App Store Optimization (ASO) guide (2026)
Discovery: name, subtitle, and keywords
Most App Store searches are short, so your text metadata does a lot of work.
- App name, up to 30 characters. Lead with the brand, and if there is room, include the single most important term people search. Do not stuff it with keywords, which reads badly and risks rejection.
- Subtitle, up to 30 characters. A short line that explains the value and can carry a second important term.
- Keyword field, 100 characters. This is separate from the description and only used for search. Separate terms with commas and no spaces, do not repeat words already in the name or subtitle, use singular forms, and skip competitor names and irrelevant words, which break the guidelines.
Pick terms by what real users would type, balancing search volume against how hard a term is to rank for. The description and what is new text are read by people, not the search index, so write them for humans.
Conversion: icon, screenshots, and preview
Ranking only helps if the page convinces someone to install. The visuals do most of that.
- Icon. It should be legible at a small size, distinct from competitors, and consistent with the app. Follow the Human Interface Guidelines so it looks right across the system.
- Screenshots. The first two or three are what most people see without scrolling, so put the strongest value there. Captions that name a benefit usually beat raw screen captures.
- App preview video. An optional short video can lift conversion for apps where motion shows the value, such as games or creative tools.
- Localized assets. If you target other countries, localized screenshots and text convert better than a single English set.
Keep the screenshots truthful. Misleading images are both a conversion risk later and a guideline violation.
Ratings, reviews, and iteration
Ratings feed both ranking and conversion. A few habits help:
- Prompt for a rating at a positive moment, using the system rating prompt rather than a custom nag, and not too often.
- Reply to reviews. Responses show the app is maintained and can turn a critical review around.
- Watch your average and recent volume, since a stale rating drags the page down over time.
ASO is iterative. Change one element at a time, watch impressions, product page views, and conversion in App Store Connect, and keep what works.
How AppFlight helps with ASO
AppFlight is a macOS app that turns a plain-English prompt into a native iOS app in Swift and SwiftUI and runs the journey to the App Store. Its marketing autopilot generates the app icon, screenshots, and mockups, and drafts ASO copy for the name, subtitle, keywords, and description, so the store assets are ready alongside the build. Its command center surfaces reviews and can draft replies, which supports the ratings side of ASO. AppFlight does not control App Store rankings, and no tool can promise a position, but it removes the manual work of producing the assets and copy that good ASO depends on.
FAQ
What matters most for App Store Optimization?
For being found, the app name, subtitle, and the 100-character keyword field carry the most weight. For turning a visit into an install, the icon, the first two or three screenshots, and your rating matter most. Work on both sides, since ranking without conversion wastes the traffic.
How does the App Store keyword field work?
App Store Connect gives you a 100-character keyword field, separate from the description, used for search. Use commas with no spaces, do not repeat words already in your name or subtitle, and avoid competitor names and irrelevant terms, which violate the guidelines.
Do ratings and reviews affect ASO?
Yes. A higher average rating and a steady flow of recent reviews improve both ranking signals and the chance someone installs after viewing the page. Prompt for ratings at a good moment and reply to reviews to show the app is maintained.