app-store-optimization

App Store Optimization (ASO)

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Keyword Research Workflow

Discover and evaluate keywords that drive app store visibility.

Workflow: Conduct Keyword Research

1. Define target audience and core app functions:

• Primary use case (what problem does the app solve)
• Target user demographics
• Competitive category

1. Generate seed keywords from:

• App features and benefits
• User language (not developer terminology)
• App store autocomplete suggestions

1. Expand keyword list using:

• Modifiers (free, best, simple)
• Actions (create, track, organize)
• Audiences (for students, for teams, for business)

1. Evaluate each keyword:

• Search volume (estimated monthly searches)
• Competition (number and quality of ranking apps)
• Relevance (alignment with app function)

1. Score and prioritize keywords:

• Primary: Title and keyword field (iOS)
• Secondary: Subtitle and short description
• Tertiary: Full description only

1. Map keywords to metadata locations
2. Document keyword strategy for tracking
3. Validation: Keywords scored; placement mapped; no competitor brand names included; no plurals in iOS keyword field

Keyword Evaluation Criteria

Keyword Placement Priority

See: references/keyword-research-guide.md

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Metadata Optimization Workflow

Optimize app store listing elements for search ranking and conversion.

Workflow: Optimize App Metadata

1. Audit current metadata against platform limits:

• Title character count and keyword presence
• Subtitle/short description usage
• Keyword field efficiency (iOS)
• Description keyword density

1. Optimize title following formula:

   [Brand Name] - [Primary Keyword] [Secondary Keyword]

1. Write subtitle (iOS) or short description (Android):

• Focus on primary benefit
• Include secondary keyword
• Use action verbs

1. Optimize keyword field (iOS only):

• Remove duplicates from title
• Remove plurals (Apple indexes both forms)
• No spaces after commas
• Prioritize by score

1. Rewrite full description:

• Hook paragraph with value proposition
• Feature bullets with keywords
• Social proof section
• Call to action

1. Validate character counts for each field
2. Calculate keyword density (target 2-3% primary)
3. Validation: All fields within character limits; primary keyword in title; no keyword stuffing (>5%); natural language preserved

Platform Character Limits

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

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Competitor Analysis Workflow

Analyze top competitors to identify keyword gaps and positioning opportunities.

Workflow: Analyze Competitor ASO Strategy

1. Identify top 10 competitors:

• Direct competitors (same core function)
• Indirect competitors (overlapping audience)
• Category leaders (top downloads)

1. Extract competitor keywords from:

• App titles and subtitles
• First 100 words of descriptions
• Visible metadata patterns

1. Build competitor keyword matrix:

• Map which keywords each competitor targets
• Calculate coverage percentage per keyword

1. Identify keyword gaps:

• Keywords with <40% competitor coverage
• High volume terms competitors miss
• Long-tail opportunities

1. Analyze competitor visual assets:

• Icon design patterns
• Screenshot messaging and style
• Video presence and quality

1. Compare ratings and review patterns:

• Average rating by competitor
• Common praise themes
• Common complaint themes

1. Document positioning opportunities
2. Validation: 10+ competitors analyzed; keyword matrix complete; gaps identified with volume estimates; visual audit documented

Competitor Analysis Matrix

Gap Analysis Template

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App Launch Workflow

Execute a structured launch for maximum initial visibility.

Workflow: Launch App to Stores

1. 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

1. Submit for review (2 weeks before):

• Complete all store requirements
• Verify compliance with guidelines
• Prepare launch communications

1. Configure post-launch systems:

• Set up review monitoring
• Prepare response templates
• Configure rating prompt timing

1. Execute launch day:

• Verify app is live in both stores
• Announce across all channels
• Begin review response cycle

1. Monitor initial performance (days 1-7):

• Track download velocity hourly
• Monitor reviews and respond within 24 hours
• Document any issues for quick fixes

1. Conduct 7-day retrospective:

• Compare performance to projections
• Identify quick optimization wins
• Plan first metadata update

1. Schedule first update (2 weeks post-launch)
2. Validation: App live in stores; analytics tracking; review responses within 24h; download velocity documented; first update scheduled

Pre-Launch Checklist

Launch Timing Considerations

See: references/aso-best-practices.md

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A/B Testing Workflow

Test metadata and visual elements to improve conversion rates.

Workflow: Run A/B Test

1. Select test element (prioritize by impact):

• Icon (highest impact)
• Screenshot 1 (high impact)
• Title (high impact)
• Short description (medium impact)

1. Form hypothesis:

   If we [change], then [metric] will [improve/increase] by [amount]
   because [rationale].

1. Create variants:

• Control: Current version
• Treatment: Single variable change

1. Calculate required sample size:

• Baseline conversion rate
• Minimum detectable effect (usually 5%)
• Statistical significance (95%)

1. Launch test:

• Apple: Use Product Page Optimization
• Android: Use Store Listing Experiments

1. Run test for minimum duration:

• At least 7 days
• Until statistical significance reached

1. Analyze results:

• Compare conversion rates
• Check statistical significance
• Document learnings

1. Validation: Single variable tested; sample size sufficient; significance reached (95%); results documented; winner implemented

A/B Test Prioritization

Sample Size Quick Reference

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

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Before/After Examples

Title Optimization

Productivity App:

Fitness App:

Subtitle Optimization (iOS)

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

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Tools and References

Scripts

References

Assets

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Platform Notes

When not to use this skill: web apps (use web SEO), enterprise/internal apps, TestFlight-only betas, or paid advertising strategy.

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Related Skills

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

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.