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6 Tips to Optimize Your App’s Long Description

by ,  Marketing Executive at AppTweak Start ASO

6 Tips to Optimize Your App’s Long Description

To the Google algorithm, your app description is a very relevant metadata element for App Store Optimization (ASO) that you should never forget to optimize. For that reason, we have recapped 6 of the best practices to consider when optimizing your long description and trying to increase visibility on the Google Play Store. Read on to learn more about it!


The main purpose of the long description on both the App Store and the Google Play Store is to explain your app’s main features and benefits to store visitors. However, you should also keep in mind that it can be a strong ranking factor for the Google algorithm and can also be beneficial for your iTunes page in terms of Search Engine Optimization (SEO).

Therefore, although many people will not read your entire description and will be more attracted by visuals such as screenshots, you should absolutely design a great long description to increase your chances of being more visible.

1. Long Description on the App Store vs Google Play

The main difference between the App Store and the Google Play Store is that the keywords used in the long description are a ranking factor on the Google Play Store, contrary to the Apple App Store where the long description is not a ranking factor.

As a result, on the App Store you can be more creative, focusing on promoting your brand and on your app benefits to convince users to download it.

On the other hand, the Google Play Store has placed a high ranking weight on the long description. For this reason, you should follow ASO best practices to increase your ranking chances.

Be sure to also follow these 4 tips to increase conversion rate and drive app downloads

2. Conduct Keyword Research

Selecting popular keywords is a key step in providing the algorithm with quality ranking signals.

To do this, AppTweak has over 12 keyword suggestion tools to help you build a keyword list and understand user search behaviors on the app stores.

Then, you can use AppTweak’s key indicators to select the best keywords for your app:

  • Volume: This tells you how popular a keyword is based on a scale from 0-100, 100 being the most popular.
  • Difficulty: This tells you how competitive a keyword is based on the apps that rank in the top 100. Difficulty is also based on a scale from 0-100, 100 being the most competitive.
  • Chance: This tells you how likely your app is to be visible on that keyword based on the keyword difficulty and your app strength. Chance is based on a scale from 0-100, 100 being the most likely.
  • KEI (Key Efficiency Indicator): This will help you find opportunity keywords by looking for the best combinations between high volume and high chance.

Indicators such as the volume (level of popularity of a keyword), difficulty (level of competition of a keyword) and chance (likelihood of your app to be visible on the keyword), will help you spot keyword opportunities.  💡 Pro tip: try to spot relevant keywords with a volume above 27 to add them to your app’s descriptionIndicators such as the Volume (level of popularity of a keyword), Difficulty (level of competition of a keyword), and Chance (likelihood of your app being visible on the keyword), will help you spot keyword opportunities.

Expert Tip

Try to spot relevant keywords with a volume above 27 to add to your app’s description.

3. Put the Most Important Keywords First

As typical users only read the first few sentences of your long description, Google puts more focus on these lines when assessing the quality of your long description. Therefore, write a high-quality introduction and include your most important keywords in these first few sentences.

4. Density of 2-3% for the Most Relevant Keywords

According to best practices, you must keep a density of 2-3% for your most relevant keywords. Therefore, you should wisely select the keywords that you want to focus on and repeat them across your metadata.

Expert Tip

Keep an eye on the volume and density of long-tail combinations (two or more keywords). Adding long-tail combinations with your most relevant keywords is the best way to increase visibility in an ASO friendly way.

With the AppTweak tool, you can test your new app description and easily determine the density both for single keywords and long-tail keywords.

Test your new app description on App to identify the density of new added single or long-tail combination keywords.
Test your new app description on App to identify the density of new added single or long-tail combination keywords.

Avoid densities above 3% as this could be considered “keyword stuffing” (the algorithm can punish you for this).

Learn more about AppTweak’s Keyword Density feature here

5. Format Matters

So how should you present this content?

Here are our best practices and tips on how to use rich text formatting for your long description:

  • Use short sentences (+/- 120 characters per line).
  • Use small paragraphs (+/- 3-4 lines per paragraph).
  • Use line breaks; write your description with spaces between paragraphs.
  • Use bullet points or lists.
  • Use sub-headings.
  • Use bold formatting where useful.
  • Use some (few) words in ALL-CAPS where necessary.
  • Use emojis to structure your content.

Test how enriched text and a new structure can make your app more appealing and increase your conversion rateEnriched text and a new structure can make your app more appealing and increase your conversion rate.

The point here is to emphasize important words or sentences. You want to grab people’s attention on your text and even more on specific sections. Remember that it is extremely important to be as clear as possible: your long description should be neat, easy-to-read and appealing.

6. Highlight Awards, Reviews or Endorsements

If you have a significant number of downloads or users, don’t hesitate to insert this into your content. The same goes for your app’s ranking in the charts, as this could encourage people to join in and download your app.

It is always beneficial to demonstrate that your app pleases other users, especially influential ones. You can, therefore, include positive quotes or great press releases about your app. The point is to reassure your audience. It’s also a good way to prove your authenticity.

Never hesitate to brag about your success! If you’ve created other popular and successful apps, why not insert a mention about that in your description? Did you win an award? Tell the world about it! Again, this will comfort people in their decision and encourage them to download your app.

Don’t forget to mention awards or special recognitions about your app! This can have a positive impact on how other users visualize your app and decide to download it!Don’t forget to mention awards or special recognitions about your app! This can have a positive impact on how other users visualize your app and decide to download it!


TLDR

Want to learn how to write a killer long description for your app? Have a look at these 6 tips:

  1. Understand the differences between the App Store and Google Play
  2. Do keyword research; find the most popular keywords
  3. Add the most relevant keywords to the first 3 sentences
  4. Use a density of 2-3% for relevant keywords
  5. Focus on the format
  6. Include mentions, awards or reviews
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by ,  Marketing Executive at AppTweak

Suzanne is Business Development Manager at AppTweak. She thinks new technologies and mobile marketing are changing the way we live. She’s also an almond & chocolate lover!

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