The visibility of an app depends on its ranking in the App Store. Low viṀsibility of an app will result in less number of downloads and limited growth, which isn’t the winning formula app developers are looking for. Therefore, if an app wants to rank high in search results and charts, it has to rise above the other thousands of apps just like it. 

App stores use complex algorithms to rank a particular app. They don’t reveal how their algorithm works and what factors matter the most in ranking. Your app’s ranking in the app store is determined by the user’s search query and keyword usage in the app store listing metadata.

In this article, we will determine the main factors that affect your ranking in the app store and how to improve it to rank better.

What is App Store Optimization (ASO)?

App Store Optimization is a method of optimizing an app to rank better in the App Store, thus increasing app discoverability and improving downloads.

Ranking changes daily, and your app can go up or down depending on the App Store algorithm, so developers and marketers need to keep an eye on their app’s ranking and make sure their app rank higher.

App Store Ranking factors you should know

There are several ways you can do ASO by using various app store optimization tools

App Store optimization works just like SEO, with a deep understanding of keywords that will target the audience searching similar apps like yours. 

The best app store optimization factors are listed below to help you master your ASO strategy. Before diving deeper into ASO factors, let us tell you that ASO is not a magic technique. It won’t create wonders overnight. It’s not a race but a marathon. So, be calm and keep optimizing 🙂

1. App Downloads

The number of downloads your app is getting is an important factor for your app’s ranking in the app store. The more app downloads you get, the more you rank higher in the app store. You can increase your downloads with effective mobile app marketing strategies.

2. App Usage

Look closely at how people interact with your app, how often they open it, and how often they actually use it. This is an important factor in increasing the number of downloads and improving your ranking. Moreover, this data helps measure app engagement and retention.

3. App Ratings and Reviews

Ratings are one of the first things consumers notice when they see your app on the screen. If your software has received positive ratings, users will turn to reviews to determine which features are the most popular. The quality of reviews and ratings will influence the app store’s ranking, causing it to appear higher or lower in the results.

4. App Keyword Relevance

The keyword selection is the most important part of your app. The keyword you choose must be relevant and represent the benefits of your app. This is inevitable for users to find your app in the app store easily. Do good research for popular keywords. Your competitors must be using these keywords, and your app’s chances of visibility will be good in the app store.

5. App Description

It is necessary to be careful while writing your app description. You need to highlight the unique selling proposition of your app. You can use 252 characters to make your description attractive and get your audience interested in your app. So, adding important keywords with all the features and benefits in the description will make your app impressive and stand out from your competitors.

6. Quality of Application

App quality is another essential factor for your app’s ranking. Make sure that your app performs better than your competitors. If your app has no bugs and crashes, there are more chances of ranking higher on the search results than other apps.

There are thousands of apps available in the market like yours. Hence standing out amongst them becomes important. If your app does not have unique features and no one knows it exists, the chances of discoverability or downloads are less. If you struggle to rank your app higher on the Play Store, contact our digital marketing services and get your app to rank higher quickly. 

7. Number of Uninstalls 

The number of downloads has a positive impact on the app’s ranking; on the other hand, the number of uninstalls has a negative effect on your app’s ranking in the app store. Thus, publishing an app without bugs is necessary to interact with users.

If you have an excellent strategy before launching your app, it helps you increase audience engagement and decrease the number of uninstalls.

8. Country Targeting of the App

In-app stores, the ranking position depends on the country. On the one hand, there are country-specific rankings, and on the other global rankings.

In terms of country-specific rankings, the decisive factor is localization.

This includes essential changes for different versions, like translating text to the respective language or adopting regional formats for time and date.

Also, a crucial step is the cultural adaptation of the app. Regarding the use of symbols and colors, different cultures could have different meanings for them.

Furthermore, you have to change the characters and, for some countries, the reading direction. As an app developer, you can’t forget these steps to make sure that you address users with different origins correctly.

9. Assign the right categories

Various categories available on the App Store help the user discover new apps to fulfill their requirements. The primary type you select is essential for your appʼs visibility on the App Store, and it allows users to find your app while browsing the App Store or filtering search results. 

The primary category also determines whether your app appears in the Apps tab or Games tab on the App Store. You can also select a secondary category to help our algorithm better surface your app. If you choose Games as the primary or secondary category, you can select up to two additional subcategories to define your game.

10. CTR

Click-Through A percentage rate is computed by dividing the number of impressions received by the number of times your app was clicked (not installing the app, just clicking). The greater your app’s CTR, the more likely it is to rank above your competition.

11. Regular Updates

App upgrades are necessary because they address security features, bug fixes, user experience enhancements, and keeping relevant. The update section not only informs readers but also helps secure higher rankings on Google Play and App Store due to the relevance of the details.


There’s no easy way to achieve a good ranking for a mobile app in the App Store – but focusing on these factors definitely guides you in the right direction and shows you how to collaborate between the app stores and the organic search. And, of course, the foundation of any successful app is powerful and user-friendly programming. 

Do you have any questions regarding mobile apps, or do you want to hire app developers for your project? We are looking forward to your request.

Faqs related to app store ranking factors

How does the number of downloads affect app ranking in the app store?

If more people download your app, then your ranking will improve. The App store concentrates on download frequency. An app released only a few months back might have fewer downloads than a much older app, but it will still rank if it’s being downloaded more frequently.

How does app store optimization work?

App store optimization is optimizing mobile apps to rank better in an app store. The above your app ranks in an app store’s search results, the more visible it is to users, resulting in more traffic to your app’s page in the app store.

About Ritika

Ritika is an avid content curator who loves chatting about all things Industry and Technology. She writes about Web App Development, Designing, Marketing, even Machine Learning, and AI.