App Store Optimization (ASO)

ASO tools for researching keywords, optimizing metadata, analyzing competitors, and improving app store visibility on Apple App Store and Google Play Store.

Table of Contents

• Keyword Research Workflow
• Metadata Optimization Workflow
• Competitor Analysis Workflow
• App Launch Workflow
• A/B Testing Workflow
• Before/After Examples
• Tools and References

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
2. Generate seed keywords from:
   • App features and benefits
   • User language (not developer terminology)
   • App store autocomplete suggestions
3. Expand keyword list using:
   • Modifiers (free, best, simple)
   • Actions (create, track, organize)
   • Audiences (for students, for teams, for business)
4. Evaluate each keyword:
   • Search volume (estimated monthly searches)
   • Competition (number and quality of ranking apps)
   • Relevance (alignment with app function)
5. Score and prioritize keywords:
   • Primary: Title and keyword field (iOS)
   • Secondary: Subtitle and short description
   • Tertiary: Full description only
6. Map keywords to metadata locations
7. Document keyword strategy for tracking
8. 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

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
2. Optimize title following formula:

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

3. Write subtitle (iOS) or short description (Android):
   • Focus on primary benefit
   • Include secondary keyword
   • Use action verbs
4. Optimize keyword field (iOS only):
   • Remove duplicates from title
   • Remove plurals (Apple indexes both forms)
   • No spaces after commas
   • Prioritize by score
5. Rewrite full description:
   • Hook paragraph with value proposition
   • Feature bullets with keywords
   • Social proof section
   • Call to action
6. Validate character counts for each field
7. Calculate keyword density (target 2-3% primary)
8. 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

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)
2. Extract competitor keywords from:
   • App titles and subtitles
   • First 100 words of descriptions
   • Visible metadata patterns
3. Build competitor keyword matrix:
   • Map which keywords each competitor targets
   • Calculate coverage percentage per keyword
4. Identify keyword gaps:
   • Keywords with <40% competitor coverage
   • High volume terms competitors miss
   • Long-tail opportunities
5. Analyze competitor visual assets:
   • Icon design patterns
   • Screenshot messaging and style
   • Video presence and quality
6. Compare ratings and review patterns:
   • Average rating by competitor
   • Common praise themes
   • Common complaint themes
7. Document positioning opportunities
8. Validation: 10+ competitors analyzed; keyword matrix complete; gaps identified with volume estimates; visual audit documented

Competitor Analysis Matrix

Gap Analysis Template

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
2. Submit for review (2 weeks before):
   • Complete all store requirements
   • Verify compliance with guidelines
   • Prepare launch communications
3. Configure post-launch systems:
   • Set up review monitoring
   • Prepare response templates
   • Configure rating prompt timing
4. Execute launch day:
   • Verify app is live in both stores
   • Announce across all channels
   • Begin review response cycle
5. Monitor initial performance (days 1-7):
   • Track download velocity hourly
   • Monitor reviews and respond within 24 hours
   • Document any issues for quick fixes
6. Conduct 7-day retrospective:
   • Compare performance to projections
   • Identify quick optimization wins
   • Plan first metadata update
7. Schedule first update (2 weeks post-launch)
8. 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

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)
2. Form hypothesis:

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

3. Create variants:
   • Control: Current version
   • Treatment: Single variable change
4. Calculate required sample size:
   • Baseline conversion rate
   • Minimum detectable effect (usually 5%)
   • Statistical significance (95%)
5. Launch test:
   • Apple: Use Product Page Optimization
   • Android: Use Store Listing Experiments
6. Run test for minimum duration:
   • At least 7 days
   • Until statistical significance reached
7. Analyze results:
   • Compare conversion rates
   • Check statistical significance
   • Document learnings
8. 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

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

Tools and References

Scripts

References

Assets

Platform Limitations

Data Constraints

Platform Behavior

When Not to Use This Skill

Related Skills