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App Store Optimization

The app store optimization agency that turns your listing into a growth channel

BinaryBrill is an app store optimization agency — an ASO agency, in the term everyone actually searches for — that rewrites App Store and Play Store listings around what buyers actually type, to improve app store ranking and conversion rather than refresh a screenshot once and move on. In-house senior engineers run it as a measured, ongoing programme, the standard that separates a real app store optimization company from a one-off audit.

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A senior engineer replies within 24 hours — not a sales rep.

Why a good app stops getting found

The listing was written the week before submission and never touched again

Two years on, the title still describes features that shipped in version one, the screenshots show an interface you've since redesigned, and competitors have rewritten their metadata twice since. Nobody owns the listing as ongoing work, so it quietly stops matching what buyers are searching for.

You're paying for installs that organic search used to give you free

Paid acquisition is covering a gap that keyword and metadata work would close for a fraction of the cost. Every install you buy to replace a lost organic one is a recurring cost; every improvement to ranking or conversion compounds instead.

The visible rating is dragging conversion down, and nobody's replying to reviews

A run of two-star reviews about a bug fixed six months ago still sits at the top of the page, because nobody prompts happy users at the right moment or replies to the unhappy ones. A buyer scanning the store page reads that as current, not historical.

Screenshots answer questions nobody's asking

The screenshot sequence shows the same three home-screen states every competitor shows, while the actual objection stopping installs — price, whether it works offline, whether it integrates with a specific tool — goes unaddressed. Nobody's tested whether a different sequence converts better, because nobody's treating the store page as something you can test.

How an app store optimization agency should actually run ASO

ASO isn't a document delivered once before launch — it's a measured, ongoing programme, because both stores' algorithms and your competitors keep moving. We treat every listing change as an experiment with a result, not a guess.

Keyword and competitor research treated per store, not copy-pasted

The App Store's keyword field and Google Play's indexing of your description behave differently enough that a single keyword list doesn't serve both. We research what buyers in your category actually type on each store, and build the metadata around that rather than internal product language.

Metadata rewritten around search intent, one change at a time

Title, subtitle and short description get rewritten to match what people search for, then changed one element at a time so a ranking or conversion shift is attributable to something specific, not a guess about which of five changes worked.

Screenshots and video sequenced around your actual objection

The sequence answers the question your reviews keep raising — price, offline support, a specific integration — and gets tested through custom product pages and store listing experiments rather than shipped once and left alone.

Ratings actively managed, not just monitored

In-app review prompts fire at the moment a user is most satisfied, not on app open, and negative reviews get a real reply. The visible rating is a lever you can move, not a fixed number you inherit.

What this covers

Pick the piece you need, or bring us the problem and we'll tell you which applies.

Keyword & Competitor Research

The foundation the rest of ASO sits on. We research what your buyers actually type in your category on each store, map it against what competitors rank for, and use that — not internal product language — to decide what the listing should say.

Keyword research run separately per store, since the App Store's keyword field and Play's description indexing behave differently
Competitor listings tracked for keyword and creative changes, not audited once and forgotten
A prioritised keyword map that feeds the metadata rewrite, refreshed as rankings shift

Store Listing & Metadata Optimization

Title, subtitle and description rewritten around search intent rather than the phrasing your product team is used to internally — this is the work that most directly moves where your app ranks and helps improve app store ranking for the terms that actually bring buyers.

Title and subtitle built around your highest-value keywords without reading as keyword stuffing
Long-form description structured for the buyers who scroll past the first three lines, not just the ones who don't
Localised metadata for each market you're live in, not a single English listing translated once

Screenshot, Icon & Video Creative

The visual sequence a buyer scans in under five seconds before deciding whether to read further. We sequence it around the objection your reviews keep raising, not the same three home-screen captures every app in your category ships.

Screenshot sequencing that leads with your strongest differentiator, tested rather than assumed
App preview videos built for autoplay with the sound off, since that's how most buyers actually watch them
Icon and creative variants tested through custom product pages before a full rollout

Ratings & Review Management

The star rating next to your icon affects install rate before a buyer reads a single word of the description. We manage when the in-app prompt fires and how negative reviews get answered, so the visible rating reflects the app you ship today, not the one from eighteen months ago.

In-app review prompts timed to a moment of genuine satisfaction, not app open
Response templates and a real process for replying to negative reviews, which can recover a rating and occasionally a customer
Review sentiment tracked for recurring complaints that belong on the product roadmap, not just the response queue

Store Listing Experiments & Conversion Testing

Every creative or metadata change is a hypothesis, and both stores now give you the tooling to test one. We run store listing experiments and custom product pages one variable at a time, so a lift in conversion is attributable to something specific rather than a guess about which of five changes worked.

A/B tests run through App Store Connect and Google Play Console's native experiment tools
One variable changed per test — icon, screenshot order, or short description — so results are attributable
Monthly conversion reporting that separates traffic gains from actual listing improvements

The stack we build on

Chosen to fit the problem — not because it's what we used last time.

