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

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Metadata Optimization Workflow

Optimize title ([Brand] - [Primary Keyword] [Secondary]), subtitle/short description, keyword field (iOS), and full description (hook, features, social proof, CTA).

See references/metadata-optimization.md for the 8-step workflow, platform character limits, and description structure template.

See also: references/platform-requirements.md

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Competitor Analysis & App Launch

Analyze top 10 competitors (direct, indirect, category leaders) by extracting keywords, building a keyword matrix, identifying gaps (<40% coverage), and auditing visuals and reviews. Launch with 4-week prep, 2-week review submission, and 7-day post-launch monitoring.

See references/aso-best-practices.md for competitor analysis matrix, gap analysis templates, launch checklists, and timing recommendations.

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A/B Testing Workflow

Test metadata and visual elements to improve conversion rates. See references/ab-testing-guide.md for the full workflow, prioritization matrix, sample size calculator, and test documentation template.

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Before/After Examples

See references/before-after-examples.md for title, subtitle, keyword field, description, and screenshot caption optimization examples.

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References

Document	Content
platform-requirements.md	iOS and Android metadata specs, visual asset requirements
aso-best-practices.md	Optimization strategies, rating management, launch tactics
keyword-research-guide.md	Research methodology, evaluation framework, tracking
ab-testing-guide.md	A/B test workflow, prioritization, sample sizes, documentation
before-after-examples.md	Title, subtitle, keyword, description optimization examples

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Platform Notes

Platform / Constraint	Behavior / Impact
iOS keyword changes	Require app submission
iOS promotional text	Editable without an app update
Android metadata changes	Index in 1-2 hours
Android keyword field	None — use description instead
Keyword volume data	Estimates only; no official source
Competitor data	Public listings only

When not to use this skill: web apps (use web SEO), enterprise/internal apps, TestFlight-only betas, or paid advertising strategy.

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Related Skills

• copywriting: For app description copywriting. NOT for keyword research or metadata optimization.
• launch-strategy: For coordinating app launch marketing campaigns alongside ASO.
• paid-ads: For Apple Search Ads and Google Ads campaigns. NOT for organic ASO.

Proactive Triggers

• No keyword optimization in title → App title is the #1 ranking factor. Include top keyword.
• Screenshots don't show value → Screenshots should tell a story, not show UI.
• No ratings strategy → Below 4.0 stars kills conversion. Implement in-app rating prompts.
• Description keyword-stuffed → Natural language with keywords beats keyword stuffing.

Output Artifacts

When you ask for...	You get...
"ASO audit"	Full app store listing audit with prioritized fixes
"Keyword research"	Keyword list with search volume and difficulty scores
"Optimize my listing"	Rewritten title, subtitle, description, keyword field

Communication

All output passes quality verification:

• Self-verify: source attribution, assumption audit, confidence scoring
• Output format: Bottom Line → What (with confidence) → Why → How to Act
• Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.