Should You Translate Name and Subtitle Fields in App Store?

Optimizing Your ASO Localization Strategy

Acquiring new users globally requires more than just a great app; it demands a flawlessly optimized App Store presence that speaks directly to the audience. For any app aiming for international success, App Store localization is no longer optional—it is essential for reaching global audiences. 🌍

The App Store product page is the definitive destination for user acquisition, acting as the crucial final step where users decide to install. Within this critical funnel, two textual elements stand above the rest in terms of organic discovery: the App Name and the App Subtitle. These fields are vital for ASO (App Store Optimization) because they are directly responsible for ranking your app in search results.

But here lies a critical strategic decision for every multilingual app developer:

When localizing your listing for new markets, should you simply translate the App Name and Subtitle, or should you adapt them strategically?

This article dives deep into the strategic necessity of app name translation and subtitle localization, explaining how these 30-character fields impact your visibility, conversion rates, and overall iOS app marketing success—and offering practical strategies for maximizing global growth.

The Dual Importance of Name and Subtitle for ASO

The App Name and Subtitle are the most powerful textual metadata fields available to you on the App Store. They are the foundation of your ASO strategy because they carry the most weight for keyword ranking and are visible in every major App Store placement, including search results, charts, and product pages. 📊

App Name: Brand Identity and Primary Ranking Weight

The App Name serves as the app’s primary title and is the strongest factor for keyword ranking. Its dual role is to:

Shape Brand Perception
The name must be distinctive and unique. It is crucial for future brand keyword performance in both organic traffic and Apple Search Ads.
Drive Organic Visibility
The App Name holds the strongest ranking weight among all textual fields, directly influencing rankings in App Store search results.

You are strictly limited to 30 characters for the App Name.
This constraint forces you to balance your distinctive brand name with a short, practical descriptor that allows users to understand the app’s purpose at a glance.

App Subtitle: Value Proposition and Second Strongest Ranking Signal

Located directly beneath the name, the App Subtitle is a short phrase explaining the app’s value or key features. It is visible alongside the name in key App Store surfaces. Its importance is immense, performing two functions:

Organic Ranking
The subtitle is the second most important organic ranking field after the app name. Terms placed here significantly influence keyword search ranks.
Conversion and Tap-Through
The subtitle has a significant impact on tap-through and conversion rates by complementing the app’s name and communicating the core function and value proposition.

Like the App Name, the Subtitle is also limited to 30 characters. This field is practical in nature and must be clear, precise, and focused on benefits, themes, or genre.

The Keyword Combination Mechanism

A successful ASO strategy must recognize how the App Store algorithm processes these two fields.

The algorithm actively combines keywords from your app name, subtitle, and the hidden keyword field to generate a multitude of combination keywords for ranking.

This mechanism dictates a critical best practice:

❌ Do not duplicate keywords across the app name, subtitle, and keyword field.

Duplicating keywords wastes valuable character count that could be used for other relevant app store keywords that connect with valuable search terms.

Instead, you should:

Place keywords with higher search volume and difficulty in the subtitle
Use the Name for brand + top 1–2 keywords
Fill the hidden keyword field with supporting terms

Why Full Subtitle Localization is Non-Negotiable

While the App Name often carries branding baggage that requires careful consideration, subtitle localization is almost always a requirement for global success. ✅

The Conversion Lift of Localized Messaging

The subtitle must be designed to drive user engagement and conversion. Localizing the subtitle ensures that potential users, when viewing your product page or seeing the app in search results, immediately recognize the app’s value in their own language.

Research shows that the familiarity invoked by localized messaging consistently results in increased tap-through and conversion rates.

Why does this conversion lift occur?

Users Search in Native Language
People are searching in their native language or mother tongue.
- If you target the Spanish market, they are searching for "aprender idiomas" (learn languages), not the English equivalent.
- If your subtitle doesn’t use the localized search term, you drastically reduce your organic visibility.
Enhanced Comprehension
The App Store product page relies on speed; users evaluate the app quickly.
If the subtitle—the app’s primary value descriptor—is not in the native language, the user evaluation slows down, potentially leading to a higher bounce rate.
Users are also more likely to download apps presented in their native language.

Case Study: Airbnb and Regional Syntax Adaptation

Localization is not simply a word-for-word translation; it requires cultural and regional adaptation, even between markets that speak the same language.

Consider the example of Airbnb, which localized its app subtitle for the US and UK markets:

Market	App Name (Brand)	App Subtitle (Localized)	Key Difference
English (US)	`Airbnb`	`Rent homes for vacation and travel`	Uses vacation
English (UK)	`Airbnb`	`Rent homes for holiday and travel`	Uses holiday

This subtle difference in syntax is crucial because:

UK users search using localized words like holiday
US users search for vacation

By reflecting this syntax difference in the subtitle, Airbnb ensures that the app appears in high-intent searches specific to each region, directly improving both organic visibility and conversion rates.

