ASO Audit

ASO审计

Analyze App Store and Google Play listings against ASO best practices. Fetches live listing data, scores metadata, visuals, and ratings, then produces a prioritized action plan.

分析App Store和Google Play应用列表是否符合ASO最佳实践。获取实时列表数据，对元数据、视觉素材和评分进行评分，然后生成优先级行动计划。

When to Use

使用场景

User shares an App Store or Google Play URL
User asks to audit or optimize an app listing
User wants to compare their app against competitors
User asks about app store ranking, visibility, or download conversion

用户分享App Store或Google Play链接
用户要求审计或优化应用列表
用户希望将自己的应用与竞品进行对比
用户询问应用商店排名、曝光度或下载转化率相关问题

Before Auditing

审计前准备

Check for product marketing context first: If

.agents/product-marketing.md

exists (or

.claude/product-marketing.md

, or the legacy

product-marketing-context.md

filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

首先查看产品营销背景信息： 如果存在

.agents/product-marketing.md

（或

.claude/product-marketing.md

，旧版本中的

product-marketing-context.md

），请先阅读该文件再提问。利用已有背景信息，仅询问未涵盖或与本次任务相关的特定信息。

Phase 1 — Identify Store & Fetch

第一阶段 — 识别应用商店并获取数据

Detect store type from URL

通过URL识别应用商店类型

Apple:  apps.apple.com/{country}/app/{name}/id{digits}
Google: play.google.com/store/apps/details?id={package}

If the user gives an app name instead of a URL, search the web for:

site:apps.apple.com "{app name}"

or

site:play.google.com "{app name}"

Apple:  apps.apple.com/{country}/app/{name}/id{digits}
Google: play.google.com/store/apps/details?id={package}

如果用户提供的是应用名称而非URL，请在网页搜索：

site:apps.apple.com "{app name}"

或

site:play.google.com "{app name}"

Fetch the listing

获取应用列表数据

Use WebFetch to retrieve the listing page. Extract every available field:

Apple App Store fields:

App name (title) — 30 char limit
Subtitle — 30 char limit
Description (long) — not indexed for search, but matters for conversion
Promotional text — 170 chars, updatable without new release
Category (primary + secondary)
Screenshots (count, order, caption text)
Preview video (presence, duration)
Rating (average + count)
Recent reviews (visible ones)
Price / in-app purchases
Developer name
Last updated date
Version history notes
Age rating
Size
Languages / localizations listed
In-app events (if any visible)

Google Play fields:

App name (title) — 30 char limit
Short description — 80 char limit
Full description — 4,000 char limit, IS indexed for search
Category + tags
Feature graphic (presence)
Screenshots (count, order)
Preview video (presence)
Rating (average + count)
Recent reviews (visible ones)
Price / in-app purchases
Developer name
Last updated date
What's new text
Downloads range
Content rating
Data safety section
Languages listed

If WebFetch returns incomplete data (stores render client-side), note gaps and work with what's available. Ask the user to paste missing fields if critical.

使用WebFetch工具获取列表页面，提取所有可用字段：

Apple App Store字段：

应用名称（标题）—— 30字符限制
副标题 —— 30字符限制
详细描述 —— 不参与搜索索引，但影响转化率
推广文本 —— 170字符，无需新版本即可更新
分类（主分类+次分类）
截图（数量、顺序、说明文字）
预览视频（是否存在、时长）
评分（平均分+评分数量）
近期评论（可见部分）
价格/内购项目
开发者名称
最后更新日期
版本更新说明
年龄分级
应用大小
支持的语言/本地化列表
应用内活动（如有可见）

Google Play字段：

应用名称（标题）—— 30字符限制
简短描述 —— 80字符限制
完整描述 —— 4000字符限制，参与搜索索引
分类+标签
特色图片（是否存在）
截图（数量、顺序）
预览视频（是否存在）
评分（平均分+评分数量）
近期评论（可见部分）
价格/内购项目
开发者名称
最后更新日期
更新说明文本
下载量区间
内容分级
数据安全板块
支持的语言列表

如果WebFetch返回的数据不完整（应用商店为客户端渲染），请记录缺失部分并基于现有数据开展工作。若缺失字段至关重要，请请求用户补充粘贴。

Visual asset assessment

视觉素材评估

WebFetch cannot extract screenshot images or caption text. Take a screenshot of the listing page to get visual data:

Navigate to the listing URL and capture a full-page screenshot
Assess the screenshot for: icon quality, screenshot count, caption text, messaging quality, preview video presence, feature graphic (Google Play)
If browser tools are unavailable, ask the user to share a screenshot of the listing page

Promotional text (Apple): This 170-char field appears above the description but is often indistinguishable from it in scraped HTML. If you cannot confirm its presence, note this and recommend the user check App Store Connect.

