Mastering ASO: The Winning App Name, Subtitle, Keywords Strategy

Coffee, anyone? Welcome to the Mastering ASO series, this will be a long series, so put your coffee on and sit back. 

The App Store was launched in 2008 and since then, it has facilitated millions of apps. Listing these millions of apps and showing search results actually prompted Apple to create a small-scale search engine. It was essential to list the results according to predetermined fair algorithms. 

For app listing, certain app metadata is entered and the apps are ranked accordingly. However, it would be simplistic to think that only the app is listed according to its metadata. What makes this series of articles special is that we will take ASO as a whole and try to explain all the in-app and out-of-app factors that affect your app’s ranking. Let’s dig deeper.

App Name – ASO Impact: ⭐️⭐️⭐️⭐️⭐️

The app name is the metadata that has the most impact on ASO. It’s the first thing users see about your app. There is a 30-character limit. Since these 30 characters are the most important ASO metadata for your application, the app name selection should be the part you should think about the most.  

Subtitle – ASO Impact: ⭐️⭐️⭐️⭐️

The subtitle, which is one of the most important fields after the app name, is also one of the first fields your users see. Like the app name, you have a 30-character limit here. It is possible to apply different strategies here, will you use a hook that will draw the user to the details of your application page or will you increase your keyword combination linked to your application name? There is no right or wrong about this, it is completely up to your strategy.

Keywords – ASO Impact: ⭐️⭐️⭐️

Keywords should be chosen from words about your app that users can search for. They should also match your app name and subtitle so that your app can be listed in more keyword phrases. The keyword field has a limit of 100 characters.


I’d like to go into a bit more detail about this part so far. These 3 metadata handle the basic information you see in almost every ASO article. How to select and combine keywords is a detail that is not usually explained. Let’s look at this with an example. 

Let’s say you have a VPN application and you want to do ASO. 

1. Determine your keywords.

Let’s take the following as an example;

  • fast vpn
  • secure vpn
  • safe vpn
  • vpn proxy
  • anonymous vpn
  • free vpn
  • vpn for iphone
  • vpn for ipad
  • unblock
  • school wifi
  • public wifi
  • anonymous proxy
  • anonymous browser
  • browser with vpn
  • private vpn
  • dns changer
  • ip changer
  • netflix country changer
  • secure hotspot
  • unlimited vpn
  • wifi proxy

2. Make sure your keywords are distributed in the app name, subtitle, and keyword section.

The fact that the combination you will create does not repeat within itself will give you the highest number of combinations and you will have a more efficient keyword pool. Another important point is to use the most important keywords in the app name and subtitle. For example;

App Name: Opus VPN – Fast & Secure Proxy
Subtitle: Stay anonymous on public wifi
Keywords: free,for,iphone,ipad,unblock,school,safe,dns,ip,browser,private,changer,netflix,unlimited,hotspot

In the example above, the most important keywords for us were “fast“, “secure“, and “proxy“. The reason why these words are important is that these words have more combinations than others. Using these keywords in the application name or subtitle as much as possible will make us stand out more in the rankings. Users’ habits are also generally more prone to search for these keywords. For example, while 90 out of 100 people search for “fast vpn“, only 10 people may search for “anonymous vpn“. When making this combination, you can use many ASO tools that provide keyword volumes.

Although the search volumes of the keywords you choose are not enough on their own, we will go into more detail in our upcoming articles, let’s keep it simple for now.

If you want to increase the weight of a keyword, you can make a pun to include this keyword before the app name. For example, instead of the previous app name, you can use an app name like this;

Fast & Secure VPN by Opus

We think this is a very efficient strategy for apps that are newly listed on the App Store and whose brand value is unknown to users. It will put you one step ahead for the most important keywords.

To be continued…