The Unseen Work
App store optimization is an afterthought for most developers.
It shouldn't be.
We've published 20+ apps. Here's what actually moves the needle.
The Basics
1. App Name
Include keyword. Brand name first.
"[Brand] - [Keyword]" or "[Keyword] by [Brand]"
2. Subtitle
Expand on name. Include secondary keywords.
Not a description. Keywords matter.
3. Description
First 3 lines are critical. Most users don't scroll.
Write value proposition. Not features.
Screenshots That Convert
1. First 3 Screens Matter Most
Show the core value. Not login.
What does the user get?
2. Localize
Different screenshots for different markets.
English screenshots don't work in Japan.
3. Show Device Frame
Makes screenshots feel native.
Use LaunchGallery or SimilarApps.
Keywords
1. Research
Use AppFollow, Sensor Tower, or AppTweak.
Find keywords with volume but low competition.
2. No Competitor Names
Apple rejects this.
3. Mix High/Low Competition
"Productivity" is hard.
"Task reminders" is easier.
Ratings & Reviews
1. In-App Prompt
Ask after positive action.
Not after crashes. Not immediately.
2. Handle Negative Reviews
Respond publicly. Fix issues.
Users see you're listening.
3. Incentivize Carefully
Paid reviews violate guidelines.
But "rate 5 stars for 1 month free" is okay.
The Checklist
- App name with keyword
- Subtitle with secondary keywords
- Description with value prop first
- 5-10 screenshots
- First 3 screenshots show core value
- Localized screenshots
- App preview video
- 100 keyword field filled
- Category optimized
- In-app rating prompt
- Review response process
The Honest Answer
ASO is not magic.
It helps. But if your app is bad, ASO won't save it.
Build a good app. Then optimize the listing.
