ASO (App Store Optimization) is the SEO of app stores: getting an app to show up in App Store and Google Play searches and, when someone lands on the listing, getting them to download it. For most apps, in-store search is still the main source of organic downloads.
In Spain, agencies that started out as ASO and app marketing specialists coexist with SEO agencies that have added the service. This comparison rewards whoever works both halves of ASO: reaching the results list with the right keywords and winning the download with a listing that persuades.
Nobody pays to appear in this ranking. The list is ordered by declared specialization, track record and information publicly verifiable on each agency's website.
How we built this ranking
These are the criteria we used to order the list. They are just as useful if you decide not to work with any of these agencies: they are the questions worth asking in any sales meeting.
- Keyword research in the stores. What people search for in the App Store and Google Play is not what they search for on Google. The agency must work with data from the stores themselves, by language and country.
- Metadata for each store, by its own rules. The App Store indexes the name, subtitle and keyword field, but not the description. Google Play does read the full description. A single strategy copied across both stores wastes space.
- Listing conversion. The icon, screenshots and video decide the download. The agency that tests them with each store's native tools instead of deciding by taste scores higher.
- Ratings and reviews. The average rating and recent reviews influence conversion and visibility. You have to ask for ratings at the right moment and reply to reviews.
- Coordination with app campaigns. Apple Ads and Google Ads app campaigns provide data on which keywords convert. The agency that cross-references them with ASO makes better decisions.
Ranking of the best ASO agencies in Spain in 2026
| Position | Agency | Specialty |
|---|---|---|
| No.1 | iSocialWeb | SEO, GEO (AI), CRO and advanced analytics |
| No.2 | PICKASO | ASO specialists since 2013 |
| No.3 | Actualizatec | App growth since 2011 |
| No.4 | Human Level | Veteran SEO consultancy with ASO |
| No.5 | NeoAttack | ASO and app campaigns |
| No.6 | Idento | ASO within a veteran agency |
| No.7 | Proun | ASO with acquisition campaigns |
| No.8 | Marketinet | SEO for apps in Madrid |
| No.9 | agenciaseo.eu | SEO and ASO from Valencia |
No.1 iSocialWeb
At iSocialWeb we do ASO with the same method we use to rank websites on Google: demand research first, text relevance next and conversion measured last. The difference is that in the stores every character counts: 30 for the name, 30 for the subtitle and 100 for keywords in the App Store; 30 for the title and 80 for the short description in Google Play.
Many apps are also searched for on Google, and that is where an ASO-only specialist falls short. We work on the store listing and the app's website on the same roadmap, with Google Ads and Apple Ads coordinated, so every search ends in a download.
And we measure it like any other channel: rankings by keyword, impressions, listing conversion and organic downloads, with a monthly report that says what to change in the next release.
What sets us apart:
- A strategy for each store. Metadata written to the App Store and Google Play indexing rules, without repeating words across fields.
- A/B tests with the native tools. Product page optimization in the App Store and store listing experiments in Google Play for the icon, screenshots and video.
- ASO and app SEO together. The store listing and the app's website worked on at the same time, because many apps are also searched for on Google.
- Coordination with Apple Ads and Google Ads. The keywords that convert in paid campaigns guide the metadata, and vice versa.
- Localization by market. Keywords and copy by language and country, not literal translations of the Spanish listing.
- Organic download measurement. Rankings, impressions, conversion and downloads in a monthly report tied to each app release.
No.2 PICKASO
ASO specialists since 2013. A Barcelona agency founded in 2013 and focused on ASO and app marketing. It works on keywords, A/B tests of icons and screenshots, in-app events and strategies that combine ASO with Apple Ads.
No.3 Actualizatec
App growth since 2011. An app growth consultancy based in Barcelona that has worked with apps since 2011 and declares more than 600 projects. Its ASO service runs from diagnosis and keywords to continuous improvement of listing conversion.
No.4 Human Level
Veteran SEO consultancy with ASO. A consultancy from Sant Joan d'Alacant with a long track record in SEO that offers ASO for Google Play and the App Store: metadata, localization, visual optimization with A/B tests and ranking tracking.
No.5 NeoAttack
ASO and app campaigns. A Madrid digital marketing agency founded in 2014. Its ASO service includes localization, A/B tests of visual assets and combining it with Apple Ads and Google app campaigns.
No.6 Idento
ASO within a veteran agency. A Granada-based agency working since 2006. Its ASO service includes consulting, metadata optimization, ratings management and optimization of the app's website.
No.7 Proun
ASO with acquisition campaigns. An agency with offices in Madrid and Avilés that declares more than 15 years of experience. Its ASO service covers auditing, keywords, creatives, reviews and app campaigns on Apple and Google.
No.8 Marketinet
SEO for apps in Madrid. A Madrid digital marketing agency and Google Partner Premier. Its ASO service works on the name, description, keywords, icon and screenshots, as well as factors outside the store and results reports.
No.9 agenciaseo.eu
SEO and ASO from Valencia. An SEO agency born in Valencia with an office in Madrid that offers a four-phase ASO service: preliminary analysis, metadata, icon and screenshot design, and tracking against the competition.
How ranking works in the App Store and Google Play
Both stores decide which apps to show for a search using two types of signals: metadata relevance and user behavior. Relevance comes from the text you write; behavior, from how many of the people who see your app download it, use it and rate it well.
The App Store indexes the app name (30 characters), the subtitle (30) and a hidden keyword field (100). The description does not count for search. Google Play works more like Google: it indexes the title (30), the short description (80) and the full description (up to 4,000), so the way the description is written does matter.
The second half is conversion. The icon, screenshots and video are the shop window, and both stores offer tools to test variants with real traffic: product page optimization in the App Store and store listing experiments in Google Play. The App Store also allows custom product pages for specific campaigns.
And everything moves with each release: App Store metadata is published with app updates. That is why ASO is ongoing work that follows the release calendar, not an optimization done once.
Signs your ASO has been abandoned
- Your app's name and subtitle in the App Store do not include a single word people search for.
- You use the same description in the App Store and Google Play.
- Your screenshots have not changed since launch and you have never tested them.
- Your app is only optimized in Spanish even though it is downloaded in other countries.
- You do not know where your app ranks for its five main searches.
- Nobody replies to negative reviews.
Frequently asked questions about ASO agencies in Spain
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It ranks apps in the stores: it researches what users search for in the App Store and Google Play, optimizes each store's metadata, improves the icon, screenshots and video with A/B tests, manages ratings and reviews, and measures rankings and downloads.
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SEO ranks web pages on Google; ASO ranks apps inside the stores. In the stores links do not count: what weighs is metadata, downloads, listing conversion and ratings. Many apps need both, because they are also searched for on Google.
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It depends on the number of apps, stores and languages. The usual model is an initial audit and optimization project followed by a monthly follow-up fee tied to the app's releases. Apple Ads or Google Ads campaigns are paid separately.
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Metadata changes are published with each app update and the stores take a few days to reindex them. From there, ranking movements show up within weeks, and listing A/B tests need enough traffic to give a reliable result.
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If the app is in both, yes, and with a different strategy for each: they index different fields and have their own testing tools.
So what now?
If your app depends on store search and you do not know where it ranks for its main searches, start there. Ask us for an ASO audit: we review metadata, creatives and ratings in the App Store and Google Play, and tell you what to change in the next release.
No punishing lock-ins: if organic downloads do not improve, there is no reason to keep paying.