> The platforms themselves — their advertising systems, editorial programs, review processes, policies, and technical requirements. Understanding the infrastructure is understanding the playing field.
Advertising & Promotion
- Apple Search Ads — Apple's paid search platform; the ASO–ASA data flywheel
- Google Play Collections — curated and algorithmic app groups in Google Play Browse
Store Policies & Review
- App Review Guidelines — Apple's Review Guidelines, Google's Developer Policies, Amazon's policies
- App Review Process — the submission-to-approval pipeline and timing per platform
- Data Safety & Privacy — privacy labels (Apple) and Data Safety section (Google)
Developer Accounts & Tools
- Developer Account — account setup, costs, trust signals, and team management
- App Store Connect — Apple's developer console for ASO workflow
- Google Play Console — Google's developer console and its ASO-relevant features
Technical Requirements
- Xcode Submission Requirements — NEW April 28 2026 requirement to build with Xcode 26 and iOS 26+ SDKs
- App Size — download size impact on conversion; cellular limits and app thinning
- Update Frequency — release cadence as a ranking signal and metadata refresh opportunity
- In-App Purchase — IAP metadata on product pages; promoted IAPs indexed on Apple
Discovery Infrastructure
- Deep Linking — Universal Links, App Links, and web-to-app pathways
- App Indexing — making app content discoverable via web search engines
- Trending Apps — Google Play's unique Trending chart and momentum-based discovery
Dependency Map
graph TD
ASA[Apple Search Ads] --> KR[Keyword Research]
ASA --> OU[Organic Uplift]
ASA --> CPP[Custom Product Pages]
GPC[Google Play Collections] --> FE[Featured Apps]
GPC --> BD[Browse Optimization]
ARG[App Review Guidelines] --> MO[Metadata Optimization]
ARP[App Review Process] --> UF[Update Frequency]
DA[Developer Account] --> ASC[App Store Connect]
DA --> GCon[Google Play Console]
AS[App Size] --> CVR[Conversion Rate]
UF --> RF[Ranking Factors]
IAP[In-App Purchase] --> KI[Keyword Indexing iOS]
DL[Deep Linking] --> IA[Install Attribution]
AI[App Indexing] --> OI[Organic Installs]
TA[Trending Apps] --> DV[Download Velocity]
DSP[Data Safety & Privacy] --> CVR