Guidelines & ASO insights - ASO Guide: How to Optimize App Store Product Pages on iOS & Google Play

 

Nearly every potential user reaches your app's product page before deciding to install. No matter if they arrived through a social media ad, a mobile web link, or a direct search in the App Store or Google Play, this page becomes the pivotal moment of decision — the place where curiosity turns into conversion.

 

Properly optimizing your app product page is crucial for maximizing both organic visibility and paid user acquisition performance. This guide will walk you through the essential steps of product page optimization for both the App Store and Google Play — helping you boost discoverability and increase your download conversion rates.

 

What is an app store product page?

An app store product page is where discovery turns into installs. It shapes how users understand your app and directly influences both search visibility and conversion on the App Store and Google Play.

 

An effective product page balances two priorities: being found and being chosen. Keyword optimization improves relevance in search, while conversion optimization ensures traffic turns into installs. Tracking product page conversion rate and search install rate helps identify where performance gains can be made.

 

This guide explains how to optimize each element of your product page to support sustainable app growth.

 

👉 What is App Store Optimization? The Essential ASO Guide for 2026 Success

 

Key Differences Between Android and iOS Product Pages

Every element on your app's product page — from the title to the screenshots — can influence how many users decide to download your app. Although both the App Store and Google Play share similar structures, the rules, field limitations, and algorithmic logic behind each platform differ in crucial ways.

 

• On the App Store (iOS), the app title is limited to 30 characters, so concise branding and keyword selection are vital.

 

• Google Play used to allow up to 50 characters for the app title but reduced this limit to 30 characters following the metadata policy updates introduced in 2021.

 

This change aligns both stores in terms of length, but differences in how text is indexed remain significant.

 

Search Result Display Variations

While both stores aim to help users discover relevant apps, the way search results are presented varies:

 

• On iOS, search results display the app icon, name, subtitle, ratings, and screenshots. However, since iOS 15, screenshots are hidden for users who have already installed the app, making the subtitle even more impactful for re-engagement.

 

• On Google Play, the visual preview changes depending on query type. Screenshots usually appear only for branded searches, whereas generic searches show the app icon, name, and rating instead.

 

This difference means that each store requires a unique creative strategy — one optimized for the display logic and user flow of its platform.

 

Algorithmic Differences in Keyword Processing

Beyond the aesthetic elements, Apple and Google use distinct indexing systems for ranking apps in search results:

 

• The Google Play algorithm evaluates keywords found in the app title, short description, and long description. Essentially, it behaves similarly to web SEO, scanning long-form text to understand context and relevance.

 

• The iOS algorithm, however, does not index the long description. Instead, Apple uses a dedicated keyword field for indexing, along with text from the app name and subtitle.

 

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💡 Expert Insights:

One of the most important contrasts between the two platforms lies in keyword density management.

 

• On Google Play, moderately repeating your most valuable keywords in the title, short description, and long description helps Google’s crawler better understand your app’s theme and improve rankings for those terms — similar to traditional SEO principles.

 

• On Apple's App Store, keyword repetition offers no ranking benefit. The system reads each keyword only once, so overusing them wastes valuable character space and can make your text look unnatural.

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1. App Title

The app title is the most powerful element for both visibility and first impressions. Keywords placed here have the strongest influence on search ranking, while the wording directly impacts user perception.

 

Best practices:

• Choose a distinctive, memorable name aligned with your brand.
• Add 1–2 descriptive keywords that reflect your app’s main features or benefits.
• Avoid generic or misleading terms.
• Localize titles for each target language to maximize relevance.

 

👉 ASO Guide: How to Choose the Best Name for Your App

 

For App Store

Apple limits titles to 30 characters, with search results often truncating after about 22 characters.

 

To improve clarity and ranking:

• Place your brand or main keyword at the beginning.
• Keep it simple and readable, without keyword stuffing.
• Ensure the name clearly expresses your app’s value at a glance.

 

For Google Play

Google also enforces a 30-character limit. Since search results show only the icon and title, this field must clearly describe the app’s purpose.

