ASO in RUStore: How to Promote Your App and Attract Organic Traffic

RUStore has emerged as a pivotal platform in the Russian mobile app ecosystem, with over 77 million devices installing the store by August 2024. Offering a catalog of more than 40,000 apps, including a growing number from international developers—particularly from China and CIS countries such as Belarus, Kazakhstan, and Azerbaijan—RUStore provides a significant opportunity for app creators to reach a vast and engaged audience.

However, achieving visibility and success in this competitive marketplace requires a well-thought-out optimization strategy. This guide outlines key factors influencing search rankings, actionable strategies to enhance visibility, and new promotional opportunities offered by RUStore, equipping developers with the tools to thrive.

Part I. What Are the Key Factors in RUStore's Search Ranking?

RuStore states that it uses several parameters to generate search results, including app ratings, installation numbers, transitions to installation, and the distribution of ratings. The relevance of keywords in the app title and description, along with their mention frequency, also play a role (to prevent manipulation).

The app’s popularity can be boosted using the "Event" tool on the app page, as events impact conversion rates, which the algorithm considers. Including relevant search queries in titles and descriptions and optimizing text is important.

After launch, RuStore suggests using performance channels for promotion to drive organic and search traffic. Internal ads, in collaboration with VK Advertising, and special placements in recommendations can help with this.

App Rating

A higher average rating directly correlates with improved visibility in search results. Apps with strong ratings signal quality and reliability to users, making them more likely to appear prominently.

👉 ASO Best Practices: How to Improve App Ratings & Reviews to Enhance Visibility in App Stores

Install Volume

The total number of installs, especially organic ones, plays a critical role in ranking. Apps with higher install counts are favored, and a rapid growth rate in installs can propel new apps up the rankings quickly.

Wondering how to get more organic installs for your app in the app market?

Click-to-Install Rate

This metric reflects how often users who view an app proceed to install it. A compelling app page—featuring high-quality visuals, clear descriptions, and engaging media—can significantly improve this rate.

Number and Distribution of Ratings

A high volume of ratings, particularly positive ones, boosts an app’s standing. Evenly distributed, detailed feedback further strengthens credibility and visibility.

Keyword Relevance

Incorporating relevant keywords into the app’s title and description ensures alignment with user search queries. Proper keyword optimization is essential for discoverability.

👉 How To Enlarge Your App Store Searching Traffic With Keyword Research & Keyword Optimization?

Mention Frequency

RUStore tracks how often an app is mentioned across platforms to gauge genuine popularity, while guarding against artificial manipulation.

Part II. How Can You Improve Visual ASO in RuStore?

Visual elements are the first touchpoint with users. They must be clear, appealing, and informative to drive conversions.

1. App Icon

The app icon acts as the face of your brand in RuStore. It directly influences click-through rates in search results and user engagement post-installation.

Best Practices:

• Make it unique and recognizable. Avoid generic shapes or clichés. Instead, design something users will instantly associate with your app.

• Connect with your category.  For example:
  • A racing game → use a car silhouette, steering wheel, or speedometer.
  • A finance tracker → use a wallet, graph, or currency symbol.

• Maintain consistent branding. The same icon must appear in the store and on user devices.

Prohibited:

• Copying or imitating icons of government or official apps.
• Using other brands’ logos, trademarks, or misleading imagery.
• Adding notification badges (like “3 unread messages”) unless they exist in-app.

Expert Tips: Avoid putting text inside icons. Fonts may become unreadable at smaller sizes. Instead, rely on visual clarity and use the description field for text.

2. Screenshots

Screenshots are the most persuasive ASO asset after the icon. They should give users a realistic preview of the app’s interface or gameplay.

Requirements:

• Upload up to 10 screenshots per device (mobile and tablet), maximum 20 in total.
• Formats: JPG or PNG, max size 3 MB.
• Recommended resolution: 1080 × 1920 px.
• Aspect ratio: vertical (16:9) or horizontal (9:16).

Best Practices:

• Show the real interface. Avoid mockups or promotional artwork.
• Highlight key features early. The first 2 screenshots are most visible, so make them count.
• Use Russian text. Ensure all captions are localized and easy to read.
• Keep it simple. Too many design elements distract users.

Common Mistakes:

❌ Only uploading splash screens or menus.

❌ Using generic stock photos unrelated to actual features.

❌ Having fewer than 3 screenshots.

Ask yourself: "If a user sees just these 2 screenshots, will they immediately understand my app’s purpose?" If the answer is no, redesign them.

3. Video

Video is a high-engagement ASO asset in RuStore. It communicates atmosphere, gameplay, and value more effectively than static images.

