Text Optimization for the App Store

Critical features of text optimization for iOS apps. Writing metadata for the App Store.

The App Store is the official marketplace for iPhone, iPad, and Apple Watch applications.

iOS App Metadata

Text optimization for the App Store involves working with the following metadata fields:

• Title – This is the name of your app. The title has the most influence on your app’s visibility, so it is recommended to include relevant search terms. The title is indexed, which helps your app appear in search results. The title in the App Store has a limit of 30 characters.
• Subtitle – The subtitle appears under the app title and has a 30-character limit. Keywords in the subtitle have slightly less importance for search algorithms than the title, but this field is also indexed.
• Promotional Text – This is the only field that can be changed without updating the store app. You can edit the promotional text anytime, as often as you like. It appears under the app’s name and is limited to 170 characters. However, it is not indexed.
• Description – The description highlights the app's main features and explains how it benefits users. In the App Store, this field is not indexed, meaning it does not impact search rankings. The description can be up to 4,000 characters.
• Keywords – This field inputs keywords that best describe your app or its core features. The keyword field is only available in the App Store and is hidden from users (visible only to the developer). It is indexed, helping improve your app’s visibility. The length of the keyword field for one locale is limited to 100 characters.

Main Tips for Optimizing iOS App Metadata:

• Title – Use a simple, concise name (combine the brand name and keywords) that reflects the app’s purpose. Include relevant high-traffic search queries and use the full character limit.
• Subtitle – This should logically extend the title and include relevant search terms. Make sure to use the full 30-character limit.
• Keywords – Enter all remaining relevant keywords, separated by commas without spaces. Do not use phrases, just single words. The limit is 100 characters.

How to Check Your ASO for the App Store:

• Check the combination of title + subtitle + keywords.
• Plural and singular forms are not automatically generated in most languages, but in some languages, this works.
• Use additional locales.
• Localizing the app for different countries also applies to the keywords field.

How Are Search Queries Formed in the App Store?

Search queries are created by combining words from the Title + Subtitle + Keywords fields (for a single locale only).

Additional Resources for ASO Optimization in the App Store:

• App Store Localization
• App Localization Features in the App Store
• What Is Promotional Text in the App Store and How to Use It in ASO?
• Common Mistakes on the App Store Page
• Complete Guide to ASO Optimization in 2024

Key points and steps for text optimization in Google Play – move on to the next lesson.

Create metadata for your app in ASOMobile – try it for free.