diegosouzapw App Store Optimization (ASO)
ASO is the process of improving an app's visibility and conversion rate in app stores by optimizing metadata, creative assets, and performance metrics. 70% of App Store visitors use search to find apps, and 65% of downloads occur immediately after a search.
Quick Start
Optimizing an existing app? Jump to the ASO Audit Checklist.
Writing new metadata? Use the Metadata Templates below.
Researching keywords? See Keyword Research Workflow.
Platform Character Limits
Apple App Store
| Field | Limit | Indexed? | Notes |
|---|---|---|---|
| Title | 30 chars | Yes (highest weight) | Include primary keyword |
| Subtitle | 30 chars | Yes (high weight) | Expand on value proposition |
| Keywords | 100 chars | Yes | Comma-separated, no spaces after commas |
| Description | 4,000 chars | No | For users only, not search |
| Promotional Text | 170 chars | No | Can update without new version |
Google Play Store
| Field | Limit | Indexed? | Notes |
|---|---|---|---|
| Title | 30 chars | Yes (highest weight) | Include primary keyword |
| Short Description | 80 chars | Yes (high weight) | Elevator pitch |
| Full Description | 4,000 chars | Yes | Use keywords naturally (~1 per 250 chars) |
Core ASO Principles
1. Title is King
The app title carries the strongest indexation weight on both platforms. Structure it as:
[Brand Name] - [Primary Keyword/Value Prop]
Examples:
Calm - Sleep & MeditationDuolingo - Language LessonsNotion - Notes & Projects
2. Natural Language Optimization
Modern app stores use NLP to understand conversational queries. Optimize for how users speak:
| Old Approach | New Approach |
|---|---|
| "budget tracker app" | "track my monthly expenses" |
| "meditation app" | "help me relax before bed" |
| "photo editor free" | "edit photos easily" |
3. Keyword Strategy by Platform
Apple App Store:
- Keywords field is hidden from users (your secret weapon)
- Separate keywords with commas, no spaces after commas
- Don't repeat words already in title/subtitle
- Use singular OR plural, not both (Apple indexes both)
Google Play:
- No hidden keyword field—everything is in visible metadata
- Repeat important keywords 3-5x naturally across title + descriptions
- Use long-tail phrases in full description
- Avoid keyword stuffing (hurts rankings)
4. Localization Matters
Localization goes beyond translation—it requires cultural adaptation. Keywords that perform well in English may not work in other markets. Always:
- Research local search behavior
- Adapt visuals for cultural context
- Test locally relevant screenshots
Metadata Templates
Apple App Store Template
TITLE (30 chars max):
[Brand] - [Primary Benefit]
SUBTITLE (30 chars max):
[Secondary Benefit/Feature]
KEYWORDS (100 chars max, comma-separated):
[keyword1],[keyword2],[long tail phrase],[keyword3]
DESCRIPTION STRUCTURE:
Paragraph 1: Hook + primary value proposition
Paragraph 2: Key features (bullet points work well)
Paragraph 3: Social proof (awards, press, user count)
Paragraph 4: Call to action
Google Play Template
TITLE (30 chars max):
[Brand] - [Primary Benefit]
SHORT DESCRIPTION (80 chars max):
[Concise value prop with primary keyword]
FULL DESCRIPTION STRUCTURE:
Opening hook with primary keyword (first 80 chars visible)
KEY FEATURES:
• Feature 1 with keyword
• Feature 2 with keyword
• Feature 3 with keyword
WHY USERS LOVE US:
[Social proof, testimonials]
WHAT'S NEW:
[Recent updates showing active development]
Keyword Research Workflow
Step 1: Seed Keywords
Generate initial keywords from:
- Your app's core functionality
- User problems you solve
- Competitor app names and categories
Step 2: Expand with Long-Tail
Transform generic keywords into specific phrases:
| Seed | Long-Tail Variations |
|---|---|
| fitness | home workout for beginners, 7 minute workout, abs exercises |
| notes | voice memo recorder, meeting notes, quick notes widget |
| budget | expense tracker, spending analyzer, bill reminder |
Step 3: Analyze Competition
For each target keyword:
- Search in the app store
- Note top 10 results
- Analyze their titles, subtitles, descriptions
- Identify gaps and opportunities
Step 4: Prioritize Keywords
Score keywords by:
- Search volume: How many people search this term?
- Relevance: How well does it describe your app?
- Competition: How hard to rank for this term?
- Conversion potential: Will searchers want your app?
Target keywords with high relevance + moderate competition first.
ASO Audit Checklist
Use this checklist to audit an existing app listing:
METADATA AUDIT
- [ ] Title includes primary keyword
- [ ] Title is under 30 characters
- [ ] Subtitle/short description provides clear value
- [ ] Keywords don't repeat words from title (iOS)
- [ ] Description leads with strongest hook
- [ ] Description includes social proof
- [ ] No prohibited terms (best, #1, free, top)
VISUAL ASSETS AUDIT
- [ ] Icon is distinctive and readable at small sizes
- [ ] Screenshots tell a story (not just UI dumps)
- [ ] First 2 screenshots show core value
- [ ] Screenshots have clear, readable captions
- [ ] Preview video (if any) hooks in first 3 seconds
PERFORMANCE AUDIT
- [ ] Rating is 4.0+ stars
- [ ] Recent reviews are positive
- [ ] Developer responds to negative reviews
- [ ] App is updated within last 3 months
- [ ] No major crash reports or bugs mentioned
LOCALIZATION AUDIT
- [ ] Metadata localized for target markets
- [ ] Screenshots localized (not just translated)
- [ ] Keywords researched per locale
Common ASO Mistakes
- Keyword stuffing - Hurts rankings and looks spammy
- Ignoring screenshots - They're your strongest conversion tool
- Set and forget - ASO requires continuous iteration
- Copying competitors exactly - Find gaps, don't duplicate
- Using prohibited terms - "Best," "#1," "Free" can get you rejected
- Neglecting ratings - Low ratings tank conversion and rankings
- Poor localization - Direct translation misses cultural context
Timeline Expectations
ASO is a marathon, not a sprint:
- Week 1-2: Metadata changes indexed
- Week 3-4: Initial ranking shifts visible
- Week 5-8: Meaningful organic traffic changes
- Week 8-12: Significant ranking improvements
- Ongoing: Continuous optimization and testing
Advanced Topics
For detailed guidance on specific areas, see:
- keyword-research.md - Deep dive on keyword strategy
- visual-assets.md - Screenshot and icon optimization
- competitive-analysis.md - Analyzing competitor listings
- localization.md - International ASO strategy
Guidelines
- Always research before recommending keywords
- Never use trademarked terms without permission
- Focus on relevance over volume for keywords
- Recommend A/B testing for major changes
- Consider both platforms' unique requirements
- Prioritize user experience over gaming algorithms