Requirements:

• Hosted only on vk.ru or vk.com.
• Duration: 1–2 minutes.
• Limit: 1 video per app.
• Content: trailer, gameplay demo, or interface walk-through.

Best Practices:

• Use dynamic editing to keep attention.
• Add short captions or highlights for clarity.
• Focus on unique selling points (USP) that differentiate your app.

If you add a thumbnail (cover image), you must also provide a video link — and vice versa. The two work together.

4. A/B Testing

RuStore allows developers to experiment with different versions of app pages using the "Experiments" feature.

How It Works:

1. Create an alternative version of your app card (e.g., different screenshots or descriptions).
2. Define what percentage of users will see the variant.
3. Track performance (installs, page views, conversion).
4. Apply the most successful version globally.

Elements Worth Testing:

• Screenshots order and design.
• Short and long descriptions.
• Icon variants.
• Video presence vs. no video.

Pro Tip: Run A/B tests regularly — especially after updates or seasonal promotions.

Part III. How Should You Approach Textual ASO in RuStore?

Text-based elements are the foundation of searchability. Metadata feeds directly into RuStore’s ranking algorithms and user decision-making.

1. App Title

The title is the most important textual element for both users and search engines.

Requirements:

• Up to 80 characters (ideal: 30–40).
• Must clearly reflect the app’s core functionality.
• Use keywords organically (e.g., "Expense Tracker – Budget Planner").

Prohibited:

• Misleading claims ("Official Government App" without authorization).
• Keyword stuffing.
• Clickbait ("#1 App in RuStore!").
• Generic, vague names ("Useful Helper").

2. Short Description

Appears right next to the title. Its job is to capture attention quickly.

• Limit: 80 characters.
• Be concise, functional, and appealing.
• Example: ✅ “Track expenses and income — manage your budget easily!”

3. Full Description

The full description is the sales pitch. It should be well-structured and convincing.

Requirements:

• Up to 4,000 characters.
• Use logical blocks:
  • Features
  • Benefits
  • Getting Started
• Add a call-to-action at the end.
• Use bullet points for readability.

Prohibited:

• False claims (“Best app ever”).
• Copying competitor descriptions.
• ALL CAPS promotions.
• Offensive language.

4. Categories & Tags

Categories and tags help RuStore match your app with the right audience.

• Choose one main category that defines your app.
• Add a secondary category to expand reach.
• Select 3–5 relevant tags (from 170+ options).

💡For Example:

A finance tracker could be listed as

• Main: Finance
• Secondary: Productivity
• Tags: "budget," "expenses," "income"

5. Reviews & Ratings

Reviews are social proof and a ranking factor.

Best Practices:

• Monitor reviews daily.
• Reply to all reviews (positive and negative).
• Address negative feedback politely and propose solutions.
• Thank users for positive feedback.

Prohibited:

• Buying fake reviews.
• Posting links to other app stores in replies.
• Ignoring criticism.

Expert Tips: Respond in Russian. Keep replies personal, not generic.

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Part IV. What About New Opportunities for Promoting Your App on RuStore?

In 2024, RUStore introduced innovative features to empower developers in promoting their apps effectively. These tools offer both direct and indirect benefits for visibility and growth.

Advertising

Through integration with VK Ads, developers can place advertisements in RUStore’s “Interesting,” “Apps,” and “Games” sections, as well as at the top of search results. Paid campaigns drive immediate traffic and can indirectly enhance organic rankings by boosting install numbers.

Editorial Features (Featuring)

RUStore’s editorial team curates thematic app and game collections, showcased in prominent sections like “Interesting,” “Apps,” and “Games.” Selection for these features can dramatically increase installs and brand recognition.

While developers cannot directly control this process, maintaining high install volumes, positive feedback, regular updates, and an appealing app page increases the chances of being highlighted.

In-App Events

Developers can promote time-limited offers, discounts, or game events directly on their app page. If chosen by the editorial team, these events may also appear in the recommended carousel within the “Interesting” or “Games” sections, complete with direct install links to streamline user access and boost conversions.

Conclusion

RUStore’s rapid expansion highlights the growing relevance of localized app stores, particularly in regions with limited access to global platforms. For developers targeting the Russian market, adapting to RUStore’s ecosystem is essential. The platform’s focus on organic optimization, coupled with its evolving promotional tools, offers a dynamic environment for growth.

Looking ahead, enhancements such as advanced analytics, refined targeting capabilities, and potentially AI-driven recommendations may further shape the platform. Staying proactive and informed will be key to sustaining a competitive advantage.