How Mobile App Marketing Companies Are Adapting to the New App Store Algorithm

With every update to the App Store algorithm, mobile app visibility becomes a moving target. The latest algorithm changes have shifted the way apps are ranked, discovered, and recommended. As a result, mobile app marketing companies are quickly evolving their strategies to stay ahead and help brands maintain competitive visibility.

In this blog, we’ll break down what’s changed in the App Store ecosystem and how top app marketing agencies are responding.

What’s Changed in the App Store Algorithm?

The recent updates to Apple’s and Google’s app store algorithms in 2025 focus heavily on:

• User intent & behavior

• App quality signals (crash rate, uninstalls, etc.)

• Relevance of keyword placement

• Fresh content and update frequency

• User engagement and retention

App discovery is no longer just about keyword stuffing or downloads—it’s now about delivering ongoing value and a great user experience.

1. Enhanced Keyword Targeting Through AI-Driven Tools

Old Approach: Basic keyword optimization with static metadata.
New Approach: Advanced, AI-powered keyword analysis that focuses on search trends, long-tail variations, and user intent.

Top mobile app marketing companies are now:

• Using AI tools to track real-time keyword shifts

• Prioritizing semantic relevance over volume

• Regularly A/B testing titles, subtitles, and keyword fields

Pro Tip: Keywords must now reflect how users naturally search for apps—not just high-volume terms.

2. Prioritizing User Retention & Engagement Metrics

Since the algorithm now rewards engagement over installs, top app marketing agencies are focused on:

• Improving onboarding flows

• Driving push notification strategies

• Encouraging in-app events and feature adoption

Apps with high uninstall rates or poor retention now risk losing ranking—even with strong initial installs.

Agencies focus not only on acquiring users but keeping them through lifecycle marketing.

3. Creating Continuous Update Cycles

Apple and Google now reward apps that are regularly updated. Agencies are adapting by working with developers to:

• Plan content updates (new features, seasonal themes, etc.)

• Add fresh screenshots or app previews

• Monitor bugs and performance issues proactively

This shift has made mobile app marketing a long-term game, not just a launch event.

4. Leveraging Ratings & Reviews as Trust Signals

User feedback now plays a greater role in app visibility. Agencies are:

• Implementing in-app prompts for feedback at the right moment

• Resolving negative reviews quickly to improve reputation

• Encouraging genuine reviews from loyal users

A jump from a 3.8 to a 4.5+ rating can drastically boost app store visibility under the new algorithm.

5. Deepening App Store Analytics & Reporting

Modern app marketing agencies are investing in more granular reporting tools. They track:

• Keyword movement over time

• Conversion rate from impressions to installs

• Engagement after download

This allows them to adjust strategies based on data, not guesswork.

Agencies are turning ASO into a real-time, performance-driven discipline.

6. Shifting Focus to In-App Events & Promotional Content

Both Google Play and Apple now allow featured in-app events, custom product pages, and promotions. Top agencies are:

• Creating themed campaigns for holidays, product launches, or sales

• Segmenting audiences to show tailored messaging

• Using custom store pages to A/B test creatives

These new tools allow apps to stand out even when competing in saturated categories.

Final Thoughts

The latest App Store algorithm update emphasizes quality, user experience, and sustained engagement. To stay visible, brands must evolve alongside it—and that’s exactly what leading mobile app marketing companies are doing.

From smarter keyword strategies to engagement-focused user flows, agencies are no longer just about installs—they’re about sustainable app growth in a dynamic environment.

Want your app to thrive under the new algorithm?
Explore our handpicked directory of top mobile app marketing agencies and find a partner that’s built for the future.

FAQs

How often do app store algorithms change?
Minor updates happen frequently, but major shifts usually roll out every 6–12 months.

Is ASO still relevant with the new algorithm?
Absolutely—ASO is evolving. It's now more about quality optimization than keyword quantity.

Can agencies really improve my app ranking?
Yes, especially if they combine ASO with retention strategies, user experience improvements, and ongoing updates.