How Do I Make My App Show Up in Search Results?

You've spent months building your app, poured money into development, and finally hit that publish button—only to watch it disappear into the void of millions of other apps. Nobody's downloading it. Nobody's even finding it. Its like shouting into a crowded room where everyone's already having their own conversations; no matter how good your message is, if people cant hear you it doesn't matter.

I see this happen all the time with new apps, and honestly its one of the most frustrating parts of the mobile industry. People think that building a great app is the hard part, when actually getting people to discover it is often much harder. The App Store and Google Play aren't like websites where you can just throw some money at Google Ads and call it a day—well, you can do that, but its bloody expensive and often not sustainable for most businesses.

The truth is that app store search works differently than regular search engines, and if you don't understand those differences you're basically invisible to potential users.

Here's the thing though; making your app show up in search results isn't black magic. Its a learnable skill that combines writing, psychology, and a bit of technical know-how. Over the years I've helped dozens of apps go from zero visibility to ranking in the top positions for their target keywords, and the good news is that the fundamentals haven't really changed that much. Sure, the algorithms get tweaked and updated, but the core principles of app store optimisation remain pretty consistent. What you need is a clear understanding of how app stores actually work, what factors influence your rankings, and how to optimise every element of your app listing to maximise your chances of being found by the right people.

Understanding How App Store Search Actually Works

Right, so here's the thing—app store search isn't like Google. I mean, it shares some similarities but the algorithms are fundamentally different and its worth understanding that from the start. When someone types "fitness tracker" into the App Store or Google Play, the stores don't just look for apps with those exact words; they're running a complex calculation that considers dozens of factors to decide which apps deserve to show up first.

The search algorithm looks at your app's metadata first (that's your title, subtitle, and keyword field on iOS or your title and short description on Android). But here's where it gets interesting—it also weighs how well your app performs. If people download your app after finding it in search and actually use it? That tells the algorithm your app is relevant. If they download it and immediately delete it, well, thats a pretty strong signal that maybe your app wasnt what they were looking for.

What The Algorithm Actually Checks

The stores are constantly monitoring specific signals to determine if your app deserves to rank. Downloads matter, obviously. But so do ratings, reviews, and something called "conversion rate"—basically how many people who see your app listing actually download it. The algorithm also looks at how often people open your app after downloading, how long they use it, and whether they keep it installed or bin it after a few days.

Think of it this way: the app stores want to show people apps they'll actually use, because happy users means more people using the store. Makes sense really. If they show rubbish apps that nobody likes, people stop trusting the search results and the whole ecosystem suffers. So the algorithm is designed to surface apps that genuinely solve problems and keep users engaged—not just apps that game the system with clever keywords.

Choosing the Right Keywords for Your App

Right, so you've got your app ready to launch and you need people to actually find it—this is where keyword research comes in. I'm not going to lie to you, its a bit tedious at first but get this right and you'll save yourself months of frustration wondering why nobody can find your app. The App Store and Google Play both use keywords to match user searches with relevant apps, so picking the wrong ones means you might as well be invisible.

The biggest mistake I see? People choosing keywords that are way too competitive. Sure, if you've built a fitness app you might want to rank for "fitness" but you're competing with thousands of apps that have been around for years and have millions of downloads. You need to be smarter than that. Start by thinking about what makes your app different—maybe its "home workout for beginners" or "fitness for new mums" or something specific that actually describes what you do. The more specific you are, the better chance you have of ranking well and actually converting those searches into downloads. Before diving into keyword selection, it's crucial to validate that your app actually solves real problems that users are searching for.

Here's what I do when I'm researching keywords for a new app:

• Look at what your competitors are ranking for (you can use tools like AppTweak or Sensor Tower for this)
• Check the search volume—aim for keywords with decent searches but not massive competition
• Think about user intent; what would someone type if they wanted YOUR specific solution?
• Test different variations and plurals because sometimes "photo editor" performs differently to "photo editing"
• Don't ignore long-tail keywords—phrases with 3-4 words often convert better than single words

Keep a spreadsheet of your chosen keywords with their search volume and competition level. Review this every month because search trends change and you'll want to adjust your strategy based on what's actually working.

One thing that catches people out is thinking you only need keywords in your app title. Actually, on iOS you've got a keyword field that gives you 100 characters to work with (and no, Apple doesn't show these to users so you can pack them in without worrying about how they read). On Google Play, your description text is indexed so you need to weave your keywords naturally into that copy. Different platforms, different rules—and that's just how it is I'm afraid.

Writing Titles and Descriptions That Get Found

Your app title is probably the most important piece of text you'll write for your entire project. It's a bit mad really—you spend months building something brilliant and then it all comes down to about 30 characters. But here's the thing: that title appears everywhere. In search results, on your app page, when people share it... everywhere. So it needs to work hard for you.

I always tell clients to think of their app title as having two jobs at once. First, it needs to make sense to actual humans who are browsing. Second, it needs to include keywords that the app store algorithms are looking for. Its a balancing act, and honestly, most people get it wrong on their first try. You see titles like "SuperApp - The Best Most Amazing Tool" which tells you absolutely nothing about what the app actually does? Yeah, that's what we're trying to avoid here.

