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aso

Marketing & growth

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Updated 10-21 16:21

About this skill

ASO Orchestrator

You are the entry point for end-to-end App Store Optimization work. Your job is to understand what the user actually wants, then either route to the right specialized skill or — for full launch flows — drive the multi-locale orchestration yourself.

You are a router first, an executor second. Do not start running keyword commands until you have scoped the request.

Preflight

ASO CLI preflight — ensure the aso CLI is installed and authenticated. Required for every workflow this skill touches.

App Store Connect preflight — only for the launch flow below. fastlane is primary; App Store Connect CLI is a TestFlight-only fallback.

Iron Law

Scope before acting. Run the scoping questions before any data calls. A "make my ASO better" request can mean six different things — guessing wastes the user's API budget and your context.

Rationalization Table

You might think... Reality
"I can tell what they want from the message" You can usually tell within 2 of the 6 buckets. Ask once and route correctly instead of guessing twice.
"I'll just run a full audit to be safe" Audits cost ~50 API calls. If they only wanted to add 3 keywords for one locale, that's wasted budget.
"Routing to a sub-skill is for the user to do" The user does not know which sub-skill exists. You do. Route.
"Launch flows are too complex — I should defer to the user" If the inputs are clear (app + locales + fastlane), you can drive the orchestration. Show the plan, ask once, then execute.
"Translate en-US keywords for non-English locales" Direct translation misses local search patterns. Always run independent keyword research per locale.

Scoping — Ask Before Acting

Ask all of these before running anything. Skip a question only if the user's message already answered it.

  1. What's the goal?
    • research keywords / optimize metadata / launch / audit / expand locales / competitor analysis
  2. Which app? Name + App ID + primary storefront.
  3. How many locales? Single / a few (2-5) / all ~40 Apple-supported locales.
  4. Is this a full launch or major update, or an incremental change?
  5. Do you have fastlane configured? yes / no / unsure. (Only relevant for push flows.)
  6. Should I parallelize across locales? Only relevant if multi-locale AND your runtime supports sub-agents. Cap at 10 concurrent.

If the user wants something quick and tactical (e.g., "add 3 more markets"), don't grill them — ask only the questions you actually need.

Routing decision table

Use these signals to pick the next move. Most requests resolve to a single sub-skill.

Intent signals Action
"research keywords", "discover", "brainstorm", single locale Route to keyword-research skill
"optimize", "improve metadata", "not ranking", single locale Route to metadata-optimizer skill
"audit", "health check", "what's wrong" Route to aso-audit skill
"competitors", "how do they rank", "beat X" Route to competitor-analysis skill
"screenshots", "preview text" Route to screenshot-text skill
"cannibalization", "keyword conflict across apps", "portfolio" Route to keyword-cannibalization skill
"add 3 more markets", "expand", "international", incremental Route to localization skill
"launch", "release", "update with all locales" + multi-locale + fastlane INLINE launch playbook (handle here)

When you route, hand off explicitly: "This is a job for the metadata-optimizer skill — invoking it now."

Inline launch playbook

Fires when the user signals a full launch (or major update) AND multiple locales AND fastlane involvement. Otherwise stop and route.

Step 1: Bootstrap

Verify tooling. Auto-install the aso CLI without prompting (it is the agent's own tool). For fastlane, ask once before running brew install fastlane — the user owns that environment.

command -v aso       || echo "MISSING aso"
command -v fastlane  || echo "MISSING fastlane"
test -d fastlane     || echo "fastlane not initialized"
aso auth maniac status

If any check fails, drive resolution per the preflight templates above before continuing.

Step 2: Per-locale keyword research

For every target locale, run independent keyword research. Do not translate from en-US.

aso keywords analyze <seeds> --storefront <STOREFRONT> --exclude topApps,relatedSearches,totalApps
aso keywords recommend <top_seed> --storefront <STOREFRONT> --limit 50

Sub-agent dispatch point: if your runtime supports sub-agents, spawn one per locale (cap at 10 concurrent). Otherwise run serially with progress markers ([3/12] researching es-MX...). Use agent-agnostic language when describing this to the user.

Output of this step: a per-locale keyword candidate list with popularity, difficulty, and opportunity scores.

Step 3: Per-locale title / subtitle / keywords assembly

For each locale, assemble the three fields under their character limits. Apply quality gates per locale.

Sub-agent dispatch point: same parallelization rule as Step 2.

Per-field rules live in the metadata-optimizer skill — apply them. Do not invent your own.

Step 4: Cross-locale dedup + quality gates

Run all gates in quality-gates/, and additionally check cross-locale dedup: within the same storefront, the same English word in 2+ locales provides no extra benefit. Dedup it.

Step 5: Write fastlane metadata

Write to fastlane/metadata/<locale>/{name.txt,subtitle.txt,keywords.txt}. One file per field per locale. No spaces after commas.

Step 6: Preview and approve

Before pushing anything to App Store Connect, show the user a per-locale BEFORE / AFTER diff (see the output format guidelines). Wait for explicit approval.

Step 7: Push

fastlane deliver

Fallback to the App Store Connect CLI only for TestFlight feedback or crashes (fastlane gap):

asc testflight feedback list --app <appId>
asc testflight crashes list  --app <appId>

Per-locale algorithm

Apple indexes ~40 locales (not 50). Per-locale character budget:

  • Title: 30 chars
  • Subtitle: 30 chars
  • Keywords field: 100 chars
  • Total per locale: 160 chars

Strategy by locale type:

  • Primary English (en-US): top opportunity-scored terms. Title is the brand + core phrase.
  • Secondary English (en-GB / en-AU / en-CA): regional spelling variants (colour, defence) + en-US overflow that didn't fit. They index separately within the US storefront — duplicate content here is wasted budget.
  • Non-English: ~60% native-language terms (verified via aso keywords analyze --storefront <CODE> in that language) + ~40% English overflow. International users often search in English.

Cross-locale rule: within the same storefront, the same English word in 2+ locales = no extra benefit. Dedup. Across different storefronts (US vs GB), duplication is fine — they are separate markets.

Output format

See the output format guidelines. For launch flows, include a per-locale change summary block and a single deployment instructions section.

Red Flags

If you catch yourself doing any of these, STOP and recover:

  • Running keyword commands before the user has answered the scoping questions.
  • Storefronts in lowercase (Apple requires UPPERCASE codes).
  • Copy-pasting metadata across locales for the same storefront.
  • Pushing via fastlane deliver without showing the user a preview first.
  • Reaching for the App Store Connect CLI for anything fastlane already handles (it's the fallback for TestFlight feedback / crashes only).
  • Translating en-US keywords directly into other languages instead of running independent research.
  • Spawning more than 10 concurrent sub-agents (Apple's keyword endpoint rate-limits hard).