How Do I Fix My App's Poor Search Ranking Fast?

Most apps that launch into the App Store or Google Play get fewer than 50 downloads in their first week—and a huge chunk of those are from friends, family, and colleagues who were basically guilted into it. The harsh reality? Your app could be genuinely useful, beautifully designed, and perfectly functional, but if nobody can find it through search, it might as well not exist. I've seen this happen more times than I care to remember; brilliant apps with real potential sitting at download counts so low it's actually painful to look at.

Here's the thing—search rankings aren't mysterious or random, even though it definitely feels that way when your app is stuck on page six of the results. There are specific factors that determine where your app shows up when someone types a search term into the app store. Some of them you can fix today (yes, actually today), whilst others take a bit more time and strategy. But all of them are within your control if you know what you're doing.

The difference between ranking on page one versus page three can mean the difference between thousands of downloads per month and practically none at all

I've spent years helping app developers figure out why their apps arent getting found and what to do about it. The good news? You don't need a massive budget or months of work to start seeing improvements. There are quick wins you can implement right away that'll make your app more visible in search results. The bad news is that too many developers ignore these basics entirely, focusing on fancy features whilst their app remains invisible to the people who actually need it. Let's fix that problem for you—because an app nobody can find is an app that's going to fail, no matter how good it is.

Understanding Why Your App Isn't Showing Up in Searches

Right, so your app is live in the store and you're excited—but when people search for apps like yours, they can't find it. You're buried somewhere on page five or worse, and honestly, that's basically invisible. I've seen this happen dozens of times and its almost always down to a few common issues that app developers miss.

First thing to understand is that app stores aren't like Google search. They work differently. The algorithms care about very specific signals and if you're not hitting those signals, you simply won't rank. It doesn't matter how good your app is; the stores only know what they can measure and what users tell them through their behaviour.

The Main Reasons Apps Stay Hidden

From what I've seen over the years building apps, these are the most common culprits keeping your app invisible:

• Your app title and description don't contain the words people actually search for—you used creative language instead of search-friendly terms
• You've got hardly any downloads yet, which creates a vicious cycle where low downloads mean low rankings which means even fewer downloads
• Your app's being penalised for technical issues like crashes, slow loading times or excessive battery drain that you might not even know about
• The app stores think your app is about something completely different than what you intended because your metadata is confusing or contradictory
• You launched without any initial momentum—no beta testers, no early reviews, nothing to signal quality to the algorithms
• Your app category is incredibly competitive and you're fighting against apps with thousands of existing downloads and ratings

Here's the thing—most developers think their app isn't ranking because the store algorithms are mysterious or unfair. But actually, the stores are quite predictable once you understand what they're looking for. They want to show users apps that people download, keep installed, and use regularly. If your app isn't doing those things, you need to figure out why before worrying about rankings.

The Six Search Ranking Factors That Actually Matter

Right, let's cut through all the noise and talk about what really moves the needle when it comes to app store search rankings. I've tested this stuff across dozens of apps and honestly—there are only six factors that make a meaningful difference. Everything else? Its basically just noise that people obsess over because it feels like doing something productive.

The app stores (both Apple and Google) keep their exact algorithms secret, but after years of watching apps rise and fall in the rankings I can tell you what actually works. And here's the thing—some of these factors matter way more than others, but you need to get them all working together if you want to see real results.

The Six Factors That Control Your Ranking

These are listed in order of impact, based on what I've seen actually work in the real world:

1. Download velocity—how many downloads you're getting right now, not last month or last year but literally in the past few days
2. Keyword relevance in your title—this is massive and yet so many apps get it wrong by trying to be clever instead of clear
3. User ratings and review volume—both the number and the quality matter, but fresh reviews count more than old ones
4. User retention signals—if people download your app and delete it the next day, the stores notice and your ranking tanks
5. Conversion rate—how many people who see your app listing actually download it? This one's a bit mad because it creates a feedback loop
6. Keyword placement in your description—this matters less on iOS than Android, but its still worth getting right

Now look, I know some SEO guides will list twenty different factors or tell you that your app icon colour affects search rankings (it doesn't, at least not directly). But in my experience working with apps that have gone from invisible to top 10 in their categories, these six factors are where you need to focus your energy. Get these right and you'll see movement; ignore them and you're basically hoping for luck.

Download velocity is king—if you can drive a concentrated burst of downloads over 3-5 days through any means possible (PR, paid ads, social media), you'll often see your organic ranking improve as a result. The stores interpret sudden interest as a signal that your app is relevant and worth showing to more people.

