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Home » Blogs » App Store Metadata: What Fields Matter Most and Why
By Gaurav Parvadiya | Last Updated On January 21st, 2026
Imagine that your app has all the right elements: amazing features, awesome reviews, and a stunning design. Yet, without proper visibility, your app is likely to remain hidden among your competitors in the app store. The loss that comes from ignoring vital app store metadata is extremely high. Building a stunning storefront without a sign is a strong analogy to the lack of visibility that comes from ignoring metadata. This means that optimizing metadata will boost visibility, enhance store ranking, and increase download count.
In this article, we explain the 7 app store metadata fields that matter, regardless of whether you are launching a new app or optimizing an already existing one. Fully leveraging the available fields will make a significant impact. We will explain how various fields impact growth, industry insider tips, and how to use the Twinr tool.
Optimized app store metadata impacts how users can find and view your app, how its ranked, and how many users can potentially purchase your app. Many developers miss optimizing app descriptions and reviews, focusing instead on keyword strategies.
App Annie reports approximately 65% of downloads come from users entering keywords in search. Many apps, however, manage to get ranked based on creative app descriptions. Take a look at the following things that need to be optimized:
Each of these factors is uniquely important and when sewed together, are the key to unlocking the full potential for your app’s growth.
Your app name is the initial consideration for relevant app searches as it also factors into your app’s ranking. Its also your name or brand, and impacts most of your branding. First impressions are everything and this will determine whether or not users will stick around to look more into it.
Use the focus keyword up front — “Twinr – No-Code App Builder”.
iOS has a 30-char limit (it’s a display restriction).
Use mix a brand and category to keep it concise.
Look at the players in your space and how they name apps. According to McKinsey, branding contributes to trust and discoverability over the long-run.
The name of your app builds brand recognition and discoverability at the same time. Testing different names can help you find the sweet spot between brand recognition and search optimization.
This shows up in the app name search results in iOS, and it’s used to index keywords. On Google Play, the short description (80 characters max) impacts discoverability and increases clicks.
Use 1-2 primary keywords pertaining to your app’s core value.
Emphasize unique benefits: “Live Sync”, “Multiple Platforms”, “No Coding”\, etc.
Make it catchy: “Build native apps instantly — updates on the go, no code!”
Sensor Tower reports value-driven language can increase click-through rates (CTR) up to 25%.
The subtitle must always align with the description for an integrated flow. If “website to app” is your main keyword, then that exact phrase should be included.
“Instantly convert websites into native apps — live sync, no coding”
The full description is the most impactful on keywords, rankings, and user persuasion. It is your main section to answer and articulate “why” your app is the perfect option.
The first sentences of a webpage preview are essential for optimization. Google’s algorithm displays webpages that contain the most important keywords first.
Use headings and bullet points to describe the features and benefits.
Add metrics that describe success, user testimonials, or social proof.
Finish with a call-to-action, such as “Download now and start building your custom app today!”
Do not try to trick search engines with too many keywords. Instead, speak in a natural tone and focus on user benefits. User-focused and descriptive text is important for Apple’s App Store, while Google Play also values clear descriptions that are relevant and obtain high user engagement.
McKinsey’s insights show clear value propositions significantly impact the number of downloads an app receives.
While not ”fields,” visuals do matter for CTR and first impressions – they matter!
Use app screenshots that have overlays and highlight feature descriptions to show the benefits, such as “Live Update Dashboard.”
Use a simple and easy-to-identify app icon.
Use descriptive alt text for each image to help with accessibility and search engine optimization.
Research shows that apps that are visually appealing have 35% more downloads (Statista).
The keyword field for iOS (100 character limit) is important for search relevance. Google Play is more dependent on your description, but will be boosted by strategically placed keywords.
For iOS, provide 10 to 15 keywords that are relevant to the app, ensuring none are duplicates.
Google Play: describe the app fully and include keywords.
Use semantic variants to cover related searches such as: “website to app,” “web app converter,” “convert webpage to native app,” “app that converts website to native app,” etc.
Studying app competitors and their keywords in App Annie or Sensor Tower is great for finding opportunities.
“website to app, no-code, convert website, web-to-app, mobile app builder, native app, live sync, multi-platform, easy app creation.”
Promotional text on Google Play (400 character limit) is a great place to add fresh content, and will temporarily boost your app’s relevancy for search purposes.
Highlight important changes, fresh content, or new themes.
Use secondary keywords when appropriate.
Ratings, Reviews, More than influence Rank and Trust. Apps with 4+ and $ review controversy.
Constructive Feedback
Research > Google. A 0.1 star increase 5% increase installs.
Optimized app store metadata combines relevance and appeal. It ranks higher and converts.
Google & Apple algorithms. If ignored = worse Optimized Competitors.
Managing your app’s metadata has never been easier. With Twinr, you gain access to templates, actionable best practices, and insights to help you create listings that are higher ranking and more appealing. Additionally, your app store relevancy is maintained with our real-time updates as your features and marketing activities change.
Your ranking signals are the app title, keywords, and description. Your visibility is impacted as well as user trust and reviews.
You should try to update descriptions to be in line with new features, seasonal promos, or new feedback. If you provide updates to the store every one to three months, you should be good.
Yes. You can change it on both stores. It’s good to analyze and optimize keywords every three months, though.
More reviews and higher ratings improve ranking and conversion rates. If a user seems to have good experiences, encourage them to leave a review.
Metadata helps improve your app’s ranking and your title’s click-through rates. If you don’t have the proper metadata, your app will be less likely to be recommended and will have less downloads.
Gaurav is the founder and CEO of Twinr, a tech entrepreneur with a decade of experience and a passion for SaaS. With a Master's degree in Computer Science, he specializes in no-code development, driving innovation in the mobile app industry. When he's not busy growing the company, you'll find him writing about tech, growth, software development, e-commerce, and occasionally sneaking in a game of badminton.