aso
Localization
Adapting an app's store listing, keywords, and in-app content for different languages, regions, and cultural contexts to maximize global reach.
Localization is the process of adapting your app and its App Store listing for different markets, languages, and cultures. In App Store Optimization (ASO), localization goes beyond simple translation. It involves researching local keyword demand, adapting screenshots and promotional text to cultural preferences, and ensuring the app experience resonates with users in each target region.
Store Listing Localization
App Store Connect supports 40+ languages, and Google Play supports even more. For each locale, you can customize the app name, subtitle, keywords, description, screenshots, and preview videos. Strong ASO localization starts with keyword research in each target language, identifying high-volume search terms that native speakers use rather than direct translations. Screenshots should feature localized text overlays, and promotional copy should reference locally relevant use cases or cultural touchpoints.
Impact on Downloads and Visibility
Localization ranks among the highest-impact ASO strategies available. Apps that adapt their listings see significant increases in organic downloads from new markets. Apple and Google both prioritize locally relevant results in their search algorithms, so a well-adapted listing ranks higher for regional search terms. Even covering a few high-value markets like Japan, South Korea, Germany, and Brazil can expand your global download volume substantially. The cost stays low compared to paid acquisition in new regions, making it one of the most efficient growth levers for international expansion.