You’ve poured your time, talent, and resources into building an incredible mobile app. Congratulations! But here’s the cold truth: building it is only half the battle.
If you simply hit 'Publish' without an App Store Optimization (ASO) strategy, your app will be lost in a digital haystack of millions. Your launch moment is the single most critical time for organic growth, and you need a solid foundation to capture it.
This ASO 101 checklist provides the 10 essential, non-negotiable steps you must complete for both the Apple App Store and Google Play before you go live. Follow this guide to guarantee a powerful, discoverable launch.
I. The Discovery Fundamentals: What the Algorithm Reads
The app store algorithms (both Apple's and Google's) are search engines first. They scan your text assets to figure out what your app does and who to show it to. This is where you rank.
1. Keyword Research: Your ASO North Star
Before writing a single word, you must know your core keywords. This isn't just brainstorming; it’s identifying terms that have decent search volume but aren't prohibitively competitive.
- Action: Create a list of 10-15 high-relevance keywords that describe your app’s function. Focus on user needs. (Example: Instead of "Photo Editor," try "Vintage Filter Camera" or "Quick Selfie Retouch.")
- Pro Tip: Use an ASO tool (or a free trial) to check the volume and difficulty of your chosen terms. Prioritize "Easy Wins"—high volume, lower difficulty.
2. The Crucial Naming Fields (Your Biggest SEO Lever)
The fields closest to your app's name carry the most ASO weight. Use them wisely, but keep them readable.
| Asset | Platform | Max Characters | ASO Strategy |
| App Name/Title | Both | 30 | Balance your brand name with 1-2 primary keywords. Example: "PulseFlow: Meditation & Sleep" |
| Subtitle | iOS Only | 30 | Use the space for secondary, high-value keywords and a benefit statement. Example: "Track Moods, Journals & Habits" |
| Short Description | Android Only | 80 | A brief, benefit-driven pitch. Naturally include your top 1-2 keywords right up front. |
3. The iOS Keyword Bank (100 Characters)
This is a hidden field only Apple’s search algorithm reads, making it the most important ASO asset outside of the Title/Subtitle for iOS ranking.
- Action: Fill this space with a variety of relevant keywords.
- Best Practice: Separate terms with a single comma (no spaces, no plural forms, no repetition). Example: "journal,moodtracker,habit,selfcare,anxiety"
4. The Google Play Long Description
For Google Play, the Long Description is critical because the algorithm scans the text for keyword density and relevance. Treat it like a sales page.
- Action: Write a minimum of 3-5 concise paragraphs using clear headings and bullet points.
- Best Practice: Naturally incorporate your top 5 target keywords 3-5 times throughout the text. Focus on features and benefits, not just a wall of text.
II. The Conversion Multipliers: What the User Sees
Once users find your app in the search results, these assets determine if they hit 'Install.' This is where you maximize your Click-to-Install Conversion Rate (CVR).
5. App Icon
Your icon is your brand's face. It needs to look good at multiple sizes, from the large listing page down to a tiny notification badge.
- Action: Ensure your design is simple, unique, and instantly recognizable. Avoid tiny text or overly complex imagery.
- Test: Make sure it stands out against the backgrounds of both the App Store (often white) and Google Play (often dark).
6. Screenshots: The Visual Storyteller
Your screenshots are not just pictures of your UI; they are an advertisement that sells your app's value. You have seconds to convince the user.
- Key Rule: Don't just show the UI. Use bold, benefit-driven captions over high-quality device mockups.
- The Critical First Three: Ensure the first 2-3 images clearly demonstrate your most compelling features and are locally relevant (e.g., if targeting Germany, use German text). These are often the only ones seen in search results.
7. App Preview Video / Promo Video
A short video can instantly communicate what text cannot, drastically increasing CVR.
- Action: Keep it under 30 seconds. The first 5 seconds must show the value proposition.
- Platform Note: On iOS, the video will auto-play on mute, so strong visuals are key. On Google Play, a good video will be visible on YouTube and helps with wider discovery.
III. The Trust & Velocity Factors
These are the operational steps that impact both store visibility and user trust.
8. Category Selection
Choosing the correct category is vital for browse traffic and getting featured.
- Action: Select the single most relevant Primary Category and an optional Secondary Category (iOS) or an Additional Category (Android). Don't choose a highly competitive category unless you truly belong there.
9. Getting Initial Velocity (Ratings & Reviews)
Both algorithms measure your app’s performance, especially right after launch. A high volume of positive installs and reviews sends a strong signal.
- Action: Orchestrate a small "soft launch" with a test group (friends, colleagues, email subscribers) in a smaller territory before your global launch. Encourage them to download, use, and leave a genuine 4- or 5-star review on Day 1. This positive initial velocity is crucial.
- Never purchase reviews. This was a popular black hat method years ago but it will get your account banned. Reviews are extremely important but they need to be genuine.
10. Deep Linking Setup
This step ensures that if a user clicks a link to your app from a website, email, or social media, they are sent directly to the correct spot (either the App Store/Google Play listing or a specific screen inside the app, if installed).
- Action: Implement Universal Links (iOS) or Deep Links (Android). This improves the user experience and helps the stores connect your web presence to your app listing, boosting SEO.
The Launch is Complete. Now the Real Work Begins.
You've successfully launched with a powerful ASO foundation! However, ASO is not a one-time task; it's a continuous cycle of measurement, testing, and iteration.
Your next step is to monitor the results from your launch and start testing new keywords, different screenshot sets, and updated descriptions.
Ready to start tracking your new keyword rankings and testing your visual assets?