App Store and Google Play Metadata: Writing Titles and Descriptions That Rank
If you work in mobile growth, ASO metadata is your sharpest lever for discoverability and conversion. On iOS and Android alike, the words you choose in titles, subtitles/short descriptions, long descriptions, and keywords (iOS) determine whether the right people find you — and whether they tap “Get” or “Install.”
This article distills current and best practices for writing metadata that ranks and converts, with live examples you can click and study.
What Is Metadata?
On the App Store (iOS), Apple indexes your App Name, Subtitle, Keywords field, and primary category for search. Apple also states that rankings are based on text relevance and user behavior (downloads, ratings, reviews). Your Promotional Text and Description are for conversion and do not influence search ranking.
On Google Play, the indexed text signals are your Title, Short Description, and Full Description (with strong emphasis on Title/Short). Google’s public guidance focuses on clarity, policy compliance, and conversion. Play also gives you experiments (A/B tests) and acquisition/retention views to optimize what you’ve written.
Character & field limits:
iOS — App Name 30 chars; Subtitle 30; Keywords up to 100 bytes; Promotional Text 170; Description 4,000; up to 10 screenshots and 3 app previews per locale.
Google Play — Title 30 chars; Short Description 80; Full Description 4,000; up to 8 screenshots per device type.
How Ranking Actually Works
Apple tells us exactly what’s used: the text you provide (name, subtitle, keywords, primary category) and user behavior — downloads, ratings, reviews, and more — feed the search results. That means the right words get you seen. A satisfying product experience (and the ratings it earns) keeps you there.
Google Play doesn’t publish a ranking formula, but its guidance makes two things clear: use clear, policy-compliant text, and improve conversion/quality through experiments and acquisition analytics (including conversion rate and 1-day retention reported for experiment variants). Treat that as a product-led feedback loop for better rankings over time.
Titles that Rank
Across categories and stores, high-performing titles pair the brand with a short, literal value cue users actually search for.
Calm: Sleep, Meditate, Relax (Play) — three everyday verbs that mirror common queries. (Avoid adding ranking claims like “#1”—Google flags those in listing text.)
Craft rule: Keep the brand first, then add one or two high-intent phrases (not slogans). Both stores cap titles at 30 characters, so brevity is strategy — not style.
The 30-character iOS Subtitle vs. the 80-character Play Short Description
Think of these as your second hook.
On iOS, your Subtitle should not repeat App Name words. Use it to introduce new relevance and a benefit. Apple’s search doc is explicit about keyword duplication and intent.
On Google Play, the Short Description is your most read snippet after the title and must stay within 80 characters. It should state the value plainly and comply with Play’s policy (no ranking claims like “#1,” no price-promo text in the listing).
Long Descriptions
Play Full Description (4,000 chars). Cover outcomes, core features, and concrete use cases using natural language. Google warns against keyword stuffing and repetitive blocks. Keep it readable and honest.
iOS Description (4,000 chars). Treat this as a conversion copy. Apple calls out that rankings are based on name, subtitle, keywords, and category. The description is for understanding and persuading, not for indexing. Use Promotional Text (170 chars) for timely messages without a binary update.
The iOS Keywords Field Still Matters
Apple’s hidden Keywords field is limited to 100 bytes. Use single words separated by commas (no spaces after commas), avoid duplication with your App Name/Subtitle, and don’t include competitor brand names or irrelevant/trademarked terms. Misuse is a common reason for rejections.
Visuals Carry Ranking
Apple shows your first screenshots/app previews in search. You can upload up to 10 screenshots and 3 previews per locale. Prioritize a first image that states value at a glance.
On Google Play, upload up to 8 screenshots per device type and use them to “convey capabilities, look and feel, and the experience.” Keep any overlaid copy minimal and localized.
Testing and Tailoring
iOS Product Page Optimization (PPO): Test up to three creative treatments (icons, screenshots, previews) against the original and route a percentage of traffic; localize tests as needed.
iOS Custom Product Pages (CPPs): Build alternate pages and assign keywords so those CPPs appear for selected queries — ideal for segment- or feature-specific intents.
Google Play Store Listing Experiments: A/B test text and graphics and see acquisition and 1-day retention for each variant to balance clicks with early quality.
Google Play Custom Store Listings: Create up to 50 tailored listings (e.g., by country or audience) and route traffic via unique URLs.
Measurement that Keeps You Honest
Apple App Analytics surfaces search impressions, conversion rate, downloads and more — use this to validate if new copy actually improved outcomes.
Google Play Conversion Analysis shows visitors, acquisitions, conversion rate (by source, market, language, and listing), letting you spot underperforming segments and iterate deliberately.
Compliance
Apple warns against packing metadata with trademarked terms, competitor names, or irrelevant phrases. Keep names under 30 characters and assign accurate keywords.
Google Play forbids listing text that implies store performance or ranking, price/promo claims in metadata, excessive repetition, or misleading references. Titles must be ≤30 chars and avoid deal language.
ASO Metadata Writing Checklist
Title: Brand + 1–2 high-intent phrases (≤30 chars). Subtitle/Short: a crisp value statement with new terms (iOS), or an 80-char pitch (Play). Description: natural language, benefits first. iOS Keywords: distinct, comma-separated singles.
Test & tailor: Run iOS PPO and CPP. On Play, A/B test listing text/graphics and compare conversion & 1-day retention; localize both text and visuals where you ship.
FAQ
What Is ASO Metadata?
ASO metadata is the text and creative information on an app’s store page — title, subtitle/short description, long description, iOS keywords, icon, screenshots, and previews — that helps stores match your app to searches and helps people decide to install.
On iOS, Apple indexes App Name, Subtitle, and the Keywords field; on Google Play, Title and Short Description carry the most weight while the Full Description adds topical context.
Which Fields Are Indexed on Apple vs. Google Play?
Apple indexes App Name, Subtitle, Keywords, and considers category and user behavior; the Description is primarily for conversion. Google Play reads Title and Short Description as primary signals and uses the Full Description for additional context — then blends that with post-install quality metrics like retention and uninstall rate.
What Are the Character Limits I Should Design Around?
iOS: App Name 30, Subtitle 30, Keywords ≈100, Promotional Text 170, Description 4,000. Google Play: Title 30, Short Description 80, Full Description 4,000. Designing these caps keeps copy compliant and scannable.
Does Apple Index the Description Field?
No. Apple’s search focuses on App Name, Subtitle, and Keywords (plus behavior and category). Use the iOS Description to persuade: lead with outcomes, proof, and clear next steps, and use Promotional Text for time-sensitive messages without a new build.
How Do I Write a High-ranking 30-character Title?
Use a simple pattern: Brand + core job/Category. Avoid superlatives or ranking claims, including one or two plain-English terms users actually search.
Conclusion
Strong rankings are earned where language and behavior meet. Write titles that say exactly what you do in 30 characters. Use the iOS Subtitle and Play’s Short Description to add new, non-duplicative relevance in human terms.
Treat the iOS Keywords field like scarce inventory and keep it clean. Pair that text with first-frame visuals that prove the promise at a glance, then validate everything with disciplined testing — PPO on iOS, Store Listing Experiments on Play.
Finally, hold yourself to outcomes that matter: search impressions, product-page views, conversion rate, retention, and ratings velocity. When you align intent-first copy, policy-safe execution, evidence-driven visuals, and regular experiments, ASO stops being a one-off rewrite and becomes a compounding growth system.