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How to Optimize Your App’s Long Description

Suzanne Tablas by ,  Ex Marketing Executive at AppTweak Start ASO

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

The main purpose of the long description on both the App Store and Google Play 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 also benefit your iTunes page in terms of Search Engine Optimization (SEO).

So, although a lot of people will not read your entire description and will be more attracted by visuals such as screenshots, you should absolutely create 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 Google Play is that the keywords used in the long description are a ranking factor on Google Play, whereas it is not on the App Store.

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

On the other hand, Google Play puts 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 behavior on the app stores.

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.

Volume, difficulty, and chance indicators on AppTweakIndicators 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

Typically, users only read the first few sentences of your long description. This is why Google focusses more 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 your most relevant keywords

The best practice while writing your app’s long description is to 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 your app visibility in an ASO-friendly way.

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

Test your app description on AppTweak
Test your new app description on AppTweak to identify the density of newly 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).

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 subheadings.
  • Use bold formatting where useful.
  • Use some (few) words in ALL CAPS where necessary.
  • Use emojis to put some spark into your content.

Best practices for your app's long descriptionEnriched text and a new structure can make your app more appealing and increase your conversion rate.

The point here is to highlight important terms. You want to draw people’s attention to your text and even more to specific sections. Remember that it is extremely crucial 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.

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. It is better, though, not to over-emphasize terms such as “#1,” “best,” “top,” etc. that might come across as “braggy.”

Mention awards or special recognitions about your app in the long descriptionMention awards or special recognitions about your app in the app long description.

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


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

  1. Understand the difference of app long description between the App Store and Google Play.
  2. Do keyword research and find the most popular keywords.
  3. Add the most relevant keywords to the first three sentences of your app description.
  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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Suzanne Tablas

by ,  Ex Marketing Executive at AppTweak

Suzanne was part of AppTweak during nearly three years (2019-2021), First, she started as a Business Development then as a Manager Executive and ended up as Paid Acquisition Manager. 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!