Ship a store version every 4 to 8 weeks
Even a small native change (new icon, a WebViewGold template update, a new native feature) resets the "last updated" date that both stores show and weigh. The update guide explains what needs a build.
How store search differs from Google
The App Store indexes the app name, the subtitle, the 100-character keyword field and the names of in-app purchases. It does not index the description. Google Play indexes the title, the short description and the full description, which is why keyword placement in the Play description matters and in the App Store description does not. Both stores then rank by conversion (how many people install after seeing your page), ratings and review velocity, retention and recency of updates.
Both also punish stuffing: Apple's Guideline 2.3.7 asks for an accurate, unique name and relevant keywords, and Google's metadata policy forbids repetitive or irrelevant keywords and competitor names. The practical consequence: pick five to ten phrases people actually type, put the strongest ones in the fields that are indexed, and spend the rest of your effort on the screenshots.
Title, subtitle, keywords: limits and what goes where
| Field | App Store | Google Play | What to put there |
|---|---|---|---|
| Name / title | 30 characters | 30 characters | Brand plus one strong keyword: "Fitly: Workout Planner" |
| Subtitle / short description | Subtitle, 30 characters, indexed | Short description, 80 characters, indexed | The benefit and a second keyword, not a slogan |
| Keyword field | 100 characters, comma-separated, no spaces after commas, no words already in the name | None; use natural phrases in the description | Synonyms, use cases, problem words, singular forms |
| Description | 4,000 characters, not indexed | 4,000 characters, indexed | First two lines sell; mention the native features (push, offline, Face ID) because they are what makes the app worth installing |
| Promotional text | 170 characters, editable without a new version | n/a | Current offer or news |
| Category | Primary and secondary | One category plus tags | Where your competitors are; check their pages |
Screenshot captions that convert
- The first two screenshots decide. Put the core benefit and the most app-like screen there, not the login page.
- One caption per screenshot, three to six words, large enough to read in the search results thumbnail.
- Show the app, never the website in a browser. A screenshot that includes a browser chrome or a builder badge is a Guideline 2.3 risk; see removing the builder badge.
- Include one screenshot of a native feature: a push notification on the lock screen, the Face ID prompt, the QR scanner.
- Test variants: Apple's Product Page Optimization and Google's store listing experiments let you compare screenshot sets with real traffic.
- Refresh the set when the UI changes. Web updates are instant, so the screenshots fall behind silently.
With a good optimized version of your web app you can have a stunning mobile app within a couple of minutes. Additionally to that the customer service is very nice and very helpful! I can just recommend WebViewGold :-)
Localize the store listing
The listing and the app can have different language sets. Many successful apps have an English interface and localized store pages.
Pick languages from data
Look at your web analytics: which countries already use the web app? Start with those two or three languages.
Translate the indexed fields by hand
Title, subtitle and keywords need local search terms, not literal translations. Ask a native speaker which words they would type.
Translate the description with an AI tool, then review
ChatGPT or Claude produce a usable first draft from your English description; have a native speaker fix tone and claims. Add one honest line such as "App interface in English" if the web app is not translated yet.
Localize captions, keep screenshots
The screens can stay in English; the captions carry the message. Create the caption layer per language in Figma or a screenshot tool.
Add the localizations
App Store Connect → the version → add localizations; Play Console → Store listing → add translations. Both review the text with the next submission.
Later: localize the web app itself
When you add languages to the web app, the app picks them up instantly without a store update, and the listing stops needing the "interface in English" line.
Ask for a rating at the right moment
WebViewGold's In-App Rating API shows the native rating dialog when your web app navigates to rateapp://. Trigger it after a success (completed task, finished order, third session), never after an error and never on first launch. On iOS the system decides whether to show the dialog (Apple allows it roughly three times per year per user); on Android set RATE_MY_APP_URL in Config.java to your Play listing URL or the call is ignored. Docs: iOS in-app rating, Android in-app rating.
javascript
const inApp = /WebViewGoldApp/.test(navigator.userAgent); // your custom user agent token
function maybeAskForRating() {
if (!inApp) return; // the web version has no store dialog
const sessions = Number(localStorage.getItem("sessions") || 0);
const asked = localStorage.getItem("ratingAsked");
if (sessions >= 3 && !asked) {
localStorage.setItem("ratingAsked", String(Date.now()));
window.location.href = "rateapp://"; // native dialog (iOS: SKStoreReviewController)
}
}
// call maybeAskForRating() right after a positive event, e.g. order completedUpdate cadence and the other signals
Answer reviews
Both stores let developers reply publicly. A reply to a two-star review that ends in "fixed in the latest version" often becomes four stars, and prospective users read the exchange.
Keep the first screen fast
Crashes are rare in a WebViewGold shell, but a slow or blank first load reads as a crash to users. Splash screen, loading indicator and a fast backend protect your ratings.
Watch conversion
App Store Connect Analytics (impressions → product page views → installs) and the Play Console acquisition report show whether the problem is visibility or the page itself.
Frequently asked questions
Can I use competitor names as keywords?
No. Apple's 2.3.7 and Google's metadata and impersonation policies both forbid it, and it can escalate to an intellectual property complaint.
How quickly do keyword changes take effect?
On the App Store, name, subtitle and keywords change only with a new version, so they go live with the next approved update. On Google Play, store listing changes are reviewed and published without a new build, usually within days.
Do TestFlight or closed-test ratings count?
No. Only ratings from the production store count, which is another reason to ask for ratings inside the live app rather than during beta.
Should the web version also ask for a rating?
Not through rateapp://; the scheme only works in the app. On the web, use your own feedback prompt or a link to a review platform.
Three ways to get your app into the stores
Same result, different amount of work on your side. All three come with the approval guarantee and 24/7 human support.
Do it yourself
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