App Name and Subtitle Keywords: What Goes Where on the App Store

Updated Oct 10, 2026

On this page (7 sections)

1. Quick answer
2. Apple's limits for name, subtitle and keywords
3. Brand vs keyword in the app name
4. Writing a subtitle that converts and ranks
5. Avoiding overlap across the three fields
6. Testing changes across versions
7. FAQ

Put your brand and your single most important keyword in the app name (30 characters), your main benefit and next strongest terms in the subtitle (30 characters), and everything else relevant in the hidden keyword field (100 characters). Never repeat a word across the three. The name and subtitle are visible, so they must read naturally to people as well as help search.

Quick answer

Example (fictional): name "Budgely: Budget Planner," subtitle "Track spending & save money," keyword field "expense,bills,finance,debt,household,couples,saving goals". No word appears twice.

Apple's limits for name, subtitle and keywords

How long can an iOS app name be?

Up to 30 characters. Apple's product page guide sets the same 30-character limit for the subtitle, and 100 characters for the keyword field, which App Store Connect Help describes as 100 bytes. Apple also advises choosing a simple, memorable, distinctive name that hints at what your app does, avoiding generic terms.

Sources: Apple: Creating your product page; App Store Connect Help: Platform version information. Full keyword field rules are in our iOS keyword field guide.

Brand vs keyword in the app name

Should I put keywords in my app name?

Usually one, if it reads naturally. The name is a strong place for your most important term, and a short descriptive word after the brand helps searchers understand the app. Don't stuff it: Apple's guidelines warn against packing metadata with irrelevant or popular terms to game search, and a cluttered name hurts trust and conversion.

A common pattern is Brand: Descriptor ("Budgely: Budget Planner"). Considerations:

• Strong, known brand? You may need fewer descriptive words; searchers already look for you by name.
• New brand? A descriptor helps people understand what you are on first sight.
• Will the descriptor last? A name tied to one feature can limit you later.

For brand-building on the store, see building app brand through store listings.

Writing a subtitle that converts and ranks

Apple describes the subtitle as a concise summary of your app's value, and suggests highlighting features or typical uses rather than generic claims like "world's best app." (Apple)

Does the subtitle help App Store ranking?

Yes. The subtitle is one of the text fields the App Store uses to match your app to searches, along with the name and keyword field, so the terms in it can help you rank. Because it's also visible in search results, it has to persuade too. Use relevant keywords inside a phrase a person would want to read.

A good subtitle:

• States the outcome ("Track spending & save money")
• Uses one or two strong keywords naturally
• Avoids words already in the name
• Fits 30 characters without awkward abbreviations

Weak subtitles: "The best app ever," a list of comma-separated keywords, or a slogan with no searchable terms.

Avoiding overlap across the three fields

Each word only needs to appear once across name, subtitle and keyword field. A quick process:

1. Write your name and subtitle.
2. List every word in them.
3. Remove those words (and their plurals) from your keyword candidates.
4. Fill the keyword field with what's left, most relevant first.

Also skip your company name, category names and the word "app" in the keyword field. Apple says these waste space. (Apple)

Testing changes across versions

The name, subtitle and keywords change only with a new app version, so each release is a test opportunity:

• Change one field at a time where you can, so you know what caused a ranking or conversion change.
• Record the date and the exact old and new text.
• Watch two outcomes: rankings for the targeted terms, and product page conversion rate in App Store Connect.
• Give it time. Wait for enough impressions before judging.

Visible fields affect conversion, not just ranking, so a subtitle that ranks better but converts worse may not be a win. See the ASO Fundamentals course and the Keyword Research course.

GROWNX pulls your App Store Connect and RevenueCat data into one free-to-start dashboard, and its metadata editor helps you draft name, subtitle and keyword changes, then see whether they actually move revenue. Try GROWNX free.

FAQ

Can I change the subtitle without an update?

No. Apple says you can update your subtitle when you submit a new version of your app. The same applies to the name and keyword field. Only promotional text can be edited at any time, and Apple says promotional text doesn't affect search ranking.

Does Apple penalize keyword stuffing in names?

It can reject it. Apple's App Review Guidelines say not to pack metadata with trademarked terms, popular app names, pricing information or irrelevant phrases to game the system. Stuffed names also look spammy to users. See our guide to what black-hat ASO is for the risks.

Should the name and subtitle be localized?

Yes, where you serve a market in its language. Apple lets you localize the name, subtitle and keywords per App Store localization, and encourages tailoring keywords to each market. Use terms local users actually search for, not literal translations, and have a native speaker check that the result reads naturally.