All Phases (54) 1. Pre-Launch 0/11 2. Metadata 0/12 3. Creative 0/12 4. Launch Prep 0/10 5. Post-Launch 0/9
Identify Your Direct Competitors Pre-launch Audit rival apps in your category. Note their naming conventions, App Title keywords, Subtitles, visual style, and reviews. Tip: Keep a spreadsheet of competitor titles and category ranks, and update it when they change.Brainstorm Seed Keywords Pre-launch List core terms representing your app’s functions, benefits, synonyms, and search queries real users would type. Tip: Ask non-technical friends how they would search for your app to get unbiased terms.Extract Competitor Keywords Pre-launch Analyze competitor metadata (titles, subtitles, and promotional text) to discover secondary keywords they are targeting. Tip: Use our Keyword Explorer to discover keywords your competitors rank for.Scrape App Store Autocomplete Suggestions Pre-launch Type letters into the App Store search bar and write down autocomplete recommendations to spot high-intent phrases. Apple Search hints appear once someone types and can help inspire people before they search. How they are ordered is not published. Check Keyword Search Popularity (Volume) Pre-launch Filter out keywords nobody types. Compare terms with each other rather than against a cutoff. Apple No search counts are published. Apple Ads shows search popularity on a 1 to 5 scale. Tip: This site's 0 to 100 traffic score comes from where a term sits in autocomplete: an ordering, never a volume.Assess Keyword Difficulty Pre-launch Look at the apps on the first page of results for each target keyword. If they are entrenched, well-reviewed apps, weigh a less competitive term. Apple Popular terms "are highly competitive – especially if you are a newer or smaller app," while less common terms "drive lower traffic, but are less competitive." Audit Keyword Relevance Pre-launch Ensure every keyword matches your app’s core functionality. Driving traffic for irrelevant terms hurts conversion. Apple Terms not relevant to the app are listed as improper keyword use, a common reason for rejection. Analyze App Store Categories Pre-launch Choose the primary and secondary categories where your app fits naturally. Apple Both categories are indexed for search, and choosing categories that aren't relevant is grounds for rejection. Map Keywords to User Intent Stages Pre-launch Classify keywords into high-intent (problem-solving) and low-intent (browsing) to prioritize metadata placement. Tip: High-intent keywords should go into the App Name and Subtitle.Determine Priority Localization Markets Pre-launch Identify which international storefronts offer the biggest market opportunity for your specific app niche. Apple A localized product page helps people in other regions understand your app and "may make them more likely to download it." Check Which Localizations Each Storefront Shows Pre-launch Look up the languages each of your target storefronts can show, and localize for the markets you want. Apple Every localization has its own 100-character keyword field, and the localizations table lists which ones a storefront can show. Whether search reads a storefront's other localizations is not documented. Draft App Name (Title) Metadata Create a title up to 30 characters using the formula: Brand Name + Primary Keyword (e.g., "ZenSleep: Sleep Tracker"). Apple The name is the first of the fields search matches on. No weighting between fields is published. Tip: Put the one term you most want to be found for here.Draft Subtitle Metadata Write a subtitle up to 30 characters explaining the benefit. Use secondary keyword themes distinct from the App Name. Tip: Avoid repetitive words to maximize your keyword indexing footprint.Audit Title & Subtitle for Repetition Metadata Scan the title and subtitle to ensure zero duplicate words. Apple “Don’t repeat any words included in your app name, subtitle, or category.” Tip: A repeat spends characters another term could use.Formulate Comma-Separated Keyword List Metadata Build a 100-character keyword string. Separate words with commas and no spaces (e.g., "sleep,relax,noise,rest"). Tip: Spaces inside the keyword field waste character count limits.Remove Duplicate Words in Keyword Field Metadata Ensure no keywords used in your App Name or Subtitle are repeated in the 100-character keyword field. Apple Words already in your app name, subtitle or category should not be repeated in the keyword field. Use Singular Nouns to Save Space Metadata Stick to singular forms (e.g., "tracker" instead of "trackers"). Apple Plurals of words you have already included "are considered duplicates." Strip Out Filler Words Metadata Delete generic terms like "app" or "game", filler words like "the" and "to", and your category name from the keyword field. Apple Filler words “don’t add any additional value,” and competing app names in keywords are a common reason for rejection. Write a Compelling Opening Sentence Metadata Craft a persuasive opening sentence. Apple The first sentence "is what users can read without having to tap to read more." Accolades belong at the end of the description or in promotional text. Tip: Lead with the biggest benefit.Structure Detailed App Description Metadata Write a clean description (up to 4,000 characters) with bullet points showing key