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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
- 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
| Factor | Weight | High Score Indicators |
|---|
| Relevance | 35% | Describes core app function |
| Volume | 25% | 10,000+ monthly searches |
| Competition | 25% | Top 10 apps have <4.5 avg rating |
| Conversion | 15% | Transactional intent ("best X app") |
Keyword Placement Priority
| Location | Search Weight | Character Limit |
|---|
| App Title | Highest | 30 (iOS) / 50 (Android) |
| Subtitle (iOS) | High | 30 |
| Keyword Field (iOS) | High | 100 |
| Short Description (Android) | High | 80 |
| Full Description | Medium | 4,000 |
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
| Field | Apple App Store | Google Play Store |
|---|
| Title | 30 characters | 50 characters |
| Subtitle | 30 characters | N/A |
| Short Description | N/A | 80 characters |
| Keywords | 100 characters | N/A |
| Promotional Text | 170 characters | N/A |
| Full Description | 4,000 characters | 4,000 characters |
| What's New | 4,000 characters | 500 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 Area | Data Points |
|---|
| Keywords | Title keywords, description frequency |
| Metadata | Character utilization, keyword density |
| Visuals | Icon style, screenshot count/style |
| Ratings | Average rating, total count, velocity |
| Reviews | Top praise, top complaints |
Gap Analysis Template
| Opportunity Type | Example | Action |
|---|
| Keyword gap | "habit tracker" (40% coverage) | Add to keyword field |
| Feature gap | Competitor lacks widget | Highlight in screenshots |
| Visual gap | No videos in top 5 | Create app preview |
| Messaging gap | None 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
| Category | Items |
|---|
| Metadata | Title, subtitle, description, keywords |
| Visual Assets | Icon, screenshots (all sizes), video |
| Compliance | Age rating, privacy policy, content rights |
| Technical | App binary, signing certificates |
| Analytics | SDK integration, event tracking |
| Marketing | Press kit, social content, email ready |
Launch Timing Considerations
| Factor | Recommendation |
|---|
| Day of week | Tuesday-Wednesday (avoid weekends) |
| Time of day | Morning in target market timezone |
| Seasonal | Align with relevant category seasons |
| Competition | Avoid 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
| Element | Conversion Impact | Test Complexity |
|---|
| App Icon | 10-25% lift possible | Medium (design needed) |
| Screenshot 1 | 15-35% lift possible | Medium |
| Title | 5-15% lift possible | Low |
| Short Description | 5-10% lift possible | Low |
| Video | 10-20% lift possible | High |
Sample Size Quick Reference
| Baseline CVR | Impressions Needed (per variant) |
|---|
| 1% | 31,000 |
| 2% | 15,500 |
| 5% | 6,200 |
| 10% | 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
Before/After Examples
Title Optimization
Productivity App:
| Version | Title | Analysis |
|---|
| Before | "MyTasks" | No keywords, brand only (8 chars) |
| After | "MyTasks - Todo List & Planner" | Primary + secondary keywords (29 chars) |
Fitness App:
| Version | Title | Analysis |
|---|
| Before | "FitTrack Pro" | Generic modifier (12 chars) |
| After | "FitTrack: Workout Log & Gym" | Category keywords (27 chars) |
Subtitle Optimization (iOS)
| Version | Subtitle | Analysis |
|---|
| Before | "Get Things Done" | Vague, no keywords |
| After | "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
| Version | Caption | Issue |
|---|
| Before | "Task List Feature" | Feature-focused, passive |
| Better | "Create Task Lists" | Action verb, but still feature |
| Best | "Never Miss a Deadline" | Benefit-focused, emotional |
Tools and References
Scripts
| Script | Purpose | Usage |
|---|
| keyword_analyzer.py | Analyze keywords for volume and competition | python keyword_analyzer.py --keywords "todo,task,planner" |
| metadata_optimizer.py | Validate metadata character limits and density | python metadata_optimizer.py --platform ios --title "App Title" |
| competitor_analyzer.py | Extract and compare competitor keywords | python competitor_analyzer.py --competitors "App1,App2,App3" |
References
Assets
Platform Limitations
Data Constraints
| Constraint | Impact |
|---|
| No official keyword volume data | Estimates based on third-party tools |
| Competitor data limited to public info | Cannot see internal metrics |
| Review access limited to public reviews | No access to private feedback |
| Historical data unavailable for new apps | Cannot compare to past performance |
Platform Behavior
| Platform | Behavior |
|---|
| iOS | Keyword changes require app submission |
| iOS | Promotional text editable without update |
| Android | Metadata changes index in 1-2 hours |
| Android | No separate keyword field (use description) |
| Both | Algorithm changes without notice |
When Not to Use This Skill
| Scenario | Alternative |
|---|
| Web apps | Use web SEO skills |
| Enterprise apps (not public) | Internal distribution tools |
| Beta/TestFlight only | Focus on feedback, not ASO |
| Paid advertising strategy | Use paid acquisition skills |
Related Skills
Proactive Triggers
- No keyword optimization in title -- App title is the #1 ranking factor. Include top keyword in title.
- Screenshots don't show value -- Screenshots should tell a benefit story, not just show UI.
- No ratings strategy -- Below 4.0 stars kills conversion. Implement in-app rating prompts at positive moments.
- Description keyword-stuffed -- Natural language with keywords beats keyword stuffing. Target 2-3% density.
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 |
| "Competitor analysis" | Competitive keyword matrix with gap opportunities |
Communication
All output passes quality verification:
- Self-verify: source attribution, assumption audit, confidence scoring
- Output format: Bottom Line first, then What (with confidence), Why, How to Act
- Every finding tagged with confidence level: verified, medium confidence, or assumed
Weekly Installs
44
Repository
borghei/claude-skills
GitHub Stars
35
First Seen
Feb 23, 2026
Security Audits
Gen Agent Trust HubPassSocketFailSnykWarn
Installed on
claude-code37
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gemini-cli30
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