The Complete ASO Checklist
You've built something great. Now make sure people can actually find it. These 15 steps cover everything you need to optimise your App Store or Google Play listing — from keyword research to screenshots.
Before You Write (Research)
1. Identify your core keyword
What would someone type into the store to find an app like yours? Think about the problem you solve, not your brand name. If you built a habit tracker, your core keyword is "habit tracker" — not your app's name.
2. Research your top 5 competitors' listings
Search for your core keyword in the store and open the top 5 results. Read their titles, subtitles, and descriptions. Note what keywords they target and how they position their features.
3. List the keywords your competitors use that you don't
Build a simple spreadsheet of every keyword your competitors mention. Highlight the ones missing from your listing — these are your quick wins. You're looking for relevant terms you've overlooked, not stuffing in unrelated words.
Title & Subtitle
4. Include your primary keyword in the app title
Your title carries the most weight in the ranking algorithm. A title like "Streaks — Daily Habit Tracker" tells both the store and users exactly what your app does. Don't waste this space on a tagline.
5. Use every character available
The App Store gives you 30 characters for your title; Google Play gives you 50. Every unused character is a missed keyword opportunity. Fill the space with relevant, readable terms — not keyword spam.
6. Put your most important keyword-rich phrase in the subtitle
The subtitle (App Store) or short description (Google Play) is your second-highest-weighted metadata field. Use it to target a different keyword cluster than your title. Together, they should cover your two strongest search terms.
Description
7. Front-load keywords in the first 2–3 lines
Most users see only the first few lines before the "more" button. On Google Play, keywords in the description directly affect ranking. Lead with what your app does and who it's for — save the feature list for later.
8. Use short paragraphs and bullet points for scannability
Nobody reads a wall of text on a phone screen. Break your description into short paragraphs (2–3 sentences max) and use bullet points for features. Scannable descriptions convert better and keep users on your listing longer.
9. Include a clear call-to-action
End your description with a direct prompt: "Download now and start tracking your habits today." It sounds obvious, but a surprising number of listings just trail off. Tell users what to do next.
10. Stay within character limits
Both the App Store and Google Play allow 4,000 characters for the long description. You don't need to use all of it, but don't write three sentences either. Aim for at least 1,500 characters of genuinely useful, keyword-rich content.
Keywords (App Store only)
11. Fill all 100 characters of the keyword field
Apple gives you a hidden keyword field with exactly 100 characters. Use every single one. Separate terms with commas and don't waste space on articles, prepositions, or your app name (it's already indexed).
12. Use single words, not phrases — the algorithm combines them
Apple's search algorithm automatically creates combinations from your keywords. Entering "habit,tracker" is redundant if "habit" and "tracker" already appear separately. Use individual words to maximise the number of search queries you can rank for.
13. Don't repeat keywords already in your title or subtitle
Apple indexes your title and subtitle automatically. Repeating those words in the keyword field wastes precious characters. Use this space for synonyms, related terms, and alternative spellings your users might search for.
Visuals & Metadata
14. Use all available screenshot slots with benefit-focused captions
Screenshots are the first thing users look at after your icon. Use every slot (up to 10 on both stores) and add short captions that highlight benefits, not features. "Never miss a workout again" beats "Calendar view" every time.
15. Keep your app updated — recency is a ranking signal
Both stores favour apps that are actively maintained. Regular updates (even small bug fixes) signal to the algorithm that your app isn't abandoned. Aim for at least one update every 6–8 weeks to maintain your ranking position.
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