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Metadata
The text and visual elements that make up an app's store listing, including the title, subtitle, description, keywords, screenshots, and preview video.
In the context of App Store Optimization, metadata refers to all the information that defines your app’s store listing. It is the content that both app store algorithms and users see when they encounter your app.
Text Metadata
Text metadata includes every written field on your listing:
- App name/title (30 characters on both stores) - the most important field for both search ranking and user first impression
- Subtitle (30 characters, iOS only) - appears directly below the title, carries strong search weight
- Keyword field (100 characters, iOS only) - hidden from users, indexed by Apple’s search algorithm
- Short description (80 characters, Google Play only) - visible before the “read more” fold
- Full description (4,000 characters on both stores) - indexed on Google Play, not indexed on iOS
- Promotional text (170 characters, iOS only) - can be updated without a new app version, not indexed for search
- What’s New - release notes shown to existing users and on the listing page
Visual Metadata
Visual metadata includes:
- App icon - displayed in search results, browse pages, and the home screen
- Screenshots - up to 10 per device size, the primary visual conversion tool
- Preview video - up to 3 videos, autoplays on the listing page
Metadata Updates
On iOS, most metadata changes require a new app version submission and review. The exceptions are promotional text and availability/pricing. On Google Play, all metadata can be updated independently of the app binary, allowing faster iteration.