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# ASO Best Practices Reference
Optimization strategies for improving app store visibility, conversion, and rankings.
---
## Table of Contents
- [Keyword Optimization](#keyword-optimization)
- [Metadata Optimization](#metadata-optimization)
- [Visual Asset Optimization](#visual-asset-optimization)
- [Rating and Review Management](#rating-and-review-management)
- [Launch Strategy](#launch-strategy)
- [A/B Testing Framework](#ab-testing-framework)
- [Conversion Optimization](#conversion-optimization)
- [Common Mistakes to Avoid](#common-mistakes-to-avoid)
---
## Keyword Optimization
### Keyword Research Process
1. **Brainstorm seed keywords** - Core terms users search for
2. **Expand with variations** - Synonyms, related terms, long-tail
3. **Analyze competition** - Check difficulty scores
4. **Evaluate search volume** - Prioritize high-volume terms
5. **Test and iterate** - Monitor rankings and adjust
### Keyword Selection Criteria
| Factor | Weight | Evaluation Method |
|--------|--------|-------------------|
| Relevance | 40% | Does it describe app function? |
| Search Volume | 30% | Monthly search estimates |
| Competition | 20% | Number of ranking apps |
| Conversion Potential | 10% | User intent alignment |
### Keyword Placement Priority
| Location | Search Weight | Example |
|----------|---------------|---------|
| App Title | Highest | "TaskMaster - Todo List Manager" |
| Subtitle (iOS) | High | "Organize Your Daily Tasks" |
| Keyword Field (iOS) | High | "planner,reminder,checklist" |
| Short Description (Android) | High | "Simple task manager for busy professionals" |
| Full Description | Medium | Natural keyword usage throughout |
### Long-Tail Keyword Strategy
Long-tail keywords have lower volume but higher conversion:
| Type | Example | Volume | Competition | Conversion |
|------|---------|--------|-------------|------------|
| Short-tail | "todo app" | High | High | Low |
| Mid-tail | "daily task manager" | Medium | Medium | Medium |
| Long-tail | "free todo list with reminders" | Low | Low | High |
**Formula for keyword priority:**
```
Score = (Volume × 0.3) + (1/Competition × 0.3) + (Relevance × 0.4)
```
---
## Metadata Optimization
### Title Optimization
**Structure Formula:**
```
[Brand Name] - [Primary Keyword] [Secondary Keyword/Benefit]
```
**Examples by category:**
| Category | Before | After |
|----------|--------|-------|
| Productivity | "MyTasks" | "MyTasks - Todo List & Planner" |
| Fitness | "FitTrack" | "FitTrack: Workout & Gym Log" |
| Finance | "MoneyApp" | "MoneyApp - Budget Tracker" |
| Photo | "SnapEdit" | "SnapEdit: Photo Editor & AI" |
**Title Optimization Checklist:**
- [ ] Primary keyword within first 3 words
- [ ] Brand name is memorable and unique
- [ ] Character count matches platform limit
- [ ] No keyword stuffing
- [ ] Readable and natural sounding
### Description Optimization
**Full Description Structure:**
```
PARAGRAPH 1: Hook + Primary Benefit (50-100 words)
- Address user pain point
- State main value proposition
- Include primary keyword naturally
PARAGRAPH 2-3: Feature Highlights (100-150 words)
- Top 3-5 features with benefits
- Use bullet points or emojis for scanability
- Include secondary keywords
PARAGRAPH 4: Social Proof (50-75 words)
- Download numbers or ratings
- Press mentions or awards
- User testimonials (summarized)
PARAGRAPH 5: Call to Action (25-50 words)
- Clear next step
- Urgency or incentive
- Reassurance (free trial, no credit card)
```
**Keyword Density Target:**
- Primary keyword: 2-3% (8-12 mentions in 4000 chars)
- Secondary keywords: 1-2% each (4-8 mentions each)
