App Store Optimization | Get More Organic Downloads

You've built an amazing app, but how do you make sure people can actually find it? With millions of apps competing for attention, simply publishing yours isn't enough. This is where App Store Optimization (ASO) comes in. Think of it as SEO, but for app stores.

This checklist breaks down the key elements you need to optimize to improve your app's visibility and convert browsers into downloaders. Work through each section to build a strong foundation for organic growth.

1. Core Metadata & Visual Assets

This is what users see first in search results. Your goal is to get the click.

• App Name & Subtitle (iOS) / Title (Android)

  • Include your most important keyword. If possible, naturally incorporate a high-volume keyword into your app's name (e.g., "AppName: Sleep Meditation").

  • Keep it clear and readable. Don't just stuff it with keywords. It should still make sense to a human.

  • (iOS) Use the subtitle. Apple gives you 30 characters—use them for another keyword or a quick value proposition.

• Icon

  • Make it unique and recognizable. It should stand out in a sea of other icons.

  • Keep it simple. Avoid clutter. It needs to be clear and identifiable even at a very small size.

  • Test different versions. Use A/B testing (available in both stores) to see which icon drives more installs.

• Screenshots & Preview Video

  • Lead with your best shot. The first screenshot is the most important. Use it to show your app's core value immediately.

  • Add compelling text overlays. Don't rely on visuals alone. Use short, benefit-driven text like "Track Habits in 30 Seconds" or "Offline Mode Included."

  • Show the UI, not just graphics. Users want to see what the app actually looks like.

  • (iOS) Create an App Preview video. A short, engaging video can dramatically increase conversion rates. Show the app in action.

2. Content & Keywords

This is how the app stores understand what your app is about and who to show it to.

• Description

  • Write a strong first paragraph. You have ~3 lines before the "More" fold. Hook the user here with your biggest benefit or most compelling feature.

  • Use bullet points and scannable text. No one reads giant walls of text. Make it easy to digest.

  • Include a call-to-action (CTA). What do you want them to do? "Download Now," "Start Your Free Trial," "Get Started Today."

• Keywords Field (iOS Specific)

  • Research relevant keywords. Use tools like Sensor Tower, Apptica, or even free options like the App Store's autocomplete to find terms your audience is searching for.

  • Don't use重复的 keywords. The algorithm already checks your app name and subtitle. Repeating words here is a waste of valuable space.

  • Use commas without spaces. keyword1,keyword2,keyword3 This is the most efficient way to use the 100-character limit.

  • Track competitor keywords. See what keywords similar, successful apps are using.

• Short Description (Android Specific)

  • Treat it like a meta description. You have a short character limit. Summarize your app's core purpose and include a primary keyword.

3. Social Proof & Engagement

The stores' algorithms favor apps that users love.

• Ratings & Reviews

  • Prompt for ratings at the right time. Ask users after they've had a positive experience (e.g., after completing a level, achieving a goal). Never ask on first launch.

  • Use the in-app API. Both Apple and Google provide native prompts that make rating easy for users.

  • Respond to reviews, especially negative ones. Show that you listen and care. This can improve your reputation and even lead to users updating their ratings.

• App Updates

  • Update regularly. Frequent updates signal to the algorithm that your app is active and maintained, which can positively influence your ranking.

  • Use your release notes. Briefly list bug fixes and new features. This shows users you are constantly improving.

4. Advanced: A/B Testing

Both the Apple App Store and Google Play Store now offer built-in tools to test different assets.

• Test your icons, screenshots, and videos. You might be surprised at what converts best. Never assume you know—let the data decide.

• Run one test at a time. To get clear results, only change one element (e.g., the first screenshot) between your test variants.

Optimizing for the app stores is not a one-time task. It's an ongoing process of testing, measuring, and refining. Bookmark this checklist and revisit it every time you prepare a major update to ensure you're always putting your best foot forward.

What's your top ASO tip? Share it with the community in the comments!