Lazy ASOIs ASO worth it for an indie app?
Updated 14 November 2026
Yes, for the part that is free: the name and the keywords. We scanned 350,712 App Store searches in 87 countries. 28% had a new app in the top 10, and 39% of the new apps there had zero ratings. We have no measured timeline for how fast it pays off, so we do not quote one.
What the data says
We followed 82,818 apps under six months old across 87 countries.
| Measured | Result |
|---|---|
| Searches with a new app in the top 10 | 97,286 results (28%) |
| New apps in a top 10 with under 10 ratings | 67% |
| New apps in a top 10 with no ratings | 39% |
| New app, 0 ratings, name starts with the search, no other app does | 20-40% reached the top 10 |
New apps are not locked out of search. A name that starts with what people type is the lever.
What is worth your time
| Work | Our result |
|---|---|
| The name starts with the search | 5-10% top 10 chance, against 2-3% when the search is not in the name |
| "Brand: search" after a colon | 1-3%, about the same as no search |
| Number of screenshots | 3 or 4: 12% in the top 3. 9 or more: 8% |
One hour on the name beats a week on screenshots. See the numbers.
What it will not do
- It does not work for a name nobody searches. Check demand first: how to see keyword search volume.
- It does not beat a crowded name. Each other app that starts its name with your search lowers your chance.
- It will not give you a timeline from us. We measured chances, not how many weeks they take, so any "ASO pays in 3 months" line is not ours.
What it costs
Doing it by hand costs time and nothing else. A tool is worth it when it saves the research. Lazy ASO is $9 a month or $59 a year with a 7-day free trial, or $129 once, and the name check is free.
ASO is also not only the store: in our own test, ChatGPT sent 32 views and 21 downloads, a 66% conversion, against 4.7% from App Store search. Related: how to rank higher as a new app. Start with the free name check.