ASO terminology and definition
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Google Play Short Description
What is a Google Play short description?
The Google Play short description is the core summary information displayed on the listing page of the Google Play store, located below the app title and before the long description (Long Description) and screenshots/videos. It is typically presented as a single line of text (approximately 80 characters), serving as the first impression for users and directly influencing whether they click to view the details or download the app.
Core function: the "golden window" that drives user decision-making
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Quickly convey value: Summarize the core functions, advantages, or unique selling points (USP) of the application in the shortest possible text, such as "The world's first AI-driven meditation assistant."
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Improve download conversion rate: By using precise keywords and attractive copy, reduce user cognitive costs, and guide click behavior.
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Enhance ASO (App Store Optimization): Include keywords that match user search intent to help the app be more easily discovered in search results (such as high-frequency terms like "accounting," "learning," and "fitness").
Key Elements and Writing Principles
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Element
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Requirements and Examples
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Character Limit
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Strictly controlled within 80 characters (mobile-first), avoiding truncation.<br>Example: "AI-Generated Art: Thousands of templates, create unique illustrations in 10 seconds!" (approximately 75 characters)
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Core Selling Point First
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Highlight differentiated advantages from the start, such as "free," "ad-free," "offline available," "trusted by millions," etc.<br>Example: "Ad-free! 500+ free yoga classes, practice easily at home"
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Keyword Strategy
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Incorporate high-frequency user search terms (mined via Google Keyword Planner or third-party tools like UPUP), but avoid keyword stuffing.<br>Example: "English Learning Master: Immersive speaking practice with AI real-time correction"
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Call to Action (CTA)
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Implicitly or explicitly guide user actions, such as "Experience now," "Download for free," "Get started."<br>Example: "Download to unlock 7 days of free membership and manage time efficiently"
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Conciseness and Impact
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Avoid complex sentence structures; use verbs and adjectives to enhance appeal, such as "smart," "ultrafast," "professional," "personalized."<br>Example: "Smartly match nearby drivers, real-time traffic navigation for easier travel"
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Differences from Long Description
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Dimension
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Short Description
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Long Description
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Length
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Strictly limited (within 80 characters)
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Up to 4,000 characters, allowing detailed expansion on features, use cases, release notes, etc.
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Display Location
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Below the title, visible on the first screen—the first copy users encounter
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Requires scrolling or clicking "Read More" to view, suitable for in-depth information delivery
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Core Objective
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Attract clicks and quickly convey core value
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Persuade users to download by providing detailed feature descriptions, user reviews, technical support, etc.
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As the "first conversation" between users and applications, Google Play's short description needs to balance attractiveness, information density, and keyword optimization in a very limited space, which is a critical link to improve application exposure and download conversion rate. By accurately targeting user needs, testing high-conversion copywriting, and continuously optimizing keyword strategies, the competitiveness of applications in the highly competitive Google Play ecosystem can be effectively enhanced.
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