01
Listing audit
Both store listings read against current limits, policies and your competitors’ pages, with fixes ranked by effort and impact.
FIG 01 · App Store Optimization
App store optimization services for the App Store and Google Play
Keyword research, metadata, custom product pages and screenshot tests for iOS and Android, checked against Apple’s and Google’s current rules, with App Store Connect and Play Console staying in your name.
See how it works
FIG 02 · Quick answer
What are app store optimization services?
App store optimization (ASO) is improving an app’s store listing so more people find it in search and install it. Elgrith researches keywords, writes titles, subtitles and descriptions within each store’s limits, builds keyword-targeted custom product pages and store listings, and tests icons and screenshots, all checked against Apple’s and Google’s current rules.
- Custom product pages Apple lets you publish, each able to target its own keywords
- 70
- Projects delivered since 2015
- 1,000+
- Clients across the USA, UK and India
- 250+
- Your App Store Connect and Play Console accounts
- 100%
FIG 03 · Why it matters
The stores changed how listings rank and look. Most ASO advice hasn’t caught up.
From Apple’s and Google’s own pages, read on 23 Oct 2026.
01
70
Custom product pages, now searchable
Apple lets you publish up to 70 extra versions of your product page. Since 29 Oct 2025 you can assign keywords to each one, so it can appear in search for those terms.
Source: Apple Developer news, Enhancements to help you submit and market your apps (29 Oct 2025)(opens in a new tab)02
850M
Average weekly App Store users
Apple says the App Store averaged over 850 million weekly users across 175 countries and regions in 2025. Your listing is the page they judge you on.
Source: Apple Newsroom, 2025 marked a record-breaking year for Apple services (12 Jan 2026)(opens in a new tab)03
Apr 2027
iPhone Duo screenshots required
Apple says that from April 2027, apps and games submitted will need to include iPhone Duo screenshots. Screenshot sets need a new size before then.
Source: Apple Developer news, Prepare and submit your apps for iPhone Duo (5 Oct 2026)(opens in a new tab)
FIG 04 · App Store
App Store: what ranks and what doesn’t
Apple ranks on text relevance (your app name, subtitle, keywords and primary category) and on user behaviour such as downloads, ratings and reviews. Promotional text doesn’t affect ranking. These are the fields and limits we write to, checked on 23 Oct 2026.
| Field | Limit | Counts for search? | How we use it |
|---|---|---|---|
| App name | 30 characters | Yes | Your brand plus the strongest keyword that still reads naturally |
| Subtitle | 30 characters | Yes | A second keyword phrase, written for people first |
| Keyword field | 100 characters, commas, no spaces | Yes | Terms not already in the name or subtitle, with no repeats |
| Primary category | One primary, one optional secondary | Yes, both are indexed | Chosen for relevance and competition |
| Promotional text | 170 characters | No | Timely messages you can change without a new build |
| Screenshots and previews | Up to 10 screenshots and 3 previews | Not as text; up to 3 can show in search results | The first three tell the story on their own |
| App tags | Generated by Apple from your metadata | Shown in results | Accurate metadata so the tags describe the app correctly |
Sources: Apple’s product page, App Store search and App Review Guideline 2.3.7 pages, read 23 Oct 2026. Apple may change inappropriate keywords, so we never pack metadata with competitor names, prices or unrelated terms.
Doing it yourself? Read our app store optimization checklistFIG 05 · What you get
What our app store optimization services include
Organic ASO for both stores, run by a team that builds apps: from the first audit to monthly reporting you can check in your own consoles.
02
Keyword research
The terms your users type, per store and per country, sorted by relevance, popularity and how hard they are to rank for.
03
Metadata writing
App names, subtitles, keyword fields and descriptions written to each store’s limits and metadata rules.
04
Icons, screenshots and previews
Creative that explains the app in the first three frames, sized for every device the store asks for.
05
Custom pages and listings
Keyword-targeted custom product pages on iOS and custom store listings on Google Play, each with its own message.
06
Localisation
Keywords and copy researched per market, not just translated, for the countries you sell in.
07
Ratings and reviews
In-app review prompts at the right moment and reply templates, never incentivised or fake reviews.
08
Testing and reporting
Product page optimization and store listing experiments, read in App Analytics and Play Console.
Deliverables
10
deliverables, in writing
Included in every build, written into your fixed quote before work starts.
FIG 06 · App Store
Custom product pages and product page optimization
Two Apple tools do most of the work in 2026: custom product pages for each audience and keyword set, and product page optimization to test what converts.
