39.24%
Increase in organic app installs
App-store visits grew 41.01% within three months.
AGRITECH · APP STORE OPTIMISATION
39.24% more organic app installs, by making intent visible.
nurture.farm wanted its Android app to be discovered for the services farmers were already searching for. We rebuilt metadata, keyword coverage, creative assets and the product feedback loop around non-brand demand.
See how we got there- Category
- Agritech services
- Scope
- ASO, metadata, creative and product recommendations
- Objective
- Grow non-brand organic discovery
- Engagement
- Three-month ASO programme
increase in organic installs
increase in app-store visits
rankings achieved
non-brand keywords in the top five
01 · THE BRIEF
Turn farmer needs into organic app discovery.
The app was visible for the brand. It was not yet visible for the services.
nurture.farm is a UPL-backed agritech platform offering spraying, soil analysis, farm advisory, weather updates and mandi-price information.
The goal was to increase organic rankings and Android downloads by helping the Google Play listing match the language farmers used when searching for those services.
THE GROWTH QUESTION
How do you make a multi-service agritech app rank for the practical problems farmers type into search?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
Brand-only visibility
The app surfaced mainly for branded searches, leaving high-intent service queries largely uncontested.
Metadata missed the services
Listing content and graphics did not fully express the spraying, advisory and farm-management jobs the app could perform.
A demanding keyword goal
The brief required top-five visibility for priority phrases, including the highly specific term 'farm spray service'.
“Organic growth began when the listing spoke the language of the job farmers needed done.”
03 · THE SYSTEM
Connect market language, listing assets and product quality.
App-store optimisation became a shared loop across search research, creative, metadata and the app experience itself.
Map the search landscape
Competitor analysis and keyword research revealed the non-brand language with the strongest relevance to nurture.farm's services.
Rewrite the listing
Metadata and content were rebuilt around priority terms while keeping the value proposition clear for human readers.
Test the creative assets
Graphics and metadata variants were tested to identify the combinations that generated stronger engagement.
Feed insights into product
A detailed analysis gave the development team clear fixes for issues affecting app presentation and experience.
Farmer need→
Keyword map→
Listing assets→
Store engagement→
Product feedback
Competitor and keyword-gap analysis
Metadata and creative A/B testing
Product issues shared with developers
04 · THE OUTCOME
39.24%INCREASE IN ORGANIC APP INSTALLSThe app began ranking for services, not just its own name.
Organic app-store visits increased by 41.01%, while total installs from organic discovery rose by 39.24%.
nurture.farm also reached the top five Google Play results for nine non-brand keywords, creating a stronger foundation for continued discovery.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Service language unlocked discovery
Non-brand keywords connected the listing to specific agricultural jobs.
Creative worked as conversion UX
Store graphics helped prospects understand the app before installing it.
ASO reached into the product
Store data produced improvements beyond metadata, including fixes for the app experience.
Visibility followed when search intent, store assets and the product experience told the same story.
YOUR NEXT GROWTH CHAPTER
Need your app to win more non-brand discovery?
Bring us the search landscape, the listing and the install target. We will help you connect them into one growth system.
Start a conversation Explore all case studies