### Subtitle Optimization (iOS)
**Effective Subtitle Formulas:**
| Formula | Example |
|---------|---------|
| [Verb] + [Benefit] | "Organize Your Life" |
| [Adjective] + [Category] | "Smart Task Manager" |
| [Feature] + [Feature] | "Lists, Reminders & Notes" |
| [Audience] + [Solution] | "For Busy Professionals" |
---
## Visual Asset Optimization
### App Icon Best Practices
| Principle | Do | Don't |
|-----------|-----|-------|
| Simplicity | Single focal element | Multiple competing elements |
| Recognizability | Works at 60x60px | Requires large size to read |
| Uniqueness | Distinct from competitors | Generic category icon |
| Color | Bold, contrasting colors | Muted or similar to background |
| Text | None or single letter | Full words or app name |
**Icon Testing Questions:**
1. Is it recognizable at 29x29px (smallest iOS size)?
2. Does it stand out in search results?
3. Does it communicate app function?
4. Is it distinct from top 10 category competitors?
### Screenshot Optimization
**Screenshot Hierarchy:**
| Position | Purpose | Content Strategy |
|----------|---------|------------------|
| Screenshot 1 | Hook/Hero | Main value proposition + key UI |
| Screenshot 2 | Primary Feature | Most-used feature demonstration |
| Screenshot 3 | Secondary Feature | Differentiating capability |
| Screenshot 4 | Social Proof | Ratings, awards, user count |
| Screenshot 5+ | Additional Features | Supporting functionality |
**Caption Best Practices:**
- Maximum 5-7 words per caption
- Action-oriented verbs ("Track", "Organize", "Discover")
- Benefit-focused, not feature-focused
- Consistent typography and style
**Example Caption Evolution:**
| Weak | Better | Best |
|------|--------|------|
| "Task List Feature" | "Create Task Lists" | "Never Forget a Task Again" |
| "Calendar View" | "See Your Schedule" | "Plan Your Week in Seconds" |
| "Notifications" | "Get Reminders" | "Stay on Top of Deadlines" |
### Video Preview Strategy
**Video Structure (30 seconds):**
| Seconds | Content |
|---------|---------|
| 0-5 | Hook: Show end result or main benefit |
| 5-15 | Demo: Core feature in action |
| 15-25 | Features: Quick feature montage |
| 25-30 | CTA: Logo and download prompt |
---
## Rating and Review Management
### Review Response Framework
**For Negative Reviews (1-2 stars):**
```
Structure:
1. Acknowledge the issue (1 sentence)
2. Apologize without making excuses (1 sentence)
3. Offer solution or next step (1-2 sentences)
4. Invite direct contact (1 sentence)
Example:
"We're sorry the syncing issues are affecting your experience.
Our team is actively working on a fix for the next update.
In the meantime, please try logging out and back in, which
resolves this for most users. If issues persist, email us at
support@app.com and we'll prioritize your case."
```
**For Positive Reviews (4-5 stars):**
```
Structure:
1. Thank sincerely (1 sentence)
2. Acknowledge specific praise (1 sentence)
3. Encourage continued use or sharing (1 sentence)
Example:
"Thank you for the kind words! We're thrilled the reminder
feature helps you stay organized. If you're enjoying the app,
we'd love if you'd share it with friends who might benefit."
```
### Rating Improvement Tactics
| Tactic | Implementation | Expected Impact |
|--------|----------------|-----------------|
| In-app prompt timing | After positive action (task completed, milestone reached) | +0.3 stars |
| Bug fix velocity | Address 1-star issues within 7 days | +0.2 stars |
| Response rate | Reply to 80%+ of reviews | +0.1 stars |
| Feature requests | Implement top-requested features | +0.2 stars |
### Review Prompt Best Practices
**When to prompt:**
- After user completes 5+ successful sessions
- After milestone achievement (first task completed, 7-day streak)
- After positive in-app feedback ("Was this helpful? Yes")
**When NOT to prompt:**
- First session
- After error or crash
- During critical workflow
- More than once per 30 days
---
## Launch Strategy
### Pre-Launch Checklist
**4 Weeks Before Launch:**
- [ ] Finalize app name and keywords
- [ ] Complete all metadata fields
- [ ] Prepare all visual assets
- [ ] Set up analytics (Firebase, Mixpanel)
- [ ] Create press kit and media assets
- [ ] Build email list for launch notification
**2 Weeks Before Launch:**
- [ ] Submit for app review
- [ ] Prepare social media content
- [ ] Brief press and influencers
- [ ] Set up review response templates
- [ ] Configure in-app rating prompts
**Launch Day:**
- [ ] Verify app is live in stores
- [ ] Announce across all channels
- [ ] Monitor reviews and respond quickly
- [ ] Track download velocity
- [ ] Document any issues for Day 2 fix
### Update Cadence
| Update Type | Frequency | ASO Impact |
