App store optimization

Two levers, and they are separate problems: being found, and being installed once found. Diagnose which is failing before changing anything.

Being found

The stores index different fields, so the same metadata does not work on both.

• App name / title — the single heaviest field. Brand plus the primary descriptive term. Do not spend it on brand alone.
• Subtitle and keyword field — no repetition across fields; duplicated terms are wasted characters, not reinforcement.
• Long description — indexed on one store, effectively not on the other. Write it for the store that indexes it and for humans on the store that does not.
• Category — pick where you can rank, not where you technically belong.

Target terms with real intent. Ranking first for a term nobody searches is a vanity result.