💡 Lesson: Even within the same language, regional keyword adaptation is essential.

When to Translate the App Name (Branding vs. Search)

The App Name demands a more nuanced approach than the subtitle, as you must protect your brand while exploiting the field’s powerful ranking weight.

The Brand Preservation Rule

If your app is built around a strong, globally recognized, or unique brand name (like Duolingo, Netflix, or PayPal), you generally do not translate the unique brand name.

Maintaining a consistent brand name globally is vital for several reasons:

Memorability
The name should be memorable and easy to pronounce for word-of-mouth growth.
Brand Keyword Performance
Consistency is crucial for the performance of brand keywords in both organic search and Apple Search Ads.
Global Identity
A consistent name signals global recognition and trust, especially important for multilingual apps.

However, even when preserving the brand name, you must use the remaining characters in the 30-character limit to include localized, high-value app store keywords.

Strategy: Localizing the Descriptive Component

Many app names combine the brand name with a descriptive component (e.g., "Brand Name: Photo Editor"). In these cases, your app name translation strategy should focus on localizing the descriptive part while maintaining the brand.

Example: Fictional Photo Editor "Aperture"

Market	App Name (30 chars)
English (US)	`Aperture: Photo & Video Editor`
German (DE)	`Aperture: Foto & Video Bearbeiten`

By translating the descriptor, you inject crucial German search terms (Foto, Video Bearbeiten) into the field with the strongest ranking weight, ensuring German users find the app when searching in their native language.

✅ Pro Tip: Use : or – as separators to clearly split brand and descriptor.

Regional Localization Challenges and Opportunities

Strategic App Store localization transcends mere translation, especially in markets that use non-Latin scripts or unique linguistic structures.

The Challenge of CJK Markets (Chinese, Japanese, Korean)

In markets like China (Simplified Chinese) and Japan (Japanese), characters often carry immense semantic weight, meaning a single character can represent an entire concept.

Advantage	ASO Strategy
Keyword Density	Since you are still limited to 30 characters, you can often embed far more unique, high-value keywords than in English. Example: 3 Chinese characters = 5-word English phrase.
Search Priority	Pure brand preservation is often secondary to search visibility in highly competitive CJK markets.

Sometimes, localized marketing names (e.g., 美颜相机 instead of Meitu) perform better in search.

The Challenge of Right-to-Left (RTL) Languages

In RTL markets, such as Arabic, not only must you translate the content, but the layout and formatting perception change.

Challenge	Solution
Visual Trust	The entire product page—including screenshots and text fields—must be correctly localized and adapted to the RTL reading flow.
Transliteration	Brand names might require transliteration (converting sounds to Arabic script) rather than direct translation.

Ignoring these regional linguistic nuances leads to poor search visibility and extremely low conversion rates, effectively wasting all other user acquisition efforts.

Practical ASO Tips for Mastering Subtitle Localization

A winning localization strategy requires systematic execution, testing, and continuous monitoring. Here are several practical tips you can apply today:

1. Leverage A/B Testing Platforms

Because the subtitle is highly impactful on tap-through and conversion rates, validate your localized messaging.

Test Variations: Don’t assume a direct translation will resonate.
Test different wording, benefit focus, or calls to action (e.g., "Pay Later" vs. "Save Money").
Validate Locally: Pre-launch A/B testing helps make informed choices before wide release.

2. Maximize the Keyword Field (Hidden ASO Asset)

The hidden Keyword Field (100 characters in App Store Connect) must support your Name and Subtitle.

Avoid Duplication
Data-Driven Selection: Use tools to find high-volume, low-difficulty terms

3. Monitor Competitors and Market Trends

The app subtitle is often subject to more frequent edits than the app name.

Competitive Analysis: Observe local competitors’ metadata and visuals
Stay Timely: Use the subtitle for seasonal updates (e.g., "Holiday Savings")

4. Ensure Consistency Across All Assets

Localization must be holistic.

Screenshot Alignment: Localize text overlays on screenshots
Trust Signals: Localize Description and Promotional Text professionally

Conclusion: Localization is the Engine of Global ASO

The question of whether to translate the App Name and Subtitle fields in the App Store requires a definitive, yet nuanced, answer.

Field	Translation Strategy	Rationale
App Subtitle	Always Localize and Adapt	Second most important ranking field. Essential for converting local users.
App Name	Localize the Descriptive Component, Preserve the Brand	Maintain global brand consistency. Use remaining chars for local keywords.

By implementing a strategic App Store localization strategy that correctly optimizes these two 30-character fields, you fundamentally improve your app’s discoverability and attract a steady stream of high-intent users.

Treating your product page holistically—from the Name and Subtitle, which govern ranking, to the visuals and reviews, which govern conversion—is the key to successful ASO.

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