There are over 5 million apps across the Apple App Store and Google Play. Roughly 70% of all app installs start with a store search. That means the difference between 100 downloads and 100,000 downloads often comes down to how well your listing is optimized — not how much you spend on ads.

The problem is that app store optimization has dozens of moving parts. Metadata, screenshots, localization, ratings, tracking — miss even a few and your listing underperforms. Most developers optimize once at launch and never revisit it. Six months later, they've lost half their keyword rankings to competitors who kept iterating.

This ASO checklist gives you 30 concrete, actionable steps organized into five categories. Whether you're preparing for a first launch or auditing an app that's been live for years, work through each item systematically. Bookmark this page and return to it monthly — ASO is not a one-time project, it's an ongoing discipline. If you're brand new to the topic, start with our guide to app store ranking factors to understand what the algorithms actually prioritize.

ASO checklist infographic showing 30 optimization steps organized across metadata, visuals, localization, ratings, and tracking categories

Metadata Optimization (Steps 1–8)

Metadata is the foundation of every ASO strategy. These are the text fields that the App Store and Google Play algorithms index for search ranking. Get them right and you'll show up when users search for what your app does. Get them wrong and no amount of ad spend can compensate for organic invisibility.

Step 1: Title Uses 25–30 Characters With Primary Keyword

Your app title is the single most heavily weighted ranking signal on both platforms. Apple allows 30 characters; Google Play allows 50. Lead with your primary keyword — the term with the highest search volume and clearest relevance to your app. If brand recognition is low, consider placing the keyword before your brand name.

A title like "FitTrack — Calorie Counter" hits the keyword and the brand in 26 characters. "FitTrack" alone wastes precious indexing real estate. Every character you leave unused is a missed opportunity to rank.

Step 2: Subtitle/Short Description Includes Secondary Keyword

On iOS, the subtitle (30 characters) appears directly below the title in search results. On Google Play, the short description (80 characters) serves a similar role. This is your second-most-weighted text field — use it for a secondary keyword that complements your title without repeating it.

Good example: Title is "FitTrack — Calorie Counter" and subtitle is "Meal Planner & Weight Loss." That covers three keyword clusters without duplication.

Step 3: iOS Keyword Field Uses All 100 Characters

Apple provides a hidden 100-character keyword field (comma-separated, no spaces after commas). This field is indexed for search but never shown to users. Using 98 characters instead of 100 means you're leaving ranking potential on the table. Do not duplicate words already in your title or subtitle — Apple ignores duplicates and you waste character space.

Use tools like AppDrift's AI metadata generator to identify high-opportunity keywords that maximize your 100-character budget across difficulty, volume, and relevance.

Step 4: Description Is 2,000+ Characters With Natural Keyword Placement

On Google Play, the full description (up to 4,000 characters) is indexed for search — making it a critical ranking field. Repeat your primary keyword 3–5 times naturally throughout the body. On iOS, the description is NOT indexed for search, but it still impacts conversion. In both cases, write for humans first and algorithms second.

Aim for at least 2,000 characters. Short descriptions signal a low-effort listing to both users and the algorithm. Use bullet points, short paragraphs, and clear benefit statements to make the text scannable.

Step 5: Description First Paragraph Hooks the Reader

Both platforms show only the first 1–3 lines of your description before the "Read More" fold. This opening paragraph needs to accomplish two things: communicate your core value proposition and compel the user to keep reading (or just install). Avoid vague statements like "The best app for productivity." Instead, be specific: "Track tasks, set reminders, and sync across all your devices in under 10 seconds."

Step 6: No Prohibited Words Used

Both Apple and Google reject or penalize listings that use certain terms. Avoid superlatives like "best," "#1," or "top" unless you can substantiate them. Do not use the word "free" if your app has in-app purchases that are required for core functionality. Apple is especially strict about misleading claims and will reject your submission outright. Review both platforms' content guidelines before every metadata update.

Step 7: Promotional Text Is Current (iOS)

Apple's Promotional Text field (170 characters) sits above the description and can be updated without submitting a new app version. Use it for timely messaging: seasonal promotions, new feature announcements, limited-time offers. If your promotional text still says "New Year Special!" in April, it signals neglect to potential users.