04principles
Up to 70 custom product pages
Extra versions of your page for each audience, feature or campaign, each with its own screenshots, previews and promotional text.
Keywords on each page
Since 29 Oct 2025, keywords you assign let a custom page appear in search instead of your default page. Each keyword combination belongs to one page.
Deep links
A deep link per custom page sends people straight to the matching screen in your app (iOS 18 and iPadOS 18 or later).
Product page optimization
Up to three treatments against your original, running for up to 90 days. New icons must ship in the app binary and pass App Review first.
FIG 07 · Google Play
Google Play listings
Google Play indexes more of your text than Apple does, and polices it harder. We write and test to Play Console Help and the Metadata policy as read on 23 Oct 2026.
04principles
30, 80 and 4,000 characters
App name, short description and full description limits, with keywords used naturally and never repeated for their own sake.
What titles can’t say
No store ranking or performance terms such as “#1” or “Popular”, no price or promotion text, and no emojis or repeated special characters in the title, icon or developer name.
Store listing experiments
Test up to 2 variants against your current listing for icons, feature graphics, screenshots and descriptions.
Up to 50 custom store listings
Listings for a country, pre-registration users, a unique URL or people who search specific keywords on Play.
FIG 08 · 2026 changes
Apple’s 2026 creative changes
Apple changed what a listing can show, and how creative is reviewed, in autumn 2026. Each change below is dated and sourced.
05principles
Creative assets (5 Oct 2026)
Image and video assets for product page headers and search results, alongside screenshots and app previews.
Asset Library and preview tool (5 Oct 2026)
Apple announced an Asset Library in App Store Connect for uploading and approving assets ahead of a campaign, and a tool to preview pages and search results.
Guideline 2.3.14 (16 Oct 2026)
Creative assets must relate to your app or brand and must not include unverifiable claims, misleading references to other apps or specific or discounted prices.
iPhone Duo screenshots (April 2027)
Apple’s screenshot specifications say iPhone Duo screenshots will be required from April 2027 for apps using the iOS 27.1 SDK or later.
Social media age rating (since Sep 2026)
Age rating answers now cover social media capabilities and are required for new apps and updates. Apps with them show a Social Media content descriptor.
FIG 09 · Choosing
How to choose an ASO agency
Ask any ASO agency these questions, including us. The right answers protect your accounts and your app.
05principles
Do the accounts stay mine?
They should. We work as users on your App Store Connect and Play Console accounts and never ask for the Account Holder role.
No fake reviews or paid installs
Bought reviews, incentivised ratings and install schemes break store rules and can get an app removed. We don’t use them.
Organic only
We don’t run Apple Ads or Google App campaigns. Our work is the organic listing those ads land on.
Reporting you can check
Every result we report comes from App Analytics and Play Console data you can open yourself.
An app store optimisation agency for UK teams
For UK app teams, we work through our London client-partnership centre, with delivery from our New Delhi HQ.
FIG 10 · Process · 6 steps
From audit to a listing that converts
A fixed written quote after a free call, then monthly cycles of research, changes and tests. Your App Store Connect and Play Console accounts stay in your name, and every asset we make is yours.
- Step 01
Audit
Both listings, your ratings, your competitors and your current search terms, read against today’s store rules.
- Step 02
Keyword research
Terms per store and per country, sorted by relevance and difficulty, with the shortlist agreed with you.
- Step 03
Fixed written quote
A written scope and a fixed quote, with what each cycle delivers, before any work starts.
- Step 04
Metadata and creative
New names, subtitles, descriptions, icons and screenshots, submitted through your accounts.
- Step 05
Tests and custom pages
Product page optimization, store listing experiments and keyword-targeted custom pages, one clear question per test.
- Step 06
Report and repeat
Results from App Analytics and Play Console, then the next round of changes under terms agreed in your written scope.
FIG 11 · What you get
Everything included
Written into your fixed quote, so you know exactly what you are paying for before work starts.
10items
- Written scope and fixed quote
- Audit of both store listings
- Keyword research per store and country
- App name, subtitle, keyword field and description copy
- Icon, screenshot and app preview creative
- Custom product pages and custom store listings
- Test plan for product page optimization and store listing experiments
- Ratings and review prompt plan
- Monthly report from your own console data
- All creative and copy assigned to you
FIG 12 · Tech & tools
The tools behind the work
Proven, well-supported tools, chosen for your project and set up in accounts your business owns.
- App Store Connect
- App Analytics
- Product page optimization
- Custom product pages
- In-app events
- Google Play Console
- Store listing experiments
- Custom store listings
- Play Console statistics
- Figma
- Google Search Console
FIG 13 · Who it’s for
ASO for new apps, growing apps and UK teams.