|-------------|-----------|------------|
| Bug fixes | As needed | Prevents rating drops |
| Minor features | Every 2-4 weeks | Maintains freshness signal |
| Major features | Every 4-8 weeks | Opportunity for "What's New" |
| Metadata refresh | Every 4-6 weeks | Keyword optimization cycle |
### Seasonal Optimization
| Season | Optimization Focus | Example Categories |
|--------|--------------------|--------------------|
| Jan (New Year) | Resolutions, goals | Fitness, Productivity |
| Feb (Valentine's) | Dating, relationships | Dating, Photo |
| Mar-Apr (Tax) | Finance, organization | Finance, Productivity |
| May-Jun (Summer) | Travel, fitness | Travel, Health |
| Aug-Sep (Back to School) | Education, organization | Education, Productivity |
| Nov-Dec (Holidays) | Shopping, social | Shopping, Social |
---
## A/B Testing Framework
### Test Prioritization Matrix
| Element | Impact | Ease | Priority |
|---------|--------|------|----------|
| App Icon | High | Medium | 1 |
| Screenshot 1 | High | Medium | 2 |
| Title | High | Easy | 3 |
| Short Description | Medium | Easy | 4 |
| Screenshots 2-5 | Medium | Medium | 5 |
| Video | Medium | Hard | 6 |
### Sample Size Calculator
**Formula:**
```
Sample Size = (2 × (Z² × p × (1-p))) / E²
Where:
Z = 1.96 (for 95% confidence)
p = baseline conversion rate
E = minimum detectable effect (usually 0.05)
```
**Quick Reference:**
| Baseline CVR | Min. Impressions for 5% Lift |
|--------------|------------------------------|
| 1% | 31,000 per variant |
| 2% | 15,500 per variant |
| 5% | 6,200 per variant |
| 10% | 3,100 per variant |
### Test Duration Guidelines
| Daily Impressions | Minimum Test Duration |
|-------------------|----------------------|
| 1,000+ | 7 days |
| 500-1,000 | 14 days |
| 100-500 | 30 days |
| <100 | Not recommended |
---
## Conversion Optimization
### Conversion Funnel Metrics
| Stage | Metric | Benchmark |
|-------|--------|-----------|
| Discovery | Impressions | Category dependent |
| Consideration | Page Views | 30-50% of impressions |
| Conversion | Installs | 3-8% of page views |
| Activation | First Open | 70-90% of installs |
### Conversion Optimization Levers
| Lever | Typical Lift | Effort |
|-------|--------------|--------|
| Icon redesign | 10-25% | High |
| Screenshot optimization | 15-35% | Medium |
| Title keyword optimization | 5-15% | Low |
| Description rewrite | 5-10% | Low |
| Video addition | 10-20% | High |
| Localization | 20-50% per market | Medium |
---
## Common Mistakes to Avoid
### Keyword Mistakes
| Mistake | Problem | Solution |
|---------|---------|----------|
| Keyword stuffing | Spam detection, rejection | Natural usage, 2-3% density |
| Competitor names | Guideline violation | Focus on category terms |
| Duplicate keywords | Wasted character space | Remove duplicates from keyword field |
| Ignoring long-tail | Missing conversion | Include specific phrases |
### Metadata Mistakes
| Mistake | Problem | Solution |
|---------|---------|----------|
| Vague descriptions | Low conversion | Specific benefits and features |
| Feature-focused copy | Doesn't resonate | Benefit-focused messaging |
| Outdated information | Misleading users | Update with each release |
| Missing localization | Lost global revenue | Prioritize top 5 markets |
### Visual Asset Mistakes
| Mistake | Problem | Solution |
|---------|---------|----------|
| Text-heavy screenshots | Unreadable on phones | Minimal text, clear UI focus |
| Inconsistent style | Unprofessional appearance | Design system for all assets |
| Portrait-only screenshots | Missed tablet users | Include landscape variants |
| No social proof | Lower trust | Add ratings, awards, press |
### Launch Mistakes
| Mistake | Problem | Solution |
|---------|---------|----------|
| Launching on Friday | No support over weekend | Launch Tuesday-Wednesday |
| No analytics setup | Can't measure success | Firebase/Mixpanel before launch |
| Immediate rating prompt | Negative ratings | Wait for positive experience |
| Ignoring reviews | Declining ratings | Respond within 24-48 hours |

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# Keyword Research Guide
Systematic approach to discovering, evaluating, and selecting keywords for app store optimization.
---
## Table of Contents
- [Keyword Research Methodology](#keyword-research-methodology)
- [Keyword Evaluation Framework](#keyword-evaluation-framework)
- [Competitor Keyword Analysis](#competitor-keyword-analysis)
- [Keyword Mapping Strategy](#keyword-mapping-strategy)
- [Keyword Tracking and Iteration](#keyword-tracking-and-iteration)
---
## Keyword Research Methodology
### Phase 1: Seed Keyword Generation
Start by generating initial keyword ideas from multiple sources.