Step 8: Release Notes Mention Latest Improvements

Release notes appear on your product page and in the Updates tab. Users read them — especially loyal users deciding whether to update. Generic notes like "Bug fixes and improvements" waste an engagement opportunity. Instead, highlight specific improvements: "Added dark mode, fixed crash on iPhone 15 Pro, improved sync speed by 40%." On Google Play, release notes are also lightly indexed for search.

Pro tip: AppDrift's AI metadata generator creates optimized titles, subtitles, descriptions, and keywords for both platforms in under 60 seconds — fully compliant with character limits and platform guidelines.

Visual Assets (Steps 9–14)

Visual assets are your conversion engine. A user who reaches your product page has already passed the keyword filter — now your screenshots, icon, and video need to convince them to tap "Install." Studies show that screenshots are the single biggest lever for conversion rate on both platforms, yet most developers spend 80% of their ASO time on keywords and 20% on visuals. Flip that ratio.

Step 9: 6–10 Screenshots Uploaded Per Device Size

Both Apple and Google allow up to 10 screenshots per device type. Use all available slots — there is no scenario where fewer screenshots convert better than more. Each screenshot should tell part of your app's story. Cover your primary features, key differentiators, and the moments that make users love your product.

Size requirements matter. For iOS, you need screenshots for at least the 6.7" iPhone (1290 x 2796 px). For Google Play, include phone screenshots plus 7" and 10" tablet sizes. A drag-and-drop screenshot builder makes producing assets for every device size fast and painless.

Step 10: First 3 Screenshots Show Key Value Proposition

Most users never scroll past the first three screenshots. These visible-without-scrolling frames need to answer one question: "What does this app do for me?" Lead with your strongest benefit, not your login screen or settings page. Use text overlays that communicate outcomes, not features — "Save 2 Hours Every Week" converts better than "Calendar Sync Feature."

Step 11: Screenshot Captions Contain Target Keywords

This is a new ranking factor in 2026. Both Apple and Google now index text overlays on screenshots for search relevance. That means the captions you add to your screenshots serve a dual purpose: they persuade users AND help you rank for additional keywords. A screenshot showing your workout tracking feature should have a caption like "Track Every Workout Automatically" rather than just "Feature 3."

Treat screenshot captions as an extension of your keyword strategy. Include your secondary and long-tail keywords naturally in the overlay text.

Step 12: App Icon Is Distinctive and Readable at Small Sizes

Your icon appears in search results, top charts, recommendations, and the home screen. It needs to be instantly recognizable at 29x29 pixels (the smallest rendering size) and visually distinctive against competitors. Use 1–2 colors maximum, avoid text or fine details, and test your icon against the top 10 results for your primary keyword. If your icon looks like everyone else's, you've lost your first impression.

Step 13: Preview Video Shows Core Functionality (First 3 Seconds)

On iOS, app preview videos autoplay silently in search results. On Google Play, the promo video appears at the top of your listing. In both cases, the first 3 seconds determine whether a user watches or scrolls past. Open with your most impressive feature or the key problem your app solves — not a logo animation or splash screen.

Keep videos under 20 seconds (even though Apple allows 30). Add captions since most users browse with sound off. Show the actual app UI in action, not conceptual animations.

Step 14: All Assets Follow Apple/Google Size Requirements

Rejected or incorrectly sized assets delay your launch and look unprofessional. Before submitting, verify every screenshot and video against current platform specifications. Apple requires specific dimensions per device class. Google Play has its own aspect ratio and resolution rules. Platform requirements change occasionally — check the latest guidelines with every submission, not just your first one.

Pro tip: Create professional screenshots for iPhone, iPad, and Android in minutes with AppDrift's free screenshot generator — no design skills required, no watermarks, no limits.

Localization (Steps 15–19)

Localization is the single most underused growth lever in ASO. Only 2% of developers fully localize their app store listings, yet apps localized in 10+ languages see an average 30% increase in downloads per locale. The math is straightforward: more languages means more addressable search queries means more installs.

Step 15: Localized in at Least 10 Languages

At minimum, localize your store listing in the top 10 languages by app store revenue: English, Japanese, Korean, Chinese (Simplified), German, French, Spanish, Portuguese (Brazil), Italian, and Russian. Each localization creates a separate set of indexed keywords, effectively multiplying your search surface area.

You don't need to localize the app itself to localize the store listing. Many successful apps run entirely in English but have fully localized metadata in 30+ languages. AI-powered translation tools make this process fast and affordable — what used to take a team a full week per locale now takes under an hour for all languages combined.

