Title vs. Subtitle Keywords
In App Store Optimization, keywords in the app title carry the highest ranking weight; subtitle keywords carry secondary weight — both are more impactful than the keyword field.
Apple gives different weight to keywords based on which metadata field they appear in. The hierarchy is: app name (highest) > subtitle > keyword field. A keyword in your title will help you rank higher for that term than the same keyword appearing only in your subtitle or keyword field.
The title is 30 characters — typically the app name and perhaps one keyword. The subtitle is another 30 characters, positioned just below the app name. These 60 combined characters are the most valuable real estate in all of ASO. The keyword field adds 100 characters, but at lower weight.
Best practice: put your single most important keyword in the title if it naturally fits the brand name. Use the subtitle for the second-most important keyword or a value-proposition phrase containing the keyword. Use the keyword field for all remaining terms that extend your reach.
The subtitle is also visible to users in search results (it shows below the title on the search page), so it needs to serve both the algorithm and the human reader. A subtitle stuffed with disconnected keywords may technically rank better but convert poorly because it reads as spam.
Frequently asked questions
- Can I change my app name to include a keyword without affecting my brand?
- Many successful apps do exactly this — 'Calm: Sleep & Meditation', 'Headspace: Mindfulness & Sleep', 'Duolingo — Language Lessons'. The format is Brand: Keyword Phrase. Apple allows keyword-enriched names; the limit is 30 characters including the brand name.
- Does the subtitle show up in search results?
- Yes. The subtitle is visible below the app name in App Store search results. It affects both ranking (keyword weight) and conversion (users read it before tapping). This dual role makes the subtitle the highest-leverage 30 characters in ASO.
Related terms
- App Store Search Ranking FactorsApp Store search ranking factors are the signals Apple's algorithm uses to determine which apps appear at the top of results for a given keyword — primarily metadata relevance, user engagement, and app quality indicators.
- Keyword CannibalizationKeyword cannibalization in ASO occurs when an app's multiple metadata fields target the same keyword, wasting limited character space rather than covering additional search terms.
- App Store Optimization (ASO)App Store Optimization is the process of improving an app's visibility in App Store search results and its conversion rate from search impressions to installs.
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Put this into practice
Score App Store keywords by popularity and difficulty across 109 storefronts — the numbers behind title vs. subtitle keywords.
Start keyword research