One thing that trips people up is thinking they need to optimise everything perfectly before they'll see results. Actually, most apps I work with see the biggest jumps when they fix just one or two of these factors properly. Sure, you want all six working in your favour eventually, but don't let perfectionism stop you from making progress on the big wins first.

Quick Fixes You Can Make Right Now

Right, lets talk about what you can actually do today—not next week or after you've rebuilt half your app. These are changes that take minutes to implement but can start moving the needle on your search ranking pretty quickly.

First thing? Check your app's file size. I mean it. If your apps hovering around 200MB and your competitor is sitting at 50MB, guess which one people are more likely to download on a dodgy connection? App stores factor in conversion rate, and file size directly impacts that. Strip out unused assets, compress your images, and if you're still bloated consider using on-demand resources. I've seen apps drop 40% of their size just by cleaning up old code and unused libraries—its a bit mad really how much junk accumulates over time.

Next, update your screenshots. Not redesign them, just update them. Make sure the first two screenshots show your app's main benefit within three seconds of someone looking at them. No fancy branding slides, no mission statements, just show people what they're getting. The app stores use engagement signals, and if people are bouncing from your listing without scrolling it hurts your ranking. Screenshot storytelling can make a massive difference to your conversion rate.

Changes You Can Make in the Next Hour

• Add localised keywords to your metadata for markets you're already available in—even basic translations help
• Respond to your recent reviews, especially the negative ones; it shows the app store algorithms that you're actively maintaining the app
• Check your app's loading time and crash rate in your analytics dashboard—if either is above industry average (3 seconds load time, 1% crash rate) that's your priority
• Update your whats new section with actual information about improvements, not just "bug fixes and performance improvements"
• Make sure your support URL actually works and goes somewhere helpful

And here's the thing—these aren't glamorous fixes. Nobody's going to write a case study about how you compressed your images or responded to reviews. But I've watched apps jump 20-30 positions in search results just from tidying up these basics because most developers ignore them completely.

Writing App Titles and Descriptions That Get Found

Your app title is probably the single most important thing you'll write for your app's visibility—and yet I see people get it wrong all the time. Its not complicated really, but there are some rules you need to follow if you want the app stores to actually show your app to people searching for solutions.

For your title, you've got 30 characters on iOS and 50 on Google Play. That's it. And here's where most people mess up: they either go too creative (naming their fitness app something like "Phoenix Rising" which tells nobody what it does) or they stuff it with so many keywords it looks like spam. Neither works. What you want is your brand name plus your primary function. Something like "FitTrack: Calorie Counter" or "Budget App: Money Manager". Simple, clear, and it tells both users and the algorithm exactly what you do.

Your description is where you can breathe a bit more, but don't write an essay. The first two to three lines are what people see before they have to tap "more"—so those lines need to hook them immediately. Tell them what problem you solve in plain language. Not "our proprietary system leverages advanced algorithms" but "track your spending in 30 seconds". See the difference?

The apps that rank well aren't necessarily the best apps; they're the ones that communicate their value clearly and consistently across every piece of metadata.

Here's something that catches people out: keyword placement matters but context matters more. The app stores are smart enough now to understand related terms and user intent, so if you're a meditation app you don't need to write "meditation mindfulness relaxation calm stress anxiety" five times. Write naturally about what your app does and include variations of your main keywords throughout your description—but make it readable. If it sounds robotic, you've gone too far.

Actually, one quick tip that makes a huge difference: update your description when you add new features. The stores notice fresh content and its a signal that your app is actively maintained. Plus it gives you another chance to include relevant search terms that might be trending in your category.

Getting More Downloads and Better Reviews Fast

Right, so you've fixed your metadata and optimised your keywords—now comes the hard part. Downloads and reviews are basically the fuel that makes everything else work; without them your app stays invisible no matter how good your title is. Here's the thing though, getting people to actually download and review your app isn't as straightforward as it used to be.

I've seen apps with brilliant functionality struggle because they couldn't crack this part of the puzzle. The app store algorithms look at download velocity (how quickly you're getting downloads) and they absolutely love apps that maintain momentum. A sudden spike in downloads tells the algorithm that something interesting is happening with your app, which can push you higher in search results. But here's what most people get wrong—they focus on download numbers when they should be focusing on conversion rate first. If you're building an email list before launch, you'll have a much better foundation for that initial download velocity.

