---
title: ASO Fundamentals: Apple vs Google Play — RGM Training
url: https://realgrowthmatters.com/training/aso-app-store-optimization/aso-fundamentals-apple-vs-google-play/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/aso-app-store-optimization/aso-fundamentals-apple-vs-google-play/
---

[Home](../../../index.html) › [Training](../../index.html) › [ASO](../index.html) › ASO Fundamentals: Apple vs Google Play

RGM° · Training

# ASO Fundamentals: Apple vs Google Play

Foundational. Apple vs Google Play mechanics, ASO factors, keywords, metadata, creative, ratings.

### What you will learn

1. [Why ASO is foundational](#why)
2. [Apple vs Google Play](#apple-vs-google)
3. [ASO factors](#factors)
4. [Keyword research](#keywords)
5. [Metadata optimization](#metadata)
6. [Creative optimization](#creative)
7. [Ratings and reviews](#ratings)
8. [Advanced playbook](#advanced)
9. [Common mistakes](#mistakes)
10. [Checklist](#checklist)

## Why ASO matters

~65% of app installs come from store search and browsing. ASO is the SEO of app stores. Without ASO, paid UA carries the entire acquisition load — expensively.

## Apple vs Google Play

| Factor | Apple | Google Play |
| --- | --- | --- |
| Title length | 30 chars | 30 chars |
| Subtitle | 30 chars | Short description (80 chars) |
| Keyword field | 100 chars hidden | None (uses description) |
| Description | Not indexed | Indexed |
| Update frequency | App version | Anytime |
| A/B testing | Product Page Optimization | Store Listing Experiments |

## ASO factors

- Keyword relevance.
- Download volume and velocity.
- Ratings and review quality.
- Retention signals.
- Localization.
- App quality (crashes, performance).
- Updates frequency.
- External factors (links, social).

## Keyword research

- Tools: SensorTower, AppTweak, MobileAction, AppFollow, ASOmobile.
- Competitor analysis.
- Long-tail vs head terms.
- Search volume + competition.
- Branded vs non-branded.
- Localized keyword research per market.

## Metadata optimization

- Title with primary keywords.
- Subtitle (Apple) or short description (Google) with secondary keywords.
- Keyword field (Apple): 100 chars; comma-separated; no spaces.
- Description (Google): indexed; natural language; keyword density.
- Update strategy.

## Creative optimization

- App icon (most impactful single asset).
- Screenshots (first 3 most important).
- App preview video.
- Custom Product Pages (Apple) for traffic source variation.
- A/B testing extensively.

## Ratings and reviews

- 4.5+ rating common bar.
- Review velocity matters.
- Review responses signal engagement.
- Native rating prompt timing critical.
- Don't incentivize reviews (policy violation).

## Advanced playbook

- Quarterly keyword strategy refresh.
- Localization for top markets.
- Custom Product Pages by traffic source.
- A/B testing on screenshots and icon continuously.
- Review velocity tracking.
- Negative review response.
- Pre-launch ASO setup.
- Editorial outreach for featuring.
- Updates timed for ASO benefit.
- External link building (less impactful but contributory).

## Common mistakes

- Keyword stuffing in title.
- Description ignored on Google Play.
- Localization skipped.
- Creative not tested.
- Custom Product Pages not used.
- Review response absent.
- Rating prompt at wrong time.
- App quality issues unaddressed.
- Update cadence too slow.
- Competitor analysis missing.

## Operating checklist

- Quarterly keyword strategy refresh
- Title, subtitle, description optimized
- Custom Product Pages on Apple
- Localization for top markets
- A/B testing on creative
- Review response active
- Rating prompt timing optimized
- App quality maintained
- Update cadence regular
- Editorial outreach annually

## Sources and further reading

- SensorTower ASO research
- AppTweak ASO research
- MobileAction ASO documentation
- Storemaven ASO testing
- SplitMetrics ASO testing
- Apple App Store guidelines
- Google Play Console guides
- Phiture mobile growth research
- Eric Seufert, Mobile Dev Memo
- AppFollow review platform
- ASOmobile keyword research
- RGM Mobile App Growth fundamentals module

---

Part of the [ASO](../index.html) series.