App Store Optimisation (ASO) is now an indispensable element of any app’s marketing efforts. In the last 12 months alone, the App Store and Google Play Store have seen up to 18 algorithm disruptions in the UK and US, highlighting the ever-changing mobile landscape. The need for ongoing App Store Optimisation services has never been more vital to adapt to these fluctuations and ensure the stability of your app’s indexing and ranking. Not only that, but a great ASO strategy will help you cut through the rising competition in the App Stores and continue delivering on your organic growth efforts.
That’s why partnering with a great ASO agency makes all the difference.
App Store Optimisation: What is it, and why do you need it?
App Store Optimisation (ASO) is…..
It may be tempting to have your internal search team optimise your app in the app stores; unlike SEO, ASO is specifically tailored to the unique app store ecosystem. There are special nuances that come with this, such as optimising the high-indexing copy elements of your app store listings across app titles, short and long descriptions and back-end keywords. to improve an app’s visibility within the confined search parameters of app stores. This specialised approach is crucial because users’ search behaviour in app stores differs from that on the web.
Additionally, the Apple App Store and Google Play Store algorithms operate differently. You can read more about the significant changes to the Google Play Store algorithm and how we address them here. Even building brand equity in app stores differs significantly from the web ecosystem, requiring a tailored strategy to capture potential users effectively.
However, ASO goes beyond mere visibility, with many strategies designed to enhance your listing’s conversion rate (you can also check out our ASO checklist here.
A/B testing for ASO
A/B testing natively through the app stores via Product Page Optimisations (iOS) and Play Store Experiments (Android) allows app marketers to test various creative app store elements, such as:
- App store icons
- App store screenshots
- Preview videos
- Feature graphics
By taking a data-driven approach, you can then develop a testing roadmap across various value propositions and creative methods in order to increase your store listing conversion rate. A few percentage-point increase in conversion can lead to a significant surge in organic installs.
Emerging trends and tools
Moreso, the most forward-thinking app brands can take their ASO efforts to the next level by leveraging the new and emerging tools from Apple and Google, including:
- Custom Product Pages and Custom Store Listings – these are unique landing pages in addition to your main store listing, and provide opportunities to create a more personalised journey from your owned channels and advertising campaigns.
- In-App Events and promotional content – these can be strategically used to highlight timely updates or offers through additional placements around the app stores.
- Feature submission – getting on Apple’s radar and making a direct case for getting your app a prominent feature placement on the Search, Browse and Apps tabs.
Often ahead of the rest when it comes to emerging technology and tools, app marketing agencies that support across ASO will be well-positioned to support you and drive success across your organic growth strategy.
Criteria for choosing ASO agencies
Selecting the right ASO agency is crucial for achieving optimal results. Here are the top four factors to consider when making this important decision:
1. Ensure they have specialised ASO expertise
As a new and emerging tactic, the best ASO agencies have been developing their ASO strategies since the dawn of the app stores. The agency’s team should possess a deep understanding of app store algorithms, keyword optimisation, and conversion rate optimisation. Look for a diverse skill set that includes data-driven keyword approaches, ASO creative resources, and strategic planning. Long-standing relationships with clients and a portfolio of apps that have maintained high rankings over time are positive signs of an agency’s expertise and consistency.
2. Evidence of innovative ASO strategies
App stores frequently update their algorithms and introduce new features, making it challenging for app businesses to keep up. The agency should show a track record of adapting to new app store features and algorithm updates, ensuring your app stays ahead of the curve. ASO agencies, with their finger on the pulse of these changes, can swiftly adapt strategies to ensure your app remains competitive and visible.
3. Assess their use of ASO data and ASO tools
ASO agencies offer data-driven strategies that are often beyond the reach of individual developers or small teams. Evaluate to see if the ASO agency has invested in sophisticated App Store Optimisation tools (you can see the top ASO tools here) that provide invaluable insights into search trends, keyword performance, and competitor strategies. Not only that, but ensure the team demonstrates their ability to draw on ASO expert insight from this data to shape and evolve your ASO strategy on a regular basis.
4. Ensure they have global ASO resources
If you have an app that is available in different markets, make sure the ASO agency you engage with can support your localisation requirements. As Apple and Google continue to favour apps with global reach, a market-specific approach in each target region will be essential to your ASO efforts. Ensure the agency cannot only translate but also localise and culturalise for your key markets, with a focus on local search trends, creative preferences, tone of voice, currencies, and more.
By carefully considering these updated criteria, app brands can select an ASO agency that not only meets their current needs but also positions their app for long-term success in the competitive app marketplace.
Top ASO agencies 2026
Here’s a look at the top ASO companies of 2026, helping brands deliver effective App Store Optimisation services.
