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By now I have read numerous articles about App Store optimisation. Some advise me to use a long title with a lot of keywords (bang for my bucks etc…) but others say the title should be short (25 characters).

What should I choose? And why?

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Typically, the top performing apps have shorter (branded) titles

The average for the top 200 free apps are:

26 characters 4.5 words

But it probably doesn't matter

App title length – if penalized at all by Apple, is easily offset by increased downloads or other variables weighted by Apple’s app store algorithm.

It is up to the publisher/marketer to determine the best way to balance relevant target phrase coverage with the attractiveness of having an app title that displays completely on all iOS devices.

There is some good further analysis here with a chart showing distribution of character length:

enter image description here

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