ASO Optimization Guide

This guide was written with support from Philip Carlson, Founder of ASOgency

If you built a mobile app, ASO (App Store optimization) is how people discover you organically. Think of it as SEO for the App Store.

Why ASO matters

70% of App Store users use search to find apps.
65% of downloads happen directly after a search.

Good ASO = free, ongoing customer acquisition.
Bad ASO = invisible in a sea of 2M+ apps.

Most indie developers ignore ASO completely, your competition is probably doing it wrong, basic ASO takes 2-4 hours and works for months, advanced ASO compounds over time.

Keyword research

The goal: find keywords that are specific enough to rank (not too competitive), popular enough to drive downloads (not too niche), and relevant to your app (not misleading).

Step 1: Brainstorm seed keywords.

For a habit tracker: habit tracker, daily habits, routine builder, streak tracker, goal tracker, habit builder. For a CPR training app: CPR training, medical student, first aid practice, resuscitation guide, BLS certification.

Step 2: Evaluate competitiveness.

Use App Store search to gauge competition.

When launching your app you need to do some basic App Store Optimization if you want to get organic downloads. People need to find you. The best keyword goes in the title after your app's name.

Step 3: Find long-tail variations.

Don't just target "habit tracker." Also target: "daily habit tracker," "habit streak tracker," "habit tracker with reminders," "simple habit tracker."

Why long-tail keywords work: less competition (easier to rank), more specific intent (better conversion), more keyword coverage (show up for more searches).

Keyword placement: the 3 critical spots

1. App title (30 characters).

Format: [App Name] - [Best Keyword].

Examples: "Habitz - Daily Habit Tracker," "CPRMaster - Medical Training," "Realtor AI - Agent Training." Don't: "Habitz" (wasting keyword space), "The Ultimate Super Amazing Habit Tracker App" (keyword stuffing, unprofessional).

The best keyword goes in the title after your app's name. This has the most weight for ASO.

2. Subtitle (30 characters).

Format: [Secondary keyword or value prop].

Examples:

"Build Streaks, Reach Goals," "Study CPR, Pass Your Exam," "AI Training for Realtors."

Don't repeat title keywords (wasting space) or use generic phrases ("The best app ever").

3. Keyword field (100 characters).

This is hidden from users, only for search.

Format: comma-separated, no spaces (saves characters).

Example for habit tracker:

routine,goal,productivity,daily,planner,streak,challenge,wellness,self-improvement,motivation

Contrary to popular belief, you CAN repeat keywords in the keyword field by using long-tail variations.

For example:

habit', 'daily habit', 'habit streak'

all count as different keywords even though 'habit' appears in each."

Don't: use spaces (wastes characters), repeat exact same words, use your app name (already in title), use competitor names (against guidelines).

Screenshots: your visual sales page

Your screenshots are very important for ASO as it's the end point for every potential user. 95% of people only see the first 3 screenshots. Make them count.

Screenshot 1: Hero shot + main value prop. Show the app's main screen. Overlay text: "Build Daily Habits That Stick." Make it immediately clear what the app does.

Screenshot 2: Key feature + benefit. Show streak tracking UI. Overlay text: "See Your Progress With Streak Tracking." Demonstrate the core value.

Screenshot 3: Social proof or secondary feature. Show calendar view or sharing feature. Overlay text: "10,000+ People Building Habits." Build trust or show additional value.

Screenshots 4-10: only 5% of users see these. Use for detailed feature showcase. Not critical for ASO.

App icon and name

If you're browsing the App Store and you're about to download a workout app, would you download Zuliio or Workoutio? Workoutio is clearer—you know it's a workout app. Clarity beats cleverness.

App icon rules -

Do:

• make it obvious what category, use distinctive colors (stand out in search)
• keep it simple (recognizable at small size)
• test at 60x60px (actual App Store size)

Don't:

• abstract art (users don't know what it does)
• text-heavy (unreadable at small sizes)
• similar to top apps (blends in).

App name rules

Do:

• include category keywords ("Habit Tracker")
• keep it pronounceable
• make it memorabl
• check domain availability (.com for landing page).

Don't:

• be too clever (users won't remember)
• misspell words intentionally ("Habitzzz"
• make it too long.

Conversion rate: the success metric

ASO is measured by: Impressions → Downloads.

ASOGency benchmarks: 3-5% conversion = mediocre (needs improvement), 5-10% conversion = good (most apps are here), 10-20% conversion = great (you’re onto something), 20%+ = exceptional (top 1%).

What affects conversion: icon quality (first impression), screenshots (visual appeal), ratings/reviews (social proof), visual keywords (relevance).

How to improve: A/B test screenshots (change one at a time), get more 5-star reviews (ask happy users), improve icon if conversion is low, rewrite first paragraph of description.

ASO maintenance schedule

• Monthly (15 minutes): check keyword rankings (are you moving up or down?), monitor conversion rate (improving or declining?), review new reviews/ratings (respond to critical feedback).
• Quarterly (1-2 hours): update screenshots (seasonal themes, new features), refresh keywords (add trending terms, remove dead ones), A/B test icon or title (if conversion is low).
• Annually (4-6 hours): complete ASO refresh (new screenshots, revised copy), competitive analysis (what are top apps doing?), seasonal campaign planning.
• ASO is not set-and-forget. Small tweaks compound over months into significant organic download growth.

Hope this helps!