Google Play ASO: A Complete Guide to Ranking Higher

If you think that ranking on the Google Play Store is tough, then you’re absolutely right. According to statistics, there are about 3.3 to 3.5 million apps available on the platform. With so many apps competing for rankings, visibility, and attention, it’s no surprise that countless apps end up drowning in the crowd, never getting noticed.

So, what’s the solution? Here’s what: you need to perform Google Play ASO or App Store Optimization. You’ve probably heard about it before or maybe even have a rough idea of what it is, but you’re not sure how to actually make it work for your app. Well, you’re in the right place. Today, we’ll take a deep dive into ASO so you can achieve better rankings in 2025 and beyond!

Why ASO matters more on Google Play vs iOS

If you have a mobile app, chances are you want it available on both Google Play and Apple’s App Store. After all, these are the two largest app marketplaces in the world.

But before you dive into improving your rankings on both platforms, you need to understand that each store has different ranking factors. In fact, ASO (App Store Optimization) plays a bigger role on Google Play than it does on the App Store.

Let me explain.

The App Store has about 1.8 million downloadable apps. That’s fewer than what the Play Store has. This makes the Play Store a much more crowded marketplace for app marketers. At the same time, Google Play does have a larger market share, which only intensifies the competition. To add to that, the Play Store operates with a more open ecosystem.

In contrast, the App Store is highly curated and tightly controlled. Apple enforces stricter standards that developers must meet. By manually reviewing apps, the App Store filters out weaker competitors. As a result, your visibility often depends more on Apple’s ranking systems than on traditional ASO tactics.

This is why ASO carries more weight on Google Play. Think of ASO as the SEO of apps. Since Google already dominates the world’s largest search engine, it’s only natural that they’ve carried over some of that search-driven algorithm into the Play Store.

That means Google places greater emphasis on on-page elements such as keywords and search intent. The App Store doesn’t operate the same way. For example, the keywords you include in your long description significantly impact your ranking in Google Play, but Apple’s App Store doesn’t even consider long-description keywords.

How Google Play’s algorithm works

To perform effective Google Play ASO, we first need to understand how the algorithm works. While it’s true that the algorithm is complex, you don’t have to be a data scientist to take advantage of it (though that certainly wouldn’t hurt).

At its core, Google’s goal is to connect users with the most relevant and high-quality apps possible. If your app is both relevant and of high quality, there’s a good chance it could reach the top spot in search results.

I wish it were that simple, but knowing this principle alone isn’t enough. Let’s dive into the more technical side so we can really sharpen our ASO expertise. Here are some of the most important factors you need to know:

• Install volume: This is the total number of installs your app has received, and it’s a strong ranking factor. The logic is simple: the more installs you get, the more positively you influence your ranking.
• Install velocity: This measures the sudden surge in new downloads over a short period of time. When Google notices your app gaining installs unusually fast, it often rewards it with an extra visibility boost.
• Retention: Installs alone aren’t enough. Think about it: people can install your app, but if they uninstall it after just a few minutes or days, Google assumes your app isn’t worth much visibility. To improve retention, your app must meet, or better yet, exceed user expectations.
• User engagement: It’s not just about keeping your app on someone’s phone. It’s about them actually using it. Google tracks session length, usage frequency, and even in-app purchases. These signals tell Google your app is valuable and deserves more visibility.
• Uninstall rate: The fewer uninstalls, the better. A high uninstall rate signals dissatisfaction or poor user experience, and this will hurt your rankings.
• User reviews: Reviews reflect what people really think about your app and Google pays attention to them too. Positive reviews, especially those mentioning features or benefits, can boost your ranking. Negative reviews, however, can pull you down if there are too many. Always respond to both positive and negative reviews to show users you care and are engaged.

Remember, the Google Play Store algorithm regularly evolves to improve functionality and user experience. With the rise of artificial intelligence and future technological breakthroughs, Google will continue updating how its algorithm works.

But one thing won’t change: Google’s mission to serve its users by delivering the best possible experience. If you align your app and business goals with that mission, you’ll be better equipped to thrive in the ever-changing world of the app store.

Keyword optimization on Google Play

As mentioned earlier, keywords play a major role in ASO because, at its core, it’s just like SEO, but for the Play Store. Users open Google Play, head to the search tab, type in their search terms, and look for the right app. Those search terms are the keywords you need to target.

