ASO

Yes — Visual Assets is the single heaviest dimension at 25% of the score. The first 3 screenshots appear in search results and 90% of users never scroll past the third, and Apple has indexed screenshot captions for search since June 2025. An iOS preview video autoplays muted and lifts conversion 20–40%. Aim for 5–8 caption-bearing screenshots plus a 15–30s video; fewer than 5 screenshots is always flagged.

The indexing rules diverge. Apple indexes your title, subtitle, and a hidden 100-byte keyword field, but not the long description — so write that for conversion. Google Play has no hidden keyword field and does index the full 4,000-character description, so target 2–3% keyword density naturally (stuffing is detected and penalized). Google Play also caps screenshots at 8 versus Apple's 10 and requires a 1024x500 feature graphic.

Usually not. Audits classify apps into Dominant, Established, and Challenger tiers. For a Dominant app like Instagram, a brand-only title is valid because users search by brand name, not generic keywords — the brand is the keyword. The guiding question before docking points is "Is this a mistake, or a deliberate choice by a team with data I don't have?" Challenger apps, by contrast, are scored strictly against textbook best practices.