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Overview

The Metadata Optimization skill helps you write App Store metadata (title, subtitle, keyword field, description) that ranks for target keywords while compelling users to download. It follows platform-specific rules and character limits to maximize both discoverability and conversion.
For keyword discovery, see Keyword Research. For full ASO audits, see ASO Audit.

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When to Use

Use the Metadata Optimization skill when you need to:
  • Optimize your title for keywords and conversion
  • Write compelling subtitle and description copy
  • Maximize keyword field character usage (iOS)
  • Rewrite metadata after keyword research
  • Improve conversion rate from listing views
  • Create A/B test variations for metadata

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Platform-Specific Limits

FieldLimitIndexed for Search?Notes
Title30 chars✅ YesHighest keyword weight
Subtitle30 chars✅ YesSecond highest weight
Keyword Field100 chars✅ YesHidden, comma-separated
Description4000 chars❌ NoFor conversion only
Promotional Text170 chars❌ NoCan change without review
What’s New4000 chars❌ NoShown on update
Key Difference: On iOS, the description is NOT indexed for search—it’s only for conversion. On Android, the full description IS indexed, so keyword density matters.

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How It Works

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Initial Assessment

The skill starts by gathering context:
  1. Checks for app-marketing-context.md for positioning and target audience
  2. Asks for your App ID (to see current metadata)
  3. Asks for target keywords (or suggests running keyword-research first)
  4. Asks for platform (iOS / Android / Both)
  5. Asks for target country (defaults to US)

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Optimization Process

The skill optimizes each metadata field systematically, providing multiple options for each.

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Optimization Framework

Goal: Include the #1 target keyword naturally with your brand name.Formulas that work:
  • [Brand] - [Primary Keyword] (e.g., “Calm - Sleep & Meditation”)
  • [Brand]: [Benefit Phrase] (e.g., “Duolingo: Language Lessons”)
  • [Primary Keyword] [Brand] (e.g., “Headspace: Mindful Meditation”)
Rules:
  • Lead with brand if it’s well-known; lead with keyword if it’s not
  • Don’t stuff multiple keywords unnaturally
  • Must read naturally—users see this in search results
  • Use the full 30 characters
  • Avoid special characters that waste space (™, ®)
Output: 3 title options with character counts and keyword analysis
Goal: Add secondary keywords that complement the title.Rules:
  • Never repeat keywords from the title
  • Focus on benefits, not features
  • Use the full 30 characters
  • Can include a call-to-action feel
Good Examples:
  • “Track Workouts & Build Muscle” (not “Fitness & Exercise App”)
  • “Plan Meals & Count Calories” (not “Nutrition Tracker”)
  • “Edit Photos & Add Filters” (not “Photo Editing Tool”)
Output: 3 subtitle options with character counts
Goal: Maximize keyword coverage in 100 characters.Critical Rules:
  • Comma-separated, NO spaces after commas
  • Never repeat words from title or subtitle
  • Use singular forms only (Apple indexes both)
  • Don’t include your app name or category name
  • Don’t include “app” or “free”
  • Don’t include competitor brand names (policy violation)
  • Prioritize by: volume × relevance
Example:
workout,fitness,exercise,gym,training,planner,routine,muscle,strength,cardio,weight,bodybuilding
Characters used: 100/100
Spaces after commas waste characters! “workout, fitness” uses 17 chars vs “workout,fitness” uses 15 chars.
Structure:
  1. Hook (first 3 lines) — This is all users see before “more”. Make it count.
  2. Social proof — Awards, press mentions, user count, rating
  3. Key features — 4-6 bullet points with benefits, not just features
  4. How it works — Simple 3-step explanation
  5. Testimonial or review quote — Real user voice
  6. CTA — Clear call to download
Rules:
  • First 170 characters are critical (visible without tapping “more”)
  • Use line breaks and emoji for scannability
  • Focus on benefits (“Sleep better tonight”) not features (“White noise generator”)
  • Include social proof early
Example Hook:
Join 50M+ people who sleep better with Calm. 
Featured by Apple as App of the Year. Rated 4.8★ from 1M+ reviews.

Fall asleep faster with sleep stories, calming music, and guided meditation...
Same structure as iOS, but also:
  • Include target keywords naturally throughout (2-3% density)
  • Front-load keywords in the first paragraph
  • Use keyword variations and synonyms
  • Don’t keyword stuff—Google penalizes this
Example:
Calm is a leading meditation app and sleep app that helps you meditate, 
sleep better, and relax. With guided meditation sessions, sleep stories, 
breathing exercises, and relaxing music, Calm is the perfect mindfulness 
app for stress relief and better sleep.

