Resources
App store optimisation, specified rather than improvised
Two stores, two indexing models, two character budgets. This is the listing specification that ships with the white-label mobile apps — written out so the customer publishing under their own developer account does not have to guess.
App Store
Title + subtitle + keyword field indexedTitle
29/30TravelCore — Trips & Vouchers
Subtitle
28/30Bookings, documents, support
Keyword field (never shown to users)
94/100travel,hotel,booking,itinerary,voucher,trip,agent,umrah,flight,transfer,b2b,agency,rihla,safar
Promotional lines
- Opens on today, not on a search box.
- Vouchers and QR codes available without signal.
- Every booking, document and message on one trip.
Why it is written this way
- — iOS indexes title, subtitle and the keyword field — not the long description. Words are never repeated between the three, because duplication wastes budget rather than doubling weight.
- — Singular forms only: the store stems automatically, so 'hotels' after 'hotel' is spent characters.
- — Arabic and transliterated terms (umrah, rihla, safar) are included because the first market searches in both scripts.
Google Play
Title + short + full description indexedTitle
27/30TravelCore — Trips & Agents
Subtitle
Travel bookings and vouchers
Short description
66/80Your trips, vouchers and support in one place — online or offline.
Promotional lines
- Today view: what is happening now and next.
- Offline vouchers and travel documents.
- Agent mode: net rate, margin and credit on one screen.
Why it is written this way
- — Play has no keyword field; it indexes the title, the short description and the full description, so terms must appear naturally in prose rather than in a list.
- — Keyword stuffing in the long description is a policy violation on Play, and it reads badly to the human who actually decides.
- — The short description is the highest-weighted field after the title. It is one sentence, and it is the one to test.
Screenshots
Five frames, in the order they are judged
Store screenshots are read left to right and abandoned early. The order matters more than the polish, so each frame has a job.
Today view — “Your day, not a search box”
Screenshot one is seen by everyone who scrolls past. It has to answer 'what is this' in under a second.
Trip timeline — “Every booking and document in order”
Proves depth without a feature list.
Offline voucher — “Works without signal”
The single most requested capability in traveller research, and the easiest to under-sell.
Agent margin card — “Net, sell and margin together”
Converts the B2B audience, who are a different buyer using the same binary.
Credit and wallet — “Know your limit before you book”
The objection-handling screenshot.