features, benefits, and support links. Apple The description is not among the fields search matches on. Don't add keywords to it to improve search results. Draft Promotional Text Metadata Write a marketing blurb of up to 170 characters. You can edit this field at any time without submitting a new app binary. Tip: Use it to promote sales, version updates, features, or upcoming events.Optimize Developer Name Metadata Ensure your developer account name reads professionally. It is shown on your product page and groups your portfolio. Tip: If possible, align it with your brand name to establish developer credibility.Name In-App Purchase (IAP) Products Strategically Metadata Give each IAP a clear display name (up to 35 characters). Apple In-app purchases can appear in search results. Tip: For example, use "Premium Sleep Sounds Access" instead of "Tier 1 Subscription".Design High-Contrast App Icon Creative Create an icon with a clear visual metaphor. Avoid text, clutter, and fine details that blur when small. Tip: Check contrast on both light and dark backgrounds.Perform Competitor Icon Grid Test Creative Place your icon candidate in a grid of competitor icons to ensure yours draws the eye first. Tip: Stand out by choosing contrasting colors or distinctive branding.Design Benefit-First Screenshot (Screen 1) Creative Use your first screenshot to show the core value proposition. Put the main visual benefit here. Apple Depending on orientation, "the first one to three images will appear in search results when no app preview is available." Add Bold, Action-Oriented Text Captions Creative Overlay high-contrast, large text on screenshots. Ensure captions can be read at a glance on a small screen. Tip: Avoid long paragraphs; keep captions to a short phrase.Ensure Visual Sequence Tells a Story Creative Arrange screenshots 1, 2, and 3 to represent a cohesive journey. Don’t repeat similar UI layouts. Tip: Flow: 1. Core Benefit, 2. Secondary Feature, 3. Success State/Result.Use Clean App UI Device Mockups Creative Place your screenshots in modern phone frames. Strip out irrelevant carrier text, status bars, and battery icons. Tip: A clean mockup focuses the user’s eyes entirely on your app interface.Showcase Secondary Features in Screens 4-10 Creative Utilize the remaining screenshot slots to showcase supplementary features, dark mode, settings, or credentials. Tip: You can upload up to 10 screenshots per device size in App Store Connect.Highlight Awards, Ratings, or Press Creative Include badges or text referencing prominent features, awards, or high user reviews in your screenshots. Apple Use your rating in marketing only if it reflects your current rating, and a customer review only with the reviewer's permission. Verify Dark Mode & Light Mode Representation Creative Showcase UIs in the system theme that looks best. Mix light and dark screens if it matches your app features. Apple If your app supports Dark Mode, consider including at least one screenshot that shows it. Hook Users in App Preview Video (First Seconds) Creative Start your preview video with immediate action or a highlight. Do not start with a static title screen or logo. Apple Previews autoplay with muted audio, so "make sure the first few seconds of your video are visually compelling." Add Muted Video Text Annotations Creative Overlay legible captions explaining what is happening on screen. Apple Previews play with the sound muted by default. Tip: Keep text overlays short, centered, and visible against the app UI.Translate All Creative Text Creative Localize all captions on screenshots and video overlays for your priority international storefronts. Apple App previews can be localized for all available App Store languages. Validate Character Limits Launch Ensure Title is <= 30, Subtitle is <= 30, Keywords is <= 100, and Description is <= 4000 characters. Tip: Use our ASO Metadata Checker to audit your text strings instantly.Clean Comma Spacing in Keywords Field Launch Double-check that the 100-character keyword field contains no spaces after commas. Tip: Correct: "a,b,c". Incorrect: "a, b, c" (wastes character slots).Configure Localized Storefront Metadata Launch Paste translated titles, subtitles, keywords, and descriptions into each active localization tab. Tip: Ensure your app icon matches regional branding if applicable.Upload Required Screenshot Sizes Launch Provide 6.9" iPhone screenshots (or 6.5" if you have no 6.9" set), plus 13" iPad screenshots if the app runs on iPad. Apple The 6.9" set is scaled down for smaller iPhones when no other size is provided. Review App Store Review Guidelines Launch Verify your metadata names no other mobile platform (Guideline 2.3.10), is not a demo or beta (2.2), and carries no pricing information (2.3.7). Tip: Policy violations can lead to metadata rejections and delay your launch.Integrate Native Ratings Prompt API Launch Set up SKStoreReviewController inside your codebase and let the system show the rating prompt. Apple Guideline 5.6.1: "Use the provided API to prompt users to review your app." Custom review prompts are not allowed. Strategize Review Prompt Triggers Launch Set triggers after high-satisfaction moments (e.g., completing a task, hitting a streak), never at launch. Tip: Avoid prompting when a user encounters an error or is in the middle of a