App Store metadata rules: title, subtitle, keywords, and description

The App Store metadata field map

Good metadata is compact because iOS gives you very little room. The title and subtitle are visible to users and influence relevance. The keyword field is hidden but constrained to 100 characters. The description has more room, but it should not be used as a keyword dump.

The cleanest approach is to assign each field a job before writing copy. Otherwise the same words get repeated across title, subtitle, category, and keyword field, wasting limited relevance space.

How to write the title and subtitle

The title should still read like a real app name. A title packed with unrelated terms may look desperate, dilute the brand, and run into review risk. Use the title for the most defensible term that describes the app people are actually searching for.

The subtitle should not repeat the title. Apple recommends using the subtitle to explain the app value in more detail and avoid generic claims. In practice, that means concrete user language like "Meal plans and groceries" is stronger than "The best food app."

• Use one clear primary keyword in the title when it fits naturally.
• Use the subtitle for a complementary term or outcome, not a synonym repeated for density.
• Write the title and subtitle as visible copy first, then check keyword coverage second.
• Localize the title and subtitle with native phrasing, especially when category language differs by country.

How to use the 100-character keyword field

Apple says keywords are limited to 100 characters total and terms should be separated by commas with no spaces after commas. Apple also says to avoid repeating words already included in app name, subtitle, or category, plus generic filler, unnecessary plurals, special characters, and irrelevant terms.

A strong keyword field is usually a compressed list of relevant discovery terms. It is not a sentence. It is also not a place to borrow competitor names, protected brands, celebrity names, or misleading terms.

Metadata now feeds more than classic keyword matching

Apple documents App Tags as glanceable terms based on App Store Connect metadata, AI, and human curation, currently displayed in the United States. That is another reason to keep metadata accurate and category-specific instead of padded with generic growth phrases.

Ratings and reviews also matter. Apple says they can influence search ranking and encourage engagement from search results. Metadata may win the impression, but weak product quality or review quality can still suppress the outcome.

• Audit metadata for clarity before requesting tag changes.
• Track rating changes after major releases and localization expansions.
• Avoid claim inflation that creates poor fit between user expectation and actual product experience.

Metadata review checklist before submission

• No title or subtitle exceeds 30 characters.
• The keyword field is 100 characters or less.
• Commas are used efficiently, with no spaces after commas unless part of a phrase.
• No duplicated words from title, subtitle, or category are repeated in the keyword field.
• No competitor names, unauthorized trademarks, celebrity names, or irrelevant terms are present.
• Promotional text is written for conversion, not keyword ranking.
• Each localization has native keyword intent, not a literal English translation.