Create ASO-Optimized App Store Listings that Drive Installs
Imagine: you have submitted your app to the App Store, passed review, but there are no installs. Analytics shows zero organic traffic. The cause is often the description: keywords are not indexed, the text fails to convince. In the App Store, only Name, Subtitle, and Keywords (100 characters) are indexed. In Google Play, the Full Description is fully indexed. If these fields are not used correctly, your app remains invisible. Rewriting the description can boost installs by 40%.
The Impact of Description on Visibility
In the App Store, ranking relies on keywords in Name, Subtitle, and Keywords; in Google Play, on the Full Description. A frequent error is ignoring these fields or filling them with random words. For a fitness app, we selected semantics around "workout tracker" and "meal plan" — positions rose to the top 5 for target queries. Before optimization, the app was at position 20; after, it reached top 3 for several keywords.
Problems We Solve with the Description
- Low visibility in store search. Keywords in Name/Subtitle/Short Description affect ranking. Our keyword stemming and semantic clustering ensure broad coverage.
- Low conversion to install. The first lines must grab attention. A user decides within 3 seconds. We structure the text so the main value is visible without scrolling. Our texts convert 1.5 times better than the market average.
- Review rejection. Apple strictly watches for ALL CAPS, unrealistic promises, and broken links. Google Play penalizes keyword stuffing. Our texts pass moderation on the first try, thanks to a checklist aligned with guidelines.
How We Write a Mobile App Description
We use data from ASO tools (AppFollow, Sensor Tower) and manual competitor analysis. Each store gets a different strategy.
For App Store
| Field | Limit | Indexed |
|---|---|---|
| Name | 30 chars | Yes |
| Subtitle | 30 chars | Yes |
| Promotional Text | 170 chars | No |
| Description | 4000 chars | No |
| Keywords | 100 chars | Yes |
Name and Subtitle are key for ranking. We pick words with maximum traffic volume and relevance. The Description works for conversion: first three lines present main value, then a feature list and social proof.
For Google Play
| Field | Limit | Indexed |
|---|---|---|
| Title | 50 chars | Yes |
| Short Description | 80 chars | Yes |
| Full Description | 4000 chars | Yes |
Full Description is indexed, so we distribute keywords evenly. Optimal density is 3–5 occurrences per 2000–3000 characters. This ensures proper indexation without over-optimization.
Proper optimization increases conversion 2–3 times compared to hastily written text. For example, a meditation app saw +45% installs after description rewrite, and another client saved $4,000 per month on paid traffic.
Which Format to Choose for App Store and Google Play?
Each platform requires its own approach. For App Store, focus on Name and Subtitle — they are indexed. In Google Play, the full description is the main ASO tool. We adapt the structure: for Apple, emphasis on brand and brevity; for Google, extended text with keywords.
Case studies
- A meditation app: after replacing the description, the client got +45% installs with the same ad budget.
- Another client saved $4,000 per month on paid traffic.
- A third increased monthly revenue by $10,000 after rewriting the description.
Why Localization Details Matter
Machine translation (e.g., “synthesizer of speech” instead of “text-to-speech”) produces contextual errors. For key markets (EN, DE, FR, ES), we use manual translation with adaptation. German audiences value privacy and technical specifics; American audiences prioritize speed and simplicity. We reflect this in the structure. All texts are checked against official guidelines. Apple App Store Review Guidelines and Google Play Developer Policy Center are our primary references.
Work Process
- Analysis: study current descriptions, competitors, and ASO metrics.
- Semantic collection: parse queries from Sensor Tower, AppTweak, Keyword Tool.
- Writing: prepare Name/Subtitle/Keywords for App Store and Title/Short Description for Play.
- Full description: write text considering indexing and conversion.
- Localization: translate into 3–5 languages by native speakers.
- Final review: verify compliance with store policies.
What's Included
The package includes:
- Audit of current descriptions.
- Semantic core from Sensor Tower and AppTweak.
- Writing Name/Subtitle/Keywords for App Store and Title/Short Description/Full Description for Google Play.
- Conversion-focused full description.
- Localization into 3–5 languages by native speakers.
- Compliance checklist for Apple and Google policies.
- Guarantee of passing moderation.
Self-Check Checklist
- Key phrases present in the short description.
- First paragraph grabs attention.
- No ALL CAPS or excessive emojis.
- Keyword density 3–5 per 2000 characters.
- Localization done by a native speaker.
Timelines and Cost
Writing for one language (App Store + Google Play) — 1–2 days. With localization into 3–5 languages — 2–3 days. Cost is calculated individually, starting from $499 for a basic package. Contact us for a free audit and proposal.
We have been in the market for over 5 years, completed 200+ projects, and our team of 10 experts ensures high-quality results.