flow.Verify Review Prompt Limits and Throttle Launch Guard against asking too often. Apple "The system displays the review prompt to a user a maximum of three times within a 365-day period." Tip: Maintain local state to track when prompts are shown to prevent wasted opportunities.Configure In-App Purchase Promo Assets Launch Upload visual display cards in App Store Connect to showcase your subscriptions directly in search results. Apple Tapping one takes people to your product page, where they can start the purchase. Establish App Store Connect Analytics Launch Confirm your account has permissions to view storefront impressions, product page views, and download charts. Tip: Analytics help you measure how ASO impacts download conversions.Build Keyword Rank Tracker List Post-launch Register all target keywords from your metadata in your keyword rank tracker to monitor position baselines. Tip: Track from launch. No indexing delay is published, so a rank tracker is the only way to know when a change has taken.Monitor App Store Connect CVR (Conversion Rate) Post-launch Track conversion rate in App Analytics, filtered by source type to see App Store search. Apple publishes no benchmark. Tip: Compare against your own history. If it drops after a creative change, test the change with product page optimization.Change One Thing at a Time Post-launch Measure a metadata change before making the next. Apple publishes no indexing delay, so there is no fixed wait. Tip: Several changes at once make it impossible to tell which one moved a rank.Optimize Keywords Ranking Just Past the First Page Post-launch The App Store’s first page of results holds 10 to 12 apps. For keywords you rank just past it, consider whether they belong in the App Name or Subtitle. Tip: No weighting between fields is published, so measure the rank after moving a keyword.Prune Keywords That Never Rank Post-launch If a keyword never reaches the first page once you have measured it for a while, replace it with a less competitive or long-tail term. Tip: Don't waste metadata space on keywords that are too competitive for your authority.Monitor and Respond to Customer Reviews Post-launch Read new reviews on a regular schedule. Reply to critical feedback. If a user raises a bug, fix it and ask them to update their rating. Apple When you respond, "the reviewer is notified and has the option to update their review." Set Up Product Page Optimization (PPO) Tests Post-launch Use Apple's native A/B testing tool in App Store Connect to test screenshot variants, icons, or videos. Tip: Test one element at a time (e.g. screenshots only) to isolate performance impacts.Develop Custom Product Pages (CPPs) Post-launch Create tailored landing pages for specific external sources (e.g. TikTok ads or specific influencer campaigns). Tip: CPPs let you match the storefront creative to the specific marketing campaign.Plan Next Metadata Refresh Cycle Post-launch Schedule your next keyword update when rank tracking gives you a reason. Apple publishes no recommended interval. Tip: Keep adapting as competitors and rankings change.
Apple lines are from Apple’s documentation: App Store search ,Creating your product page ,App previews ,Ratings and reviews ,App Review Guidelines ,App Store localizations .Tips are ours.
Confused about how to perform any of these steps? Our complete, step-by-step App Store Optimization (ASO) guide details character limits, keyword formulas, localization tricks, and creative benchmarks.
Go to ASO Guide What is an ASO checklist? An ASO (App Store Optimization) checklist is a structured, step-by-step audit framework that guides app developers and marketers through the process of optimizing their App Store product pages. It outlines tasks for keyword research, metadata drafting (Title, Subtitle, and Keywords field), creative asset design (icon, screenshots, preview video), launch prep, and post-launch rank monitoring to maximize organic impressions and download conversion rates.
How does this checklist save my progress? Your progress is stored automatically in your browser’s `localStorage`. You can close this tab and return later, and all of your checked items will remain saved in place. You can reset your progress at any time by clicking the "Reset Progress" button at the top of the checklist.
Which fields on the checklist carry the most SEO weight? Apple's App Store search page says results are based on text relevance — matches for the title, subtitle, keywords and primary category — and on user behavior: downloads, ratings and reviews. Apple publishes no weighting between the text fields and names no conversion-rate factor. Creatives matter because they decide whether a search impression becomes a download, and downloads are on Apple's list.
How often should I review and update my ASO checklist? Apple publishes no recommended interval and no indexing delay. Keywords change with a new version, so go through the checklist when you ship one, change metadata when rank tracking gives you a reason, and check the rank before and after so each change is measured.
Should I repeat keywords across different checklist items? No. Apple says: “Don’t repeat any words included in your app name, subtitle, or category.” A repeated word spends character space that could target another relevant search query.