App Store Optimization (ASO) checklist for a new iOS app

Most downloads still start with a search inside the App Store. App Store Optimization (ASO) is how you make sure your app shows up for the right searches, and that people tap Get when it does. Here is the checklist we run for every launch.

#1. Pick your keywords before you pick your name

List the words your users would actually type. Look at the apps already ranking for them and be honest about competition: a new app ranks faster for specific phrases ("couples widget", "pet rescue puzzle") than for broad ones ("game", "photo").

#2. App name: 30 characters

The name carries the most weight in search. Use your brand plus your most important keyword, for example "Scevia: AI Photo to Video". Keep it readable; a keyword-stuffed name looks like spam to people and to App Review.

#3. Subtitle: 30 characters

The subtitle is indexed too. Use it for your second most important phrase and a clear benefit, not a slogan.

#4. Keyword field: 100 characters

• Separate words with commas and no spaces
• Do not repeat words already in your name or subtitle
• Use singular forms; you do not need both "photo" and "photos"
• Skip your company name, the category name and words like "app"

#5. Screenshots: the first three decide

People decide in seconds, and the first three screenshots are what shows in search results. Each one should state one benefit in a few words, over a real screen from the app. You can upload up to ten per device size; lead with the strongest.

#6. App preview video

Up to three previews, 15 to 30 seconds each, recorded from the app itself. Show the core action in the first few seconds. Many people watch without sound, so captions help.

#7. Icon

A simple shape that reads at small sizes and stands out next to your competitors in search results. Test two or three versions with real people before you settle.

#8. Ratings and reviews

Ratings affect both ranking and conversion. Ask at a happy moment, after a completed level or a successful export, using Apple's built-in prompt:

import StoreKit
import SwiftUI

struct ExportDoneView: View {
    @Environment(\.requestReview) private var requestReview

    var body: some View {
        Button("Done") { requestReview() }
    }
}

The system shows the prompt at most three times a year per user, so choose the moment carefully. Reply to reviews in App Store Connect, especially negative ones.

#9. Promotional text and description

Promotional text (170 characters) appears at the top of your description and can be updated any time without a new review. Use it for news and offers. The description is not used for search ranking, so write it for people: what the app does, who it is for, why it is different.

#10. In-app events and custom product pages

In-app events appear in search and on your product page, giving existing and new users a reason to open the app. Custom product pages let you send each ad campaign to a page with matching screenshots.

#11. Localization

Localize your name, subtitle, keywords and screenshots for every market you target. Even partial localization can open new searches. For Türkiye, a Turkish listing makes a real difference.

#12. Measure and iterate

Watch impressions, product page views and conversion in App Store Connect analytics. Change one thing at a time, like the first screenshot, and compare a few weeks of data. Product page optimization lets you A/B test icons and screenshots directly.

#Before you launch

Combine this checklist with a clean review submission, covered in the most common App Store rejections, and a realistic plan from our iOS timeline guide. If you want us to handle the listing for your app, get in touch.