Optimizing your App Title: Keywords vs Brand Name
The app title is the most important element in your app’s metadata in terms of keyword optimization in both the Apple App Store and the Google Play Store. That is why it must be written with caution, and deserves a thorough research and analysis. Many also wonder whether they should just stick to their brand name when deciding on the app title, or if they should use the available space to add keywords. We had a look at what the most popular apps are doing.
Should you add keywords to your app’s title?
From an ASO-focused point of view, adding as many keywords as you can in the app title makes sense: by adding keywords to your app title, you increase your chances to rank for those keywords. However, some argue that adding keywords to your app title might have a negative impact on conversion rates as some users associate a keyword stuffed title with lower quality apps.
Today, as app competition keeps on increasing and companies are looking for every tip to improve their app’s visibility, it’s definitely worth considering the question again.
Therefore, we’ve had a look at whether or not top apps were using keywords in their app title. And guess what? Most of them do!
We took the Top 10 apps (free and grossing) on both the App Store and the Play Store in several popular categories and looked at which of them were just using their brand name and which ones were adding keywords to the app title on top of their brand name. In the table below, you can see the percentage of apps using keywords in their app title.
Percentage of apps in the Top 10 with keywords in the title
Source : AppTweak, top charts January 28, 2019
Our analysis shows that most top 10 apps in the most popular categories do use keywords on top of their brand name in the app title, with the interesting exception of the Games category.
The results here do suggest that apps with keywords in their app title perform better than the apps who just use their app name in the app title, as more of them show up in the top charts. Furthermore, since an app’s position in the top charts is mostly influenced by app downloads, the fact that most apps in the top charts do have keywords in their app title can lead us to conclude that the added keywords do not negatively impact conversion rates.
Therefore, we strongly advise companies to add important keywords in their app title, in order to increase the number of keywords they rank for.
How to optimize your app title with the right keywords
In order to find the keywords with the most potential for your app, you’ll have to conduct an extensive keyword research and analysis. We’ve covered this in details already, so don’t worry, we won’t repeat ourselves. Feel free to check out our previous articles!
Once you know which keywords you want to target overall in your app’s metadata, add the most important ones to your title. Make sure you choose only relevant keywords, and write a title that is optimized for visibility and conversion:
- The Apple App Store allows a maximum of 30 characters for the app title. Once your brand name is included in the app title, use all the remaining space to include as many of your keywords as you can.
- The Google Play Store allows up to 50 characters. There is therefore more room for keywords, but you have to be careful: adding up to 50 characters will result in your app title being truncated (users will only see part of it when seeing your app in the Search Results). Therefore, you have to choose between having many keywords in your app title (good for referencing) and having a title truncated, or having a bit less keywords but having a full title displayed to users. At AppTweak, we generally recommend adding as many keywords to the app title as possible (up to 50 characters) while making sure that what appears before the title is cut makes sense to users
Once you’ve chosen which keywords you want to include, and created an app title that has the right length, it’s time to change your metadata and see the results. Try not to update the keywords too frequently, contrary to what you could do with your subtitle/keyword field (iOS) or short description/long description (Google Play) as changing your app’s title too often can be confusing to users.
App Market Insights
Average App Conversion Rate per Category 
ASO Timeline - See other apps' metadata updates
App Market Insights