The sweet spot is combining your brand name with a clear descriptor that includes your main keyword. Something like "Fitness Tracker - Daily Workout Log" works because it tells people what you do and includes searchable terms. Short sentences work. Keep it simple. Don't try to cram every feature into the title—save that for your description.

Writing Descriptions That Actually Convert

Your app description has a more complex job to do than your title. The first few lines (usually about 170 characters) appear before users tap "more" to expand it, so those opening sentences need to grab attention immediately. This is where you explain why someone should care about your app, not just what it does. Big difference there. Understanding whether your app's design matches user expectations can help you craft descriptions that resonate with your target audience.

I structure descriptions like this:

• Opening hook that addresses a problem or need
• Clear explanation of what the app does in plain language
• Key features listed in a scannable format
• Social proof or credibility markers if you have them
• Call to action at the end

One mistake I see constantly is descriptions that read like feature lists written by developers. "Utilises advanced algorithms to process data"—nobody searching the app store talks like that! Write how people actually speak. If you wouldn't say it out loud to a mate, dont put it in your description. And remember, keywords matter here too but they need to flow naturally within sentences that make sense to readers, not just algorithms.

The Impact of Downloads and User Ratings

Right, let's talk about something that catches a lot of people off guard—the app stores don't just care about your keywords and descriptions. They care about what happens after someone downloads your app. And honestly? This is where things get interesting.

Download velocity is huge. I mean really huge. If your app suddenly gets 1,000 downloads in a day, the algorithm notices that and thinks "okay, something good is happening here" and it'll start showing your app to more people. But here's the thing—its not just about raw numbers. The stores are watching whether people keep your app installed or delete it straight away. If 70% of people download your app and then bin it within 48 hours, that sends a pretty clear message that something's wrong.

User ratings work in a similar way but they're even more nuanced than you'd think. A 4.5-star rating with 500 reviews will outperform a 5-star rating with only 10 reviews every single time. The algorithm knows that a small number of perfect reviews probably means your mum and your mates left you some nice comments! Volume matters here; so does recency. Fresh reviews carry more weight than reviews from two years ago, which makes sense when you think about it. Learning how to turn app users into brand ambassadors can help you generate more authentic reviews and word-of-mouth marketing.

The app stores reward apps that people actually use and enjoy, not just apps that people download once and forget about

Actually, I've seen apps jump 20-30 positions in search rankings just by improving their rating from 3.8 to 4.3 stars. But getting those ratings is the tricky bit—you need to ask at the right moment when users are happy with your app, not when they're frustrated. Timing is everything here, and pestering people too early or too often will backfire spectacularly.

Getting Your App Metadata Right

Right, so here's where things get a bit technical—but stick with me because getting your metadata wrong can basically tank your entire app store presence. I've seen it happen more times than I'd like to admit; brilliant apps with terrible metadata sitting at the bottom of search results whilst inferior competitors get all the downloads.

Your app metadata is everything the app store knows about your app. Its the title, subtitle, keyword field, description, category...all of it. And each piece plays a different role in how you get found. The keyword field on iOS for example? That's a 100-character goldmine that most people completely waste by stuffing it with random terms or—bloody hell—repeating words that are already in their title.

Here's what actually works: separate your keywords with commas (no spaces after the comma to save characters), don't repeat words that appear in your title or subtitle, and focus on relevant terms people are actually searching for. If you've got a fitness app, don't waste precious characters on "fitness" if its already in your title. Use those characters for things like "workout tracker" or "calorie counter" instead.

Your category selection matters more than you think too. Sure, putting your meditation app in the Health & Fitness category might seem obvious, but have you checked how competitive that category is? Sometimes a slightly less obvious category with lower competition gives you better visibility...especially when you're just starting out. I mean, you can always change it later once you've built some momentum.

And don't forget—localisation isn't just translating your text into different languages. Each country might search for your app type differently; what works in the UK might not work in the US, even though we're both speaking English!

Visual Assets That Help Your Rankings

Right, so here's something that catches a lot of people off guard—your app screenshots and videos aren't just for showing off what your app looks like. They actually play a role in your search rankings. I mean, the app stores don't just look at your keywords and downloads; they're watching how people interact with your listing too.

When someone searches for an app, they don't just read your title and hit download straight away. They scroll through your screenshots. They watch your preview video if you've got one. And if what they see doesn't match what they were looking for? They bounce. They go back to the search results and try another app instead—and that tells the algorithm something important about your listing.

The app stores track something called conversion rate, which is basically how many people who view your listing actually download your app. If your visuals are rubbish or confusing, your conversion rate drops. And when that happens, the algorithm starts showing your app to fewer people because it thinks your app isn't what users want. Its a bit like a self-fulfilling prophecy really. Understanding how screenshot storytelling guides download decisions can dramatically improve your app store conversion rates.