**Source 1: Core App Functions**
List every action or problem the app solves:
```
Example for a task management app:
- Create tasks
- Set reminders
- Track deadlines
- Organize projects
- Collaborate with team
- Plan daily schedule
```
**Source 2: User Language Mapping**
Match developer terminology to user searches:
| Developer Term | User Search Terms |
|----------------|-------------------|
| Task management | todo list, task app, tasks |
| Project organization | project planner, project tracker |
| Deadline tracking | due date reminder, deadline app |
| Time blocking | schedule planner, calendar app |
| GTD methodology | getting things done, productivity system |
**Source 3: App Store Autocomplete**
Type seed keywords into App Store/Play Store search and record suggestions:
```
"todo" → todo list, todo app, todo list app, todolist widget
"task" → task manager, task planner, task list, tasks to do
"remind" → reminder app, reminder, reminders widget, remind me
```
**Source 4: Competitor Analysis**
Extract keywords from top 10 competitors in category (detailed in section below).
### Phase 2: Keyword Expansion
**Expansion Techniques:**
| Technique | Example (seed: "todo") |
|-----------|------------------------|
| Add modifiers | free todo, best todo, simple todo |
| Add actions | make todo list, create todo, organize todo |
| Add platforms | todo app iphone, todo for mac, todo widget |
| Add audiences | todo for students, business todo, family todo |
| Add features | todo with reminders, todo calendar, todo sync |
| Add problems | forgot tasks todo, procrastination todo |
**Keyword Matrix Template:**
| Core Term | Modifier 1 | Modifier 2 | Full Keyword |
|-----------|------------|------------|--------------|
| todo | free | app | free todo app |
| todo | best | iphone | best todo iphone |
| task | manager | simple | simple task manager |
| reminder | daily | widget | daily reminder widget |
| planner | weekly | calendar | weekly planner calendar |
### Phase 3: Keyword Filtering
Remove irrelevant or low-quality keywords:
**Exclusion Criteria:**
| Criterion | Reason | Example |
|-----------|--------|---------|
| Competitor brand names | Policy violation | "todoist alternative" |
| Unrelated categories | Low conversion | "todo games" |
| Plural duplicates (iOS) | Wasted space | "tasks" when "task" exists |
| Single characters | No search value | "to do" vs "todo" |
---
## Keyword Evaluation Framework
### Keyword Scoring Model
Evaluate each keyword on four dimensions:
**1. Search Volume (0-100)**
| Volume Level | Score | Monthly Searches |
|--------------|-------|------------------|
| Very High | 80-100 | 50,000+ |
| High | 60-79 | 10,000-49,999 |
| Medium | 40-59 | 1,000-9,999 |
| Low | 20-39 | 100-999 |
| Very Low | 0-19 | <100 |
**2. Competition (0-100, inverted)**
| Competition | Score | Top 10 App Ratings |
|-------------|-------|-------------------|
| Very Low | 80-100 | Average <4.0 stars |
| Low | 60-79 | Average 4.0-4.2 stars |
| Medium | 40-59 | Average 4.3-4.5 stars |
| High | 20-39 | Average 4.6-4.8 stars |
| Very High | 0-19 | Average 4.9+ stars |
**3. Relevance (0-100)**
| Relevance | Score | Criteria |
|-----------|-------|----------|
| Exact Match | 90-100 | Keyword describes core function |
| Strong Match | 70-89 | Keyword describes major feature |
| Moderate Match | 50-69 | Keyword describes secondary feature |
| Weak Match | 30-49 | Keyword tangentially related |
| No Match | 0-29 | Keyword unrelated to app |
**4. Conversion Potential (0-100)**
| Intent | Score | User Query Type |
|--------|-------|-----------------|
| Transactional | 80-100 | "best [app type]", "[app type] app" |
| Commercial | 60-79 | "free [app type]", "[app type] for [use]" |
| Informational | 40-59 | "how to [action]", "what is [concept]" |
| Navigational | 20-39 | "[brand name]", "[specific app]" |
### Composite Score Calculation
```
Keyword Score = (Volume × 0.25) + (Competition × 0.25) +
(Relevance × 0.35) + (Conversion × 0.15)
```
**Score Interpretation:**
| Score Range | Priority | Action |
|-------------|----------|--------|
| 80-100 | Primary | Target in title and keyword field |
| 60-79 | Secondary | Include in subtitle/description |
| 40-59 | Tertiary | Use in long description only |
| 0-39 | Deprioritize | Do not target |
### Keyword Evaluation Worksheet
```
KEYWORD EVALUATION
Keyword: "task manager app"
Date: [Date]
SCORES:
├── Search Volume: 72/100 (High - ~25,000/month)
├── Competition: 45/100 (Medium - 4.4 avg rating in top 10)
├── Relevance: 95/100 (Exact match to core function)
└── Conversion: 85/100 (Transactional intent)
COMPOSITE SCORE: 74.5/100
RECOMMENDATION: Secondary Priority
- Include in subtitle or short description
- Not competitive enough for title (dominated by Todoist, Any.do)
- Consider long-tail variant: "simple task manager app"
```
---
## Competitor Keyword Analysis
### Competitor Identification
**Step 1: Direct Competitors**
Apps solving the same problem for the same audience.
