App Title

Posted in February 2016 by Elisa Mourão

App Store Optimization Guide

Modifications & familiar Keywords

App Name, Title

Keyword Meaning

Every element of an App Store Product Page has the power to drive downloads. The App Title, however, is an even more important ASO factor. After the App Icon, the App Title is the first impression that a user gets of your app. At the same time, keywords placed in the app title are also considered very important by search algorithms in major app stores.

app title example app store

ASO mechanics in a nutshell

Breaking down the different components that can affect your App Store Optimization we like to differentiate between directly influence-able and immutable factors. While as directly influence-able factors, like keywords placed in the title, are components that you can continually optimize by yourself, there are also factors, which you cannot control directly – you can only influence them by impressing your customers. For example:

  • Total Number of Installs
  • Ratings and Reviews
  • Velocity of Installs

When it comes to keyword-based App Store Optimization, there are, however, factors, which you can and should optimize regularly:

  • App Title
  • Subtitle (App Store specific)
  • Keyword Field (App Store specific)
  • Description
  • Short Description (Google Play specific)

Hence, in this article, we give you an overview about what to consider for the perfect app title when it comes to App Store Optimization.

An app title’s effects on ASO

An app’s title plays a critical role on how users find the app. Moreover, it is the most important piece of metadata used by major app stores’ ranking algorithms.

The title of an app should be unique and creative, but also clear and preferably short and on point. The search ranking algorithm of app stores handles the app title as relevant metadata.

Along with the app icon, the app name is the most prominent app store element affecting a user’s first impression. So your app title should be primarily readable and focused. Also, it should have a high recognition value, leading users to remember your app. If your app is offered in various countries, make sure to localize the app title as well.

The App Title’s meaning for Apple App Store ASO

iOS used to allow 50 characters for the app title, but by fall 2017, with the release of iOS 11, only 30 characters are allowed. Thus, when thinking about the app title of your app, be the most specific as you can, and choose the words carefully. If you believe that it is essential to include the brand name in the title, make it short and straightforward. Do not let it dominate the biggest part of the characters.

Regarding iOS ASO, it is a must to place keywords in your app title. The reason is simple: iOS will scan your title searching for keywords. An important observation about it is that Apple gives you the keyword field, in which there are 100 characters available to be used when writing your most relevant keywords. It might sound confusing: should you repeat the keywords placed in the title? No! Make use of the keyword field to put keywords that did not fit in the title. Also, do not use variations of the keywords of the title in the keyword field, such as plural or gender declination if it is the case of language being used.

Example: Fitness Guide has an app with 7-minute workouts. However, the brand name would take a lot of space in the app title. Also, the brand name is shown right under the name. The solution was perfect. They focus on the most important features of the app to describe it since the name of the brand is under it. Bear in mind that “fitness” is a strong word for this type of app, so, it will be probably in the keyword field.

app title 7 minute workout fitness guide

In June 2017, Apple announced new metadata fields coming with the new App Store layout. One of them is the iOS-specific subtitle, which gives app developers place for 30 characters of text and serves as an extension for the app title.

Note: We have prepared a separate ASO Guide post about the iOS Subtitle. So, navigate there to get more ASO-relevant information about the app title’s little sister – the subtitle.

The App Title’s meaning for Google Play Store ASO

While iOS shortens the app title field, Google Play makes it longer. Until recently 30 characters were allowed, but nowadays 50 characters are available.

Regarding Google Play Store ASO, it is a must to pay attention to this field. Google Play does not have a keyword field, so, Google scans your whole app store listing to find keywords. The words you write on top are considered the most relevant to Google. Your app title is the first written thing about your app that shows on the screen. Then it is where you need to place your most relevant keywords.

Think about these 50 characters and see how you can put your most important keywords there. Do not forget that you should use these keywords frequently throughout your description, to make them even more relevant to Google. These keywords should fit naturally into the description; do not throw them in the middle of the text. So, think carefully about which keywords you are using in your app title, and how you are going to place them in your app description in a nice way. Even though keywords are relevant in the app title, do not write a bunch of keywords in it, Google still scans keywords from the rest of your app. Hence, you do not need to write every keyword within the 50 characters. Focus on the most important ones for the title, and keep the other ones for the rest of your app page. When doing regular App Store Optimization updates of your app page, you can experiment in switching the positions of certain keywords.

Example: Do not use synonyms in your app title. In the case of Sleep Cycle Alarm Clock, it focuses on the most relevant keywords regarding the features. “Waking up” is an appropriate expression for the app, and it is a synonym for “alarm clock.” So, instead of using both in the title, it places “waking up” as the first thing in the description. It will still be scanned as a keyword, just as “alarm clock.”

app title sleep cycle alarm clock

See also

App Store Ranking Factors
Keyword Research & Optimization
App Store Product Page
App Icon iOS Subtitle

[1] What you have to know about app title and description in Google Play store
[2] App Store Product Page
[3] Upload an App – Developer Console Help

Elisa Mourão
Elisa graduated in Communication at PUC-Rio (Brazil) and has a Master Degree in Screen Culture by University of Roehampton (UK). Even though she is the Brazilian cliché born and raised in Rio de Janeiro, she loves visiting cold places.