Making Your Screenshots Count

Your first two or three screenshots are the most important ones because that's all most people will see without scrolling. Put your strongest features up front. Show actual app screens that demonstrate real value, not just pretty designs with no context. I've seen so many apps waste their first screenshot on a generic "Welcome" screen—honestly, nobody cares about your welcome screen when they're trying to figure out if your app solves their problem.

Video Previews Actually Matter

App preview videos can boost your conversion rates by 20-30% if done right. Keep them short (under 30 seconds is ideal), show real functionality, and make sure the first 3 seconds grab attention because most people won't watch beyond that. Don't add fancy animations or slow transitions; just show what the app does and why someone should care.

Test different screenshot orders and designs to see what converts best. Small changes to your visuals can have a surprisingly big impact on your download numbers, which then improves your rankings over time.

Staying Visible After Launch

Here's the thing—launching your app is just the beginning, not the finish line. I've seen too many apps get a great initial push only to completely disappear from search results a few months later because nobody was paying attention to whats happening after launch. The app stores are constantly evaluating your apps performance and if your rankings start to slip, it can be bloody difficult to climb back up. Getting your app launch strategy right is crucial, but maintaining momentum afterwards is even more critical.

Your apps visibility depends on ongoing user engagement, not just that first wave of downloads. The algorithms look at daily active users, session length, retention rates and how often people are opening your app. If these metrics start declining the stores will assume your app isn't as relevant anymore and they'll push other apps ahead of you in search results. Its a bit like being in a race where you have to keep running even after you cross the finish line.

Regular updates are absolutely critical for maintaining visibility. When you push an update, it sends a signal to the app stores that your app is actively maintained and improving. But don't just update for the sake of it—users can tell when you're making pointless changes. Each update should add real value, whether thats fixing bugs, adding features, or improving performance. I typically recommend updating every 4-6 weeks, though this varies depending on your apps complexity and user feedback. Remember that neglecting your app maintenance can have serious consequences for your rankings and user retention.

Ongoing Maintenance Tasks

To keep your app visible in search results you need to treat maintenance like an ongoing project, not something you do once and forget about:

• Monitor your keyword rankings weekly and adjust your metadata when you see shifts in user search behaviour
• Respond to every user review within 48 hours because engagement rates directly impact your rankings
• Track your competitors positions and see what changes they're making to stay ahead
• Refresh your screenshots and preview videos every few months to reflect new features and keep things looking current
• Run seasonal keyword tests to capture traffic during relevant periods throughout the year
• Keep an eye on your crash rates and load times as these directly affect your quality signals

The apps that maintain top rankings are the ones being actively managed and improved long after launch day has passed.

Managing Updates and Algorithm Changes

Here's something that trips up a lot of app owners—they think once theyve optimised their app store listing, the job is done. But the algorithms that power app store search are constantly changing, and what worked brilliantly six months ago might not work today. I've seen apps drop from page one to page five overnight because they didn't keep up with these shifts.

The app stores dont announce every algorithm change they make. Sometimes you'll notice your rankings shift and have no idea why? That's normal, honestly. What matters is how you respond to these changes and whether you're monitoring your apps performance regularly enough to catch them early. Tracking which ASO changes actually work is essential for understanding what's driving your ranking improvements or declines.

Regular updates to your app aren't just good for adding new features or fixing bugs—they actually signal to the app stores that your app is actively maintained. Apps that haven't been updated in months tend to rank lower because the algorithm assumes they might be abandoned or outdated. I typically recommend updating at least once every 6-8 weeks, even if its just minor improvements.

The best approach to algorithm changes is to focus on fundamentals that never go out of style: genuine user engagement, high-quality experiences, and honest optimization practices that serve your actual users.

When you do update your app, that's also your chance to refresh your keyword strategy; test new keywords in your description, adjust your subtitle, or experiment with different visual assets. Just don't change everything at once or you won't know what's actually working. Make small, measured changes and track the results over a few weeks before making more adjustments. Its a bit like steering a large ship—small corrections over time work better than sharp turns.

Conclusion

Getting your app to show up in search results isn't a one-time task—its an ongoing process that requires attention and regular updates. I've seen too many developers launch their apps, spend weeks optimising everything perfectly, then just forget about it and wonder why their rankings drop a few months later. The app stores are constantly changing, your competitors are constantly improving, and user expectations keep evolving.

But here's the thing—you now know exactly what you need to do. You understand how the app store search algorithms work, how to pick keywords that actually matter to your target users, and how to write titles and descriptions that get found without sounding like a robot wrote them. You know that downloads and ratings matter more than anything else, and you've learned how to set up your metadata properly so the algorithms can understand what your app does.

The truth is, most app developers never take the time to understand this stuff properly. They throw together a title, write a quick description, and hope for the best. And then they're confused when nobody finds their app, even though they spent months building it. You're already ahead of them just by reading this guide.

Start with the basics; get your keywords right, write clear descriptions, and make sure your visuals look professional. Then focus on getting those first downloads and reviews because they'll create momentum that helps everything else. Keep checking your rankings every week or two, watch what your competitors are doing, and don't be afraid to test different approaches with your metadata.

Your app deserves to be found by the people who need it. Now go make that happen.

Frequently Asked Questions