PowerPoint life support
If the only thing shipped this month is a report about what might ship next month, ask whether you are buying ASO or sponsoring a documentary about it.
Find the actual deliverables →The anti-agency · Gabriel Machuret
ASO agency.Without the ASO agency BS.
Looking for an ASO agency? Get keyword strategy, listing copy and screenshot direction for the App Store and Google Play. Work with me, the person doing the work. Fixed scope. Clear deliverables. No monthly memorial service for the changes nobody shipped.
For founders and app teams · Pay for the work. Bury the theatre.
Actual ASO work. Hold the theatre.
Let’s give your listing
a reason to live.
An ASO agency should help the right people find your app and give them a reason to install. App Store Optimization means keyword research, listing copy, creative decisions and testing. A monthly slideshow with your logo glued to it does not qualify.
Find the real problem
An ASO audit that separates discovery, messaging and conversion questions, then puts the next actions in order.
Explore the ASO audit →Improve your listing
Keyword choices, metadata drafts and screenshot direction for your product, audience and priority market.
See iOS optimization →Build your team’s skills
Work on your own app, learn how to assess the evidence and leave with reusable decision templates.
Explore team training →Working on Android? See Google Play optimization. Need creative help or new markets? Explore screenshot and conversion work, ASO localization or all ASO services.
ASO agency BS: a field guide
A minute’s silence
for the monthly deck.
The account-manager séance
Ask to meet the person writing your metadata. If the answer needs three introductions and a calendar exorcism, the org chart may be getting more attention than your listing.
Meet the person doing the work →The immortal retainer
An invoice should not have a longer life expectancy than your growth strategy. Ask what changes next, who ships it and what your team keeps when you leave.
Interrogate the full cost →See how I think
Explore all app analysesFamous apps.
No diplomatic immunity.
A famous logo does not make a screenshot beyond criticism. Open the evidence, inspect the reasoning and see what I would investigate next.
Health & wellbeing
ASO Audit: Calm
Two frames of credibility. Where is the experience?
Actual screenshots, three competitors and a proposal to bring the bedtime experience forward.
Screenshots, copy & test plan
Education
ASO Audit: Duolingo
One learning app. Several reasons to install.
Language lessons meet chess in the opening sequence. See the evidence and a focused creative alternative.
Screenshots, copy & test plan
Health & fitness
ASO Audit: Strava
Sell the activity—or the people around it?
Awards, community and activity recording: what the first three screenshots show, and what to test.
Screenshots, copy & test planIndependent editorial analyses, not client results. Imagery is conceptual; each brief defines its evidence and proposed tests.
The work, without the agency fog machine
Diagnose it.
Fix it. Hand it over.
Find the constraint
We look at your listing, competitors and available store data. First decide whether the problem is discovery, conversion or the promise your app makes.
Prepare the changes
A keyword shortlist with reasons. Listing copy ready to review. A screenshot brief that gives your designer something useful to build.
Make a clear test
Agree what changes, who publishes it and how to judge the result. Traffic and the evidence determine the next decision.
Hand over the method
You keep the drafts, priorities and reasoning. Your team should understand what to do next and why.
Gabriel Machuret
ASO consultant, author and educator. No account-manager relay race. You speak to the person doing the thinking.
I teach app teams how to research keywords, review listings and make better creative decisions. Inspect my public teardowns, guides, tools and free course before hiring me. A sales deck is easy to dress up. Actual reasoning is harder to hide behind.
Free public listing review
Your listing.
On the slab.
Send your store link for a free ASO teardown. I’ll reply with a short video on your visible metadata, opening screenshots and the first things I would investigate. No discovery-call hostage situation.
A public listing cannot show me your private keyword field or conversion data. If the next decision needs a deeper audit, I’ll explain why. The free teardown is a starting point; the paid ASO audit provides a scoped diagnosis and action plan.
Prefer to work through it yourself?
Learn. Try. Decide.
Free ASO course
Sixty lessons covering diagnosis, keyword research, metadata, creative tests and your operating plan.
12 free ASO tools
Prepare keyword research, compare listing drafts, build a screenshot storyboard and review your audit priorities.
Practical ASO guides
Choose the question you need answered, follow a worked example and use the related tools.
Questions before you hire another ASO agency
Interrogate the invoice.
What should an ASO agency actually deliver?
Relevant keyword decisions, listing copy, useful creative work and a plan for evaluating changes. Ask who produces each deliverable and when it lands. A recurring invoice is not a growth strategy, however confidently it wears a lanyard.
Why so harsh on ASO agencies?
Because a beautiful report is still a report. If your listing stays untouched while the deck gets another redesign, somebody has confused your growth budget with a PowerPoint preservation fund. I care about the work, the evidence and what your team can do afterward.
Who will actually work on my app?
Me, Gabriel Machuret. You discuss the problem with the person making the recommendations. Any design, implementation or native-language work is named in the scope before we start.
Should I start with the free teardown or a paid audit?
The free teardown is a short video review of what I can see on your public listing. A paid audit investigates a defined store and market in more depth, including relevant console evidence when available, and produces a prioritized action plan.
Can you help if we already have an ASO agency?
Yes. I can review a listing, challenge a keyword decision or give you a second opinion on a proposal. You can start with a specific question without replacing the team you already have.
Do you work on both iOS and Android?
Yes. App Store and Google Play work is scoped separately because their listing fields, audiences and testing options differ. Tell me which store and market matter first.
What does it cost, and do I need a retainer?
The fee and deliverables are agreed before work starts. My consulting is scoped as a project, with a defined handover. Send your app, market and main question so I can recommend the right starting point.
Can our team learn to do the work?
That is the point of a useful handover. You can also work through the free course and tools, or arrange training built around your own listing and the decisions your team needs to make.
Your app deserves
more than
a monthly PDF.
Tell me which store and market matter, and what needs fixing. I’ll reply with a useful starting point and a scope you can actually read. Your app has enough problems without paying for interpretive dance in a strategy deck.
Already working with an agency? A second opinion or a defined project can fit alongside your current team.