Text Metadata Optimization: Guide to Writing App Title, Subtitle, and Description

With millions of apps available in two major app stores, the fight for user attention and further engagement with your app keeps becoming more and more intense. Unfortunately, even the most stable apps free of bugs with amazing features might get lost in the avalanche of app store content.

It’s nearly impossible to succeed in modern-day Google Play Store and Apple App Store without close attention to paid user acquisition and organic search traffic optimization. The latter will be the focus of our guide.

And even though it’s really tempting to pay all your attention to such bright and fun aspects of your app store listing as screenshots, icons, and app previews, text metadata should never be neglected. In the end, such elements as app title, subtitle, and app description play their role in making or breaking your app’s performance.

In this guide, we will dwell on how to write a title and subtitle, and app description. Let’s start with examining the very term ‘text metadata’.

Text Metadata in App Store Optimization (ASO)

Text metadata is represented with all text-based elements of an app store page including app title, app subtitle, and app description. Optimization of such elements leads to encouraging app store algorithms to suggest your app to potential users improving organic traffic flow.

Despite the general similarity of major app stores, the App Store and Google Play Store demand different text metadata from app publishers.

Text metadata on Apple App Store:

• App title – the name of an app that occupies the first line of every product page. It is located to the right of the app icon and is characterized by bold font;
• App subtitle – short text that is shown right beneath the app title;
• App description – the most text-packed element of a product page that is located underneath the gallery containing app previews and screenshots.

Text metadata on Google Play Store :

• App title – bolded app name located to the right of an app icon (just like in the App Store);
• Short description – a short text of not more than 80 characters that is located under the video preview and screenshots section. The short description is Google Play’s alternative to app subtitle;
• Long description – the text one can access by expanding the short description. With 4000 characters limit, it offers app publishers a chance to verbalize and highlight key app features and benefits.

How to Write a Title and Subtitle?

To know how to write a title and subtitle, one has to understand that the app name is one of the most important app store elements. Paired with an icon, it’s the first thing your potential customers notice and remember.

Keep this potential converting power in mind when you title apps. Opt for keywords of the highest priority as both on Apple App Store and Google Play app title is the most important keyword area and should be used wisely. 

The common app title formula is represented by a brand name followed by the most valuable keywords. ​​Do your best to make it catchy and comprehensible applying quality keywords.

In both main stores, app title characters are limited to 30. However, in the context of the App Store, you get additional 30 characters within the app subtitle to describe the essence of your app. Targeted, descriptive keywords should be your primary choice.

When you figure out how to write a title and subtitle there are certain DOs and DON’Ts to remember. Let’s start with things you might consider for your app title:

1. Make your app name memorable and catchy without forgetting to stay true to your branding;
2. A/B test different app titles with SplitMetrics to find out if your target users prefer keywords that describe specific app features or core benefits;
3. Mind localization if you launch globally;
4. App title doesn’t require constant updates. If you manage to find a working keywords formula, stick to it.

The things you should avoid writing an app title:

• Ranking references like #1, #2, top, etc.;
• Generic performance references like ‘the best’, ‘the most addictive’, etc.;
• Mentioning pricing, for example using words like ‘free’, ‘discount’, ‘sales’, etc.;
• App status referencing like ‘version 2.0’, ‘updated’, etc.

If you review the performance of short descriptions and subtitles (they have similar functions across different stores), you’ll notice that the general rule is to avoid technical descriptions. Technical details are to be avoided unless it’s the thing that makes your app truly unique and helps you stand out. Thus, when you subtitle apps and write short descriptions try to be more client-oriented rather than product-centered.

How to Write App Description?

Apple recommends iOS publishers to focus on making their app descriptions engaging and concise. Start with an informative paragraph and then add a list of your most prominent features. 

On average, only 1-5% of app store users expose full descriptions by clicking on the “read more” button. So the first sentence of an app description should be as informative and engaging as possible.

Don’t forget to use relevant keywords in your text (it’s especially true in the context of Google Play Store). However, stay sensible as keywords overflow might have a negative effect on your app’s ranking. Nowadays, it’s better to prioritize user conversion over keyword positioning. 

Here are some other tips you might consider creating your app description:

• Your top selling point might be an excellent place to start. Try to grab users’ attention and intrigue them. That said, forget about fake promises. The presented information should be true and relevant;
• Think over the text structure as one long paragraph will lead you nowhere. To make text navigation easier use clear subtitles and opt for bullet points when necessary;
• The closer to the beginning of your text, the more important keywords you should use. Reach for optimal keyword density without going overboard;
• Shyness is no virtue when you write your app description. Don’t be shy to quote prestigious reviewers or mention received awards. However, avoid testimonials from your app review section as it violates app stores’ policy.