Title (30 characters)

  • Keep the brand name, but consider appending a localized keyword phrase if you have room.
  • Do not transliterate the brand if the market reads a different script — check what users actually search for.
  • Stay within 30 characters in the target language, counting wide characters correctly.
  • Avoid keyword stuffing; Apple penalizes it and it reads as spam.

Subtitle (30 characters)

The subtitle is prime ranking real estate and your second pitch line. It should not repeat words already in the title — that wastes indexed terms.

  • Lead with the strongest localized benefit, not a feature list.
  • Use a distinct set of keywords from the title to widen coverage.
  • Read it aloud in the target language — a literal translation often sounds robotic.

Keyword field (100 characters)

This hidden field is where localization pays off most, because each locale gets its own 100 characters and the App Store ranks them independently.

  • Separate terms with commas and no spaces to maximize the character budget.
  • Do not repeat words already in the title or subtitle — they are already indexed.
  • Use singular forms; the App Store handles plurals automatically.
  • Research terms native to the market rather than translating your English keyword list — search behavior differs by language.
  • Skip your competitors’ brand names; Apple rejects them.

Description (4000 characters)

The description is not indexed for search ranking, so its job is conversion, not keywords. Still localize it fully — a market-specific reader who hits an English wall of text bounces.

  • Front-load the first two lines; that is all most users see before “more”.
  • Localize feature names, social proof, and any pricing references.
  • Adapt formatting conventions — line breaks and bullet styles that feel natural in the language.

What’s New / release notes

  • Localize release notes for every active locale, not just English — stale English notes signal a neglected listing.
  • Keep them short and benefit-led; users skim them.
  • Maintain a reusable template so each release ships translated notes without slowing the build.

Before you ship

  1. Confirm every field stays within its character limit in the target language.
  2. Verify the locale is enabled in App Store Connect before uploading.
  3. Spot-check titles and subtitles for truncation on a real device.
  4. Make sure keyword, title, and subtitle terms do not overlap.
  5. Review release notes for each locale so none ship in the wrong language.

Localization is per-field and per-locale. Treat each market as its own listing, and your search visibility compounds with every language you add.