Writing Mobile App Store Description
The short description in Google Play (80 characters) is indexed by Play Store search algorithm. In App Store, the subtitle (30 characters) directly impacts ranking. These are not ad slogans — they are semantic units that determine organic traffic.
App Store: Text Field Structure
| Field | Limit | Indexed |
|---|---|---|
| Name | 30 characters | Yes |
| Subtitle | 30 characters | Yes |
| Promotional Text | 170 characters | No |
| Description | 4000 characters | No |
| Keywords | 100 characters | Yes |
Apple does not index keywords in Description — important to understand. All SEO weight is in Name + Subtitle + Keywords. Description is for conversion only.
What to Write in Description
First 3 lines before "read more" are most important. Users see them without expanding. Here: main value + key use scenario + differentiator.
Description structure:
- First paragraph — main value in one or two sentences
- Core functionality — bulleted list, 5–7 points
- Technical details or target audience (optional)
- Call to action or social proof
Don't use ALL CAPS, excessive emoji in every line, claims "#1 in the world" without proof — Apple returns descriptions with such formulations for review.
Google Play: Text Field Structure
| Field | Limit | Indexed |
|---|---|---|
| Title | 50 characters | Yes |
| Short Description | 80 characters | Yes |
| Full Description | 4000 characters | Yes |
In Google Play, Full Description is indexed — principal difference from App Store. Keywords in description text impact ranking. Keyword stuffing is a penalty or removal reason.
Working density: target keyword mentioned 3–5 times in 2000–3000 character text. Naturally, in context of feature description.
Short Description (80 characters)
Displays in search list under title. Must contain main keyword and main value. Example for voice recording app:
Bad: "Best audio recording app on Android" Better: "Record voice to MP3, WAV — no ads, cloud backup"
Description Localization
Machine translation via Google Translate for App Store/Play is noticeable. Store algorithms and users notice unnatural text. For key markets (EN, RU, DE, FR, ES) — professional translation with adaptation, not transliteration.
Different markets — different accents. German audience values technical specs and privacy. American — simplicity and speed. This affects not just translation, but description structure.
Process
Analyze current descriptions and competitor positions.
Collect semantic core: keywords from ASO tools (AppFollow, Sensor Tower, AppTweak).
Write Name/Subtitle/Keywords for App Store and Title/Short Description for Play.
Write Description considering indexing and conversion.
Prepare localized versions.
Timeline Estimates
Writing descriptions for one language (App Store + Google Play) — 1 day. With 3–5 language localization — 2–3 days.