WebFetch无法提取截图图片或说明文字。请截取列表页面的截图以获取视觉数据：

访问列表URL并截取完整页面截图
评估截图内容：图标质量、截图数量、说明文字、信息传递质量、预览视频是否存在、特色图片（Google Play）
若无法使用浏览器工具，请请求用户分享列表页面的截图

Apple推广文本： 这个170字符的字段显示在描述上方，但在抓取的HTML中通常难以与描述区分。若无法确认其存在，请记录此情况并建议用户在App Store Connect中查看。

Phase 1.5 — Assess Brand Maturity

第一阶段补充 — 评估品牌成熟度

Before scoring, classify the app into one of three tiers. This determines how you interpret "textbook ASO" deviations — a deliberate brand choice by a household name is not the same as a missed opportunity by an unknown app.

评分前，将应用分为三个层级。这将决定你如何看待与“标准ASO规范”的偏差——知名品牌的 deliberate 品牌选择，与不知名应用的错失机会性质不同。

Tier definitions

层级定义

Tier	Signals	Examples
Dominant	Household name, 1M+ ratings, top-10 in category, near-universal brand recognition. Users search by brand name, not generic keywords.	Instagram, Uber, Spotify, WhatsApp, Netflix
Established	Well-known in their category, 100K+ ratings, strong organic installs, recognized brand but not universally known.	Strava, Notion, Duolingo, Cash App, Calm
Challenger	Building awareness, <100K ratings, needs discovery through keywords and ASO tactics. Most apps fall here.	Your app, most indie/startup apps

层级	识别信号	示例
主导品牌	家喻户晓，100万+评分，分类榜Top10，近乎全球品牌认知度。用户通过品牌名称而非通用关键词搜索。	Instagram, Uber, Spotify, WhatsApp, Netflix
成熟品牌	在所属领域知名度较高，10万+评分，自然安装量稳定，品牌有认知度但未达到全球知名。	Strava, Notion, Duolingo, Cash App, Calm
潜力品牌	正在提升知名度，评分<10万，需要通过关键词和ASO策略获取曝光。大多数应用属于此层级。	你的应用，大多数独立开发者/创业公司应用

How tier affects scoring

层级对评分的影响

Dominant apps get adjusted scoring in these areas:

Title: Brand-only or brand-first titles are valid (score 8+ if brand is the keyword). These apps don't need generic keyword discovery.
Description: Score purely on conversion quality, not keyword presence. If the app is a household name, a well-crafted brand description beats a keyword-stuffed one.
Visual Assets: Lifestyle/brand photography instead of UI demos is a legitimate conversion strategy. No video is acceptable if the product is hard to demo in 30s or brand awareness is near-universal.
What's New: Generic release notes at weekly+ cadence are acceptable (score 8+). At scale, detailed changelogs have minimal ROI and risk backlash.
In-app events: Missing events for utility apps with massive install bases (Uber, WhatsApp) is not a penalty. These apps don't need discovery help.
Localization: Score relative to actual market, not absolute count. A US-only fintech with 2 languages (English + Spanish) is appropriately localized.

Established apps get partial adjustment:

Brand-first titles are fine but should still include 1-2 keywords
Strategic description choices get benefit of the doubt
Other dimensions scored normally

Challenger apps are scored strictly against textbook ASO best practices — every character, screenshot, and keyword matters.

Key principle: Before docking points, ask: "Is this a mistake or a deliberate choice by a team that has data I don't?" If the app has 1M+ ratings and a dedicated ASO team, assume their choices are data-informed unless clearly wrong.

主导品牌应用在以下方面的评分会进行调整：

标题： 仅含品牌名或品牌优先的标题是有效的（若品牌本身是关键词，评分8+）。这类应用无需通用关键词引流。
描述： 仅根据转化质量评分，不考虑关键词存在与否。若应用是家喻户晓的品牌，精心打造的品牌描述优于堆砌关键词的描述。
视觉素材： 使用生活方式/品牌摄影而非UI演示是合理的转化策略。若产品难以在30秒内演示或品牌知名度近乎全球，无视频也可接受。
更新说明： 每周或更频繁发布的通用版本说明是可接受的（评分8+）。规模化运营时，详细更新日志投资回报率极低且可能引发用户反感。
应用内活动： 拥有庞大安装量的工具类应用（如Uber、WhatsApp）缺失活动无需扣分。这类应用无需引流支持。
本地化： 根据实际目标市场评分，而非绝对语言数量。仅面向美国的金融科技应用支持2种语言（英语+西班牙语）即属于合理本地化。

成熟品牌应用获得部分调整：

品牌优先的标题可以接受，但仍应包含1-2个关键词
战略性的描述选择可酌情加分
其他维度按标准评分

潜力品牌应用严格按照标准ASO最佳实践评分——每一个字符、截图和关键词都至关重要。

核心原则： 在扣分前，请先问自己：“这是失误，还是拥有我所不具备数据的团队做出的 deliberate 选择？” 如果应用拥有100万+评分且有专门的ASO团队，除非明显错误，否则应假设其选择是基于数据的。

Phase 2 — Score Each Dimension

第二阶段 — 各维度评分

Score each dimension 0-10 using the criteria in

references/scoring-criteria.md

. Apply the brand maturity tier adjustments from Phase 1.5.

Reference files for platform specs and benchmarks:

```
references/apple-specs.md
```
— Official Apple character limits, screenshot/video specs, CPP/PPO rules, rejection triggers
```
references/google-play-specs.md
```
— Official Google Play limits, screenshot specs, Android Vitals thresholds, policies
```
references/benchmarks.md
```
— Conversion data, rating impact, video lift, screenshot behavior, CPP/event benchmarks

使用

references/scoring-criteria.md

中的标准，对每个维度进行0-10分评分。应用第一阶段补充的品牌成熟度层级调整规则。

参考文件包含平台规格和基准数据：

```
references/apple-specs.md
```
— Apple官方字符限制、截图/视频规格、CPP/PPO规则、审核拒绝触发条件
```
references/google-play-specs.md
```
— Google Play官方限制、截图规格、Android Vitals阈值、政策
```
references/benchmarks.md
```
— 转化率数据、评分影响、视频提升效果、截图表现、CPP/活动基准

Dimensions and Weights

维度与权重

#	Dimension	Weight	What It Covers
1	Title & Subtitle	20%	Character usage, keyword presence, clarity, brand + keyword balance
2	Description	15%	First 3 lines, keyword density (Google), CTA, structure, promotional text
3	Visual Assets	25%	Screenshot count/quality/messaging, video, icon, feature graphic
4	Ratings & Reviews	20%	Average rating, volume, recency, developer responses
5	Metadata & Freshness	10%	Category choice, update recency, localization count, data safety
6	Conversion Signals	10%	Price positioning, IAP transparency, social proof, download range

Final score = weighted sum, out of 100.

#	维度	权重	涵盖内容
1	标题与副标题	20%	字符使用、关键词存在与否、清晰度、品牌与关键词平衡
2	描述	15%	前三行内容、关键词密度（Google）、行动号召（CTA）、结构、推广文本
3	视觉素材	25%	截图数量/质量/信息传递、视频、图标、特色图片
4	评分与评论	20%	平均分、评分数量、时效性、开发者回复情况
5	元数据与新鲜度	10%	分类选择、更新频率、本地化语言数量、数据安全
6	转化信号	10%	价格定位、内购透明度、社交证明、下载量区间

最终得分 = 加权总和，满分100分。

Score interpretation

得分解读

Score	Grade	Meaning
85-100	A	Well-optimized; focus on A/B testing and iteration
70-84	B	Good foundation; clear opportunities to improve
50-69	C	Significant gaps; prioritized fixes will have high impact
30-49	D	Major optimization needed across multiple dimensions
0-29	F	Listing needs a complete overhaul

得分	等级	含义
85-100	A	优化良好；专注于A/B测试和迭代
70-84	B	基础良好；存在明确的优化机会
50-69	C	存在显著差距；优先修复将带来高影响
30-49	D	多个维度需要重大优化
0-29	F	应用列表需要全面整改

Phase 3 — Competitor Comparison (Optional)

第三阶段 — 竞品对比（可选）

If the user provides competitor URLs or asks for comparison:

Fetch 2-3 top competitors in the same category
Run the same scoring on each
Build a comparison table highlighting where the user's app is weaker/stronger
Identify keyword gaps — terms competitors rank for that the user's app doesn't target

If no competitors are specified, suggest the user provide 2-3 or offer to search for top apps in their category.