Store platforms

App Store Connect
Google Play Console
Custom Product Pages
Store listing experiments

Keyword & competitor research

AppFollow
Sensor Tower
data.ai
Mobile Action

Analytics & conversion

App Store Connect analytics
Play Console acquisition reports
Firebase Analytics
Mixpanel

Review & ratings management

StoreKit review prompts
Play In-App Review API
AppFollow review management
Zendesk

How we'll work together

Every stage ends with something in your hands — not a status update.

01
Baseline audit and keyword research
We audit how the current listing performs against comparable apps, then research the keywords your buyers actually type on each store — separately, since the App Store and Play index differently.
You get: A written audit of the current listing, a keyword and competitor baseline per store, and a prioritised list of gaps.
02
Metadata rewrite
Title, subtitle and description rewritten around search intent rather than internal product language, localised for each market you're live in.
You get: Updated metadata copy for both stores, ready for release, with the keyword reasoning behind each change documented.
03
Creative and experiment design
Screenshots and preview video sequenced around the objection your reviews keep raising, then set up as a store listing experiment or custom product page rather than shipped as a single guess.
You get: New screenshot and video assets, and an experiment configured in App Store Connect or Google Play Console.
04
Measured iteration
One change released at a time, results tracked against ranking and conversion, and the next round prioritised by what actually moved the numbers.
You get: A monthly report on keyword ranking, conversion rate and review sentiment, plus a prioritised plan for the next cycle.

Where we've applied this

Health & fitness

Subscription apps with sharp seasonal search spikes around New Year, where a visible rating does as much for install rate as the screenshots.

Retail & e-commerce

Shopping apps competing in crowded keyword categories, where screenshot sequencing has to answer a price or trust objection fast.

Media & community

Content apps where the star rating next to the icon influences install decisions more than anything else on the page, and review response is a genuine growth lever.

Education

Learning apps with enrolment peaks around term dates, where metadata refreshed ahead of the season captures search demand competitors miss.

Finance

Banking and wallet apps where trust signals in the rating and reviews weigh heavily on a buyer's install decision for anything touching money.

Travel & hospitality

Booking apps with seasonal keyword shifts across multiple markets, where localised metadata per store and per language compounds over a full year.

Questions buyers ask us

Is ASO worth it if we're already spending on paid acquisition?

Yes — the two work together rather than compete. Paid buys installs today; ASO lowers the cost of every install after that, including the ones your paid campaigns drive, because a stronger listing converts better regardless of how the visit arrived. Teams that stop at paid acquisition are usually just renting the installs organic search would give them for less.

Should we do ASO ourselves or hire an ASO agency?

If you have one app, low competition in your category, and someone willing to track keyword and conversion data monthly, doing it yourself is reasonable. An ASO agency earns its cost when you're in a competitive category, live in multiple markets, or simply don't have the capacity to run keyword research, creative testing and review management as an ongoing programme rather than a quarterly afterthought.

How long does ASO take to show results, and what does it cost?

Keyword and metadata changes typically start moving ranking within a few weeks, since the stores need to re-index and gather conversion signal before anything settles. Screenshot and video changes usually show up faster in conversion rate than in ranking. Cost scales with how many markets and stores you're live in and how much creative testing you want running at once — we size it after the baseline audit.

Do you need access to sensitive data to run ASO?

No — ASO work needs access to your App Store Connect and Play Console accounts, plus store analytics, not your codebase or user data. Where we look at review content or usage data to inform keyword and creative decisions, that access is scoped narrowly to what the work actually requires.

When is ASO not going to help?

If the app itself has a broken onboarding flow or a stability problem, no amount of metadata or screenshot work fixes retention — buyers will install and leave regardless of how they found you. If your category has genuinely low organic search volume, ASO has a lower ceiling and paid acquisition will carry more of the weight. We'll tell you honestly which situation you're in before recommending a programme.

Can you improve app store ranking without changing the app itself?

Partly. Metadata, creative and review work move ranking and conversion directly. But Play's algorithm also weighs uninstall rate, crash rate and retention, which are stability problems rather than listing problems. If that's what's holding your ranking back, that's the work we cover on our App Maintenance & Support page, and it's worth fixing alongside ASO rather than instead of it.

Do you handle localisation for multiple countries and languages?

Yes — keyword research, metadata and creative are done per market rather than translating a single English listing once. Search behaviour genuinely differs between markets, and a listing that only works in English leaves installs on the table everywhere else you're live.

Who has access to our App Store Connect and Play Console accounts?

You control access throughout — we work as an added user on your accounts, not by taking them over. Nothing is published or changed without your review, and you can revoke access at any point without losing your listing history or reviews.

Who does the ASO work, and where's the team based?

Our own in-house engineers in Sahibzada Ajit Singh Nagar, Punjab — 45+ of them, with over a decade of combined delivery experience, delivering for clients in 15+ countries. Nothing is subcontracted. The person running your keyword research and creative testing is the person who reports the results each month.

Ready to find out what's actually blocking installs?

Send us your App Store and Play Store links. A senior engineer replies within 24 hours with a first read on your keyword position, listing gaps and where the quickest wins are.

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