ASO Updates: The App Store Algorithm Change is Knocking Out Apps

The past two months have been wild for ASO! We’ve seen many updates and algorithm changesת so if your app’s rankings are behaving strangely, let’s understand what changed:

 Google Play Updates

Major algorithm update detected (June 28–early July):

There was significant keyword ranking volatility observed for many apps in late June and early July. This indicates a broad algorithm update affecting rankings globally. It looks like the algorithm is prioritizing keyword relevance in SERPs, improving user experience but hurting apps that were previously ranking for less related or mismatched terms.

New Google Ads integration:

Google Ads now offers the option to link campaigns directly to custom store listings, allowing better targeting and relevance for UA campaigns.

Animated visuals on store listings:

You can now include JSON-based animations in promotional content on your Play Store listing. This enables richer, more dynamic visuals to increase user engagement.

 App Store (Apple)

At the beginning of June, AppTweak and other ASO tools recorded clear anomalies in the App Store algorithm, along with multiple new features being rolled out.

These changes are especially noticeable in English-speaking markets, but they’re not limited to them. 

Captions in screenshots now impact keyword rankings:

Apple introduced an update that reads the text in your screenshot captions as part of App Store Search ranking. This means your screenshot text is now a keyword field, so optimizing it can boost visibility.

AI-generated tags (iOS 26 beta):

Apple also added AI-generated tags in the App Store. While these are currently in beta and not fully live for ranking yet, they’re expected to become a new metadata factor soon.

 Conclusion & Recommendations

• Monitor your keyword rankings and download trends extra closely these days. Algorithm changes may have significantly impacted your visibility.
  
• Test new captions in your App Store screenshots. This is now a critical ASO element for keyword optimization.
  

Consider refreshing your store listings with animated visuals and targeted custom listings to make the most of the new Play Store features.

Looking to stay ahead of the latest ASO changes? Get in touch with our ASO experts and let’s optimize your app store presence together. Contact us today.