app-store-optimization

App Store Optimization (ASO)

Keyword Research Workflow

Discover and evaluate keywords that drive app store visibility.

Workflow: Conduct Keyword Research

1. Define target audience and core app functions:
2. Primary use case (what problem does the app solve)
3. Target user demographics
4. Competitive category
5. Generate seed keywords from:
6. App features and benefits
7. User language (not developer terminology)
8. App store autocomplete suggestions
9. Expand keyword list using:
10. Modifiers (free, best, simple)
11. Actions (create, track, organize)
12. Audiences (for students, for teams, for business)
13. Evaluate each keyword:
14. Search volume (estimated monthly searches)
15. Competition (number and quality of ranking apps)
16. Relevance (alignment with app function)
17. Score and prioritize keywords:
18. Primary: Title and keyword field (iOS)
19. Secondary: Subtitle and short description
20. Tertiary: Full description only
21. Map keywords to metadata locations
22. Document keyword strategy for tracking
23. 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 | |----------|---------------| | App Title | Highest | | Subtitle (iOS) | High | | Keyword Field (iOS) | High | | Short Description (Android) | High | | Full Description | Medium |

See: [references/keyword-research-guide.md](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:
2. Title character count and keyword presence
3. Subtitle/short description usage
4. Keyword field efficiency (iOS)
5. Description keyword density
6. Optimize title following formula:

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

1. Write subtitle (iOS) or short description (Android):
2. Focus on primary benefit
3. Include secondary keyword
4. Use action verbs
5. Optimize keyword field (iOS only):
6. Remove duplicates from title
7. Remove plurals (Apple indexes both forms)
8. No spaces after commas
9. Prioritize by score
10. Rewrite full description:
11. Hook paragraph with value proposition
12. Feature bullets with keywords
13. Social proof section
14. Call to action
15. Validate character counts for each field
16. Calculate keyword density (target 2-3% primary)
17. 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](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:
2. Direct competitors (same core function)
3. Indirect competitors (overlapping audience)
4. Category leaders (top downloads)
5. Extract competitor keywords from:
6. App titles and subtitles
7. First 100 words of descriptions
8. Visible metadata patterns
9. Build competitor keyword matrix:
10. Map which keywords each competitor targets
11. Calculate coverage percentage per keyword
12. Identify keyword gaps:
13. Keywords with <40% competitor coverage
14. High volume terms competitors miss
15. Long-tail opportunities
16. Analyze competitor visual assets:
17. Icon design patterns
18. Screenshot messaging and style
19. Video presence and quality
20. Compare ratings and review patterns:
21. Average rating by competitor
22. Common praise themes
23. Common complaint themes
24. Document positioning opportunities
25. 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

1. Complete pre-launch preparation (4 weeks before):
2. Finalize keywords and metadata
3. Prepare all visual assets
4. Set up analytics (Firebase, Mixpanel)
5. Build press kit and media list
6. Submit for review (2 weeks before):
7. Complete all store requirements
8. Verify compliance with guidelines
9. Prepare launch communications
10. Configure post-launch systems:
11. Set up review monitoring
12. Prepare response templates
13. Configure rating prompt timing
14. Execute launch day:
15. Verify app is live in both stores
16. Announce across all channels
17. Begin review response cycle
18. Monitor initial performance (days 1-7):
19. Track download velocity hourly
20. Monitor reviews and respond within 24 hours
21. Document any issues for quick fixes
22. Conduct 7-day retrospective:
23. Compare performance to projections
24. Identify quick optimization wins
25. Plan first metadata update
26. Schedule first update (2 weeks post-launch)
27. 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](references/aso-best-practices.md)

A/B Testing Workflow

Test metadata and visua