**Step 2: Indirect Competitors**
Apps solving related problems or targeting overlapping audiences.
**Step 3: Category Leaders**
Top 10-20 apps by downloads in primary category.
### Competitor Keyword Extraction
**From App Title:**
```
Competitor: "Todoist: To-Do List & Tasks"
Keywords: todoist, to-do list, tasks, to do
```
**From Subtitle (iOS):**
```
Competitor subtitle: "Task Manager & Planner"
Keywords: task manager, planner
```
**From Description (First 100 words):**
Identify frequently used terms:
```
"Todoist is the world's favorite task manager and to-do list app.
Organize work and life, hit your goals, and find productivity..."
Extracted: task manager, to-do list, organize, goals, productivity
```
### Competitor Keyword Matrix
| Keyword | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 | Coverage |
|---------|--------|--------|--------|--------|--------|----------|
| task manager | ✓ | ✓ | ✓ | ✓ | ✓ | 100% |
| to-do list | ✓ | ✓ | ✓ | ✓ | | 80% |
| planner | ✓ | ✓ | | ✓ | ✓ | 80% |
| reminder | ✓ | ✓ | ✓ | | | 60% |
| productivity | ✓ | | ✓ | ✓ | | 60% |
| checklist | | ✓ | | ✓ | ✓ | 60% |
| project | ✓ | ✓ | | | | 40% |
| habit | | | ✓ | | ✓ | 40% |
**Analysis:**
- 100% coverage = Highly competitive, essential keyword
- 60-80% coverage = Important category term
- 40% coverage = Potential differentiator
- <40% coverage = Unique opportunity or irrelevant
### Keyword Gap Analysis
Identify keywords competitors miss:
```
KEYWORD GAP ANALYSIS
Underserved Keywords (Low competitor coverage, decent volume):
1. "daily planner widget" - 2/10 competitors, 5,000 searches
2. "task list for teams" - 3/10 competitors, 3,500 searches
3. "todo with calendar sync" - 1/10 competitors, 2,800 searches
Opportunity Assessment:
- "daily planner widget" → Add widget feature, target keyword
- "task list for teams" → Already have feature, update metadata
- "todo with calendar sync" → Feature gap, add to roadmap
```
---
## Keyword Mapping Strategy
### Keyword Placement Map
Assign each keyword to specific metadata locations:
```
KEYWORD PLACEMENT MAP
PRIMARY (Title + Keyword Field):
├── task manager (Score: 82)
├── todo list (Score: 78)
└── planner (Score: 75)
SECONDARY (Subtitle + Short Description):
├── reminder app (Score: 68)
├── daily tasks (Score: 65)
└── organize (Score: 62)
TERTIARY (Full Description):
├── checklist (Score: 55)
├── productivity (Score: 52)
├── schedule (Score: 48)
├── deadline (Score: 45)
└── project management (Score: 42)
```
### iOS Keyword Field Strategy
**100 Character Optimization:**
```
STEP 1: List all target keywords
task,manager,todo,list,planner,reminder,organize,daily,checklist,
productivity,schedule,deadline,project,goals,habit,widget,sync,
team,collaborate,notes,calendar
STEP 2: Remove duplicates from title
Title: "TaskFlow - Todo List Manager"
Remove: task, todo, list, manager
STEP 3: Remove plurals
Keep: reminder (not reminders)
Keep: goal (not goals)
STEP 4: Prioritize by score and fit
Final 100 chars:
planner,reminder,organize,daily,checklist,productivity,schedule,
deadline,project,goals,habit,widget,sync,team,collaborate
Character count: 98/100
```
### Android Description Keyword Integration
**Natural keyword placement in 4,000 characters:**
```
PARAGRAPH 1 (Hook - 300 chars):
Keywords: task manager, todo list, organize
"TaskFlow is the task manager trusted by 2 million users. Create
your perfect todo list and organize everything that matters..."