 

Tips:

• Use a clear and precise combination of brand and function.
• Avoid keywords mentioning performance, ranking, or promotions, and don’t use emojis or special symbols.
• Follow Google’s metadata policy and maintain professional formatting.

A concise, keyword-aware, and well-branded title not only improves your ranking but also convinces users to tap and explore further.

 

2. Developer Name

The developer name—linked to your App Store Connect or Google Play Developer account—is an often underestimated asset that can influence both search ranking and brand credibility. It appears on your app’s listing page and can build trust, signal authority, and even support keyword visibility when optimized strategically.

 

For App Store

On the App Store, the developer name is a search-indexed field shown below the app title and again in the information section.

 

Tips:

• Use relevant but unique keywords not already present in your app title or subtitle to improve indexing.
• Choose this name carefully — once submitted to Apple, it's difficult to change.
• Maintain consistency across your apps to strengthen brand recognition.

 

For Google Play

On Google Play, the developer name has greater prominence, appearing directly under the app title in both search results and on the product page.

 

Tips:

• The field is easier to update, allowing room for keyword testing.
• Integrate relevant keywords naturally to improve SEO while keeping the name professional and brand-aligned.
• Avoid over-optimization or keyword stuffing; clarity and credibility should come first.

 

A well-crafted developer name helps reinforce your brand's identity, boosts trust with users, and provides another small but valuable opportunity for improved discoverability.

 

3. App Subtitle (iOS) & Short Description (Android)

The subtitle (iOS) and short description (Google Play) summarize your app’s main value and persuade users to download. These short text fields combine keyword relevance with marketing appeal, supporting both visibility and conversion.

 

👉 How to Maximize the Effectiveness of App Description?

 

For App Store

The subtitle on iOS can include up to 30 characters and appears right below the app title on both the product page and in search results.

 

Tips:

• Emphasize your app's core features or benefits using highly searched keywords.
• Avoid duplicating terms already used in your app title since repetition doesn’t improve ranking and wastes space.
• Make every word count — write a short, action-oriented phrase that complements your title.

 

For Google Play

The short description allows up to 80 characters and appears on the app page below the screenshots and above the long description. It is not generally visible in search results, but it still impacts user conversion and keyword ranking.

 

Tips:

• Focus on clarity and motivation — clearly state what your app does and include a subtle call-to-action.
• Incorporate relevant keywords While keyword density here has limited SEO impact, it can strengthen overall indexing.
• Write a concise, compelling first line — many users see only the opening sentence before expanding the description.

 

4. Information Panel

The information panel appears at the top of every app store listing and provides users with quick, factual details about the app's quality, reliability, and suitability. It's one of the first sections users see and often influences their confidence before downloading.

 

While this part of the page cannot be directly optimized through traditional ASO tactics, maintaining strong app performance and positive user feedback will naturally improve the information displayed here.

 

For App Store

The panel typically includes:

• Overall rating and average score
• Age recommendation
• App’s rank in top charts
• Developer name
• Supported languages
• App size

 

For Google Play

The panel generally displays:

• Rating score and total number of ratings
• Total download count
• Age rating

 

On Google Play, these metrics contribute to user trust and algorithmic visibility. The best "optimization" is therefore quality improvement — ensure high performance, quick loading times, and responsive customer support to maintain strong metrics.

 

5. App Screenshots

Screenshots are among the most persuasive visuals on your app page. They act as a visual summary of what your app offers and play a major role in conversion. Well‑designed and properly tested screenshots can dramatically boost downloads.

 

👉 How to Optimize iOS App Screenshots for Apple App Store

 

Best practices:

• Show key features and benefits. Dedicate each screenshot to one main feature or unique selling point, highlighting specific elements that capture attention.
• Reflect your brand identity. Maintain visual consistency with your logo, colors, and tone while communicating your app’s personality or gameplay.
• Use concise captions. Keep text short, bold, and clearly legible — avoid long phrases or small fonts.
• Localize your visuals. Translate captions and adapt visuals to suit cultural nuances in different markets.
• A/B test often. Experiment with layout, sequence, and messaging to identify which combinations convert best.

