App Store Optimization

App Store Optimization (ASO)

Search visibility and conversion optimization for App Store product pages. This skill covers strategic metadata decisions -- which keywords to target, how to structure descriptions for conversion, and how to use Custom Product Pages and in-app events for discoverability. For metadata compliance rules (character limits, screenshot device requirements, rejection triggers), see the app-store-review skill.

Contents

• Workflow and Boundaries
• Title and Subtitle Strategy
• Keyword Field Strategy
• Description Structure
• Promotional Text
• Screenshot and Preview Optimization
• In-App Review Prompts
• Custom Product Pages
• In-App Events
• Product Page Optimization
• Ratings and Review Management
• Localized Metadata Optimization
• Common Mistakes
• Review Checklist
• References

Workflow and Boundaries

1. Split recommendations into Visibility (indexed metadata, localization, ratings, events) and Conversion (message, assets, variants, experiments).
2. Name the evidence, owner, target metric, and validation checkpoint for each.
3. Apply the Review Checklist.

Title and Subtitle Strategy

Apple indexes the app name and subtitle for search. Together they provide 60 characters (30 + 30) of indexed, high-visibility keyword real estate.

Positioning framework

Use Brand -- Keyword when the brand already has recognition, Keyword -- Brand when a new app must compete on category terms, and a blended name when the brand naturally contains a relevant keyword.

Rules

• Do not repeat words between the name and subtitle -- Apple indexes both, so duplicates waste characters.
• Front-load the highest-value keyword in whichever field has more room.
• Avoid generic filler words ("the", "best", "app") -- they consume space without search value.
• The subtitle should communicate the primary value proposition, not a tagline.

Keyword Field Strategy

App Store Connect accepts up to 100 UTF-8 bytes in the keyword field (some Apple overview pages summarize this as 100 characters). Use comma-separated terms with no spaces after commas; each term must be longer than two characters.

Prioritization

Rank candidate keywords by three factors:

Prioritize user intent and metadata fit. Account for the primary category alongside the app name, subtitle, and keyword field; do not repeat it.

Tactical rules

• Deduplicate against title and subtitle -- Apple already indexes those words.
• Do not include both singular and plural forms of the same term; Apple treats them as duplicates.
• Omit the category name -- Apple adds the app's primary category to search automatically.
• Omit spaces after commas -- they count against the 100-character limit.
• Consider abbreviations and common misspellings if they are genuine search terms.
• Reserve space for the most relevant, highest-intent terms; do not spend characters on terms that only weakly describe the app.

See: references/keyword-research-methodology.md for the full research process, scoring framework, and indexing details.

Validation checkpoint: Render the final name, subtitle, and keyword field together. Count its UTF-8 bytes, split it on commas, reject blank, space-prefixed, or two-character-or-shorter tokens, compare normalized words across the three indexed fields and primary category, and require a relevance or demand signal for every retained term. Revise the field and repeat the check until every token earns its space.

Description Structure

Apple's search guidance centers text relevance on the app name, subtitle, keywords, and primary category, plus behavior signals such as downloads, ratings, and reviews. Treat the description as conversion copy, not a place to stuff extra search terms: users who expand it are evaluating whether to download.

Four-part structure

1. Hook (first 1-3 lines) -- the only text visible before the "more" fold. Lead with the strongest benefit or differentiator. This is the most important copy on the page.
2. Feature highlights -- 4-6 short feature descriptions. Use Unicode bullet characters (•) since the App Store does not render markdown. Focus on outcomes, not technical details.
3. Social proof -- awards, press quotes, user count milestones, or notable ratings. One or two lines.
4. Call to action -- a closing line encouraging the download. Keep it short and benefit-focused.

Formatting notes

• The App Store does not render markdown, HTML, or rich text. Use plain text with Unicode characters for structure.
• Short paragraphs with line breaks between them. Walls of text kill conversion.
• Write per locale -- translate the structure, not the words. See Localized Metadata Optimization.

Promotional Text

Promotional text appears above the description, is limited to 170 characters, and can be updated at any time without submitting a new app version.

Rotation strategy

Update promotional text for feature launches, seasonal moments, awards or press, promotions, and in-app events. Do not leave it static across releases; if there is nothing timely to promote, rotate between the app's strongest selling points.

Screenshot and Preview Optimization

Most users never scroll past the first 3 visible screenshots. These slots determine whether a user engages with the full product page or moves on.

First 3 screenshots

• Lead with the primary value proposition -- the screen that best demonstrates why someone should download.
• Never place onboarding, splash, or loading screens in the first 3 slots.
• Each screenshot should demonstrate a different benefit or feature.

Caption writing

• Write benefit-oriented captions, not feature labels. "Never miss a deadline" converts better than "Calendar View".
• Keep captions to 2-5 words above the screenshot and one short line below.
• Use action verbs: "Track", "Share", "Discover", "Build".

Ordering strategy

Use slot 1 for the primary value proposition, slot 2 for the core differentiator, slot 3 for the next strongest feature, and later slots for supporting features, social proof, or edge cases.

App preview video

If a preview video is present, it occupies the first slot. The first frame becomes the poster image when autoplay is disabled -- choose a frame that works as a standalone screenshot.

For screenshot device requirements and compliance rules, see the app-store-review skill.

Validation checkpoint: Preview each localized product page at first-fold size. Confirm that the first three visible assets communicate distinct benefits, that captions match the UI and public claims, and that the ordering answers the same intent targeted by the page's metadata. Replace or reorder any asset that fails, then review the first fold again as a set.

In-App Review Prompts