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.
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.
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
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?
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.
A high volume of ratings, particularly positive ones, boosts an app’s standing. Evenly distributed, detailed feedback further strengthens credibility and visibility.
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?
RUStore tracks how often an app is mentioned across platforms to gauge genuine popularity, while guarding against artificial manipulation.
Visual elements are the first touchpoint with users. They must be clear, appealing, and informative to drive conversions.
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.
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.
Screenshots are the most persuasive ASO asset after the icon. They should give users a realistic preview of the app’s interface or gameplay.
❌ 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.
Video is a high-engagement ASO asset in RuStore. It communicates atmosphere, gameplay, and value more effectively than static images.
If you add a thumbnail (cover image), you must also provide a video link — and vice versa. The two work together.
RuStore allows developers to experiment with different versions of app pages using the "Experiments" feature.
Pro Tip: Run A/B tests regularly — especially after updates or seasonal promotions.
Text-based elements are the foundation of searchability. Metadata feeds directly into RuStore’s ranking algorithms and user decision-making.
The title is the most important textual element for both users and search engines.
Appears right next to the title. Its job is to capture attention quickly.
The full description is the sales pitch. It should be well-structured and convincing.
Categories and tags help RuStore match your app with the right audience.
💡For Example:
A finance tracker could be listed as
Reviews are social proof and a ranking factor.
Expert Tips: Respond in Russian. Keep replies personal, not generic.
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.
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.
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.
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.
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.
Get a good start for your app optimization with practical ASO guideline!
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