The closer your app matches the keyword a user types in, the higher your chances of appearing in the search results and ultimately being downloaded. That’s why keyword placement across your Play Store listing is critical. Here are the key areas to focus on:

• Title: This is the most important field for keyword placement. Choose your primary keyword and make sure it’s included in your title.
• Short description: Limited to just 80 characters, this field requires a concise yet compelling description. Naturally include your main keyword while keeping it engaging. The short description serves as a hook to encourage users to check out your app and appears prominently on your app’s detail page.
• Long description: With up to 4,000 characters available, this section gives you room to showcase both primary and secondary keywords. Increase the density of your primary keywords in the long description. Use it to sell your app by describing its functionality, features, and benefits. Explain clearly why people should download it, but do so in a way that feels natural and persuasive.

One important reminder: don’t keyword stuff. Always write with people in mind first and the algorithm second. Keywords should flow naturally within the text.

Now, you might be wondering: “How does Google Play differ from Apple’s App Store?” The key difference is that Google Play places much more emphasis on keywords. For example, keywords in the long description directly influence your ranking on Google Play. In contrast, Apple’s App Store ignores long-description keywords and instead provides a hidden keyword field where you can insert your target terms.

Visual assets for conversion

They say, “A picture paints a thousand words.” The same holds true in app marketing. Visual assets have the power to instantly grab attention and boost your conversion rate. Here are some of the most important visual assets you need to focus on:

• Screenshots: Screenshots give users a quick preview of your app’s features and experience. As static visuals, they serve as a powerful marketing tool that demonstrates your app’s look, feel, and core functionality. They also set user expectations and help drive discovery and downloads.
• Feature graphics: Feature graphics play a vital role in getting featured on Google Play. In fact, Google requires a feature graphic before your app can be showcased in various placements on the platform. Since it’s often one of the first visual impressions users see, make sure your feature graphic is eye-catching and professional.
• Video previews: Video previews are among the most engaging creative assets. They allow you to showcase your app’s features, functionality, and user experience in action. A well-crafted video preview can significantly increase downloads by giving users a dynamic, immersive look at what your app offers.

Your visual assets should work together, from screenshots to video previews, to tell a compelling story that highlights your app’s benefits and unique selling points. Focus on demonstrating value, not just listing features. Show off your user interface, maintain brand consistency, and give users a clear reason to download your app.

Leveraging custom store listings

We all know Google provides one main app listing page. The challenge is that you can’t customize it for specific audiences or user groups. The solution? Custom store listings.

The beauty of custom store listings is that you can design, write, and tailor them to match your target audience and marketing goals.

With custom store listings, you can:

• Target specific users based on their country, search keywords, and install state.
• Customize your store listing to align with your marketing campaign.
• Use them alongside Google Ads and generate unique URLs for each store listing.
• Create up to 50 custom store listings, each with its own visual assets, text, icon, and app name.

Measuring success on Google Play

How do you know if your ASO efforts are working? The answer lies in tracking key performance metrics and you can do this through the Google Play Console.

The console provides valuable insights, including your store listing conversion rate, which even lets you compare your performance against competitors. Beyond that, it offers a wealth of data such as installs, acquisition by country, language, install state, traffic source, and more.

By consistently tracking and analyzing these metrics, you’ll know where to focus your marketing resources and how to refine your ASO strategy for maximum impact.

Common mistakes to avoid

While best practices are crucial, it’s equally important to be aware of common ASO mistakes. Some of the most frequent missteps include:

• Overstuffing keywords
• Using low-quality or inconsistent creatives
• Neglecting localization

Another major pitfall is forgetting that ASO should revolve around your users, not you as the app developer. Always approach ASO from the perspective of your users. Ask yourself, “If I were the user, what would I want?” A user-centric mindset leads to better engagement and stronger results.

Improve your Google Play ASO now

Boosting your app’s visibility and ranking requires consistent effort and the right expertise. If you want to take the safest and most effective path to ASO success, you’ll need experienced marketers by your side. That’s where ShyftUp comes in.

As a leader in user acquisition, ShyftUp has years of experience helping clients reach the top of the Play Store. They’ll work with you to craft a tailored ASO marketing strategy designed specifically for your app.

Call ShyftUp today and schedule a demo to see how they can help you achieve lasting success.