How to optimise your app in the Apple App Store

28 Jan 2019 | 6 min read

You’ve already learned the basics of ASO and the rules of optimising your app in Google Play.

Now, if app stores use different algorithms, how do you make your iPhone app stand out?

In the Apple App Store, not all text fields are indexed by search engine. There are 5 of them which play the most important role:

  • app name
  • subtitle
  • keywords fields
  • developer name
  • in-app purchases

There is also a promotional text which can be changed at any time without the need to submit an upgrade. All other assets can be updated only after a new build, which makes the process longer.

Promo Copy

For now, this text does not affect keyword rankings, but a well-written copy can definitely improve the conversion rate. You can use it to include some special offers, promotions, or share the latest news or upcoming features.


In the keywords section, you should put all the most important words which describe your app or relate to it. They will have the most significant impact after your app’s name. The word list is limited to only 100 characters with spacing, so you need to make maximum use of them.


Your app’s subtitle will be displayed above the screenshots with a 30 character text limit. It’s short, but in terms of keyword ranking strength, it is equal to the app’s title. That’s why it’s really important to choose the words carefully. 

App’s description

A description is an essential part of your App Store presence, but it is less important for search engines here. Focus on creating a good story and present the app in the best possible way — you need to convince people to download your solution. Please keep in mind that the most important part of the description is the first sentence (the first three lines).

Screenshots and videos

As they visualise your app, screenshots may be the most powerful trigger for user decisions. Note that the order in which you show them matters. There are different ways to present your screenshots attractively, and you need to choose the one which suits your app best.

App preview (video) auto-plays on mute when users visit your app’s product page or see your app in the search results page. The clips are short, so they should be very focused on your main message. Also, the technical requirements of the videos may vary depending on the model of the smartphone. Make sure you meet the exact criteria before you start the production of your film.

What’s New

You can use up to 4000 characters to describe what has changed and what has been improved in your app. Use this field to inform your users about the newest features and upgrades. Information on “What’s new” will be reviewed by the App Store team during the submission process, so make it relevant to real features of your solution.

Wrap up

In my series, I’ve described what ASO really is and what the rules of optimising your solution in Google Play and the Apple App Store are. If you’re still eager to know more, feel free to drop us a note at’ll be happy to hear from you and get to know more about your app!

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