This ASO lever is bigger than keywords

July 22, 2026

Hey there,

You already know ASO is about having the right keywords and all that.

But there's a bigger lever sitting right next to it, and most founders never touch it.

Search-and-install.

When someone types a keyword into the App Store and installs your app from the result, Apple reads that as a signal that you're the answer to this very search. 

If it happens enough times for the same keyword and your ranking jumps. A lot.

I slept on this for years. My apps grew on organic content and paid ads, and I never thought twice about where I sent that traffic. 

My apps have done over 11 million downloads. Not one of them was training Apple to rank me. 

If I started an app from zero today, I'd build this in from the first video.

So instead of sending your TikTok audience to a deep link or a website, send them to the search bar. 

They type your keyword, install from the result, and Apple learns you're the answer for that term.

Pick the one keyword you want to rank for. Make sure it's already in your app name or subtitle.

Then end every piece of content with the exact phrase: 

"search [keyword] on the App Store." 

Spell it out. Make it the only call to action.

Do this for a month and watch your ranking climb on autopilot.

Every install pushes you higher, and the higher you rank, the more installs come for free.

Peace,
Steven