PARAGRAPH 2 (Features - 800 chars):
Keywords: reminder, checklist, deadline, project
"Set smart reminders that notify you at the right time. Build
checklists for any project. Never miss a deadline with..."
PARAGRAPH 3 (Benefits - 600 chars):
Keywords: productivity, schedule, goals
"Boost your productivity with proven planning methods. Schedule
your day in minutes. Track goals and celebrate..."
PARAGRAPH 4 (Differentiators - 500 chars):
Keywords: widget, sync, team, collaborate
"Beautiful widgets keep tasks visible. Sync across all devices
instantly. Invite your team to collaborate on..."
Total keyword coverage: 14 keywords naturally integrated
```
---
## Keyword Tracking and Iteration
### Ranking Tracking Cadence
| Frequency | Action |
|-----------|--------|
| Daily | Track top 5-10 primary keywords |
| Weekly | Full keyword set review |
| Monthly | Competitor keyword comparison |
| Quarterly | Full keyword research refresh |
### Keyword Performance Metrics
| Metric | Target | Action if Below |
|--------|--------|-----------------|
| Top 10 ranking | 3+ keywords | Increase keyword weight |
| Top 50 ranking | 10+ keywords | Maintain current strategy |
| Ranking velocity | Improving trend | Continue optimization |
| Conversion rate | >5% | Review relevance alignment |
### Iteration Process
**Monthly Keyword Audit:**
```
1. EXPORT current rankings
- List all tracked keywords
- Record current position
- Note 30-day trend (up/down/stable)
2. IDENTIFY opportunities
- Keywords improving but not top 10
- Keywords declining from previous position
- New high-volume keywords in category
3. PRIORITIZE changes
- Boost: Keywords at position 11-20
- Maintain: Keywords at position 1-10
- Replace: Keywords at position 50+ with no improvement
4. IMPLEMENT updates
- Adjust keyword field (iOS)
- Update description (Android)
- Modify subtitle if needed
5. DOCUMENT changes
- Record what changed and why
- Set reminder for 2-week check-in
```
### Keyword Testing Log Template
```
KEYWORD TEST LOG
Test ID: KW-2025-001
Date Started: [Date]
Keywords Changed:
- Added: "habit tracker" (replacing "goals app")
- Added: "daily routine" (replacing "schedule planner")
Rationale:
- "habit tracker" has 3x volume of "goals app"
- "daily routine" trending up 40% in category
Baseline Rankings:
- "habit tracker": Not ranked
- "daily routine": Position 87
30-Day Results:
- "habit tracker": Position 34 (+53)
- "daily routine": Position 28 (+59)
Conclusion: Test successful - retain new keywords
Next Action: Target subtitle position for "habit tracker"
```

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# Platform Requirements Reference
Technical specifications and metadata requirements for Apple App Store and Google Play Store.
