Metadata: which text goes where
Metadata is all the text on the store page. Every field has its own job, and mixing them up is the most common mistake. What works in one field is harmful in another.
The most important rule: do not copy the same text into both stores. Because Apple and Google work by different mechanisms, the same text can be effective in one and both ineffective and risky in the other.
| Field | Limit (from official docs) | Its job |
|---|---|---|
| iOS — App name | At least 2, at most 30 characters | Brand + one key term. Apple: simple, memorable, away from generic terms |
| iOS — Subtitle | At most 30 characters | Explains the value. Apple: avoid generic phrasing like "world's best" |
| iOS — Keywords | At most 100 characters, comma-separated, no spaces | Search only. Users never see it |
| iOS — Promotional text | At most 170 characters | News/campaign. Changeable without a new version. Does not affect ranking |
| iOS — Description | Long text | Written for humans. Apple: do not stuff keywords for search |
| Play — Short description | At most 80 characters | The first text users see — states the core value in one line |
| Play — Full description | Long text | For humans and discovery. Google: use SEO best practices, but do not spam |
Two traps.
Trap one — stuffing keywords into Apple's description. Apple states plainly that you should not add unnecessary keywords to the description to improve search results. So it is useless work that also makes the text worse for humans. Apple also notes the description's first sentence matters most — it is all a user sees before tapping "more".
Trap two — keyword spam in Play's description. Google recommends SEO in the description but, in the same breath, points to its spam and IP infringement policies. The line is this: text that reads naturally — fine; the same word repeated 15 times — a policy violation that can get the app suspended.
The practical approach: write the Play description as normal human text, then make sure your five or six core keywords appear in it naturally. If they do not, rewrite the sentence — do not append a word list.
Promotional text (iOS, 170 characters) is an underused but useful tool: it can be changed at any time without submitting a new version. Exam season, a discount, a new feature — all go here. But remember: Apple states it does not affect ranking, so packing it with keywords is pointless.
Practice. Write the metadata for both stores separately for your own app — no copying. Count the characters. Done means: iOS name ≤30, subtitle ≤30, keywords ≤100; Play short description ≤80. Show each text to a friend and ask: "What does this app do?"
📚 Sources and documentation
- Creating your App Store product pageofficialdeveloper.apple.com
Name 30, subtitle 30, promotional text 170 characters — the limits and the job of each field.
- App information — App Store Connect Helpofficialdeveloper.apple.com
The official source for the name and subtitle limits.
- Add preview assets to showcase your appofficialsupport.google.com
Play's 80-character short description limit is stated here.
- Get discovered on Google Play searchofficialsupport.google.com
The SEO advice for the description and the warning about spam policy.