App Store Optimization

Keyword Research Workflow

Discover and evaluate keywords that drive app store visibility.

Workflow: Conduct Keyword Research

Define target audience and core app functions: Primary use case (what problem does the app solve) Target user demographics Competitive category Generate seed keywords from: App features and benefits User language (not developer terminology) App store autocomplete suggestions Expand keyword list using: Modifiers (free, best, simple) Actions (create, track, organize) Audiences (for students, for teams, for business) Evaluate each keyword: Search volume (estimated monthly searches) Competition (number and quality of ranking apps) Relevance (alignment with app function) Score and prioritize keywords: Primary: Title and keyword field (iOS) Secondary: Subtitle and short description Tertiary: Full description only Map keywords to metadata locations Document keyword strategy for tracking Validation: Keywords scored; placement mapped; no competitor brand names included; no plurals in iOS keyword field

Keyword Evaluation Criteria

FactorWeightHigh Score IndicatorsRelevance35%Describes core app functionVolume25%10,000+ monthly searchesCompetition25%Top 10 apps have <4.5 avg ratingConversion15%Transactional intent ("best X app")

Keyword Placement Priority

LocationSearch WeightApp TitleHighestSubtitle (iOS)HighKeyword Field (iOS)HighShort Description (Android)HighFull DescriptionMedium See: references/keyword-research-guide.md

Metadata Optimization Workflow

Optimize app store listing elements for search ranking and conversion.

Workflow: Optimize App Metadata

Audit current metadata against platform limits: Title character count and keyword presence Subtitle/short description usage Keyword field efficiency (iOS) Description keyword density Optimize title following formula: [Brand Name] - [Primary Keyword] [Secondary Keyword] Write subtitle (iOS) or short description (Android): Focus on primary benefit Include secondary keyword Use action verbs Optimize keyword field (iOS only): Remove duplicates from title Remove plurals (Apple indexes both forms) No spaces after commas Prioritize by score Rewrite full description: Hook paragraph with value proposition Feature bullets with keywords Social proof section Call to action Validate character counts for each field Calculate keyword density (target 2-3% primary) Validation: All fields within character limits; primary keyword in title; no keyword stuffing (>5%); natural language preserved

Platform Character Limits

FieldApple App StoreGoogle Play StoreTitle30 characters50 charactersSubtitle30 charactersN/AShort DescriptionN/A80 charactersKeywords100 charactersN/APromotional Text170 charactersN/AFull Description4,000 characters4,000 charactersWhat's New4,000 characters500 characters

Description Structure

PARAGRAPH 1: Hook (50-100 words) ├── Address user pain point ├── State main value proposition └── Include primary keyword PARAGRAPH 2-3: Features (100-150 words) ├── Top 5 features with benefits ├── Bullet points for scanability └── Secondary keywords naturally integrated PARAGRAPH 4: Social Proof (50-75 words) ├── Download count or rating ├── Press mentions or awards └── Summary of user testimonials PARAGRAPH 5: Call to Action (25-50 words) ├── Clear next step └── Reassurance (free trial, no signup) See: references/platform-requirements.md

Competitor Analysis Workflow

Analyze top competitors to identify keyword gaps and positioning opportunities.

Workflow: Analyze Competitor ASO Strategy

Identify top 10 competitors: Direct competitors (same core function) Indirect competitors (overlapping audience) Category leaders (top downloads) Extract competitor keywords from: App titles and subtitles First 100 words of descriptions Visible metadata patterns Build competitor keyword matrix: Map which keywords each competitor targets Calculate coverage percentage per keyword Identify keyword gaps: Keywords with <40% competitor coverage High volume terms competitors miss Long-tail opportunities Analyze competitor visual assets: Icon design patterns Screenshot messaging and style Video presence and quality Compare ratings and review patterns: Average rating by competitor Common praise themes Common complaint themes Document positioning opportunities Validation: 10+ competitors analyzed; keyword matrix complete; gaps identified with volume estimates; visual audit documented

Competitor Analysis Matrix

Analysis AreaData PointsKeywordsTitle keywords, description frequencyMetadataCharacter utilization, keyword densityVisualsIcon style, screenshot count/styleRatingsAverage rating, total count, velocityReviewsTop praise, top complaints

Gap Analysis Template

Opportunity TypeExampleActionKeyword gap"habit tracker" (40% coverage)Add to keyword fieldFeature gapCompetitor lacks widgetHighlight in screenshotsVisual gapNo videos in top 5Create app previewMessaging gapNone mention "free"Test free positioning

App Launch Workflow

Execute a structured launch for maximum initial visibility.