What Actually Drives Downloads

Your app's product page is like a shop window. If it doesn't grab attention in about three seconds, people move on. The icon needs to be clear and distinctive (not just another generic blue gradient), your first screenshot needs to show the core value immediately, and your description's first two lines need to answer the "why should I care?" question. I mean, you've got such a short window to make an impression its actually a bit mad really.

Reviews are trickier because you cant just ask for them anymore without risking the wrath of Apple or Google's review guidelines. What works is timing—ask users right after they've had a positive experience with your app, not randomly when they open it. If someone just completed a task successfully or achieved something meaningful in your app, that's your moment.

The Numbers That Matter

Focus on these metrics to improve both downloads and reviews:

• Conversion rate from impression to download (aim for 30% or higher)
• Day 1 retention rate (shows if people find value immediately)
• Time to first review request (wait at least 3-5 meaningful interactions)
• Review response rate (always respond to negative reviews within 24 hours)
• Screenshot click-through rate (test different first screenshots regularly)

One thing I've learned is that negative reviews aren't the end of the world if you handle them properly. Actually responding to reviews—especially the critical ones—shows potential users that you care about fixing problems. But don't just copy and paste generic responses; address the specific issue they mentioned and explain what you're doing about it.

Using Keywords Without Making Your App Look Desperate

Here's the tricky bit—you need keywords to help people find your app, but if you stuff too many into your title and description, you end up looking like one of those dodgy spam emails. I've seen so many apps that basically just list every possible search term in their title, and honestly? It makes them look unprofessional and desperate for downloads.

The app stores have gotten smarter about this over the years. Apple especially will reject apps that have titles crammed with keywords that don't actually describe what the app does. And even if you get past the review team, users aren't stupid—they can smell keyword stuffing from a mile away and it makes them less likely to download your app, not more.

The key is to use keywords naturally in your description, like you're actually talking to a real person. Because you are! Write your app description the way you'd explain it to someone at a coffee shop, but make sure the important search terms are woven in there. For example, instead of saying "fitness tracker workout exercise gym training running cycling" you'd say something like "Track your workouts at the gym, monitor your running progress, and plan your training schedule all in one place."

Read your app description out loud. If it sounds weird or robotic, you've probably overdone the keywords. Real people should be able to read it and understand what your app does without feeling like they're reading a spam email.

Where to Use Keywords (and Where Not To)

I always tell clients there's a hierarchy to where keywords matter most. Your app title is prime real estate, but you've only got limited space and it needs to make sense. Your subtitle (on iOS) or short description (on Android) is next—this is where you can be a bit more descriptive whilst still keeping it natural. Then comes your full description, where you've got more room to breathe and can work in secondary keywords without sounding forced.

But here's what a lot of people miss—the keyword field in App Store Connect (for iOS) is hidden from users. This is where you can list additional search terms without cluttering up your public-facing text. You get 100 characters to work with, so use them wisely. Don't waste space on words that are already in your title or company name, because Apple indexes those automatically.

Common Keyword Mistakes That Kill Conversions

I've seen apps rank well for searches but still get terrible download numbers because they focused too much on keywords and not enough on selling the actual value. Your description needs to do two jobs at once—help you get found AND convince people to download once they've found you. It's a balancing act, sure, but its definitely doable.

Another mistake? Using keywords that are too competitive. If you're a new fitness app, trying to rank for "fitness" on its own is pointless—you'll be buried under thousands of established apps. But "home workout for beginners" or "quick office exercises"? Those more specific searches (called long-tail keywords) are way more achievable and they bring you users who are looking for exactly what you offer.

Here's a practical approach I use when helping clients choose their keywords:

• Start with 3-5 primary keywords that describe your apps core function
• Add 5-10 secondary keywords that cover specific features or use cases
• Include 2-3 competitor app names (users often search for alternatives)
• Test different variations and track which ones actually bring downloads
• Update your keywords every few months based on what's working

The thing about keywords is they're not set in stone. What works today might not work in three months as competition changes and user search behaviour evolves. I check my clients keyword performance regularly and tweak things based on actual data, not guesses. You should do the same—its one of those quick wins that can really improve app ranking quickly without needing any code changes.

And look, I get it—when your apps not showing up in searches, it's tempting to throw every possible keyword at the problem. But trust me, quality beats quantity every time. Five well-chosen, naturally-placed keywords will outperform twenty forced ones that make your app look amateur. Focus on being found by the right people, not just any people.

