Mobile App Metadata Preparation for ASO
Problem: your app isn't found in store search, even though the functionality is excellent. Most often, it's the metadata — name, description, keywords. App Store and Google Play index these fields differently, and copying one description to both stores reduces conversion by 40%. Separate metadata preparation for each store is 1.5 times more effective than using a universal description. We will prepare metadata that increases visibility by 30–50% and guarantees moderation approval. Proper ASO optimization reduces Cost Per Install (CPI) by 20–40%. Savings on advertising budget from organic traffic can be up to 50%. Contact us for a preliminary metadata audit — we will evaluate current effectiveness in 1–2 days.
How to Distinguish App Store Metadata Strategy from Google Play
The difference in indexing defines the approach. App Store indexes only three fields: Name (30 characters), Subtitle (30 characters), Keywords (100 characters). That's 160 characters of semantics. Every character counts. Google Play indexes Title (50 characters), Short Description (80 characters), and Full Description (up to 4000 characters). Here the semantic space is 25+ times wider — a different approach is required.
| Parameter | App Store | Google Play |
|---|---|---|
| Indexed fields | Name, Subtitle, Keywords | Title, Short Description, Full Description |
| Max length of key field | 100 (Keywords) | 4000 (Full Description) |
| Keyword frequency | 1 time in Keywords | 3-5 times in Full Description in different forms |
| Repetition of words from title | Prohibited (waste of space) | Allowed, but not overused |
App Store Metadata Fields
Name: Task Tracker — GTD Planner (29 chars) Subtitle: Project Management and Tasks (30 chars) Keywords: gtd,planner,to-do,tasks,projects,kanban,productivity,organizer,time-management (98 chars) In Keywords — only what is not in Name and Subtitle. Duplicating words from Name into Keywords wastes space. Apple does not index duplicates. Commas without spaces in Keywords save characters. A hyphen splits "time-management" into "time" and "management", indexed as two separate words. We use this technique for long-tail queries — on average, it yields 1.5 times more matches for low-frequency keywords.
Google Play Metadata
The Title should contain the main keyword and brand. But avoid keyword stuffing: "Task Tracker GTD Planner Tasks List" — this violates Play policy and may lead to rejection. In the Full Description, target keywords appear 3–5 times — in different forms, in different parts of the text. Google Play understands morphology: "task", "tasks", "tasking" are one cluster. We recommend using synonyms and LSI words: "organizer", "planner", "time management".
Category and Subcategory Selection
Category affects visibility in thematic collections. Non-obvious point: in App Store you can specify a primary and secondary category. A health utility can be in Health & Fitness (primary) and Productivity (secondary) — and appears in search for both categories. This doubles entry points for users. In Google Play, subcategories are limited. Category affects Content Rating and visibility in editorial collections. We select a category based on analysis of top-10 competitors and behavioral factors.
Why Age Rating Affects Visibility
Understating the rating to reach a wider audience is a common mistake. A financial planning app with an investment section → minimum 17+ in App Store due to potential risk. Incorrectly filled Content Rating questionnaire in Google Play → IARC assigns wrong rating → problems with visibility in family search or restrictions in countries with strict age requirements. We check the rating for compliance with each market — guarantee first-time moderation approval.
Tools for Metadata Analysis and Collection
| Tool | Focus |
|---|---|
| AppFollow | Position monitoring, competitor analysis |
| AppTweak | Keyword research, ASO score |
| Sensor Tower | Traffic and rating data |
| MobileAction | Keyword suggestions, A/B tracking |
| data.ai (AppAnnie) | Market analytics |
For initial work, AppFollow or AppTweak is sufficient. Sensor Tower is relevant for mature ASO strategies with analytics budget. In our projects, we use a combination of AppTweak for keyword selection and AppFollow for position tracking — this gives a complete picture in 2 days of work. According to App Store Review Guidelines (Section 4.2), metadata must accurately reflect app functionality.
Common Mistakes When Preparing Metadata
Expand the list of common mistakes
- Keyword stuffing in Google Play title — may lead to blocking.
- Copying App Store fields to Google Play — reduces conversion due to different indexing.
- Ignoring secondary category in App Store — losing half of entry points.
- Incorrect age rating — audience restriction or moderation failure.
- Lack of localization for target markets — install drop of 30–50%.
What's Included in Turnkey Metadata Preparation
- Competitor analysis: keyword identification of top-10, frequency and competition assessment.
- Semantic collection: target queries + long-tail + brand queries.
- Separate field formation for App Store and Google Play considering limits and rules.
- Localized versions preparation for priority markets (up to 5 languages).
- Full Description writing for Google Play with commercial signals and triggers.
- Category and age rating recommendations with justification.
- Delivery of a ready metadata set in .csv and .txt.
We can also conduct A/B testing of key fields via App Store Connect and Google Play Console — this increases installs by 15-20%. Get a consultation — we will evaluate your project and offer the optimal package.
Work Process
- Competitor analysis in target categories: what keywords the top-10 use.
- Semantic collection: target queries + long-tail + competitor brand queries.
- Separate metadata fields for App Store and Google Play.
- Localized metadata versions for 3-5 priority markets.
- Metadata review for guideline compliance (App Store Review Guidelines Section 4.2, 5.1).
- Delivery of ready set + recommendations on categories and rating.
Timeline Estimates
Full metadata set for one language (App Store + Google Play) — 1–2 days including competitor analysis. For 3–5 languages with full localization — 3–5 days. Contact us for an accurate estimate for your project. We save up to 40% of time on ASO optimization due to ready templates and experience of over 100 projects. Average install growth after our setup — 25%.