App Store vs Google Play ASO: what's different and what to do about it
The two stores index different fields, show different things in search and give you different tools. Here's how to write one listing strategy that works on both.
If you ship on both stores, it's tempting to write one listing and paste it twice. The stores don't read your listing the same way, so a copy that ranks well on one often underperforms on the other.
The fields that are searched
| App Store | Google Play | |
|---|---|---|
| Title | App name, 30 characters | Title, 30 characters |
| Second line | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keywords | Keyword field, 100 characters | None |
| Long description | Not used for search ranking | Full description, 4,000 characters, used for search |
| Promotional text | 170 characters, can change without a new version | None |
The biggest practical difference: on the App Store your long description is for people, and keywords belong in the name, subtitle and keyword field. On Google Play there is no keyword field, so the full description has to carry your terms in natural sentences.
Writing for Google Play
- Use your main terms in the title and short description, written so they read naturally.
- Work your important terms into the full description a few times each, in real sentences. Google's policies forbid keyword stuffing and repetitive text.
- Don't use ranking claims, prices or calls like "best" or "#1" in the title, icon or developer name; Google's metadata policy restricts them.
Writing for the App Store
- Spend the name and subtitle on your two most valuable phrases.
- Use the keyword field for single words that don't already appear in the name or subtitle.
- Write the description for conversion: it's what a visitor reads after they've found you.
Screenshots and testing
Both stores show screenshots in search, so the first two images need to make the case on their own. Apple offers Product Page Optimization tests and Custom Product Pages; Google Play offers store listing experiments and custom store listings. The ideas carry across, but the tools and the reports are separate.
Localization
Search terms differ by market, not only by language. Research keywords again for each storefront rather than translating your English ones: the most searched phrase for a feature in Germany may not be the literal translation of the English phrase.
Doing both in one place
App Traction runs keyword research, rank tracking, competitor history, listings in 21 languages, screenshots and review replies on both stores, and marks each change on the same timeline. See Google Play ASO for what is and isn't supported on Play today.