Has Google Play ASO changed? I've been wondering about this for a while.

I've been building Android apps since 2016, and for most of my apps, I never relied heavily on paid user acquisition.

ASO was enough.

Over the years, I learned how to find search intent, optimize metadata, target the right keywords, and iterate based on what users were actually searching for.

At one point, I was able to get hundreds of thousands of organic downloads in a relatively short period of time without spending much on ads.

But recently, I've started noticing something different.

The old relationship between keyword optimization, rankings, and organic installs doesn't seem as predictable as it used to be.

Some things that worked consistently for years now seem to have much less impact.

I'm not saying this is definitely an algorithm change. There could be other factors at play — competition, personalization, user behavior, or changes in how Google surfaces apps.

But after doing ASO for almost a decade, the difference is noticeable enough that it made me question some of the assumptions I've had about Play Store growth.

I'm curious if other indie developers and app makers here are seeing the same thing.

Not looking for a generic “ASO is harder now” answer — I'm more interested in specific observations.

For example, have you noticed changes in:

• keyword rankings

• search impressions

• conversion from search → install

• the impact of title/description optimization

• or the relationship between rankings and organic downloads?

I'd especially love to hear from people who have been doing Play Store ASO for several years.

What has changed in your experience?