App Store Optimization (ASO) is a battlefield where even the smallest competitive edge can propel an app to the top of search rankings. While it's a constantly changing art, I've seen a lot over the years with App Masters and have watched other apps gain a boost from Indie App Santa.
Today, we’re diving deep into four little "hacks", secrets — whatever you want to call them, that app developers use to game the system a bit. Whether you’re an indie developer or part of a large team, it's good to know about these under-the-table tricks apps use to get temporary boosts. The goal here is to arm yourself with all of the knowledge of how these hacks are working, so in turn — you can make better decisions about ASO techniques.
The review ruse: incentivized or paid App Store reviews
One of the most controversial tactics in ASO is incentivizing, or even paying for, reviews. Imagine downloading an app and seeing dozens of reviews immediately after launch. On the surface, a flood of positive feedback seems like a dream come true for driving downloads and convincing new users to give the app a try.
But, dig a little deeper and you'll probably find that many of those reviews weren't organically earned. Instead, they’re the product of schemes where developers offer users virtual rewards —like free coins or other in-app currency — in exchange for leaving a review.
This tactic, which falls into the black-hat category, exploits a loophole in the system. While there’s no ironclad way for app stores to verify that every review comes from a genuine user, a sudden spike in reviews for an app from a non-established brand can be a red flag. For example, when a recently launched app notched over 40 reviews within days, it raised suspicion over how any new app that's not launching with a sizable campaign could have achieved that number without resorting to incentivized efforts.
If you’re curious about how these flows look or want to see an example of an app that caught the people's attention, check out the video form of this post here. Although the details of this particular case have been scrubbed, the core issue remains. While it may seem tempting to try this out, always remember that artificially boosted reviews can skew the perception of your app’s success—and potentially lead to penalties if discovered.
The data discrepancy dilemma: inaccurate ASO tool metrics
When it comes to making smart optimization decisions, data is king.
Developers and marketers alike rely on ASO tools like Sensor Tower, Mobile Action, and AppTweak to gauge keyword difficulty, estimated search scores, and overall competition.
But, what happens when the numbers just don’t add up?
In many cases, the data pulled from these platforms can be slightly inconsistent. One tool might report low competition for a keyword, while another shows high competition — or perhaps even different search score values altogether for the same term. The core of the issue lies in how these platforms collect and interpret data. Some of them source their metrics directly from Apple’s own data (via Apple Search Ads), whereas others use their own algorithms to estimate the numbers.
For example, while both Mobile Action and AppTweak may mirror Apple’s search data, Sensor Tower might deliver a skewed score that doesn’t correlate with the published figures available through Apple Search Ads.
This discrepancy can force developers into a bit of a guessing game. Simply put, if you’re working on optimizing your app’s discoverability — which metric do you trust?
The lesson here is to use at least two different tools and —if possible — cross-check any crucial data against Apple’s own reports. Relying solely on one tool can lead to misguided strategy choices. When you see numbers that don’t seem to fit together, it’s essential to take a closer look before making costly decisions based on inaccurate information.
Download-driven keyword boosts: the short-term hack
Another crafty tactic in the ASO playbook involves spiking your downloads for specific keywords. The idea is simple: if you can get users to deliberately search for a targeted keyword and then download your app, you can quickly boost your ranking for that term. This method often involves incentivizing users to perform a keyword search, sometimes through in-app prompts or even external promotions.
In some cases, companies have been known to charge tens of thousands of dollars to orchestrate these short-term campaigns.
While this tactic may deliver immediate results — a noticeable surge in downloads that pushes your app higher up on search rankings — the effects are often fleeting. Once the incentive disappears, the non-organic download rate normalize. That means the long-term impact on your ranking may dwindle considerably. In other words, it’s a bit like a flash in the pan: you get a temporary boost, but sustained success requires more than just a download spike.
Moreover, if the ASO strategy leans too heavily on these tactics, you run the risk of ultimately damaging your app’s reputation. Users may feel misled once they realize the surge wasn’t backed by actual engagement or robust quality, and app stores may begin to scrutinize your download patterns. In short, when something is too good to be true and is without a plausible explanation to boot — people notice, and not in a good way.
