Google Play ASO, step by step
Follow these steps in order. Each one is something we do on client work.
- Write the title. Brand plus main term, 30 characters, no emojis or claims.
- Write the short description. One clear benefit in 80 characters.
- Write the full description. Sentences, not lists; mention the main terms naturally.
- Design the feature graphic. 1,024 × 500 px, no device frames that date quickly.
- Upload screenshots. 2–8 per device type, story-led.
- Run store listing experiments. Test up to two variants against the current listing.
Key rules and context
Text fields. Title (30), short description (80), full description (4,000). Use keywords naturally; repeated lists break the metadata policy (Play listing help).
Graphics. Icon 512 px, feature graphic 1024 x 500, screenshots per Play specs.
Quality. Google says app quality affects visibility; watch crash and ANR rates in Android vitals and ratings.
Testing and targeting. Store listing experiments and custom store listings by country.
Compare. App Store vs Google Play ASO; service: Google Play ASO.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine RunRoute, a running app. Title: "RunRoute: Running Tracker" (25). Short description: "Track runs, plan routes and hit your weekly goal" (48). The full description would open with one paragraph on GPS tracking, then sections on routes and goals.
Common mistakes
- Keyword stuffing. Can lead to suspension.
- Emojis in the title. Not allowed.
- No feature graphic. Missed placements.
- Never testing. Experiments are free.
If you want this handled for you, our pricing page lists every fixed package.
Google Play listing fields and their limits
Play Console enforces these limits for every language, full-width or half-width characters alike.
| Field | Limit | Policy notes |
|---|---|---|
| App name | 30 characters | No emojis, ALL CAPS (unless brand) or store-ranking claims |
| Short description | 80 characters | First text users see on the detail page |
| Full description | 4,000 characters | Repetitive or irrelevant keywords can lead to suspension |
| App icon | 512 × 512 px, 32-bit PNG, max 1,024 KB | No badges or text implying ranking |
| Feature graphic | 1,024 × 500 px, JPEG or 24-bit PNG | No alpha |
Google Play rules that trip most apps
These come from Play Console Help pages we checked on 26 October 2026.
| Rule | Requirement |
|---|---|
| App title | 30 characters or less; no ranking or price claims, no emojis |
| Descriptions | No repetitive or irrelevant keywords; no misleading claims like "best game ever" |
| Screenshots and video | Must reflect the app's actual experience |
| New personal accounts | Closed test with at least 12 testers opted in for at least 14 days before production |
| Icon | 512 × 512 px; no misleading symbols or ranking badges |
How we measure the result
Here is how we judge whether Google Play ASO work is paying off. App Analytics in App Store Connect breaks impressions and product page views down by source, and App Store Search is one of those sources. We log the date of each metadata change and compare the four weeks before it with the four weeks after it.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Title ≤ 30, policy-safe
- Short description ≤ 80
- Full description in sentences
- Feature graphic 1,024 × 500
- 2–8 screenshots
- Experiment running
Sources
- Google Play Console Help: Create and set up your app's store listing (accessed 26 October 2026)
- Google Play Console Help: Metadata policy (accessed 26 October 2026)
- Android Developers: Android vitals (accessed 26 October 2026)
- Google Play Console Help: Run store listing experiments (accessed 26 October 2026)
- Play Console Help: Add preview assets to showcase your app (accessed 26 October 2026)
- Play Console Help: App testing requirements for new personal developer accounts (accessed 26 October 2026)
Questions
Does Google index the full description?
Yes.
How often should keywords appear?
Naturally; no official density.
Do ratings affect ranking?
Google lists ratings among quality signals.
Do vitals affect ranking?
Poor vitals can reduce visibility.
Can you optimize it?
Yes.
Does Google Play have a keyword field?
No. Google Play uses your title, short description and full description, so they need natural use of your main terms.