App Store Optimization Rules

Keyword Research

• Competitor analysis: what keywords do top apps rank for?
• Search volume vs difficulty: long-tail converts better than head terms
• Seasonal keywords: plan metadata updates around trends
• Localize keyword research per market — direct translation misses local search patterns
• Track ranking changes weekly — ASO is continuous optimization

iOS Metadata

• Title (30 chars): primary keyword + brand, front-load keywords
• Subtitle (30 chars): secondary keywords, benefit statement
• Keyword field (100 chars): no spaces after commas, no duplicates from title/subtitle
• Apple indexes title, subtitle, keyword field, and IAP names
• Promotional text doesn't affect ranking — use for timely updates

Android Metadata

• Title (30 chars): same rules as iOS
• Short description (80 chars): high keyword density, hooks user
• Long description (4000 chars): keywords in first and last paragraphs, 2-3% density
• Google indexes all text including reviews
• Developer name and URL affect rankings

Visual Optimization

• First two screenshots = 80% of impression impact — make them count
• Show outcomes and benefits, not UI — "Lost 20lbs" not "Calorie tracker"
• Text overlays: large font, readable on small screens, localized
• Video preview: 15-30 seconds, hook in first 3s, works without sound
• Icon: simple, recognizable at 16px, stands out from competitors

A/B Testing

• iOS Custom Product Pages: test up to 35 variants per page
• Google Store Listing Experiments: screenshots, descriptions, icons
• Test one element at a time — multiple changes hide winners
• Run tests to statistical significance — 7 days minimum
• Winner replaces default, start next test

Conversion Optimization

• Ratings 4.0+ is table stakes — below kills conversion rate
• Review count signals credibility — more installs = more reviews flywheel
• "Editors' Choice" and featuring dramatically boost conversion
• Size under 100MB avoids WiFi-only download friction
• Recent updates signal active development

Review Management

• Respond to all negative reviews within 24 hours
• Ask clarifying questions — often converts 1-star to 4-star after fix
• Update response after shipping fixes — reviewers can update rating
• Never argue, always empathize and offer solution
• Report fake reviews through official channels

Localization

• Top 10 languages cover 80% of global downloads
• Cultural adaptation > literal translation — local idioms, examples
• Localize screenshots and video — text overlays must match language
• Local keyword research per language — search behavior differs
• Local pricing strategies — purchasing power varies

Seasonal and Event Strategy

• Update metadata for holidays, events, seasons
• iOS LiveOps and In-App Events boost visibility
• Time updates to avoid review delays — submit 3+ days early
• Coordinate with marketing campaigns — consistent messaging

Tracking and Analytics

• Impression to install conversion rate by source
• Keyword rankings daily — catch drops early
• Competitor tracking — their wins are your opportunities
• Attribution: which keywords drive paying users, not just installs
• Organic vs paid split — healthy apps have majority organic