The best approach? Consider these keyword boost campaigns as part of a broader, white-hat strategy that emphasizes quality and user engagement over short-term gains.
A sea of self-proclaimed experts: choosing wisely in the ASO arena
The final little secret isn’t about a specific tactic — it’s about the people offering advice. Within the ASO community, there’s an overabundance of self-appointed experts. Many of these “professionals” regurgitate generic, 101-level strategies that can be easily found with a simple Google search. They talk a big game about advanced techniques, but when it comes to real-world results, their claims often don’t stack up. In many cases, these individuals have likely not executed ASO strategies themselves, and their advice is based on second-hand information rather than proven case studies.
As a developer or marketer, it’s crucial to dig deeper before you hire someone for this kind of work, or spend time implementing their advice.
Instead of simply following anyone who claims to be an ASO guru, ask for case studies and specific examples of what they’ve accomplished. Real expertise is demonstrated by the ability to produce tangible results for a variety of clients — and that means chart-topping apps to emerging indie startups. When you’re evaluating potential mentors or consulting firms, look for evidence of a deep understanding of the app store algorithms, robust data analysis, and innovative ideas that will evolve with the always-changing digital landscape.
This caution extends beyond hiring help. Even when you’re exploring free content—blog posts, podcasts, or YouTube channels (even this one!) — it pays to be selective about who you trust. If an expert’s advice feels overly generic or recycled, ask yourself whether they’ve truly invested the time and effort in mastering the intricacies of ASO. Genuine insights often come from those who have rolled up their sleeves, engaged in hands-on testing, and fine-tuned their techniques over numerous campaigns.
Navigating the gray areas: balancing tactics with long-term strategy
It’s worth noting that some of these tactics, while effective in the short term, exist in a legal and ethical gray area. ASO is an ever-evolving landscape; what works today might trigger penalties tomorrow. For instance, while the review incentivizing "trick" has been used widely, app stores like Apple are continuously refining their policies to combat this kind of manipulation. The moment a strategy crosses a certain threshold, the risks of penalization — or even app removal — always far outweigh any temporary gains. Try to think long term.
Similarly, leveraging inaccurate data from third-party tools without cross-verification can lead you down the wrong path (and a costly one). The discrepancies between tools are not just academic; they directly impact your ability to choose the right keywords and understand your audience. Given these factors, the smart move is to prioritize sustainable, white-hat strategies:
Validate your data using multiple sources.
Focus on creating a genuinely useful and engaging app experience.
Build your marketing efforts on reliable, long-term practices.
Even the strategy of download boosting with keyword searches, though tempting, requires a careful balance. Yes, a download spike might push you to a higher ranking for a competitive term. However, if these extra downloads don’t translate into meaningful user engagement or retention, then your overall app performance may suffer in the long run. An influx of users driven by incentives is less likely to provide the kind of organic growth and positive word-of-mouth that come from a genuinely compelling product.
The takeaway: embrace data-driven, long-term optimization
At the end of the day, success in ASO isn’t about quick fixes or shady shortcuts — it’s about crafting a strategy that withstands the test of time. While some developers may be quick to jump on the bandwagon of incentivized reviews, data manipulation, and short-lived download campaigns, these tactics come with their own set of risks and challenges. Are they really worth it?
For those in the ASO arena, the key is to balance tactical execution with strategic foresight. Use tools wisely by cross-referencing data and learning how to interpret discrepancies. Recognize that genuine user engagement, quality app design, and a sound monetization model are the pillars of sustainable growth. And when it comes to expert advice, look for those who show real-world results backed by solid data—not just flashy presentation slides or buzzwords.
One of the most valuable lessons here is that there’s no substitute for hard work and data validation. In a field often cluttered with recycled ideas and generic tips, the strategies that really make a difference are those that are rigorously tested, refined, and adapted as the market evolves. Trust your instincts, but also be prepared to pivot if the data tells you a different story than the one hyped by self-proclaimed gurus.
Happy optimizing! And again, if you want to catch this post as a video, I've got you covered right here:
