02 / 07 · Weekly free spine
Name the gaps
What is thin, missing, or stale on each surface, from App Store keywords to answer pages.
How do I audit gaps in my App Store listing and website content?
Read the listing and the website for one product in the same sitting. For each item, such as the subtitle, keyword field, what’s-new text, answer pages and product name, write one line with the surface, the item and its state: thin, missing or stale. Then choose a short set to fix this week.
The step
What it is
Name the gaps turns the read into a list of holes. A gap is specific: a thin subtitle, App Store keywords the listing never uses, a missing answer page, a stale what’s-new, a product name that does not show up where someone would look for it. Each line names the surface, the item, and the state.
The reason
Why it exists
The week needs a target. A vague note to “do more on the listing” does not tell the reverse bank what to pull, and it does not tell Web Ready what to draft. A named gap does, and the next step, pull from the reverse bank, starts from it.
The week
What you do this week
- Start from the read of both surfaces (Read both surfaces).
- Write each hole as its own gap: surface, item, and state (thin, missing, or stale).
- Choose the gaps this week will draft. Leave the rest named, and leave them alone.
Example: three named gaps
| Surface | Item | State |
|---|---|---|
| App Store | Subtitle | Thin |
| Website | Answer page for a core buyer question | Missing |
| App Store | What’s-new text | Stale |
To choose which to draft this week, start with the gap closest to discovery or conversion: the line a searcher reads first, or the question a buyer asks before signing up.
Finding App Store keyword gaps
Apple indexes the app name, the subtitle and the 100-character keyword field. A keyword gap is a term buyers search that appears in none of the three, or a word wasted by repeating it across them. List those as their own gaps. The ASO checklist covers the field rules.
The handoff
Inputs and outputs
Inputs
- This week’s read of both surfaces
- The product as it is live today
Outputs
- Named gaps, one line each
- A short set chosen for drafts this week, handed to pull from the reverse bank
Questions about this step
How do I find missing App Store keywords?
How many gaps should I work on each week?
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