ASO — App Store Optimisation That Actually Works

App Store search is the primary discovery mechanism for most apps — approximately 65% of downloads come from search. The algorithm ranks apps based on: keyword relevance (your title, subtitle, and keyword field), conversion rate (impressions that become downloads), ratings and reviews volume and recency, and revenue (Apple prioritises apps that are commercially successful because it benefits them too). Keyword field mechanics: Apple gives you 100 characters of keywords (comma-separated, no spaces between terms). These are not visible to users but are indexed for search. Never repeat words that appear in your title or subtitle — they're already indexed there. Don't include competitor names — this is against guidelines. Focus on specific, intent-driven terms that your target users would actually type. The title is your highest-weight ranking signal. Include your most important keyword in the title naturally. ShowerBuddy could become 'ShowerBuddy — Safe Shower Timer' to capture 'shower timer' and 'shower safety' searches. BathCheck could be 'BathCheck: OT Bathroom Assessments' to capture occupational therapist-specific searches. Changes to your title require a new app version (App Store review), so plan them carefully.

Keyword research for a niche health or accessibility app requires a different approach than a consumer entertainment app. Your volume will be lower, but the intent is higher — someone searching 'bathroom safety assessment NDIS' has very specific intent and high conversion probability. Tools for keyword research: AppFollow (paid), Sensor Tower (paid, industry standard), AppFigures (free tier), and the Apple Search Ads suggested keywords tool (free if you run any Search Ads campaign, even a small one). The Apple Search Ads tool shows you actual search volume estimates — this is gold for keyword research because it's first-party data. For healthcare/accessibility apps, keyword categories to cover: condition/disability terms ('occupational therapy,' 'NDIS,' 'aged care,' 'disability support'), task terms ('bathroom assessment,' 'shower safety checklist,' 'home modification report'), problem terms ('prevent falls,' 'shower safety,' 'bathroom risk'), and professional terms ('OT tools,' 'clinical documentation'). Test 3–4 keyword strategies over 4-week periods, comparing download rates, to find your best-performing set.