Where keywords actually live
Title and short description carry disproportionate weight. Long description supports, but it will not rescue a vague short line.
Localize for markets you support with real UX — machine-translated screenshots with English UI feel broken.
Creative experiments
Change one primary asset at a time when you can. If you swap icon, feature graphic, and first screenshot together, you will never know what worked.
Keep a changelog of store experiments the same way you changelog the app binary.
Connect ASO to product health
Installs from better creatives amplify crash and review problems. Pair ASO work with rating monitoring so growth does not hide quality debt.