 

For App Store

• You can upload up to 10 screenshots (portrait or landscape).
• In search results, the first three portrait screenshots are visible, or only the first landscape one if you use that orientation.
• On the app page, screenshots appear immediately below the information panel in a horizontal gallery.
• Create device‑specific versions to ensure they display correctly across iPhones and iPads and reflect the native device experience.

 

For Google Play

• Screenshots appear in search results only for branded queries; for generic searches, only the app title and icon display.
• Screenshots appear smaller than on iOS — use large, readable text.
• Google advises using at least 3 screenshots for games and 4 or more for apps, in portrait (9:16) or landscape (16:9) ratios. Even portrait apps should include a few landscape versions for wider placement opportunities.
• Follow design and content rules strictly — avoid violations.

 

Google Play restrictions:

• Exclude any reference to rankings, awards, installs, user testimonials, price, or promotional terms (e.g., “Best,” “Top,” “Free,” “#1,” “Download now”).
• No call‑to‑action text or superlatives.
• Avoid showing hands, fingers, or devices unless central to the app’s function.
• Ensure screenshots are clear, undistorted, and high‑resolution.
• Do not include trademarks, third‑party logos, or copyrighted visuals without permission.

 

6. App Preview (iOS) & Promotional Videos (Android)

Videos provide a powerful way to demonstrate real in‑app experiences and engage users before they install. Whether you’re promoting a productivity app or a mobile game, a short and well‑crafted video can improve credibility, showcase value, and significantly boost conversions.

 

Focus on clarity, user experience, and storytelling — a good video should quickly answer, "What will I experience after downloading this app?"

 

General best practices:

• Tell a story. Present the user journey and emphasize what makes your app exciting or useful.
• Use visual cues and text overlays to highlight interactions and features.
• Assume playback is muted: make your on‑screen text concise, legible, and visible long enough to read.
• Keep the content timeless — avoid references to temporary events or trends.
• Aim for 15–40 seconds, ensuring the most engaging content appears right at the start.

 

For App Store

On the App Store, video assets are known as App Previews.

• You can add up to 3 videos in either portrait or landscape mode. Only the first video appears in search results, so use it to highlight your app's most compelling feature.

 

• Videos share space with screenshots. Matching their orientation (portrait vs. landscape) ensures a balanced layout. A landscape preview appears above portrait screenshots in a separate section called "A Closer Look."

 

• Keep videos short (15–30 seconds) and action‑focused — show authentic in‑app usage rather than external footage.

 

• Choose a poster frame (the static image shown before playback) that visually connects with your screenshots and grabs attention.

 

Apple's restrictions:

• Focus solely on in‑app visuals — promotional, lifestyle, or behind‑the‑scenes clips are not allowed.
• Avoid superlatives, slogans, or unrelated footage.
• Prioritize a fast start that captures user interest within the first few seconds.

 

For Google Play

Google Play promo videos function as a YouTube embed displayed before screenshots on your store listing and sometimes in search results for branded queries.

 

Optimization tips:

• Upload videos in 16:9 format (landscape), even if your app runs in portrait mode.
• Keep the video around 30–40 seconds, highlighting the core features within the first 10 seconds.
• Use a Feature Graphic (uploaded separately in Play Console) as your video's thumbnail — it should be visually consistent with your app's icon and screenshots.
• Focus on showing real interactions and benefits, not logo screens or intro animations.
• Avoid calls‑to‑action, ranking claims, or promotional text such as "Top," "#1," or "Download Now."
• Stay timeless — use content that doesn't require frequent updating after each release.

 

7. App Long Description

The long description allows you to present a complete picture of your app — outlining its core features, benefits, and differentiators. Both the App Store and Google Play support up to 4,000 characters, giving you ample space to showcase your app’s value.

 

However, visibility remains limited: users need to tap "Read more" to access the full text, so only a small portion is seen by default.

 

• On Google Play, users must expand the section to view the complete description.
• On the App Store, only the first three lines appear by default under the screenshots.

 

This means your opening lines should be compelling enough to grab attention and encourage users to read more.

