Simulao, a business simulation strategy game, came up seeking to address their poor search visibility in the App Store. Having a seemingly solid ASO foundation, the app struggled to perform as expected, remaining invisible to potential users.

Despite the optimized textual metadata—correctly selected keywords and all fields properly filled—the app’s search rankings remained weak. Indexed for a small range of keywords, it ranked mostly in the lower tiers of the App Store (51–100). This way, the app was not appearing in the search results for its target audience, leading to limited organic traffic and a reduced chance of discovery.

This poor performance was pointing at some constraints preventing the game to reach its potential audience, even though their core value proposition was quite strong.
Overall, Simulao needed to improve visibility, increase keyword coverage, enhance its competitive positioning in the US market, deliver better conversion rates, and define a long-term promotion strategy.

Simulao is a business simulation game that combines economic strategy and immersive gameplay. Developed by Vladimirs Tammeoja and his team, the app encourages players to manage their business empire, making critical decisions to grow through the complexities of the market. With a focus on entertainment and educational value, Simulao aims to deliver a unique and engaging experience for business-minded players.

The ASO audit we started with showed that Simulao was ranking for only 13–25 keywords, mostly buried in the 51–100 rank range. Let's say, such poor rankings did no good for organic traffic, leaving the app invisible in search results, and thus giving the users a zero chance to discover it.

Our audit revealed several weaknesses in the current ASO strategy that could potentially demote visibility and rankings.

The app’s keywords were scattered and formed only a few relevant keywords. When they did, they primarily consisted of high-volume terms that were too competitive for a smaller app to rank for. This suggested that the original ASO approach did not align with how US users searched for similar games. As a result, Simulao struggled to gain traction in search indexing.

None of the nine additional locales available for US App Store optimization had been leveraged. This significantly reduced keyword coverage, preventing Simulao from ranking for a broader set of keywords. Expanding into these unused locales presented a major opportunity for increasing search visibility.

Beyond textual optimization, we conducted an in-depth competitor analysis to understand the search environment and identify areas for improvement. We examined top business simulation games, analyzing their keyword strategies, visual assets, and overall App Store positioning.

Our findings showed that Simulao was competing against three distinct types of business simulators:

• Investment and stock market simulators
• Life simulation games with entrepreneurship elements
• Games focused on specific business industries

Additionally, Simulao’s visual assets were not optimized for conversion. The screenshot sequence did not effectively communicate gameplay mechanics, and the visuals were cluttered with excessive text and UI elements. Highly likely, that it was confusing for potential users and negatively impacted conversion rates.

To improve Simulao’s search performance, we needed more than keyword updates. A strategic ASO revamp—covering both textual metadata and visual assets—was essential to expand search coverage, enhance relevance, and increase user engagement.

Our ASO audit and competitor analysis revealed best practices in the niche, helping us form a clear, data-driven strategy to boost Simulao’s visibility and ranking potential. With these insights, we moved forward with a structured ASO update, focusing on a more impactful keyword set and improving descriptions for better conversion. Let’s break it down.

We compiled a keyword set of 285 keywords, prioritizing non-branded keywords across different volume levels, with a small selection of branded terms. It helped us reach a balanced mix that would maximize discoverability and keep competition in check.

To enhance indexing and ranking potential, we restructured the app’s title, subtitle, and keyword field, carefully distributing search terms to improve coverage. Additionally, we optimized unused locales to expand Simulao’s presence on the US App Store.

• Focus on mid- and low-volume keywords—These are easier for smaller apps to rank for, helping Simulao secure higher positions.
• Long-tail keyword variations—Keywords where Simulao previously had no indexing were adjusted into more specific, lower-competition variations.
• Strategic placement of high-volume terms—Since these keywords were essential for defining the game’s genre and mechanics, we placed them in the most impactful metadata fields (title & subtitle) while keeping the keyword field optimized.

While the promotional text and app description don’t directly influence indexing, they play a great deal in converting users who check the details before downloading. We revised these sections to:

• Improve readability and eliminate keyword stuffing.
• Highlight game mechanics and unique selling points to engage potential users.

Even before the ASO tool reports came, the client noticed a significant improvement in the game’s visibility in the App Store. The number of keywords leading users to Simulao increased, and rankings improved.

Post-optimization results:

• Indexed keywords grew from 13–25 to 78–97.
• Prior to optimization, the game ranked in the top 51–100 for most queries; post-optimization, it reached the top 20—where organic downloads saw a substantial increase.

For an app with initially low visibility, expanding search query coverage and securing initial rankings was crucial. The focus of the ASO update was primarily on broadening the app's search reach to achieve a more competitive position.

“These results highlight key keyword groups to prioritize in future iterations. ASO is a continuous process, and success comes from constant refinement. Even when an app seems well-optimized, there are always untapped growth opportunities. A fresh expert perspective can uncover these areas.” — Anastasia I., ASO Specialist.
Following updates to textual metadata and visual assets, the client observed a steady rise in organic traffic and higher conversion rates.

Since the app had low traffic, conducting A/B testing for new icons and screenshots wasn’t feasible. At this point, the adjustments were based on expert knowledge and detailed competitor analysis, ensuring improved conversion rates without testing.

Along with ASO enhancements, we offered strategic recommendations for future promotional initiatives, focusing on activities to boost visibility further and deepen player engagement. Even if the client continues independently, they now have a well-defined roadmap and a renewed motivation to carry forward these improvements.

"I appreciated the competent advice and high-quality work. Communication was efficient and seamless, and you were always easy to work with. You helped me develop a stronger strategy for app promotion. The changes we implemented led to more stable user traffic and a slight increase in overall numbers. Additionally, our collaboration gave me clearer insights into the next steps, leaving me with a solid plan for moving forward." — Vladimirs Tammeoja, Founder of Simulao.

Simulao’s case shows that even with strong textual optimization, gaining visibility in the US App Store, which is extremely competitive, can be challenging. Through a targeted ASO strategy, we managed to boost search visibility, keyword indexing, and conversion rates—but this is just the start.

ASO is an ongoing process. Search trends shift, competition evolves, and new opportunities arise. To stay ahead, Simulao might want to continue refining its strategy, testing fresh creative assets, and analyzing data for sustained growth. The foundation we’ve built is a springboard for capturing a larger share of the mobile gaming market.