The fields that matter
On the App Store, the app name (30 characters), subtitle (30) and keyword field (100) carry the most search weight; the description is not used for search ranking there. On Google Play, the title (30 characters), short description (80) and full description (up to 4,000) are all read. Each field has a hard limit, so every character counts.
Turning views into installs
Ranking only brings people to the listing. The icon and the first screenshots decide whether they install: the first two or three screenshots show in search results, so each should state one benefit in large text over the app screen. The App Store and Google Play each require exact screenshot sizes.
Keep testing
Both stores let developers test listing variants. Change one element at a time, such as the first screenshot or the subtitle, and keep the version that converts better.
Ratings and reviews
Ratings affect both ranking and installs: many people skip apps with low ratings or few reviews. Ask for a rating at a good moment, such as after a user completes something, using each platform's built-in review prompt, and reply to reviews, especially critical ones, because replies are visible to everyone reading the listing.
Example
A habit tracker moves "habit tracker" from its description into the App Store subtitle and keyword field, and its first screenshot from a settings screen to the daily streak view.
Questions people ask
- Does the App Store description affect search ranking?
- Apple uses the name, subtitle and keyword field for search. Google Play also reads the descriptions. On both, the description still helps people decide to install.
- How long does ASO take to show results?
- Changes to the listing can affect installs right away; ranking changes usually take a few weeks as the stores see how people respond.
Related terms
- TaglineA product tagline is the short line that says what a product is or does and who it is for, shown next to its name on launch platforms, app stores and directories.
- Meta descriptionA meta description is a short summary of a page in its HTML head. Search engines often show it under the title in results, so it works as the page's pitch to searchers.
- Featured snippetA featured snippet is a short answer Google shows above the regular results, taken from one page and credited with a link. It appears for many question style searches.