Workflow: Launch App to Stores

Complete pre-launch preparation (4 weeks before): Finalize keywords and metadata Prepare all visual assets Set up analytics (Firebase, Mixpanel) Build press kit and media list Submit for review (2 weeks before): Complete all store requirements Verify compliance with guidelines Prepare launch communications Configure post-launch systems: Set up review monitoring Prepare response templates Configure rating prompt timing Execute launch day: Verify app is live in both stores Announce across all channels Begin review response cycle Monitor initial performance (days 1-7): Track download velocity hourly Monitor reviews and respond within 24 hours Document any issues for quick fixes Conduct 7-day retrospective: Compare performance to projections Identify quick optimization wins Plan first metadata update Schedule first update (2 weeks post-launch) Validation: App live in stores; analytics tracking; review responses within 24h; download velocity documented; first update scheduled

Pre-Launch Checklist

CategoryItemsMetadataTitle, subtitle, description, keywordsVisual AssetsIcon, screenshots (all sizes), videoComplianceAge rating, privacy policy, content rightsTechnicalApp binary, signing certificatesAnalyticsSDK integration, event trackingMarketingPress kit, social content, email ready

Launch Timing Considerations

FactorRecommendationDay of weekTuesday-Wednesday (avoid weekends)Time of dayMorning in target market timezoneSeasonalAlign with relevant category seasonsCompetitionAvoid major competitor launch dates See: references/aso-best-practices.md

A/B Testing Workflow

Test metadata and visual elements to improve conversion rates.

Workflow: Run A/B Test

Select test element (prioritize by impact): Icon (highest impact) Screenshot 1 (high impact) Title (high impact) Short description (medium impact) Form hypothesis: If we [change], then [metric] will [improve/increase] by [amount] because [rationale]. Create variants: Control: Current version Treatment: Single variable change Calculate required sample size: Baseline conversion rate Minimum detectable effect (usually 5%) Statistical significance (95%) Launch test: Apple: Use Product Page Optimization Android: Use Store Listing Experiments Run test for minimum duration: At least 7 days Until statistical significance reached Analyze results: Compare conversion rates Check statistical significance Document learnings Validation: Single variable tested; sample size sufficient; significance reached (95%); results documented; winner implemented

A/B Test Prioritization

ElementConversion ImpactTest ComplexityApp Icon10-25% lift possibleMedium (design needed)Screenshot 115-35% lift possibleMediumTitle5-15% lift possibleLowShort Description5-10% lift possibleLowVideo10-20% lift possibleHigh

Sample Size Quick Reference

Baseline CVRImpressions Needed (per variant)1%31,0002%15,5005%6,20010%3,100

Test Documentation Template

• TEST ID: ASO-2025-001
• ELEMENT: App Icon
• HYPOTHESIS: A bolder color icon will increase conversion by 10%
• START DATE: [Date]
• END DATE: [Date]
• RESULTS:
• ├── Control CVR: 4.2%
• ├── Treatment CVR: 4.8%
• ├── Lift: +14.3%
• ├── Significance: 97%
• └── Decision: Implement treatment
• LEARNINGS:
• Bold colors outperform muted tones in this category
• Apply to screenshot backgrounds for next test

Title Optimization

Productivity App: VersionTitleAnalysisBefore"MyTasks"No keywords, brand only (8 chars)After"MyTasks - Todo List & Planner"Primary + secondary keywords (29 chars) Fitness App: VersionTitleAnalysisBefore"FitTrack Pro"Generic modifier (12 chars)After"FitTrack: Workout Log & Gym"Category keywords (27 chars)

