10 ASO Tips Every Indie Developer Should Know

As an indie developer, you're competing against apps with massive marketing budgets. But with smart App Store Optimization (ASO), you can level the playing field and get your app discovered organically.

What is ASO?

App Store Optimization is the process of improving your app's visibility in the App Store and Google Play. Think of it as SEO for mobile apps. Done right, ASO can dramatically increase your organic downloads without paid advertising.

The Top 10 ASO Tips

1. Research Keywords Thoroughly

Before writing anything, research what terms your target users are searching for. Use tools to find:

High-volume keywords in your niche
Long-tail keywords with less competition
Keywords your competitors rank for

2. Optimize Your App Title

Your app title is the most important ranking factor. Include your primary keyword while keeping it memorable and brandable.

Good example: "BudgetBee - Expense Tracker & Money Manager" Bad example: "Budget Money Expense Finance Tracker App"

3. Craft a Compelling Subtitle (iOS)

On iOS, you have 30 characters for a subtitle. Use it wisely:

Include secondary keywords
Highlight a key benefit
Don't repeat words from your title

4. Write Feature-Focused Descriptions

Your description should:

Front-load important information (first 3 lines visible without "more")
Include relevant keywords naturally
Use bullet points for scannability
End with a call-to-action

5. Use All Available Screenshots

Don't leave screenshot slots empty. Both stores allow up to 10 screenshots—use them all to tell a complete story about your app's features.

6. Create an App Preview Video

Video can increase conversions significantly. Keep it:

Under 30 seconds
Focused on actual app usage
Engaging from the first frame

7. Encourage Quality Reviews

Reviews impact both rankings and conversions. Strategies include:

Asking for reviews after positive moments in your app
Responding to all reviews (especially negative ones)
Using the App Store's native review prompt API

8. Localize for Key Markets

Localizing your app store listing can open up huge markets:

Japanese App Store is the second largest
German and French markets are highly valuable
Even localizing metadata (without full app localization) helps

9. Update Regularly

App stores favor apps that are actively maintained. Regular updates:

Signal your app is supported
Give you chances to refresh screenshots
Let you target seasonal keywords

10. A/B Test Your Listing

Google Play offers built-in A/B testing. Use it to test:

Different icons
Screenshot variations
Description copy

For iOS, use third-party tools or analyze changes over time.

Quick Wins for Indie Developers

Short on time? Focus on these high-impact activities:

Icon optimization - A distinctive icon improves tap-through rates
First three screenshots - Most users only see these
Short description - The visible portion before "Read more"
Rating prompt timing - Ask happy users at the right moment

Tools to Help Your ASO

Keyword research: AppTweak, Sensor Tower, Mobile Action
Screenshot creation: AppBrandKit (that's us!)
Review management: AppFollow, Appbot
A/B testing: SplitMetrics, Google Play Console

Conclusion

ASO is a marathon, not a sprint. Start with the fundamentals—keywords, screenshots, and reviews—then iterate based on data. As an indie developer, you have the advantage of being able to move quickly and test new approaches.

Need help creating professional screenshots for your app store listing? AppBrandKit makes it easy to generate all required sizes with AI-powered marketing copy.