app-store-optimization – Marketing & SEO skill for AI agents

App Store Optimization (ASO)

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Keyword Research Workflow

Discover and evaluate keywords that drive app store visibility.

Workflow: Conduct Keyword Research

1. Define target audience and core app functions:

• Primary use case (what problem does the app solve)
• Target user demographics
• Competitive category

2. Generate seed keywords from:

• App features and benefits
• User language (not developer terminology)
• App store autocomplete suggestions

3. Expand keyword list using:

• Modifiers (free, best, simple)
• Actions (create, track, organize)
• Audiences (for students, for teams, for business)

4. Evaluate each keyword:

• Search volume (estimated monthly searches)
• Competition (number and quality of ranking apps)
• Relevance (alignment with app function)

5. Score and prioritize keywords:

• Primary: Title and keyword field (iOS)
• Secondary: Subtitle and short description
• Tertiary: Full description only

6. Map keywords to metadata locations

7. Document keyword strategy for tracking

8. 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)

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Metadata Optimization Workflow

Optimize app store listing elements for search ranking and conversion.

Workflow: Optimize App Metadata

1. Audit current metadata against platform limits:

• Title character count and keyword presence
• Subtitle/short description usage
• Keyword field efficiency (iOS)
• Description keyword density

2. Optimize title following formula:

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

3. Write subtitle (iOS) or short description (Android):

• Focus on primary benefit
• Include secondary keyword
• Use action verbs

4. Optimize keyword field (iOS only):

• Remove duplicates from title
• Remove plurals (Apple indexes both forms)
• No spaces after commas
• Prioritize by score

5. Rewrite full description:

• Hook paragraph with value proposition
• Feature bullets with keywords
• Social proof section
• Call to action

6. Validate character counts for each field

7. Calculate keyword density (target 2-3% primary)

8. 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)

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Competitor Analysis Workflow

Analyze top competitors to identify keyword gaps and positioning opportunities.

Workflow: Analyze Competitor ASO Strategy

1. Identify top 10 competitors:

• Direct competitors (same core function)
• Indirect competitors (overlapping audience)
• Category leaders (top downloads)

2. Extract competitor keywords from:

• App titles and subtitles
• First 100 words of descriptions
• Visible metadata patterns

3. Build competitor keyword matrix:

• Map which keywords each competitor targets
• Calculate coverage percentage per keyword

4. Identify keyword gaps:

• Keywords with <40% competitor coverage
• High volume terms competitors miss
• Long-tail opportunities

5. Analyze competitor visual assets:

• Icon design patterns
• Screenshot messaging and style
• Video presence and quality

6. Compare ratings and review patterns:

• Average rating by competitor
• Common praise themes
• Common complaint themes

7. Document positioning opportunities

8. 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 |

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App Launch Workflow

Execute a structured launch for maximum initial visibility.

Workflow: Launch App to Stores

1. Complete pre-launch preparation (4 weeks before):

• Finalize keywords and metadata
• Prepare all visual assets
• Set up analytics (Firebase, Mixpanel)
• Build press kit and media list

2. Submit for review (2 weeks before):

• Complete all store requirements
• Verify compliance with guidelines
• Prepare launch communications

3. Configure post-launch systems:

• Set up review monitoring
• Prepare response templates
• Configure rating prompt timing

4. Execute launch day:

• Verify app is live in both stores
• Announce across all channels
• Begin review response cycle

5. Monitor initial performance (days 1-7):

• Track download velocity hourly
• Monitor reviews and respond within 24 hours
• Document any issues for quick fixes

6. Conduct 7-day retrospective:

• Compare performance to projections
• Identify quick optimization wins
• Plan first metadata update

7. Schedule first update (2 weeks post-launch)

8. 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)

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A/B Testing Workflow

Test metadata and visual elements to improve conversion rates.

Workflow: Run A/B Test

1. Select test element (prioritize by impact):

• Icon (highest impact)
• Screenshot 1 (high impact)
• Title (high impact)
• Short description (medium impact)

2. Form hypothesis:

   If we [change], then [metric] will [improve/increase] by [amount]
   because [rationale].
   

3. Create variants:

• Control: Current version
• Treatment: Single variable change

4. Calculate required sample size:

• Baseline conversion rate
• Minimum detectable effect (usually 5%)
• Statistical significance (95%)

5. Launch test:

• Apple: Use Product Page Optimization
• Android: Use Store Listing Experiments

6. Run test for minimum duration:

• At least 7 days
• Until statistical significance reached

7. Analyze results:

• Compare conversion rates
• Check statistical significance
• Document learnings

8. Validation: Single variable tested; sample size sufficient; significance reached (

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