Subtitle Optimization (iOS)

VersionSubtitleAnalysisBefore"Get Things Done"Vague, no keywordsAfter"Daily Task Manager & Planner"Two keywords, benefit clear

Keyword Field Optimization (iOS)

Before (Inefficient - 89 chars, 8 keywords): task manager, todo list, productivity app, daily planner, reminder app After (Optimized - 97 chars, 14 keywords): task,todo,checklist,reminder,organize,daily,planner,schedule,deadline,goals,habit,widget,sync,team Improvements: Removed spaces after commas (+8 chars) Removed duplicates (task manager → task) Removed plurals (reminders → reminder) Removed words in title Added more relevant keywords

Description Opening

Before: MyTasks is a comprehensive task management solution designed to help busy professionals organize their daily activities and boost productivity. After: Forget missed deadlines. MyTasks keeps every task, reminder, and project in one place—so you focus on doing, not remembering. Trusted by 500,000+ professionals. Improvements: Leads with user pain point Specific benefit (not generic "boost productivity") Social proof included Keywords natural, not stuffed

Screenshot Caption Evolution

VersionCaptionIssueBefore"Task List Feature"Feature-focused, passiveBetter"Create Task Lists"Action verb, but still featureBest"Never Miss a Deadline"Benefit-focused, emotional

Scripts

ScriptPurposeUsagekeyword_analyzer.pyAnalyze keywords for volume and competitionpython keyword_analyzer.py --keywords "todo,task,planner"metadata_optimizer.pyValidate metadata character limits and densitypython metadata_optimizer.py --platform ios --title "App Title"competitor_analyzer.pyExtract and compare competitor keywordspython competitor_analyzer.py --competitors "App1,App2,App3"aso_scorer.pyCalculate overall ASO health scorepython aso_scorer.py --app-id com.example.appab_test_planner.pyPlan tests and calculate sample sizespython ab_test_planner.py --cvr 0.05 --lift 0.10review_analyzer.pyAnalyze review sentiment and themespython review_analyzer.py --app-id com.example.applaunch_checklist.pyGenerate platform-specific launch checklistspython launch_checklist.py --platform ioslocalization_helper.pyManage multi-language metadatapython localization_helper.py --locales "en,es,de,ja"

References

DocumentContentplatform-requirements.mdiOS and Android metadata specs, visual asset requirementsaso-best-practices.mdOptimization strategies, rating management, launch tacticskeyword-research-guide.mdResearch methodology, evaluation framework, tracking

Assets

TemplatePurposeaso-audit-template.mdStructured audit checklist for app store listings

Platform Notes

Platform / ConstraintBehavior / ImpactiOS keyword changesRequire app submissioniOS promotional textEditable without an app updateAndroid metadata changesIndex in 1-2 hoursAndroid keyword fieldNone — use description insteadKeyword volume dataEstimates only; no official sourceCompetitor dataPublic listings only When not to use this skill: web apps (use web SEO), enterprise/internal apps, TestFlight-only betas, or paid advertising strategy.

Related Skills

SkillIntegration Pointcontent-creatorApp description copywritingmarketing-demand-acquisitionLaunch promotion campaignsmarketing-strategy-pmmGo-to-market planning

Proactive Triggers

No keyword optimization in title → App title is the #1 ranking factor. Include top keyword. Screenshots don't show value → Screenshots should tell a story, not show UI. No ratings strategy → Below 4.0 stars kills conversion. Implement in-app rating prompts. Description keyword-stuffed → Natural language with keywords beats keyword stuffing.

Output Artifacts

When you ask for...You get..."ASO audit"Full app store listing audit with prioritized fixes"Keyword research"Keyword list with search volume and difficulty scores"Optimize my listing"Rewritten title, subtitle, description, keyword field

Communication

All output passes quality verification: Self-verify: source attribution, assumption audit, confidence scoring Output format: Bottom Line → What (with confidence) → Why → How to Act Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.