App Store Metadata
Definition
All text and data fields in an app's store listing that affect discoverability and conversion, including title, keywords, and description.
What Is App Store Metadata?
App store metadata refers to all the structured text and data fields you complete when submitting an app to the App Store or Google Play. These fields directly influence two things: discoverability (whether users find your app when searching) and conversion (whether users install after seeing your listing). The primary metadata fields include: App Name/Title (the most heavily weighted for keyword ranking), Subtitle (iOS only, 30 characters, also keyword-weighted), Keyword Field (iOS only, 100 characters, not visible to users), Short Description (Google Play, 80 characters, displayed prominently), Full Description (500 characters on App Store, 4000 on Google Play), and In-App Purchases (visible on App Store). Metadata optimization is the foundation of ASO — screenshots drive conversion, but metadata drives discoverability.
Why It Matters for App Developers
The app title alone accounts for 40–60% of organic keyword ranking signal on the App Store. A well-optimized title with a clear keyword can double search impressions. Most developers treat the app name as a pure brand identifier and miss significant organic traffic. The 100-character keyword field on iOS is pure ranking signal — every character should be a unique, relevant keyword with no spaces. Metadata changes take effect within hours and are fully reversible, making them the lowest-risk, highest-leverage ASO optimization.
Technical Details
App Store metadata character limits: Title 30 chars, Subtitle 30 chars, Keywords 100 chars (comma-separated, no spaces around commas), Description 4000 chars. Google Play: Title 30 chars, Short Description 80 chars, Full Description 4000 chars (keyword-indexed by Google). Key rules: do not repeat keywords between Title, Subtitle, and Keyword fields (wasted characters), do not include competitor names (policy violation), localize all fields per market. Google Play indexes the full description for keywords — keyword density and placement in the first paragraph matter. App Store does not index the description for keyword ranking.
Frequently Asked Questions
What is app store metadata?
App store metadata is all the text content in your app's store listing — title, subtitle, keywords, description, and other fields. It controls both your app's discoverability in search and how compelling your listing appears to potential users.
What metadata field matters most for keyword ranking?
The app title carries the most keyword ranking weight on both App Store and Google Play. Including your primary keyword in the app title significantly improves search ranking. On iOS, the keyword field and subtitle are also indexed. On Google Play, the short description and full description are indexed.
Should screenshots be considered part of app store metadata?
Screenshots are part of your store listing assets but are separate from the text metadata fields. Metadata drives discoverability; screenshots drive conversion after someone views your listing. Both are critical for ASO — metadata gets users to your page, screenshots get them to install.
How often should I update app store metadata?
Review and update metadata with every app version release. Also consider dedicated metadata-only updates when you identify keyword opportunities, launch in new markets, or notice declining search performance. Unlike screenshots, metadata changes can be tested with App Store Connect's Custom Product Pages.
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