---
## Table of Contents
- [Apple App Store Requirements](#apple-app-store-requirements)
- [Google Play Store Requirements](#google-play-store-requirements)
- [Visual Asset Specifications](#visual-asset-specifications)
- [Localization Requirements](#localization-requirements)
- [Compliance Guidelines](#compliance-guidelines)
---
## Apple App Store Requirements
### Metadata Character Limits
| Field | Character Limit | Notes |
|-------|----------------|-------|
| App Name (Title) | 30 characters | Visible in search results |
| Subtitle | 30 characters | iOS 11+ only, appears below title |
| Promotional Text | 170 characters | Editable without app update |
| Description | 4,000 characters | Not indexed for search |
| Keywords Field | 100 characters | Comma-separated, no spaces after commas |
| What's New | 4,000 characters | Release notes for updates |
| Developer Name | 255 characters | Company or individual name |
| Support URL | Required | Must be valid HTTPS URL |
| Privacy Policy URL | Required | Must be valid HTTPS URL |
### Keyword Field Optimization Rules
1. **No duplicates** - Words in title are already indexed
2. **No plurals** - Apple indexes both singular and plural forms
3. **No spaces after commas** - Wastes character space
4. **No brand names** - Violates App Store guidelines
5. **No category names** - Already indexed via category selection
**Example - Efficient keyword field:**
```
task,todo,checklist,reminder,productivity,organize,schedule,planner,goals,habit
```
**Example - Inefficient keyword field (avoid):**
```
task manager, todo list, productivity app, task tracking
```
### App Store Connect Metadata Fields
| Category | Field | Required |
|----------|-------|----------|
| **App Information** | Name | Yes |
| | Subtitle | No |
| | Category | Yes |
| | Secondary Category | No |
| | Content Rights | Yes |
| | Age Rating | Yes |
| **Version Information** | Description | Yes |
| | Keywords | Yes |
| | Promotional Text | No |
| | What's New | Yes (for updates) |
| | Support URL | Yes |
| | Marketing URL | No |
| **Pricing** | Price Tier | Yes |
| | Availability | Yes |
### Age Rating Content Descriptors
| Content Type | None | Infrequent | Frequent |
|--------------|------|------------|----------|
| Cartoon Violence | 4+ | 9+ | 12+ |
| Realistic Violence | 9+ | 12+ | 17+ |
| Sexual Content | 12+ | 17+ | 17+ |
| Profanity | 4+ | 12+ | 17+ |
| Alcohol/Drug Reference | 12+ | 17+ | 17+ |
| Gambling | 12+ | 17+ | 17+ |
| Horror/Fear | 9+ | 12+ | 17+ |
---
## Google Play Store Requirements
### Metadata Character Limits
| Field | Character Limit | Notes |
|-------|----------------|-------|
| App Title | 50 characters | Increased from 30 in 2021 |
| Short Description | 80 characters | Visible on store listing |
| Full Description | 4,000 characters | Indexed for search keywords |
| Developer Name | 64 characters | Organization or individual |
| Developer Email | Required | Public support contact |
| Privacy Policy URL | Required | Must be valid HTTPS URL |
### Description Keyword Strategy
Google Play has no separate keyword field. Keywords are extracted from:
1. **App Title** - Highest weight, most important
2. **Short Description** - High weight, visible in search
3. **Full Description** - Medium weight, use naturally throughout
4. **Developer Name** - Low weight but indexed
**Keyword Density Guidelines:**
- Primary keyword: 2-3% density in full description
- Secondary keywords: 1-2% each
- Avoid keyword stuffing (>5% triggers spam detection)
### Google Play Console Metadata
| Category | Field | Required |
|----------|-------|----------|
| **Store Listing** | Title | Yes |
| | Short Description | Yes |
| | Full Description | Yes |
| | App Icon | Yes |
| | Feature Graphic | Yes |
| | Screenshots | Yes (min 2) |
| | Video | No |
| **Store Settings** | App Category | Yes |
| | Tags | No |
| | Contact Email | Yes |
| | Privacy Policy | Yes |
| **Content Rating** | IARC Questionnaire | Yes |
### Content Rating (IARC)
| Rating | Age | Description |
|--------|-----|-------------|
| PEGI 3 / Everyone | 3+ | Suitable for all ages |
| PEGI 7 / Everyone 10+ | 7+ | Mild violence, comic mischief |
| PEGI 12 / Teen | 12+ | Moderate violence, mild language |
| PEGI 16 / Mature 17+ | 16+ | Intense violence, strong language |
| PEGI 18 / Adults Only | 18+ | Extreme content |
---
## Visual Asset Specifications
### App Icon Requirements
**Apple App Store:**
| Device | Size | Format |
|--------|------|--------|
| iPhone | 1024x1024 px | PNG, no alpha |
| iPad | 1024x1024 px | PNG, no alpha |
| App Store | 1024x1024 px | PNG, no alpha |
| Spotlight | 120x120 px | PNG |
| Settings | 87x87 px | PNG |
