app-store-optimization

What this skill does

# 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

- [Overview](#overview)
- [Title and Subtitle Strategy](#title-and-subtitle-strategy)
- [Keyword Field Strategy](#keyword-field-strategy)
- [Description Structure](#description-structure)
- [Promotional Text](#promotional-text)
- [Screenshot and Preview Optimization](#screenshot-and-preview-optimization)
- [In-App Review Prompts](#in-app-review-prompts)
- [Custom Product Pages](#custom-product-pages)
- [In-App Events](#in-app-events)
- [Product Page Optimization](#product-page-optimization)
- [Ratings and Review Management](#ratings-and-review-management)
- [Localized Metadata Optimization](#localized-metadata-optimization)
- [Common Mistakes](#common-mistakes)
- [Review Checklist](#review-checklist)
- [References](#references)

## Overview

ASO has two pillars:

1. **Search visibility** -- ranking for relevant queries so users find the app.
2. **Conversion rate** -- convincing users who land on the product page to download.

Apply this skill when a developer asks about improving discoverability, keyword strategy, download conversion, or any product page element that affects either pillar.

For metadata format rules and compliance guardrails, see the `app-store-review` skill. This skill assumes the developer is working within those constraints and focuses on strategy.

When producing an ASO plan or ownership split, explicitly separate **Visibility** from **Conversion**. Visibility covers search and browse discoverability: app name, subtitle, keyword field, primary category, localization, ratings and reviews, relevant In-App Events, and Custom Product Pages. Conversion covers the product-page decision path: screenshots, app previews, description, promotional text, Custom Product Page messaging, Product Page Optimization tests, and alignment between public claims, screenshots, and the real in-app UI.

Boundary rule: ASO owns listing strategy, keyword/message fit, screenshots, promotional text, Custom Product Pages, Product Page Optimization, localization, In-App Event positioning, ratings strategy, and lightweight review-prompt timing. `app-store-review` owns review compliance, PrivacyInfo.xcprivacy, ATT wording, and submission guardrails; ASO only cross-checks that public claims and screenshots are accurate. `storekit` owns purchase implementation, subscription paywall code, entitlement checks, and monetization mechanics.

For any full ASO plan, include these explicit checklist items so important App Store mechanics do not get dropped:

- Visibility: app name, subtitle, keyword field, primary category, localization, ratings/reviews, In-App Events if relevant, and Custom Product Pages with assigned keyword search visibility.
- Conversion: description hook, first screenshots or app preview, promotional text, Custom Product Page message fit, Product Page Optimization, and public-claim/screenshot accuracy.
- Experimentation: one PPO hypothesis, up to three treatments, selected localizations, target metric, and decision rule.
- Review prompts: positive trigger, bad-trigger avoidance, and the note that StoreKit decides whether a request displays a prompt.

Do not leave these implicit: reject high-volume keywords, state CPP capacity as 70 pages, list up to three PPO treatments, and mark In-App Events and ratings ASO-owned.

## 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

The keyword field is 100 characters, comma-separated, no spaces after commas. See the `app-store-review` skill for the full format rules. This section focuses on which keywords to choose and how to prioritize them.

### Research process

1. **Competitor audit** -- identify the top 5-10 competitors in the category and note which keywords appear in their titles, subtitles, and descriptions.
2. **Category analysis** -- identify terms users associate with the app's category that competitors may be missing.
3. **Search Ads signals** -- run Apple Search Ads discovery campaigns to surface high-intent queries with actual impression and tap data.
4. **Iterate each release** -- update keywords based on Search Ads performance, App Analytics impressions, and conversion data.

### Prioritization

Rank candidate keywords by three factors:

| Factor | Weight | Signal |
|--------|--------|--------|
| **Relevance** | Highest | Does the keyword describe what the app actually does? |
| **Search volume** | Medium | Are users actually searching for this term? |
| **Competition** | Lower | How many apps target this keyword? |

Relevance always wins. A high-volume keyword that does not describe the app will get impressions but not conversions.

For search relevance, prioritize user intent first, then metadata fit. Always account for the primary category alongside the app name, subtitle, and keyword field; do not repeat category terms in the keyword field.

### Tactical rules

- Deduplicate against title and subtitle -- Apple already indexes those words.
- Use singular forms only -- Apple matches both singular and plural from singular.
- 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](references/keyword-research-methodology.md) for the full research process, scoring framework, and indexing details.

## 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](#localized-metadata-optimi