App Store Optimization is the ongoing work of getting found in store search and turning that traffic into installs. Use this checklist before every release.
Keyword research List the phrases a user would actually type to find an app like yours. Check search suggestions in the App Store and Play Store, and note which terms competitors rank for. Prioritize a few high-intent phrases over dozens of vague ones.
Title and subtitle Put your single most valuable keyword phrase in the title, within Apple's 30-character limit. Use the subtitle (or Play's short description) for the next phrase. Lead with a benefit — the title is read far more than the description.
Keywords field (App Store) Fill the 100-character keyword field with terms not already in your title or subtitle — Apple indexes those separately, so repeating them wastes space. No spaces after commas; single words combine automatically.
Icon Your icon is the first thing a user sees in search results. Keep it a single bold idea with high contrast that stays legible at small sizes. Test it against competitors in a real results list.
Screenshots The first two screenshots drive most installs. Each should carry one benefit-led headline. Lead with your strongest feature, not a login screen.
Feature graphic (Play Store) Required for every Play listing. Keep text minimal and huge, design for the safe zone, and match your brand colors.
Description Front-load the first two lines with your core value — that's all most users see before "more." Use the rest for features and social proof.
Ratings and reviews Prompt happy users to rate at a natural moment (after a win in-app, not on launch). Respond to reviews — it lifts both rating and conversion.
Localization Translate your title, keywords, and screenshot captions for each major market. It's one of the highest-ROI ASO moves and most developers skip it.
Measure and iterate Use the stores' native A/B testing to compare icon, screenshot, and copy variants. ASO is never "done" — small, tested changes compound.
MoonStart covers the visual side of this checklist end to end: AI-written listing copy and captions with live character counting, on-brand screenshots and feature graphics, one-click localization into 100+ languages, and every export size — free.