1. Yodel Mobile
Yodel Mobile continues to set the standard for app growth in 2026, with a strong heritage: it launched its ASO services when app stores were still in their infancy. But this is only one part of their suite of services, as they offer a holistic approach across the full app life cycle, including User Acquisition, Retention & Engagement, and Creative Studio services. Yodel Mobileis an award-winning app marketing agency, named ASO Agency of the Year in 2024 and winner of Best Email, Mobile and Marketing at the 2025 Performance Marketing World Awards. By combining creativity with data-driven strategy, the team increases app visibility and delivers sustainable growth, making Yodel Mobile a trusted partner for thousands of apps looking to launch, scale and transform their presence in the app stores.
With experience across nearly every category in the app stores, Yodel Mobile has supported brands such as Zenni Optical, Dick’s Sporting Goods, Hinge, TUI, Global Player, UKTV, Confused.com, Body FX, IG Group, and B&Q, as well as thousands of other apps, in achieving their ASO goals. For brands scaling global ASO efforts, Yodel Mobile’s team of native ASO experts delivers metadata and creative optimisation across international markets.
In conjunction with its Creative Studio, the agency also delivers robust A/B testing solutions to boost conversion rates on both the App Store and Google Play Store. On top of that, they offer cutting-edge AI support, helping clients understand how AI fits into the mobile marketing ecosystem.
2. AppTweak
AppTweak has strengthened its position as one of the leading ASO and app intelligence platforms, offering advanced analytics and automation to help teams scale organic growth across the App Store and Google Play. Its platform combines keyword tracking, market intelligence, competitor benchmarking, and creative performance insights within a streamlined, easy-to-use dashboard, enabling marketers to quickly turn complex data into actionable decisions.
AppTweak’s capabilities extend beyond traditional ASO, with AI-powered recommendations, predictive trend analysis, and expanded support for creative optimisation and paid-organic strategy alignment. These tools help teams identify growth opportunities faster, prioritise high-impact keywords, and continuously optimise store presence based on real-time signals.
Alongside its technology, AppTweak offers strategic ASO and app growth consulting, giving brands access to specialist expertise through flexible, tailored support.
3. Kurve
Kurve is a performance-driven app growth agency specialising in App Store Optimisation and full-funnel mobile marketing strategy. Its ASO offering focuses on improving discoverability, conversion, and sustained organic acquisition across both the App Store and Google Play, combining structured keyword strategy, metadata optimisation, and creative testing to maximise store performance.
Beyond traditional ASO fundamentals, Kurve takes a growth-led approach, integrating app store insights with paid media, experimentation, and lifecycle marketing to ensure organic efforts support broader acquisition goals. Its methodology emphasises continuous testing, data analysis, and iterative optimisation, enabling teams to respond quickly to algorithm changes and evolving user behaviour.
By aligning strategy with each app’s commercial objectives and target audience, Kurve delivers measurable gains in visibility, installs, and retention. The agency has supported apps including Sweatcoin, Lenovo and Canon.
4. PreApps
PreApps is a specialist app growth and marketing agency focused on helping mobile apps scale user acquisition through App Store Optimisation, paid media, and pre-launch strategy. With more than a decade of experience in the mobile ecosystem, the agency combines ASO fundamentals with performance marketing and launch acceleration to drive sustainable, high-quality installs.
Its ASO services span comprehensive keyword research, metadata optimisation, creative asset strategy, and structured A/B testing across both the App Store and Google Play. PreApps emphasises a test-and-learn framework, using continuous experimentation and performance analysis to improve conversion rates, rankings, and overall store visibility.
Beyond optimisation, PreApps supports apps throughout the full lifecycle, from early traction and pre-launch audience building to scaling growth through integrated paid and organic strategies. The agency has supported apps including Uber Eats, Spotify and LinkedIn.
5. Redbox Mobile
Redbox Mobile is an App Store Optimisation and app growth agency, focused exclusively on helping apps increase discoverability, conversion, and sustainable organic acquisition across the App Store and Google Play. Known for its ASO expertise, the agency combines deep app store knowledge with a structured, performance-first approach to deliver measurable improvements in visibility and installs.
Its services span end-to-end ASO strategy, including advanced keyword and market research, metadata optimisation, localisation, creative asset testing, and conversion rate optimisation. Redbox Mobile places strong emphasis on experimentation and continuous iteration, using data insights and store analytics to refine performance and adapt quickly to algorithm and behaviour changes.
Beyond foundational optimisation, the agency partners closely with product and growth teams to align ASO with broader commercial goals, ensuring organic growth supports paid acquisition and overall efficiency. The agency has supported apps including Sky, Monzo and Betway.
Time to partner with an ASO specialist
As ASO evolves, these companies remain at the forefront of App Store Optimisation developments. By partnering with any of these leading ASO agencies, brands can enhance their strategies and achieve their desired app marketing outcomes in 2026.
Contact us today and find out how we can help you with your ASO journey this year.
