app-store-optimization

Start with seed keywords from your app's features and user language, then expand with modifiers, actions, and audience terms. Score each keyword on relevance (35%), volume (25%), competition (25%), and conversion intent (15%), then map them to title, subtitle, keyword field, and description by priority.

Apple allows 30 characters for title, 30 for subtitle, 100 for the keyword field, 170 for promotional text, and 4000 for the description. Google Play allows 50 for title, 80 for short description, and 4000 for the full description.

Remove duplicates already in your title, drop plurals since Apple indexes both forms, omit spaces after commas, and exclude competitor brand names. This fits roughly 14 keywords into the 100-character field instead of 8.

Sample size depends on baseline conversion rate: roughly 31,000 impressions per variant at 1% conversion, 15,500 at 2%, 6,200 at 5%, and 3,100 at 10%, assuming a 5% minimum detectable effect at 95% confidence. Run tests at least 7 days.

Apple and Google publish no official search volume data, so volumes are third-party estimates. Competitor analysis is limited to public metadata, iOS keyword changes require an app submission, and store ranking algorithms change without notice.

ASO does not apply to web apps (use web SEO), enterprise apps distributed internally, or beta/TestFlight-only builds where feedback matters more than discovery. It also excludes paid user acquisition like Apple Search Ads or Google Ads.