When Your App Gets Buried After an Update

This one stings, I'm not going to lie. You push out what you think is a great update—maybe you've added new features, fixed some bugs, improved the design—and suddenly your app's rankings tank. Its happened to some of the best apps I've worked on, and its always a bit of a shock when you see those download numbers start dropping.

Here's what usually happens; the App Store and Google Play algorithms are constantly watching how users respond to your app. When you release an update, they're paying extra close attention to see if people like the changes. If users immediately uninstall your app after updating, or if they stop using it as much, that sends a really bad signal. The stores basically assume you've made the app worse, and they'll drop your rankings accordingly.

Sometimes the problem isn't even about quality—its about timing. I've seen apps lose rankings simply because they hadn't updated in ages, then suddenly pushed a massive change that confused their existing users. People don't always want change, especially if they've gotten used to how things work. And if your update introduces new bugs or crashes? Bloody hell, those rankings will drop faster than you can say "emergency hotfix". This is exactly what happens when apps go unmaintained for too long.

The crash rate is probably the biggest killer here. If your update causes even a slight increase in crashes, the stores will notice within hours—not days or weeks, but hours—and they'll start showing your app to fewer people. Loading times matter too; if your new version takes longer to open or feels sluggish, users will notice and you'll see increased uninstalls.

What should you do if this happens? First, check your crash reports immediately. Both stores provide developer consoles that show you exactly where things are breaking. If there's a serious bug, you need to get a fix submitted as quickly as possible. Don't wait for your next planned release cycle.

Second, look at your user reviews from the past few days. Are people complaining about specific issues you can address? Sometimes its not a technical problem but a design choice that users hate. I've had to roll back features before because users made it clear they preferred the old way, and there's no shame in that.

Tracking What's Working and What Isn't

Right, so you've made your changes—updated your title, tweaked your keywords, pushed for more reviews. But heres the thing: if you're not tracking what happens next, you're basically flying blind. And I mean, you wouldn't drive across the country without checking your GPS occasionally, would you? Same applies here.

App Store Connect and Google Play Console both give you decent analytics, but they're quite basic if I'm being honest. You'll see impressions (how many people saw your app in search results), conversion rate (how many of those actually downloaded), and your ranking for specific keywords. Check these weekly at minimum—daily if you've just made big changes. The data usually takes 24-48 hours to update, so dont panic if nothing moves immediately.

What I always tell clients is to track three core metrics: your position for your top 5 keywords, your conversion rate from listing view to download, and your day-30 retention rate. Those three numbers tell you almost everything you need to know about whether your ASO work is actually paying off or if its just vanity metrics moving around. Tracking your ASO changes properly is crucial for long-term success.

The apps that succeed aren't necessarily the ones with the most downloads—they're the ones that know exactly which changes moved the needle and which ones didnt

Third-party tools like Sensor Tower or App Annie can give you more detailed competitor analysis and keyword tracking, but they cost money. For most apps, the free tools inside the stores are enough to spot trends and problems. Look for sudden drops in impressions (means you've lost ranking), drops in conversion rate (your listing isn't compelling), or spikes after specific changes (do more of that). Keep a simple spreadsheet—date, change made, result after one week. Its boring work but absolutely necessary if you want to improve app ranking quickly without wasting time on things that dont actually boost app visibility.

Conclusion

Look, fixing your app's search ranking isn't some mysterious process that only the tech giants understand—it's actually quite straightforward once you know what matters. I've watched countless apps climb from obscurity to the top of search results by focusing on the basics; good keywords in the right places, steady downloads, positive reviews, and keeping users engaged once they've installed. That's really what it comes down to.

The truth is, most developers overthink this stuff. They spend weeks analysing competitors and obsessing over every single keyword variation when they should be making simple changes to their app title, getting their first hundred reviews, and ensuring people don't uninstall within the first week. Start with the quick fixes we've covered—update your metadata today, reach out to your existing users for reviews, fix those crashes that are killing your ratings. These changes don't cost anything except your time.

But here's the thing—search ranking isn't a one-time fix and then you're done. The app stores change their algorithms, new competitors launch, user behaviour shifts. What works brilliantly now might need adjusting in six months. You need to check your numbers regularly, see whats working and what isn't, and be willing to test new approaches when things stop performing.

I've seen apps with tiny budgets outrank big competitors because they understood their users better and gave people exactly what they were searching for. Its not about having the most downloads or the biggest marketing budget; it's about being relevant, useful, and visible when people are looking for solutions. Get those fundamentals right, measure your results, and keep improving. Your app's search ranking will follow.

Frequently Asked Questions