App Store Optimization Checklist for New App Launches

Pre-launch keyword and positioning checklist

Before launch, you should already know the category terms you are targeting, the positioning you want to own, and the competitors you expect to face. Launching without that foundation makes the rest of the listing harder to judge.

ASOZen is most useful here when you use it as a pre-launch checklist system rather than a one-off report, so the keyword, competitor, and release decisions stay connected.

• Shortlist the primary and supporting keywords in Keyword Analysis.
• Write a title and subtitle that express the main promise clearly.
• Review at least three direct search competitors using Competitor Compare.

Creative and metadata checklist

Do not treat screenshots, descriptions, and metadata as separate workstreams. The launch package needs to tell one story across search and the product page.

• Make sure the first screenshots reinforce the value promised in search.
• Check that the description supports the same positioning instead of drifting into generic copy.
• Verify icons, screenshots, categories, support links, and policy links are all present and current.

Release readiness checklist

The last step before submission is not one more brainstorm. It is validation. Draft the release package, score it, and make sure the listing is internally consistent.

That is where Release Planner helps. It gives you a final pass on titles, subtitles, descriptions, and the release package before you ship.

Post-launch follow-through matters too

ASO does not end on launch day. Watch how the early keyword set performs, compare against live competitors, and decide whether the next update should focus on metadata, creative, or freshness.

For the detailed scoring side of that loop, read the ASO score guide. For keyword expansion, go back to the keyword research guide.