Step 16: Keywords Researched Per Locale (Not Just Translated)

Direct translation of keywords is one of the most common localization mistakes. The top search term in English is almost never the top search term in Japanese or Spanish. Each locale requires independent keyword research to identify what users in that market actually search for. A "calorie counter" app might need to target "calorie calculator" in German and "diet diary" in Korean.

Step 17: Screenshots Localized With Translated Captions

Localized screenshots with translated text overlays convert significantly better than English-only screenshots shown to non-English audiences. If your screenshot says "Track Your Progress" and the user speaks French, you've introduced friction. Replace the English caption with the French equivalent. This also helps with the new caption indexing factor discussed in Step 11.

Step 18: Cultural Adaptation Applied (Not Literal Translation)

Cultural adaptation goes beyond word-for-word translation. It means adjusting your messaging to resonate with local expectations, idioms, and conventions. A promotional message that works in the US might feel aggressive in Japan, where softer, more benefit-focused language performs better. Review tone, imagery references, and feature emphasis for each major market.

Step 19: Right-to-Left Languages Handled Correctly

If you're localizing into Arabic, Hebrew, Urdu, or Persian, ensure your screenshots and text layouts are properly mirrored for right-to-left reading. This includes flipping the visual flow of screenshot carousels, adjusting text alignment in captions, and ensuring UI elements in screenshots display correctly. RTL localization mistakes are immediately visible and signal low quality to users in those markets.

Ratings & Reviews (Steps 20–23)

Ratings are a direct ranking factor on both platforms. 90% of apps featured by Apple maintain ratings of 4.0 or higher. Beyond rankings, your star rating heavily influences whether a product page visitor converts into an install. A 4.5-star app converts dramatically better than a 3.5-star app — even if everything else about the listing is identical.

Step 20: Average Rating Is 4.0+ Stars

If your rating is below 4.0, improving it should be your top ASO priority — above keyword optimization, above screenshot redesign, above everything. Users use the star rating as a quick quality filter. Below 4.0, a significant percentage of potential users will never even open your product page. Fix the product issues driving low ratings first, then use the strategies in Steps 21–23 to rebuild your score.

Step 21: Recent Reviews Are Positive

A lifetime average of 4.5 stars means less if your last 20 reviews are all 1-star complaints about a recent bug. Both users and algorithms weigh recent reviews more heavily than older ones. Monitor your review feed weekly and address any surge of negative feedback immediately — it usually signals a product issue introduced in a recent update.

Step 22: Negative Reviews Responded to Within 48 Hours

Responding to negative reviews accomplishes three things: it shows potential users that you care about the product, it can prompt the reviewer to update their rating after you've fixed their issue, and it provides context that offsets the negative impression. Aim for responses within 48 hours. Address the specific problem, explain what you're doing about it, and invite them to reach out for direct support.

Step 23: In-App Review Prompts at Satisfaction Peaks

Timing is everything with review prompts. Trigger them after positive experiences — completing a task, reaching a milestone, unlocking an achievement — not during onboarding or after a crash. On iOS, use SKStoreReviewController (limited to 3 prompts per 365 days). On Android, use the Google Play In-App Review API. Never incentivize reviews — both platforms prohibit it and will penalize your app.

For a deep dive into building a sustainable review strategy, read our guide on Custom Product Pages, which covers how to tailor your listing to different user segments for better satisfaction and reviews.

Technical & Tracking (Steps 24–30)

The first 23 steps handle what users see. Steps 24–30 handle what you measure, monitor, and iterate on. Without tracking infrastructure, you're optimizing blind. These steps turn ASO from a periodic effort into a continuous improvement loop.

Step 24: Custom Product Pages Set Up for Key Intents

Apple allows up to 70 Custom Product Pages per app, each with its own screenshots, preview videos, and promotional text. Since 2025, you can link specific keywords to CPPs so they appear in organic search results. If your app serves multiple use cases — say, fitness tracking AND meal planning — create a dedicated CPP for each intent with matching screenshots and messaging. This dramatically improves relevance-to-conversion alignment.

