App Store Optimization (ASO) is crucial for improving a mobile app's visibility in app stores. The document provides a comprehensive checklist covering competition research, keyword strategy, app title, description, icon design, screenshots, video previews, and localization to enhance download rates. It emphasizes the importance of good ratings and reviews as well as tools for effective ASO management.

2. W H A T I S A S O ?
App Store Optimization (ASO) is the process of
improving the visibility of a mobile app in an app
store
- Wikipedia

3. Source: Apptentive
S T A T I S T I C S
6 O U T O F 1 0
People
discover apps by
general browsing in
an app store

4. C A N ' T A F F O R D T O
I G N O R E A S O

5. ( I O S )
A S O C H E C K L I S T

6. A S O C H E C K L I S T
1
C O M P E T I T I O N
R E S E A R C H
Take a good look at the apps competing against you,
understand their strategies.

7. C O M P E T I T I O N
R E S E A R C H
What’s making them rank?
What are their mistakes ?
Identify your top 5 competitors and download their
apps
Identify store categories
Read reviews and find clues

9. A S O C H E C K L I S T
2
K E Y W O R D
S T R A T E G Y
Don't just guess the keywords. Identify the actual keywords
that users are searching for.

10. K E Y W O R D
S T R A T E G Y
Apple gives you 100 characters to define your
keywords
Be sure to use as many characters as possible
Don’t use spaces, use commas to seperate keywords
Target keywords with low competition but relatively
higher traffic
Don’t repeat keywords
List keywords you think someone might use when
looking for your app.

12. A S O C H E C K L I S T
3
A P P T I T L E
Having a keyword in your title can improve your app’s
search ranking for that keyword by an average of 10.3%.
- kissmetrics
Awesome

13. Place your most relevant 2-3 keywords in the title
Find a good balance between keywords and branding
Do not repeat an already taken app name (or parts of
it)
Place the strongest and more relevant key phrases in
the App Name
Like your app idea, the app name must be unique.
Awesome A P P T I T L E

15. A S O C H E C K L I S T
4
A P P
D E S C R I P T I O N
Use descriptions to improve conversions. Give users exactly
what they are looking for.

16. A P P
D E S C R I P T I O N
Make first two lines most impactful, give user a
reason click on 'Read more'
Highlight social proof to show visitors that your app
is well liked - add reviews
List the main features of your app and how it works
Use some call-to-action text such as “Download
Now” to trigger the action

18. A S O C H E C K L I S T
5
A P P I C O N
Your app’s icon is the first visual that people will notice, a
strong icon can boost your click-through rate in search
results, as well as install rates on your app page.

19. A P P I C O N
An icon should be simple and easy to remember
It should reflect the major functionality of the app
Avoid using text in the icon
Stick to your brand colours and design
Add border to the icon

20. W H I T E A N D Y E L L O W
P A G E S
( Y E L L O W P A G E S A P P )
L I F E L I S T
( T O - D O L I S T )
U R H E R E
( N A V I G A T I O N )

21. A S O C H E C K L I S T
6
S C R E E N S H O T S
Majority of users make the decision to download an app
based on how it looks in screenshots.

22. S C R E E N S H O T S
Focus on showcasing benefits to the user
Use all available spaces for screenshots (5 for Apple’s
App Store, and 8 for Google Play)
Order your screenshots in the sequence of functionalities
Elaborate by adding some text
Make them look attractive

24. A S O C H E C K L I S T
7
V I D E O
P R E V I E W
A great marketing tool to drive downloads

25. V I D E O
P R E V I E W
Keep it short
Tell a story
Focus on selling the features and functionality of your
app
Post it on YouTube and Vimeo
Promote it on your social acounts
Put time and effort and produce a strong, quality
video

27. A S O C H E C K L I S T
8
C A T E G O R I E S
Choosing the most appropriate category for your app is the
best way to reach your target market

28. C A T E G O R I E S
Choosing the right category will give you a better
chance of being in the related or relevant app section
for that category
Evaluate other apps in your target category
Understand the competitiveness and popularity of
each category

30. A S O C H E C K L I S T
L O C A L I Z A T I O N
Your app is significantly more likely to be downloaded if it
is targeted for specific languages
Bonjour Ola
9

31. L O C A L I Z A T I O N
Translate all the language elements of your app into
another local language
Localizing your title, description, keywords and
screenshots will help to find your app more easily for
people who speak local languages
So if you are just getting started, get the English
version of your app up and running smoothly first.
Then start with other countries and/or languages,
one-by-one.

32. A S O C H E C K L I S T
1 0
R E V I E W S
Good ratings and reviews are critical to ASO and your app’s
ultimate success

33. R E V I E W S
At launch, have friends/family give 5-star reviews
Listen and fix problems as early as possible
Prominently Request Feedback
Ratings and reviews also contribute to search rankings
within the app store
Ask users to rate your app with pop ups
Reviews are gold mine for new keyword ideas

35. H O W G O O G L E P L A Y
S T O R E I S
D I F F E R E N T ?

36. App publishing time is much less (Few Hours)
The keywords are defined from the app description
Description carries more weight as compared to Apple
app store
Uninstall rate is also considered as one of the ranking
factors
More freedom in terms of video preview - you can get
creative

37. A S O T O O L S

38. SensorTower :
Mobile SEO and Keyword Optimization for iOS Apps
AppTweak :
Instant App Marketing and ASO report
AppMind :
Discover any iOS app’s keywords
App Annie :
App Ranking, Analytics, Market Intelligence
Jargon :
Ship your app in any language (SDK)
iCanLocalize : Expert translation

39. T H I N G S T O A V O I D
I N A S O

40. Changing the app title too often
Too long app title
Violation of app store guidelines
Too short description
Not using all the 5 places for screenshots
Keyword stuffing

41. A S O D E M A N D S
P A T I E N C E

42. T H A N K Y O U !

43. SUCCESSFULLY WORKED WITH 200+ APPS
A NYC BASED APP AND
WEB DEVELOPMENT STUDIO

44. ABOUT THE SPEAKER
AYUSH JAIN
CEO & CO-FOUNDER
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