**Google Play Store:**
| Asset | Size | Format |
|-------|------|--------|
| App Icon | 512x512 px | PNG, 32-bit |
| Feature Graphic | 1024x500 px | PNG or JPG |
| Promo Graphic | 180x120 px | PNG or JPG |
| TV Banner | 1280x720 px | PNG or JPG |
### Screenshot Requirements
**Apple App Store:**
| Device | Portrait | Landscape |
|--------|----------|-----------|
| iPhone 6.9" | 1320x2868 px | 2868x1320 px |
| iPhone 6.5" | 1290x2796 px | 2796x1290 px |
| iPhone 5.5" | 1242x2208 px | 2208x1242 px |
| iPad Pro 12.9" | 2048x2732 px | 2732x2048 px |
| iPad 10.5" | 1668x2224 px | 2224x1668 px |
- Minimum: 2 screenshots per device
- Maximum: 10 screenshots per device
- Format: PNG or JPG, no alpha channel
- First 3 screenshots are critical (most users don't scroll)
**Google Play Store:**
| Device | Dimensions | Notes |
|--------|------------|-------|
| Phone | 320-3840 px | Min 2:1 aspect ratio |
| 7" Tablet | 320-3840 px | Min 2:1 aspect ratio |
| 10" Tablet | 320-3840 px | Min 2:1 aspect ratio |
| Chromebook | 320-3840 px | Optional |
| TV | 320-3840 px | For TV apps only |
- Minimum: 2 screenshots
- Maximum: 8 screenshots
- Format: PNG or JPG
- No transparency or borders
### App Preview Video
**Apple App Store:**
- Duration: 15-30 seconds
- Resolution: Match device screenshot size
- Format: M4V, MP4, MOV
- Frame rate: 30 fps
- Audio: Optional but recommended
**Google Play Store:**
- YouTube video link only
- No duration limit (recommend under 2 minutes)
- Landscape orientation preferred
- Must not contain age-restricted content
---
## Localization Requirements
### Priority Markets by Revenue
| Rank | Market | Language Code |
|------|--------|---------------|
| 1 | United States | en-US |
| 2 | Japan | ja |
| 3 | United Kingdom | en-GB |
| 4 | Germany | de-DE |
| 5 | China | zh-Hans (iOS), zh-CN (Android) |
| 6 | South Korea | ko |
| 7 | France | fr-FR |
| 8 | Canada | en-CA, fr-CA |
| 9 | Australia | en-AU |
| 10 | Russia | ru |
### Apple App Store Localization
Supported localizations: 40+ languages
| Language | Locale Code |
|----------|-------------|
| English (US) | en-US |
| English (UK) | en-GB |
| Spanish | es-ES |
| Spanish (Mexico) | es-MX |
| French | fr-FR |
| German | de-DE |
| Japanese | ja |
| Korean | ko |
| Simplified Chinese | zh-Hans |
| Traditional Chinese | zh-Hant |
### Google Play Store Localization
Supported localizations: 75+ languages
Each locale requires:
- Title (50 chars)
- Short description (80 chars)
- Full description (4,000 chars)
- Screenshots (can reuse or localize)
---
## Compliance Guidelines
### Apple App Store Review Guidelines Summary
| Category | Key Requirements |
|----------|------------------|
| **Safety** | No objectionable content, privacy protection |
| **Performance** | App must work as described, no crashes |
| **Business** | Accurate app description, clear pricing |
| **Design** | Follow Human Interface Guidelines |
| **Legal** | Comply with local laws, proper licensing |
**Common Rejection Reasons:**
1. Bugs and crashes (50%+ of rejections)
2. Broken links or placeholder content
3. Misleading app descriptions
4. Privacy policy missing or incomplete
5. In-app purchase issues
### Google Play Developer Policies
| Policy Area | Requirements |
|-------------|--------------|
| **Restricted Content** | No hate speech, violence, gambling (without license) |
| **Privacy** | Data collection disclosure, privacy policy |
| **Monetization** | Clear pricing, compliant IAPs |
| **Ads** | No deceptive ads, proper disclosure |
| **Store Listing** | Accurate description, no keyword stuffing |
**Common Suspension Reasons:**
1. Policy violation (content, ads, permissions)
2. Repetitive content (clone apps)
3. Impersonation (fake apps)
4. Intellectual property infringement
5. Malicious behavior
### Privacy Requirements
**Apple (App Tracking Transparency):**
- ATT prompt required for tracking
- Privacy nutrition labels mandatory
- Data collection disclosure required
**Google (Data Safety):**
- Data safety section mandatory
- Data collection and sharing disclosure
- Security practices declaration
---
## Quick Reference Card
### Apple vs Google Comparison
| Attribute | Apple App Store | Google Play Store |
|-----------|-----------------|-------------------|
| Title Length | 30 chars | 50 chars |
| Subtitle | 30 chars | N/A |
| Short Description | N/A | 80 chars |
| Full Description | 4,000 chars | 4,000 chars |
| Keywords Field | 100 chars | N/A (in description) |
| Promotional Text | 170 chars | N/A |
| Icon Size | 1024x1024 px | 512x512 px |
| Min Screenshots | 2 | 2 |
| Max Screenshots | 10 | 8 |
| Review Time | 24-48 hours | 1-7 days |
| Metadata Update | Requires review | 1-2 hours to index |