Step 25: Keywords Tracked Across Target Countries

You can't optimize what you don't measure. Track your top 20–50 keywords weekly across every country where you have a localized listing. Monitor rank position, rank changes, difficulty scores, and search volume trends. When a keyword drops 5+ positions, investigate immediately — a competitor may have updated their metadata, or a seasonal trend may have shifted. Keyword tracking tools automate this process with daily snapshots and change alerts.

Step 26: Competitors Monitored for Metadata Changes

Your competitors are not standing still. Track the top 5–10 competitors for your primary keywords and monitor their title changes, screenshot updates, description edits, and rating trends. When a competitor updates their metadata, it can shift your rankings even if you haven't changed anything. Automated competitor monitoring catches these shifts early so you can respond before your rankings erode.

Step 27: ASO Score Checked Weekly

An ASO score provides a single health metric that summarizes how well-optimized your listing is across all factors — metadata completeness, keyword coverage, localization depth, visual assets, and more. Check your score weekly and use the category breakdowns to identify which area needs the most attention. AppDrift's ASO Score grades your listing in real time and shows exactly where to improve.

Step 28: A/B Test Running for at Least One Element

If you're not actively testing, you're leaving conversion gains on the table. Both Apple (Product Page Optimization) and Google (Store Listing Experiments) provide native A/B testing tools. Always have at least one test running. Start with screenshots (highest impact), then test icon variations, then subtitle/short description copy. Run each test for a minimum of 7 days to reach statistical significance.

Step 29: Update Published Within Last 30 Days

Both algorithms factor in update recency. An app that hasn't been updated in 6 months signals abandonment to both users and the algorithm. Aim to publish an update at least once per month. Even if it's a minor bug fix, the freshness signal helps maintain your ranking position. Use the update as an opportunity to refresh release notes (Step 8) and adjust keywords based on recent performance data.

Step 30: Analytics Tracking App Store Impressions

Connect App Store Connect Analytics and Google Play Console dashboards from day one. Track these core metrics weekly: impressions (how many users see your listing in search), product page views (how many tap through), installs (how many download), and conversion rate (installs divided by page views). Benchmark against category averages and set targets for each 30-day period. Without this data, every other checklist item is a guess.

For a comprehensive view of where your listing stands, run a free audit using the ASO Audit tool — it checks your metadata, keywords, localization coverage, and visual assets against best practices and provides a prioritized list of improvements.

How to Use This Checklist: Monthly ASO Audit Process

Working through all 30 steps at launch is critical, but the real value of a checklist comes from revisiting it regularly. Here's a practical monthly review cadence:

Week 1: Keyword review. Check rankings for your top 20 keywords. Identify any that dropped 5+ positions. Swap underperformers for better candidates in your next update. Look for new opportunities from competitor changes or trending searches.

Week 2: Conversion analysis. Pull impression-to-install conversion rates from both platforms. If conversion dropped, investigate which elements changed recently — screenshots, description, icon, or external factors like a competitor launch.

Week 3: Competitive scan. Search your primary keywords and note any new competitors in the top 10. Check if existing competitors changed their titles, screenshots, or descriptions. Update your competitive analysis tracking.

Week 4: Ratings and visual refresh. Read the last 30 days of reviews for recurring themes. Ensure all negative reviews have responses. Evaluate whether screenshots still accurately represent the current app UI. Plan any visual asset updates for next month.

This monthly cadence takes 2–3 hours total and prevents the ranking decay that kills apps running on a "set and forget" approach. Teams managing multiple apps or locales can use AppDrift's launch checklist to streamline the process across their entire portfolio.

Tools That Accelerate Your ASO Checklist

A checklist tells you what to optimize. The right tools determine how fast you can execute. Here's what covers the most ground with the least overhead:

Metadata generation and optimization: AppDrift's AI metadata generator creates keyword-optimized titles, subtitles, descriptions, and keyword fields for both platforms in under 60 seconds
Screenshot creation: AppDrift's screenshot generator produces professional assets for all device sizes with drag-and-drop editing — completely free, no watermarks
Localization: AI-powered translation handles 40+ languages with cultural adaptation and local keyword optimization, turning weeks of work into hours
Keyword tracking: Daily rank tracking across 200+ countries with difficulty scores, popularity trends, and competitor comparison
ASO health monitoring: ASO Score provides a real-time health grade with category breakdowns showing exactly where to focus your optimization effort

Avoid stacking too many tools. A lean stack — one keyword tracker, one metadata/creation platform, and the native A/B testing tools from Apple and Google — covers 90% of what you need. The goal is to spend more time on strategy and less time on production.

