Why is our app not showing up in App Store / Google Play search?

Hey everyone,
We recently launched a meditation / mental wellness app called StressLess, and we’re running into an issue we didn’t expect.
When we search for relevant keywords like “meditation”, “sleep”, “anxiety”, or even more niche ones, our app either doesn’t show up at all or is buried very deep in the results? even when we think the keywords match pretty well.

We’ve already:

• optimized the title and description with keywords

• added relevant categories and tags

• localized the app (English + Ukrainian)

• improved visuals and screenshots

But it still feels like we’re invisible in search.

Is this normal for new apps?
How long does it usually take to start ranking?
And what actually makes the biggest difference early on, keywords, installs, retention, reviews?
Would really appreciate any insights or real experiences :)