App Store metadata gets weaker when every field tries to do the same job.
If the title repeats the subtitle, the subtitle repeats the keyword field, and the keyword field repeats everything again, you lose precious coverage without gaining clarity.
Give each field one job
A clean setup usually works like this:
| Field | Main job | What to avoid |
|---|---|---|
| Title | brand + primary search intent | stuffing every possible keyword |
| Subtitle | value framing or second intent | repeating the title in different order |
| Keywords | additional coverage | repeating terms already visible elsewhere |
Good metadata feels compressed, not crowded. The goal is coverage with clarity, not maximum density at any cost.
Where duplicates usually creep in
Duplicates often appear for boring reasons:
- the same noun appears in title and subtitle
- keyword lists are copied from brainstorm notes without cleanup
- brand terms are repeated even when they already exist in the title
A useful review question
Ask: if I remove this term from the keyword field, is it already visible in title or subtitle? If yes, that slot may be better spent elsewhere.
A compact before-and-after check
title: Habit Tracker - Daily Habit Tracker
subtitle: Build habits and track habits every day
keywords: habit, tracker, daily habits, habit tracker, streakstitle: Habit Tracker
subtitle: Build routines that stick
keywords: daily, streaks, goals, planner, routineMetadata review checklist
- Make sure each field is doing a different job.
- Remove obvious repeats across title, subtitle, and keywords.
- Keep phrasing readable enough to survive first impression.
- Check the final character count before submission.
Related tool
ASO Metadata Builder
Draft App Store title, subtitle, and keywords with duplicate-term checks.
Use notes for strategy, not for stuffing
Positioning notes are useful during drafting. They are not supposed to leak into final copy word for word.
Drafting notes can help you answer:
- What is the clearest primary intent?
- What second benefit is worth placing in the subtitle?
- Which terms are still uncovered after title and subtitle are set?
What to keep from this
Related guides
Guide
How to plan App Store screenshots that explain value in seconds
A practical guide to screenshot structure: what to show first, how to order screens, and how to keep headlines short enough to survive the layout.
Guide
How to use character counts without turning copy into a cage
A practical guide to character limits for snippets, bios, store copy, and short UI text — and how to cut the right words instead of random ones.