如果用户提供竞品URL或要求对比：

获取同一分类下的2-3个顶级竞品
对每个竞品执行相同的评分流程
构建对比表格，突出用户应用的优劣之处
识别关键词差距——竞品排名的关键词但用户应用未覆盖的

若未指定竞品，建议用户提供2-3个竞品，或主动搜索该分类下的顶级应用。

Phase 4 — Generate Report

第四阶段 — 生成报告

Use the template in

references/report-template.md

to structure the output.

The report must include:

Score card — table with all 6 dimensions, scores, and grade
Top 3 quick wins — changes that take <1 hour and have highest impact
Detailed findings — per-dimension breakdown with specific issues and fixes
Keyword suggestions — based on title/description analysis and competitor gaps
Visual asset recommendations — specific screenshot/video improvements
Priority action plan — ordered list of changes by impact vs effort

使用

references/report-template.md

中的模板构建输出内容。

报告必须包含：

评分卡 — 包含所有6个维度、得分和等级的表格
三大快速优化点 — 耗时<1小时且影响最高的改动
详细发现 — 按维度拆解具体问题和修复方案
关键词建议 — 基于标题/描述分析和竞品差距
视觉素材建议 — 具体的截图/视频改进方案
优先级行动计划 — 按影响与投入比排序的改动列表

Report rules

报告规则

Every recommendation must be specific and actionable ("Change subtitle from X to Y" not "Improve subtitle")
Include character counts for all text recommendations
Flag platform-specific differences (Apple vs Google) when relevant
Note what CANNOT be assessed without paid tools (search volume, exact rankings)
When suggesting keyword changes, explain WHY each keyword matters

每一条建议必须具体且可执行（例如：“将副标题从X改为Y”，而非“优化副标题”）
所有文本建议需包含字符计数
相关时标注平台差异（Apple vs Google）
注明哪些内容无法通过免费工具评估（搜索量、精确排名）
建议关键词改动时，解释每个关键词的重要性

Platform-Specific Rules

平台特定规则

Apple App Store — Key Facts

Apple App Store — 关键要点

Title (30 chars) + Subtitle (30 chars) + Keyword field (100 bytes, hidden) = indexed text
Keywords field is bytes not chars — Arabic/CJK use 2-3 bytes per char
Long description is NOT indexed for search — optimize for conversion only
Promotional text (170 chars) does NOT affect search (Apple confirmed)
Never repeat words across title/subtitle/keyword field (Apple indexes each word once)
Keyword field: commas, no spaces ("photo,editor,filter" not "photo, editor, filter")
Screenshots: up to 10 per device. First 3 visible in search — 90% never scroll past 3rd
Screenshot captions indexed since June 2025 (AI extraction)
In-app events: max 10 published at once, max 31 days each. Indexed and appear in search
Custom Product Pages (up to 70) in organic search since July 2025. +5.9% avg conversion lift
App preview video: up to 3, 15-30s each. Autoplays muted — +20-40% conversion lift
SKStoreReviewController: max 3 prompts per 365 days
Apple has human editorial curation — quality and design matter more
See
```
references/apple-specs.md
```
for full specs, dimensions, and rejection triggers

