App Store Optimization & Marketing Skills

Skills for optimizing your app's App Store presence and building promotional strategies — from descriptions to comprehensive marketing campaigns.

When This Skill Activates

Use this skill when the user:

• Needs to write App Store description or promotional text
• Wants to plan screenshot sequence and captions
• Asks about ASO (App Store Optimization) or keywords
• Needs help responding to App Store reviews
• Wants to improve app discoverability
• Asks about marketing strategy, promotion, or user acquisition
• Wants to use App Store features (events, custom pages, offers, featuring)
• Asks about paid acquisition or Apple Search Ads
• App was rejected or wants to avoid rejection

Available Skills

marketing-strategy/ ⭐ NEW

Comprehensive marketing strategy advisor — describe your app and get a tailored promotional plan.

• Analyzes app type, monetization model, audience, and lifecycle stage
• Recommends the right App Store features for your situation
• Builds promotional calendar with implementation roadmap
• Orchestrates generator sub-skills for implementation
• Strategy templates for subscription, paid, freemium, and game apps

app-description-writer/

Generate compelling App Store descriptions that convert.

• Promotional text (170 chars)
• Full description (4000 chars)
• What's New text for updates
• Localization guidance

screenshot-planner/

Plan App Store screenshot sequences with captions.

• 5-10 screenshot storyboard
• Caption writing
• Device frame recommendations
• Localization considerations

keyword-optimizer/

Optimize app title, subtitle, and keywords for search.

• Keyword research methodology
• Character limit optimization (100 chars)
• Competitor analysis
• Localization keyword strategy
• NEW: Advanced tactics (cross-localization, screenshot indexing)
• NEW: Keyword criteria (Pop/Diff sweet spots, opportunity scoring)
• NEW: Existing app strategy (safe optimization)

review-response-writer/

Professional responses to App Store reviews.

• Templates for common scenarios
• Tone and brand voice guidelines
• Turning negative reviews into opportunities
• When to respond vs. when not to

apple-search-ads/

Apple Search Ads campaign strategy for indie developers.

• Readiness assessment (minimum thresholds before spending)
• Campaign types and keyword strategy
• Budget planning by app stage (launch, growth, scale)
• Bid optimization with CPT benchmarks by category
• Campaign structure templates and measurement KPIs
• Custom Product Pages integration for ad groups

ad-attribution/

Privacy-preserving paid-traffic measurement with AdAttributionKit (SKAdNetwork's successor) — install + re-engagement attribution, conversion-value design under crowd anonymity, postback testing. (Apple Ads itself attributes via AdServices — see apple-search-ads.)

rejection-handler/

Handle App Store rejections and prepare submissions to avoid them.

• Pre-submission audit checklist by guideline section
• Rejection analysis and response strategy
• Resolution Center response templates
• Appeal escalation path (Resolution Center → phone → App Review Board)
• Top 20 common rejections with fixes (common-rejections.md)

originality-check/

Guideline 4.3 anti-spam / originality gate — verify an app (and each portfolio addition) is meaningfully distinct in function, content, and metadata before you invest or submit.

iap-finalizer/

Take a one-time In-App Purchase from MISSING_METADATA to READY_TO_SUBMIT via the App Store Connect API — price tier plus localized name/description.

ratings-mechanics/

How ratings actually behave — per-storefront isolation (your US stars show nowhere else), the never-reset rule, and phased release + manual release as rating protection.

web-presence/

Discovery outside the store app — the apps.apple.com page as a Google citizen, an owned landing page with Smart App Banner, and the deal-site ecosystem that auto-amplifies price drops.

Related Generator Skills

These generator skills produce code, metadata, and configuration for App Store features:

Skill	Purpose
generators/subscription-offers	StoreKit 2 code for all subscription offer types
generators/win-back-offers	Win-back flow for churned subscribers
generators/promoted-iap	Promoted In-App Purchase setup
generators/in-app-events	In-App Event metadata templates
generators/custom-product-pages	Custom Product Page strategy and metadata
generators/product-page-optimization	A/B test plans for product page
generators/featuring-nomination	App Store featuring pitch templates
generators/offer-codes-setup	Offer code distribution strategies
generators/pre-orders	Pre-order setup and launch timelines
generators/app-store-assets	Asset specs for all App Store media

How to Use

1. User requests App Store help
2. For strategy questions → Read marketing-strategy/SKILL.md
3. For paid acquisition → Read apple-search-ads/SKILL.md
4. For rejections or submission prep → Read rejection-handler/SKILL.md
5. For specific content → Read the relevant sub-skill's SKILL.md
6. For code/implementation → Read the relevant generator skill
7. Ask clarifying questions about the app
8. Generate optimized content
9. Provide alternatives and explain choices

Key Principles

1. User-Focused Copy

• Lead with benefits, not features
• Speak to user pain points
• Use clear, simple language
• Include social proof where possible

2. Platform Guidelines

• Stay within character limits
• Follow Apple's content guidelines
• Avoid prohibited terms (free, best, #1)
• Don't mention competing platforms

3. Search Optimization

• Use high-value keywords naturally
• Don't stuff keywords
• Consider localized search terms
• Update for seasonal relevance