When optimizing your app on the Apple App Store, you can base your ASO work following this checklist:

To increase your visibility: 

  • App Name
    Create a descriptive and consistent sentence reflecting your app’s purpose
    - Should be memorable and complementary to your app icon
    - Include your strongest keywords (and place them at the very beginning if possible)
    - Localize your app title for each targeted language
    - Characters limit: 30

  • Subtitle
    Should be used as complement of the app name
    - Include strong keywords
    - Don’t repeat keywords used in the app name
    - Characters limit: 30 

  • Keywords field
    Use commas to separate each keyword (no spaces)
    - Use single keywords rather than long tail keywords
    - Make sure your keywords can be combined to each other -- the algorithm will combine keywords with each other, creating a set of all possible combinations on which your app will be indexed
    - Use all available 100 characters
    - Don’t repeat keywords from your app name, subtitle, app publisher name or app category
    - Plural and singular are seen as two different keywords. Better to use singular
    - Target keywords with a high relevancy, high Volume and low Competition = high KEI (AppTweak.com can help!)
    - Localize your keywords for each language 

  • App description - potential weight on the algorithm since potentially indexed on iOS11
    Important for SEO as your app’s web page is indexed on Search Engines
    - Use all available characters
    - Repeat targeted keywords (+/- 15) 4-5 times each
    - Use various keyphrases combinations using the targeted keywords
    - Focus on keywords density
    - Avoid keyword stuffing!
    - Must be easy to read, convincing, engaging
    - Focus on the first 255 characters (3 lines) to showcase your best features and include a CTA
    - Use bullet points to list your features
    - Include mentions, awards or nice reviews
    - Localize your copy for each targeted language
    - Characters limit: 4000

  • Reviews & ratings - heavy weight on the algorithm
    - Try to get as many reviews & ratings as possible
    - Make sure to keep a high average rating
    - Reply to negative reviews
    - Use a 2-step pop up notification process to ask your users if they like your app or not. If they do, ask them to rate your app; if they don’t, ask their feedback
    - Ask your surroundings, family, friends and anyone you can to rate your app on its launch
    - Your app reviews & ratings start from 0 after each app update

To increase your conversions: 

  • App Icon
    - Your app’s first impression
    - Use a single focus point to capture attention
    - Use High-res and optimize size for each device
    - Make it descriptive, unique, simple
    - Avoid transparency
    - Avoid text, use a border
    - Test it against different wallpapers
    - Combined with your app name, your app icon should reflect your app’s purpose
    - Requirements: 

  • iPhone 6 Plus | 6s Plus | 7 Plus | 8 Plus : 180 x 180px

  • iPhone 6 | 6s | SE | 7 | 8 : 120 x 120px

  • iPad Pro:167 x 167px

  • iPad, iPad mini: 152 x 152px

  • App Store large icon: 1024 x 1024px

  • Promotional text - not indexed
    Engage your app users and showcase news about your app
    - Should reflect your app’s new features, promotions or anything you’d like to highlight
    - Keywords from the promotional text are not indexed by the algorithm but we do recommend to use relevant and strong keywords for SEO purposes.
    - Characters limit: 170

  • Screenshots
    - Very important in terms of conversion
    - Use all available 5 screenshots slots
    - Focus on your first 2 screenshots as they are displayed in the search results (unless you have app preview video(s), in this case, your screenshots will be displayed after
    - Make your screenshots high-res and well-designed
    - Show off 1 feature per screenshot - you can also combine both your 1st and 2d screenshot making it into one
    - Use a small sentence on the top of each screenshot to increase comprehension and conversion
    - Localize your screenshots for each language
    - A/B test your screenshots
    - Optimize your screenshots for each screen size
    - Requirements: 

  • iPhone 4 | 4s: 640 x 960px

  • iPhone 5 | 5s | 5c | 5SE: 640 x 1136px

  • iPhone 6 | 6s | 7 | 8 : 750 x 1334px

  • iPhone 6 Plus | 6s Plus | 7 Plus | 8 Plus: 1242 x 2208px

  • iPad 2 | Mini 1: 768 x 1024px

  • iPad 3 | 4 | Air | Air 2 | Mini 2 | Mini 3: 1536 x 2048px 

  • App preview
    You can have up to 3 app preview videos
    - Displayed before your screenshots
    - Played automatically on mute mode in iOS11
    - Highly recommended as it’s very powerful in terms of conversion
    - Don’t use any text or copy (localization not available)
    - Demonstrate your app’s best features
    - Use footage on the device directly
    - Use a great poster frame to drive more plays
    - Focus on the first seconds of your video
    - A/B test your app previews
    - Duration: 15-30sec per video

As final tips, don’t forget to:

  • Monitor competition (AppTweak can effectively help you track the ASO strategy and Search Ads strategy of your competitors!)

  • Updates & releases
    Try updating your app’s ASO monthly
    - Monitor your keywords and assets performance to optimize your app’s visibility and conversion
    - Track your competitor's ASO to build your own strategy
    - Track app store trends to stay updated to the latest algorithm changes (check blog: www.apptweak.com/aso-blog)

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