Apple App Store ASO Checklist

When optimizing your app on the Apple App Store, you can base your ASO work following this checklist.

1 App name

  • Create a descriptive and consistent sentence reflecting your app’s purpose.
  • Should be memorable and complementary to your app icon.
  • Include your strongest keywords (and place them at the very beginning if possible).
  • Localize your app title for each targeted language.
  • Characters limit: 30.

2 Subtitle

  • Should be used as complement of the app name
  • Include strong keywords
  • Don’t repeat keywords used in the app name
  • Characters limit: 30

3 Keywords field

  • Use commas to separate each keyword (no spaces)
  • Use single keywords rather than long tail keywords
  • Make sure your keywords can be combined to each other - the algorithm will combine keywords with each other, creating a set of all possible combinations on which your app will be indexed

    Discover our Keyword Shuffle Tool , which creates relevant keyword combinations for you!

  • Use all available 100 characters
  • Don’t repeat keywords from your app name, subtitle, app publisher name or app category
  • Plural and singular are seen as two different keywords. Better to use singular
  • Target keywords with a high relevancy, high Volume and low Competition = high KEI (AppTweak can help!)
  • Localize your keywords for each language

4 App description

Potential weight on the algorithm.

  • Important for SEO as your app’s web page is indexed on Search Engines
  • Use all available characters
  • Repeat targeted keywords (+/- 15) 4-5 times each
  • Use various keyphrases combinations using the targeted keywords
  • Focus on keyword density
  • Avoid keyword stuffing!
  • Must be easy to read, convincing, engaging
  • Focus on the first 255 characters (3 lines) to showcase your best features and include a CTA
  • Use bullet points to list your features
  • Include mentions, awards or nice reviews
  • Localize your copy for each targeted language
  • Characters limit: 4000

5 Reviews & ratings

Heavy weight on the algorithm.

  • Try to get as many reviews & ratings as possible
  • Make sure to keep a high average rating
  • Reply to negative reviews
  • Use a 2-step pop up notification process to ask your users if they like your app or not. If they do, ask them to rate your app; if they don’t, ask their feedback
  • Ask your surroundings, family, friends and anyone you can to rate your app on its launch
  • Your app reviews & ratings start from 0 after each app update

6 App icon

  • Your app’s first impression
  • Use a single focus point to capture attention
  • Use High-res and optimize size for each device
  • Make it descriptive, unique, simple
  • Avoid transparency
  • Avoid text, use a border
  • Test it against different wallpapers
  • Combined with your app name, your app icon should reflect your app’s purpose
  • Requirements:
  • iPhone 6 Plus | 6s Plus | 7 Plus | 8 Plus : 180 x 180px
  • iPhone 6 | 6s | SE | 7 | 8 : 120 x 120px
  • iPad Pro:167 x 167px
  • iPad, iPad mini: 152 x 152px
  • App Store large icon: 1024 x 1024px

7 Promotional text

Not indexed

  • Engage your app users and showcase news about your app
  • Should reflect your app’s new features, promotions or anything you’d like to highlight
  • Keywords from the promotional text are not indexed by the algorithm but we do recommend to use relevant and strong keywords for SEO purposes.
  • Characters limit: 170

8 Screenshots

  • Very important in terms of conversion
  • Use all available 5 screenshots slots
  • Focus on your first 2 screenshots as they are displayed in the search results (unless you have app preview video(s), in this case, your screenshots will be displayed after
  • Make your screenshots high-res and well-designed
  • Show off 1 feature per screenshot - you can also combine both your 1st and 2d screenshot making it into one
  • Use a small sentence on the top of each screenshot to increase comprehension and conversion
  • Localize your screenshots for each language
  • A/B test your screenshots
  • Optimize your screenshots for each screen size
  • Requirements:
  • iPhone 4 | 4s: 640 x 960px
  • iPhone 5 | 5s | 5c | 5SE: 640 x 1136px
  • iPhone 6 | 6s | 7 | 8 : 750 x 1334px
  • iPhone 6 Plus | 6s Plus | 7 Plus | 8 Plus: 1242 x 2208px
  • iPad 2 | Mini 1: 768 x 1024px
  • iPad 3 | 4 | Air | Air 2 | Mini 2 | Mini 3: 1536 x 2048px

9 App preview

  • You can have up to 3 app preview videos
  • Displayed before your screenshots
  • Played automatically on mute mode in iOS11
  • Highly recommended as it’s very powerful in terms of conversion
  • Don’t use any text or copy (localization not available)
  • Demonstrate your app’s best features
  • Use footage on the device directly
  • Use a great poster frame to drive more plays
  • Focus on the first seconds of your video
  • A/B test your app previews
  • Duration: 15-30sec per video

    Need help to create your app preview? Check out Apptamin !

10 Competition monitoring

  • AppTweak can effectively help you track the ASO strategy and Search Ads strategy of your competitors!

11 Updates & releases

  • Try updating your app’s ASO monthly
  • Monitor your keywords and assets performance to optimize your app’s visibility and conversion
  • Track your competitor's ASO to build your own strategy
  • Track app store trends to stay updated to the latest algorithm changes (check our ASO blog for the latest news and hacks).
App screen The presentation of an app on the App Store. A review This is what someone has to say about your app, this is the space where they can give their opinion and sometimes report a bug. It is a very important place for you to get feedback about your app. 643 Rating s 4. 5 out of 5 Ratings & Reviews This is the description of your app. This is the place to tell people about what makes your app special, its main features, or give insights… more See All Developer’s name Developer Category