Frequently Asked Questions

What is an ASO checklist and why do I need one?

An ASO checklist is a structured list of optimization steps that covers every factor influencing your app's visibility and conversion rate in the App Store and Google Play. You need one because app store optimization involves dozens of interconnected elements across metadata, visuals, localization, ratings, and technical tracking. Without a checklist, teams inevitably miss critical steps or optimize inconsistently, leading to lower rankings and fewer downloads.

How often should I run through my ASO checklist?

Run a lightweight audit monthly covering keyword rankings, conversion rates, and recent reviews. Perform a comprehensive review quarterly that includes a full competitive re-scan, screenshot refresh evaluation, and metadata overhaul assessment. Additionally, revisit the full checklist whenever you ship a major update, enter a new market, or notice a significant drop in impressions or installs.

What are the most important items on an ASO checklist for a new app launch?

For a new app launch, prioritize these five items: (1) keyword-optimized title using 25–30 characters with your primary keyword, (2) all 100 characters used in the iOS keyword field, (3) at least 6 high-quality screenshots showing your core value proposition in the first 3 frames, (4) a description that hooks readers in the first paragraph, and (5) localization in at least 10 languages to maximize global reach from day one.

Do I need separate ASO checklists for iOS and Google Play?

The core checklist items overlap, but execution differs significantly between platforms. Apple has a dedicated 100-character keyword field that Google Play lacks entirely. Google indexes your full description for keywords while Apple does not. Google Play allows richer formatting in descriptions. Apple offers rating resets per version while Google Play uses cumulative ratings. Use one checklist but note platform-specific differences for each step.

What is the biggest ASO mistake that a checklist can prevent?

The biggest mistake is treating ASO as a one-time launch activity. Apps with strong initial optimization lose 40–50% of their keyword rankings within six months if the team never revisits the listing. A checklist with monthly review cadence prevents this ranking decay by catching drops before they compound. The second-biggest mistake is neglecting visual assets, which influence conversion rate more than any text field.

How do screenshot captions affect ASO in 2026?

Screenshot captions are a new ranking factor in 2026. Both Apple and Google now index text that appears on screenshots for search relevance. This means the captions overlaid on your screenshots should include target keywords naturally. A screenshot caption like "Track Your Calorie Intake in Seconds" can help you rank for "calorie tracker" queries, making screenshot optimization a dual conversion and discovery lever.

Can I automate parts of the ASO checklist?

Yes. Several checklist items can be partially or fully automated. AI-powered tools can generate keyword-optimized metadata, translate listings into 40+ languages, track keyword rankings daily, monitor competitor metadata changes, and calculate ASO scores. Automated screenshot generators can produce assets for multiple device sizes in minutes. However, strategic decisions like keyword selection, A/B test interpretation, and review response still require human judgment.

Key Takeaways

A structured 30-step ASO checklist transforms app store optimization from ad hoc guesswork into a repeatable, measurable process.

Metadata is your ranking foundation — Use every available character in your title, subtitle, keyword field, and description. Do not leave empty space in the iOS keyword field. Refresh keywords monthly based on performance data.
Visual assets drive conversion more than text — Screenshots are your highest-leverage asset. Use all 10 slots, lead with your value proposition, include keyword-rich captions (a new 2026 ranking factor), and A/B test continuously.
Localization multiplies your reach — Localizing in 10+ languages is the fastest way to grow global downloads. Research keywords per locale instead of just translating English terms.
Ratings above 4.0 are non-negotiable — 90% of featured apps maintain 4.0+ ratings. Time review prompts after positive experiences and respond to every negative review within 48 hours.
Tracking turns opinions into decisions — Track keywords weekly, monitor competitors, check your ASO score, run continuous A/B tests, and publish updates at least monthly. Without data, every optimization is a guess.
Monthly audits prevent ranking decay — Spend 2–3 hours per month reviewing keywords, conversion rates, competitor changes, and review trends. Consistency beats intensity every time.

Start with the three checklist items where you know your listing is weakest and fix those this week. Then work through the remaining steps systematically. Return to this checklist monthly to keep your listing sharp and your rankings climbing.

App Launch SEO Checklist

The Ultimate ASO Checklist: 30 Steps to a Fully Optimized App Store Listing