 

Best practices for optimizing your long description:

 

• Write in a structured format. Use short paragraphs and clear subheadings to make your content easier to scan.
• Lead with value. Communicate your app's mission, audience, and key advantage in the first few sentences.
• Highlight social proof. Include awards, notable mentions, or verified user quotes (while following each platform's guidelines).
• Keep language persuasive yet concise. Blend storytelling with clarity — avoid repetitive or overly technical language.

 

For App Store

The App Store does not index keywords from the long description. This means it doesn't directly influence search ranking, freeing you to focus entirely on conversion and branding.

 

For Google Play

For Google Play, the long description plays a key role in search visibility and functions like SEO for web content. Keywords included here are indexed, helping your app rank higher for relevant queries.

 

Optimization tips:

• Use targeted, high-traffic keywords naturally throughout the text (2–3% density is ideal).
• Repeat important keywords in both short and long descriptions, but limit each to 3–5 mentions.
• Prioritize the first 2–3 sentences — they carry extra weight in keyword indexing.
• Maintain readability and logical flow; avoid awkward phrasing or keyword stuffing.

 

8. iOS Keyword Field

The iOS keyword field is a hidden 100‑character metadata space used only for search indexing.

 

Essentials:

• Add clear, relevant single keywords separated by commas (no spaces).
• Don't repeat words from the title or subtitle.
• Avoid symbols, trademarks, or competitor names.
• Use ASO tools to select high‑volume, low‑competition terms.
• Skip generic terms like "app," "free," or "best."

 

👉 How Can You Optimize the iOS Keyword Field to Maximize App Store Traffic?

 

9. iOS Promotional Text

The promotional text (max 170 characters) appears below screenshots and can be updated anytime without re‑submission.

 

Essentials:

• Not indexed by search — focus on engagement, not ranking.
• Use it to share updates, offers, or new feature announcements.
• Refresh regularly, especially during seasonal campaigns or major app updates.

 

10. App Ratings & Reviews

Ratings and reviews are among the most influential yet frequently underestimated elements of any app store listing. They strongly affect both search ranking and user trust, as Apple and Google prioritize well‑rated apps to deliver better user experiences.

 

• On the App Store, ratings appear under the subtitle in search results and within the information panel and review section on the app page.
• On Google Play, ratings display directly below the app title and in similar sections on your listing.

 

Expert tips:

Manage feedback consistently through ASO or store management tools to monitor sentiment trends, identify improvement areas, and reply promptly — showing users that their opinions truly matter.

 

11. What's New Section

The "What's New" section lets you share recent updates and improvements with users each time you release a new version of your app. Although it has little impact on search ranking and limited visibility on the store page, it's an excellent opportunity to show ongoing progress and engage your users.

 

Best practices:

• Use this space to highlight new features, enhancements, or design updates, rather than just listing "bug fixes."
• Write in a friendly, concise tone that shows you value user feedback and continuously improve the app based on it.
• Keep updates brief but meaningful — focus on what users will notice or benefit from most.

 

Character limits:

• 4,000 characters on the App Store
• 500 characters on Google Play

 

12. iOS In‑App Purchases (IAPs)

In‑app purchases (IAPs) are extra content, premium features, or subscriptions users can buy within your app. On iOS, they appear both on your product page and in App Store search results, offering additional visibility and conversion potential.

 

Apple allows up to 20 promoted IAPs, each with its own name (30 characters) and description (45 characters). Because IAPs can rank for exact keyword matches, using clear, descriptive titles helps improve discoverability.

 

Focus on concise, user‑oriented descriptions that highlight value and purpose. A well‑named, visually consistent IAP list can enhance visibility and help users understand what makes each purchase worthwhile.

 

Conclusion

Optimizing your App Store product page is an ongoing, data-driven process that blends creative storytelling with strategic keyword planning. Effective ASO enhances discoverability, increases downloads, and sustains long-term user growth.

 

By understanding each field's unique role and the differences between iOS and Android platforms, developers can tailor their content to reach and convert their target audience more effectively.

 

For deeper insights, competitive analysis, and continuous tracking, consider using specialized ASO tools such as ASOWorld to identify keyword opportunities, analyze competitors, and measure performance.

 

A well-optimized product page doesn't just attract more users — it tells your app's story in a way that convinces them to stay.