How to Localize App Store Metadata for ASO: Complete 2025 Guide

What Is App Store Metadata Localization?

App Store metadata localization is the process of adapting your app's title, subtitle, description, keywords, and promotional text for different languages and regions. Unlike simple translation, effective localization optimizes content for search visibility and cultural relevance in each target market.

When done right, metadata localization directly impacts your App Store Optimization (ASO) by:

• Improving search rankings for local keywords
• Increasing conversion rates with native-language content
• Expanding your app's visibility to non-English markets

The Metadata Fields You Need to Localize

App Store Connect provides several localizable fields, each with specific character limits:

App-Level Fields (Persist Across Versions)

Version-Level Fields (Per Release)

Step 1: Audit Your Current Metadata

Before localizing, analyze your existing English metadata:

• **Identify your core keywords** - What terms drive your current downloads?
• **List your key features** - Which features should be highlighted in each market?
• **Define your brand voice** - Is it casual, professional, playful?
• **Note character usage** - Are you using all available characters?

This audit becomes your localization brief.

Step 2: Research Keywords for Each Market

Keyword research must be done per locale. A direct translation of your English keywords will fail.

How to Research Local Keywords

Use App Store Search Suggestions:

• Set your device to the target locale
• Open the App Store
• Type category-relevant terms
• Note autocomplete suggestions

Analyze Local Competitors:

• Find top apps in your category in each market
• Study their titles, subtitles, and visible keywords
• Identify patterns in terminology

Consider Search Intent:

• "To-do list" in English might be "Aufgaben" (tasks) in German
• "Meditation" might be "瞑想" (meisou) or "マインドフルネス" (mindfulness) in Japanese
• Direct translation misses how locals actually search

Step 3: Localize Your App Name and Subtitle

Your app name carries the most weight in App Store search. The subtitle is second.

Best Practices

Preserve Your Brand Name:

• Keep your brand name untranslated (e.g., "Notion" stays "Notion")
• Localize the descriptive portion

Example:

• English: "FocusTime - Pomodoro Timer"
• German: "FocusTime - Pomodoro Technik"
• Japanese: "FocusTime - ポモドーロタイマー"

Optimize for Local Search:

• Include your highest-value keyword in the title or subtitle
• Different markets may warrant different keywords

Step 4: Craft Market-Specific Keywords

The 100-character keyword field is your hidden ASO weapon.

Keyword Formatting Rules

• Separate keywords with commas (no spaces after commas)
• Don't repeat words from your app name or subtitle
• Use singular forms (Apple handles pluralization)
• Avoid articles and prepositions

Language-Specific Tips

German:

`

Compound words are powerful: "Aufgabenverwaltung" (task management)

Include both compound and separated versions if space allows

`

Japanese:

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Mix of scripts matters: アプリ (app), 管理 (management), タスク (task)

Include loan words (katakana) for tech terms

`

Spanish:

`

Consider regional differences: ordenador (Spain) vs computadora (Mexico)

Target both es-ES and es-MX with appropriate variants

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Step 5: Localize Your Description

Your description serves two purposes: ASO keyword density and conversion.

Structure for Success

• **First paragraph** - Hook with main value proposition (shows in preview)
• **Feature list** - Bullet points with keyword-rich headers
• **Social proof** - Ratings, reviews, press mentions
• **Call to action** - Clear next step

Localization Considerations

• Adapt examples and references to local culture
• Adjust tone for market expectations (Japan prefers humble, US prefers confident)
• Ensure keyword integration feels natural, not stuffed

Step 6: Handle Promotional Text and What's New

Promotional Text

This 170-character field appears above your description and can be changed without a new version. Use it for:

• Seasonal promotions
• New feature highlights
• Social proof updates

Localize it to match current marketing campaigns in each region.

What's New

Release notes impact user experience more than ASO. Best practices:

• Summarize meaningful changes
• Use bullet points for scanability
• Localize completely (users notice lazy translations)

Common Localization Mistakes to Avoid

1. Machine Translation Without Review

Google Translate produces readable but often awkward text. For customer-facing content, use AI tools designed for marketing localization or have native speakers review.

2. Ignoring Character Limit Variations

German text is typically 30% longer than English. Japanese is more compact. Plan for these differences.

3. Same Keywords Across Similar Locales

es-ES (Spain) and es-MX (Mexico) users search differently. Don't copy-paste between regional variants.

4. Forgetting Right-to-Left Languages

Arabic (ar-SA) and Hebrew (he) require RTL layout consideration. Ensure your localized content displays correctly.

5. One-Time Localization

ASO is ongoing. When you update English metadata, update localized versions too.

Measuring Localization Success

Track these metrics per locale:

• **Impressions** - Is your app being seen?
• **Product page views** - Are users clicking through?
• **Conversion rate** - Are they downloading?
• **Keyword rankings** - Are you ranking for target terms?

Use App Store Connect analytics and third-party ASO tools to monitor performance.

Tools for Efficient Localization

Managing 40+ locales manually is impractical. Consider:

• **AI-powered localization tools** - Generate market-optimized content at scale
• **Translation management systems** - Track versions and changes
• **ASO platforms** - Research keywords and track rankings

The key is finding a workflow that lets you iterate quickly as you learn what works in each market.

The ROI of Metadata Localization

Apps with localized metadata see 30-80% increases in downloads from target markets. For an indie developer, this could mean:

• Doubling downloads without any product changes
• Accessing high-revenue markets like Japan and Germany
• Building international user bases that provide stability

The investment is minimal compared to the potential returns.

Next Steps

• **Start with 5 high-value locales** - en-GB, de-DE, ja, fr-FR, es-ES
• **Research local keywords** before translating anything
• **Localize strategically** - App name and keywords first
• **Monitor and iterate** - Use data to guide improvements

Metadata localization is one of the highest-ROI activities in app marketing. The developers who master it gain a significant competitive advantage in the global App Store.