
|---|---|---|---|
| App name | 30 characters | Counts for text relevance | New version, or when status permits |
| Subtitle | 30 characters | Counts for text relevance | New version |
| Keywords | 100 characters | Counts for text relevance | Set on the app version |
| Primary category | Not applicable | Counts for text relevance | App information |
| Promotional text | 170 characters | Apple says it does not affect ranking | Any time |
| Description | 4,000 characters | Used for web search results | New version |
The practical result is that you have about 160 characters to describe everything your app should be found for. The metadata checker tests all three text fields at once.
How does App Store search rank apps?
Apple says results depend on text relevance and user behavior. Text relevance means matches in your title, subtitle, keywords, and primary category. User behavior covers downloads, ratings and reviews, and more. Apple does not publish the weights, so be wary of anyone who quotes exact percentages.
This has two consequences. You cannot rank for a word that appears nowhere in your metadata unless Apple connects it some other way. And a keyword match alone rarely holds a position, because an app that people ignore in results sends a weak behavior signal.
What changed on the App Store in 2025 and 2026?
Several recent changes affect how listings appear:
- App tags. Apple now shows tags generated from app information in search results. They are limited to the United States and en_US metadata so far.
- Review summaries. Apple uses language models to summarize reviews, in the US and eight other English storefronts.
- Custom product page keywords. You can now have up to 70 custom product pages and assign keywords to them, so a search term can lead to a page written for it.
- Screenshots and tags. Apple named screenshots among the sources of useful information for tags.
One claim needs care. Some ASO blogs say Apple now indexes the text in screenshots for search. We found no Apple statement saying so, and ConsultMyApp’s test of 64 phrases across 8 apps found no strong evidence of it.
Where should you start?
If you have an app and no budget, work in this order:
- List the searches a new user would type. Read your own reviews for the words they use.
- Check who already ranks for each one with the keyword rank checker. Follow the steps in how to do App Store keyword research.
- Put your strongest term in your app name and the next in your subtitle.
- Fill the keyword field with the rest, following how to use the App Store keyword field.
- Ship the update, then track your rankings so you can see what moved.
Treat it as a loop. One metadata update teaches you more than a month of planning, because you can see which words earn a position.
Sources
Checked November 1, 2026.
Frequently asked questions
What does ASO stand for?
ASO stands for App Store Optimization. It is the work of improving how often an app appears in store search and how often people who see it choose to download it.
Which fields affect App Store search?
Apple says text relevance covers your app's title, subtitle, keywords, and primary category. Apple also says promotional text does not affect search ranking.
Is ASO free?
The work itself is free, because changing your metadata costs nothing. You can start with App Store Connect, Apple's public documentation, and free tools, and only pay when you need more data.
How is ASO different from SEO?
SEO targets web search engines, while ASO targets the search inside an app store. Both match words to intent, but ASO has short fixed fields and uses signals such as downloads and ratings.
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