ASO Tool
App Description & Keyword Generator
Generate optimized store copy — short descriptions, long descriptions, subtitles, promotional text, and keywords — separately for Google Play and Apple App Store.
Guide: App Store Optimization (ASO) Copywriting
ASO copy has two jobs: rank in search, and convert visitors into installs. The strategy is different for each store and each field. Here's what actually moves the needle.
How Store Search Works
Both stores index your title, subtitle (Apple) / short description (Google), long description (Google), and keyword field (Apple) for search. Each word is a ranking signal — choose them with search intent in mind.
First 3 Lines Are Critical (Apple)
Apple shows only the first 3 lines of your description before the 'more' button. Pack your strongest value proposition, top 2 features, and a social proof signal into those ~170 characters.
Google Indexes Full Description
Google Play's algorithm reads your entire long description. Naturally mention your target keywords 3–5 times each throughout the text — not in a keyword-stuffed block, but in readable sentences.
Keyword Field (Apple Only)
Apple's 100-character keyword field is separate from your description. Use it to capture words you couldn't fit naturally in your title, subtitle, or description. No spaces after commas, no duplicate words.
Promotional Text Updates (Apple)
Apple's promotional text (170 chars) can be updated any time without a new app submission. Use it for seasonal promotions, feature announcements, or sale copy — it's free real estate.
Localize for Each Market
A US English listing isn't the right description for UK, AU, or Canadian users — slang, terminology, and feature expectations differ. Localize descriptions for your top 5 markets if you care about organic growth.
Comparison: Google Play vs Apple App Store Copy Fields
The two stores have completely different metadata structures. What works on one won't map directly to the other. Here's the field-by-field breakdown.
| Field | Google Play | Apple App Store |
|---|---|---|
| Short Description | Max 80 chars. Appears in search results below the app name. Heavy ranking weight. | Subtitle (30 chars). Appears under app name. Indexed for search. Cannot change without new build. |
| Long Description | Max 4,000 chars. Fully indexed by Play algorithm. Use keywords naturally 3–5×. | Max 4,000 chars. NOT indexed for search. Focus on converting readers, not search ranking. |
| Keyword Field | No separate keyword field — embed keywords in title + description. | 100 chars, comma-separated. Indexed for search. Don't repeat words already in your title/subtitle. |
| Promotional Text | No equivalent — use the 'What's New' section for update notes. | 170 chars. Shown above description. Updatable anytime. Not indexed. Great for CTAs and news. |
| What's New / Update Notes | Recent changes section shown in store. Not indexed for search. | What's New section. Shown for existing users on update. Not indexed for new user search. |
| Localization | Translate title, short description, long description per locale. | Translate title, subtitle, description, keywords, and promotional text per locale. |
ASO Keyword Glossary
Key terms used in app store optimization and metadata strategy.