Organic listings for both stores, with your accounts in your name.
3 audiences
New apps
A listing that’s ready on launch day.
Keywords, metadata and screenshots planned before the first release, so the store page doesn’t start from a placeholder.
- Keyword plan before launch
- Launch screenshots
- Category choice
- Review prompt plan
Growth teams
More installs from the traffic you already get.
Custom product pages and custom store listings for each audience, plus tests on icons and screenshots, read in your own console data.
- Custom pages per audience
- Ongoing tests
- Localised listings
- Monthly reports
UK
App store optimisation for UK app teams.
Listings researched for UK search terms and spelling, through our London client-partnership centre with delivery from our New Delhi HQ.
- UK keyword research
- UK English copy
- London client partner
- Accounts in your name
FIG 14 · Working with us from the USA and UK
Built in New Delhi. Run on your hours.
Every project gets a point of contact in New York or London and an engineering team in New Delhi. Here is how today’s working days line up, live.
New York
North America
--:--ET
New Delhi team Your working day- Shared working time
- ≈ 3 hours today
- New Delhi is
- 10.5 h ahead
- Live calls, your time
- 9 a.m. to 12 p.m. ET
London
UK & Europe
--:--UK
New Delhi team Your working day- Shared working time
- ≈ 4.5 hours today
- New Delhi is
- 5.5 h ahead
- Live calls, your time
- 9 a.m. to 1:30 p.m. UK
Three ways to work together
- 01
Fixed-scope project
A written scope, one fixed price and a dated plan. Suits websites, apps and MVPs.
- 02
Dedicated team
Designers and engineers on your roadmap every month, billed monthly.
- 03
White label
For US and UK agencies: our work, your brand, unbranded deliverables.
Every engagement
- Fixed quote in USD, GBP or INR after a free 30-minute call
- NDA before discovery. You own all code, designs and content
- A working demo every sprint, not status slides
- Reply within one business day, calls inside your hours
Book a call
Calls on ET or UK hours
FIG 15 · Rules and dates
App store rule changes that affect ASO (checked 23 Oct 2026)
What changed in the stores and when, checked on 23 Oct 2026 at Apple’s and Google’s own pages. We re-check before every submission.
| Date | Store | What changed | What it means for your listing |
|---|---|---|---|
| 29 Oct 2025 | App Store | Keywords can be assigned to custom product pages; limit raised to 70 | Custom pages can rank for their own keywords |
| Sep 2026 | App Store | Age rating answers on social media capabilities required | Answer before your next update; a Social Media descriptor may show |
| 5 Oct 2026 | App Store | Creative assets for page headers and search results; Asset Library | New creative to plan alongside screenshots |
| 16 Oct 2026 | App Store | App Review Guideline 2.3.14 on creative assets | No prices, unverifiable claims or misleading references in creative |
| April 2027 | App Store | iPhone Duo screenshots required (iOS 27.1 SDK or later) | Screenshot sets need iPhone Duo sizes |
| Current | Google Play | Metadata policy: no ranking, price or promo terms or emojis in titles | Titles written to policy before submission |
Sources: Apple Developer news (29 Oct 2025, 9 Jul 2026, 5 Oct 2026, 16 Oct 2026), Apple App Review Guidelines and screenshot specifications, Google Play Metadata policy. All read 23 Oct 2026.
FIG 16 · Compare
Organic ASO or paid app store ads?
| Organic ASO (what we do) | Apple Ads and Google App campaigns | |
|---|---|---|
| What it changes | Your listing: keywords, copy, creative and custom pages | Where your app appears, by paying for placement |
| How you pay | For the work, under a fixed quote | Per tap, install or action, to Apple or Google |
| When it stops | Changes keep working after the work ends | Traffic stops when the budget stops |
| Do we run it? | Yes | No: we don’t manage paid campaigns |
FAQ
Frequently asked questions
Straight answers about App Store Optimization with Elgrith.
An audit of both store listings, keyword research per store and country, new app names, subtitles, keyword fields and descriptions, icons, screenshots and previews, keyword-targeted custom product pages and custom store listings, localisation, a ratings and reviews plan, tests, and reports from your own App Analytics and Play Console data.
FIG 17 · Related
Keep exploring
Free 30-minute call
Get found in both app stores.
Send us your app’s store links and the markets you sell in. After a free call you get a written scope and a fixed quote for organic ASO on the App Store and Google Play.
Pick a day for your call
OpenPick a day. You'll choose a time in your own time zone on the next step.