The Apple App Store gives you three search-relevant metadata fields: the app name, the subtitle and the keyword field. They share the goal of being found, but they have different character limits and different jobs — and using them well means treating them as a set, not three copies of the same thing.
The three fields at a glance
| Field | Limit | Visible to users? | Main job |
|---|---|---|---|
| App name (title) | 30 characters | Yes — prominent | Brand + your strongest keyword |
| Subtitle | 30 characters | Yes — under the name | Value + secondary keywords |
| Keyword field | 100 characters | No — hidden | Additional keywords for indexing |
App name (title)
The app name is the most prominent text on your product page and carries the most weight for both search and conversion. With 30 characters, it usually holds your brand plus one strong, descriptive keyword — for example “FitTrack Pro: Workout Tracker”. Keep it readable; a name stuffed with keywords reads like spam and hurts the tap-through you actually want.
Subtitle
The subtitle sits directly under the name and also has 30 characters. It is your chance to communicate value while placing secondary keywords. Think of it as a short promise: what does the user get? “Home fitness & step counter” works because it is both meaningful to a human and useful for search.
Keyword field
The keyword field is hidden from users and exists purely for indexing. You get 100 characters, with keywords separated by commas and no spaces needed. Because nobody reads it, you optimise it purely for coverage: avoid repeating words already in your name or subtitle, skip spaces, and do not waste characters on plurals or filler that Apple may already handle.
Plan them together, not separately
The fields are most effective as a system. A keyword used in the app name does not need to be repeated in the keyword field. Avoiding that kind of overlap frees characters for more terms — the same logic that drives cross-localization. The metadata editor in KWRDS shows all three fields with live character counters so you can plan the full set against Apple’s limits before you publish.
A quick checklist
- Name: brand + one strong keyword, still readable.
- Subtitle: a clear benefit plus secondary keywords.
- Keyword field: no duplicates, no spaces, no filler.
- Across all three: cover each important keyword once.
Remember that KWRDS helps you plan these fields. You enter the final metadata yourself in App Store Connect — nothing is published automatically. To find the keywords worth placing, start with a keyword network.
Sources
Apple may change its App Store rules. Always check the official Apple documentation.