[Note: "meditation", "sleep", "relax" are woven naturally throughout]
Goal: Timely messaging that doesn’t require app review.Use for:
  • Seasonal promotions (“New Year, New You — 50% off Premium”)
  • Feature launches (“Now with AI-powered recommendations”)
  • Awards or milestones (“Apple Design Award Winner 2026”)
  • Events (“Live coverage of WWDC starts Monday”)
170 character limit — can be updated anytime without app review

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Output Format

The skill provides a complete Metadata Package with:

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For Each Field

  1. Recommended version (primary recommendation)
  2. Alternative A (different keyword emphasis)
  3. Alternative B (different positioning angle)
Each includes:
  • Character count: [X]/[limit]
  • Keywords covered: [list]
  • Rationale: Why this version works

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Keyword Coverage Matrix

KeywordTitleSubtitleKeyword FieldTotal Coverage
meditation✓Title
mindfulness✓Subtitle
sleep✓Title
relaxation✓Keyword Field
stress relief✓Subtitle

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Before/After Comparison

FieldCurrentRecommendedImprovement
Title”Meditation App” (15/30)“Calm - Sleep & Meditation” (27/30)+2 keywords, +12 chars
Subtitle”Relax and Meditate Daily” (25/30)“Mindfulness & Stress Relief” (29/30)+2 keywords, no repeats
Keywords”meditation, relaxation, calm” (29/100)“mindfulness,stress,anxiety,breathing…” (100/100)+8 keywords, +71 chars

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Common Mistakes Flagged

The skill automatically flags these common mistakes:
  • Repeating keywords across title, subtitle, and keyword field
  • Using plural forms in keyword field (wastes characters)
  • Spaces after commas in keyword field
  • Including brand name in keyword field
  • Keyword stuffing that hurts readability
  • Not using all available characters
  • Description starting with “Welcome to…” (weak hook)

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Example Usage

User: Optimize my meditation app metadata for "meditation app" and "sleep sounds"

Agent: I'll optimize your metadata for those keywords. Let me check your current listing...

[Fetches current metadata]

Current Analysis:
- Title: "Meditation App" (15/30) - Good keyword but not using full character limit
- Subtitle: "Relax and Sleep" (16/30) - Generic, repeats "sleep" opportunity
- Keyword field: "meditation, sleep, relax" (28/100) - Only 28% utilized!

Recommended Metadata:

**Title Options:**

1. "Calm - Meditation & Sleep" (26/30)
   Keywords: meditation, sleep | Rationale: Brand + both primary keywords

2. "Meditation App - Sleep Sounds" (30/30)
   Keywords: meditation app, sleep sounds | Rationale: Exact match for targets

3. "Calm: Sleep & Meditation App" (30/30)
   Keywords: sleep, meditation app | Rationale: All 30 chars, 3 keywords

**Subtitle:**

1. "Guided Meditation & Relaxation" (30/30)
   Keywords: guided meditation, relaxation | Rationale: No repeats, natural

[Continues with keyword field, description, etc.]

Keyword Research

Run this first to identify target keywords

ASO Audit

Broader audit that includes metadata quality

Localization

Adapt metadata for international markets

A/B Test Store Listing

Test metadata variations

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Best Practices

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Character Optimization

  • Always use the full character limit for each field
  • Count special characters and spaces carefully
  • Test different keyword combinations to maximize coverage
  • Don’t waste characters on punctuation (use ”-” or ”:” not ” - ” or ” : “)

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Conversion Optimization

  • Lead with benefits, not features (“Sleep better” not “White noise generator”)
  • Use social proof early (ratings, user count, awards)
  • Make the first 3 lines of description compelling
  • Include a clear call-to-action
  • Use formatting (line breaks, bullets) for scannability

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Testing & Iteration

  • A/B test title variations (Apple’s Product Page Optimization)
  • Track keyword rankings weekly after metadata changes
  • Monitor conversion rate (listing views → downloads)
  • Update promotional text monthly with fresh messaging
  • Refresh description quarterly based on user feedback
Metadata changes require app review on iOS (except promotional text). Plan updates strategically around your release schedule.

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