标题（30字符）+ 副标题（30字符）+ 关键词字段（100 字节，隐藏）= 可索引文本
关键词字段按字节计算，而非字符——阿拉伯语/中日韩字符每个占2-3字节
详细描述不参与搜索索引——仅针对转化率优化
推广文本（170字符）不影响搜索（Apple官方确认）
请勿在标题/副标题/关键词字段重复使用相同词汇（Apple仅索引每个词汇一次）
关键词字段：使用逗号分隔，无空格（例如“photo,editor,filter”而非“photo, editor, filter”）
截图：每类设备最多10张。搜索结果中仅显示前3张——90%的用户不会滑过第3张
截图说明文字自2025年6月起可被索引（AI提取）
应用内活动：最多同时发布10个，每个最长31天。可被索引并出现在搜索结果中
自定义产品页面（最多70个）自2025年7月起纳入自然搜索。平均提升5.9%转化率
应用预览视频：最多3个，每个15-30秒。自动静音播放——提升20-40%转化率
SKStoreReviewController：每365天最多提示3次评分
Apple有人工编辑审核——质量和设计更为重要
完整规格、尺寸和审核拒绝触发条件请查看
```
references/apple-specs.md
```

Google Play — Key Facts

Google Play — 关键要点

Title (30 chars) + Short description (80 chars) + Full description (4,000 chars) = indexed text
Full description IS indexed — target 2-3% keyword density naturally
No hidden keyword field — all keywords must be in visible text
Google NLP/semantic understanding — keyword stuffing detected and penalized
Prohibited in title: emojis, ALL CAPS, "best"/"#1"/"free", CTAs (enforced since 2021)
Screenshots: min 2, max 8 per device (not 10 like Apple)
Feature graphic (1024x500, exact) required for featured placements
Video does NOT autoplay — only ~6% of users tap play (low ROI vs iOS)
Android Vitals directly affect ranking: crash >1.09% or ANR >0.47% = reduced visibility
Promotional Content: submit 14 days early for featuring. Apps see 2x explore acquisitions
Custom Store Listings: up to 50 (can target churned users, specific countries, ad campaigns)
Store Listing Experiments: test up to 3 variants, run 7+ days, 1 experiment at a time
See
```
references/google-play-specs.md
```
for full specs and policy details

标题（30字符）+ 简短描述（80字符）+ 完整描述（4000字符）= 可索引文本
完整描述参与索引——自然融入2-3%的关键词密度
无隐藏关键词字段——所有关键词必须出现在可见文本中
Google使用NLP/语义理解——关键词堆砌会被检测并处罚
标题中禁止使用：表情符号、全大写、“best”/“#1”/“free”、行动号召（2021年起强制执行）
截图：每类设备最少2张，最多8张（不同于Apple的10张）
特色图片（1024x500像素，精确尺寸）是获得推荐位的必要条件
视频不会自动播放——仅约6%的用户会点击播放（与iOS相比投资回报率低）
Android Vitals直接影响排名：崩溃率>1.09%或ANR率>0.47% = 曝光度降低
推广内容：需提前14天提交以获得推荐。应用可获得2倍探索量下载
自定义商店列表：最多50个（可针对流失用户、特定国家、广告活动）
商店列表实验：最多测试3个变体，运行7天以上，同一时间仅能进行1个实验
完整规格和政策详情请查看
```
references/google-play-specs.md
```

What Apple Indexes vs What Google Indexes

Apple与Google索引内容对比

Field	Apple Indexed?	Google Indexed?
Title	Yes	Yes (strongest signal)
Subtitle / Short desc	Yes	Yes
Keyword field	Yes (hidden)	Does not exist
Long description	No	Yes (heavily)
Screenshot captions	Yes (since 2025)	No
In-app events	Yes	N/A (LiveOps instead)
Developer name	No	Partial
IAP names	Yes	Yes

字段	Apple是否索引？	Google是否索引？
标题	是	是（最强信号）
副标题/简短描述	是	是
关键词字段	是（隐藏）	不存在
详细描述	否	是（权重高）
截图说明文字	是（2025年起）	否
应用内活动	是	不适用（使用LiveOps替代）
开发者名称	否	部分索引
内购项目名称	是	是

Common Issues Checklist

常见问题检查清单

Task-Specific Questions

任务特定问题

What is the App Store or Google Play URL?
Is this your app or a competitor's?
What category does the app compete in?
Do you have competitor URLs to compare against?
Are you focused on search visibility, conversion rate, or both?
Do you have access to App Store Connect or Google Play Console data?

应用的App Store或Google Play URL是什么？
这是你的应用还是竞品的应用？
应用属于哪个分类？
你有竞品的URL用于对比吗？
你更关注搜索曝光度、转化率，还是两者兼顾？
你是否有权访问App Store Connect或Google Play Console数据？

aso

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