--- name: app-store-optimization description: Use when working on App Store Optimization (ASO) for an iOS or Android app — keyword research and selection, App Store / Google Play listing metadata (title, subtitle, keyword field, descriptions), localization, screenshots and their copy, product page A/B tests (Product Page Optimization), custom product pages, ASO tools (ASOMobile, AppScreens), or deciding how much to rely on organic App Store search vs Apple Ads. --- # App Store Optimization Practitioner playbook distilled mainly from Steve P. Young (App Masters), Nov 2025 – Oct 2026. Tactics age fast and many tools named are sponsors — read the notes' caveats before quoting numbers. ## Core playbook 1. **Metadata and download volume rank you; ratings next.** Updates, installs and backlinks barely matter. → [ranking factors](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-ranking-factors.md) 2. **Target keywords go in title + subtitle.** Plan 6–10 keywords; a single title change has turned a dead app into an exit. → [metadata placement](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-metadata-fields-and-keyword-placement.md) 3. **Pick winnable keywords:** relevant, search score ~30, ASOMobile complexity < 3; never competitor brand names (bid on those in Apple Ads). Don't trust ChatGPT keyword lists. → [selection criteria](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-keyword-selection-criteria.md) 4. **Verify difficulty in the live App Store:** many ratings + keyword in title = skip. → [manual check](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-keyword-difficulty-manual-check.md) 5. **Mine competitors' indexed keywords**, especially small apps ranking above their weight. → [competitor mining](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-competitor-keyword-mining.md) 6. **If score-30 terms are out of reach, go wide on score-5 long-tail** (92 #1 rankings ≈ $2–3K/month). → [quantity strategy](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-low-volume-keyword-quantity-strategy.md) 7. **On the US store, use Spanish (Mexico) etc. localizations as extra English keyword space.** → [US localizations](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-us-storefront-extra-localizations.md) 8. **Screenshot 1 repeats the searched keyword; then USPs, social proof, a face; only the first three matter.** → [screenshot copy](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/app-store-screenshot-copy-best-practices.md) 9. **A/B test screenshots one variable at a time** (+30%, +45%/+61% cases; seasonal lost for Angry Birds; video helps games, not usually non-games). → [test results](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/app-store-screenshot-ab-test-results.md) 10. **PPO: one treatment, one draft at a time, submit for review, apply winners carefully.** → [production & PPO](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/app-store-screenshot-production-and-ppo-setup.md) 11. **Match the landing page to the ad with custom product pages** (phase 2+). → [CPPs](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/custom-product-pages-for-ads.md) 12. **ASO is a slice of the pie:** pair with Apple Ads (start there under ~$10K MRR), validate the funnel before Meta. → [channel fit](${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-as-acquisition-channel.md) ## Note map | Note | Read when | |---|---| | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-ranking-factors.md` | Prioritising ASO work; explaining what moves rankings | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-metadata-fields-and-keyword-placement.md` | Writing title/subtitle/keyword field or Play descriptions | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-keyword-selection-criteria.md` | Choosing keywords; interpreting search popularity scores | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-keyword-difficulty-manual-check.md` | Deciding if a keyword is beatable | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-competitor-keyword-mining.md` | Doing keyword research in ASOMobile; studying competitors' listing history | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-low-volume-keyword-quantity-strategy.md` | Niche with no high-volume keywords; long-tail plan | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-us-storefront-extra-localizations.md` | Need more keyword space on the US App Store | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-international-localization-opportunities.md` | Expanding to other countries; localizing metadata/screenshots | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-download-burst-after-metadata-update.md` | Just shipped a metadata update and want to push new keywords | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/app-store-screenshot-copy-best-practices.md` | Writing or reviewing screenshot captions and order | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/app-store-screenshot-ab-test-results.md` | Planning screenshot tests; citing benchmark uplifts | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/app-store-screenshot-production-and-ppo-setup.md` | Building screenshots (AppScreens) and launching a PPO test | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/custom-product-pages-for-ads.md` | Pointing Meta or Apple Ads at tailored product pages | | `${CLAUDE_PLUGIN_ROOT}/wiki/mobile-apps/aso/aso-as-acquisition-channel.md` | Deciding how much to rely on ASO vs Apple Ads/Meta | ## Gaps Not covered yet — say so or research before answering: - **Google Play specifics**: store listing experiments, custom store listings, Play ranking signals beyond the field list; most material is iOS-centric. - **Exact current character limits and Apple's localization-per-storefront table** — only marked general-knowledge lines; verify in Apple/Google docs. - **Icon testing**, preview videos (beyond "video helps games"), in-app events, promotional text. - **Ratings & reviews tactics** (prompt timing, review replies) — mentioned as a factor only. - **Statistical rigour for PPO** (traffic needed, test duration, confidence). - **CPP performance data** and keyword-driven CPPs for organic search. - Alternative tools (AppTweak, Sensor Tower ASO, MobileAction, AppFollow) — only ASOMobile and AppScreens are covered, both sponsors.