Title, Subtitle and Description Rewrite, Apple and Play

Metadata is judged on conversion, and to judge it you have to ship it alone. Every rewrite we deliver goes out in its own release with no icon, screenshot or preview change attached, and nothing else moves for 21 days. Then we read App Store Connect by traffic source, because a change to your title and keyword field should move Search conversion and leave Browse conversion roughly where it was. If both move together, something other than the words did it, and we say so rather than claim the result. The fields, and what each one is for: Apple gives you 30 characters of title, 30 of subtitle and a 100-character keyword field, and does not index the description at all. So the description is a conversion asset with no search job, the keyword field carries the index, and the subtitle is the one line a searcher reads before deciding: a promise, not storage. Play works the other way round. The 80-character short description is indexed and carries more ranking weight than any other field on the listing, the body is indexed and read to the end by almost nobody, and the title carries more ranking weight than Apple's. We write the two stores from scratch, twice. A Play listing that is an Apple listing with the character limits relaxed is the single most common thing we are asked to fix. What a rewrite is built on: A conversion hypothesis, written down before the copy. Something of the shape: the current subtitle names the product category, which the searcher already knew from their own query, and spends thirty characters saying nothing about whether the app fits them. Then the copy tests that hypothesis and we can be wrong on record. Where there is no keyword demand evidence, we get it first, either through our own research or from your existing Apple Search Ads history, because writing a keyword field against tool volume estimates is guessing with a straight face. Banking, insurance and paid media: In supervised categories the metadata is legal text before it is marketing. Product names are prescribed, risk language is mandatory wherever returns are implied, and a claim in a subtitle is a claim your compliance function owns. We take the constraints into the brief rather than discovering them at review, and we schedule against a five to ten working day legal turnaround. For subscription apps in media and publishing, App Review expects price and billing period stated where the user sees the offer, and we have watched releases rejected on that alone. German writing: Thirty characters is tight in English and hostile in German, where the ordinary word for what your app does is often eighteen characters by itself. We write German first for German-market apps rather than translating the English, because a translated subtitle is almost always three characters over and gets shortened into nonsense the night before release. Not included: Screenshot or icon work, video, and Apple Search Ads management. Also no monthly metadata churn. We do not rewrite quarterly to look busy, and after a release we would rather hold still and read than change something else. Not for you if: You need the title to contain the four terms your CEO likes. Keyword-stacked titles still rank in some categories and we will tell you that honestly, but we will not write one, because in a search result, a share sheet and an iOS notification it reads as a listing nobody vouched for. Also not for you if your release train cannot produce a metadata-only version, because without that nothing here is measurable.