Your long description isn’t just extra space. It’s your ASO secret weapon.
Google Play indexes all 4,000 characters, and if you use them strategically, they can help your app climb the ranks.
But here’s the catch: stuffing keywords won’t get you there. If your value proposition disappears under forced ASO tricks, your conversion rate suffers badly.

So, how do you find the balance?
In this guide, we’ll break down the exact structure we use at OtherWayAround to write Google Play descriptions that rank and convert, backed by real data and live results.

Your Long Description Is a Ranking Machine (If You Use It Right)

Let’s get one thing straight:
Google Play indexes every word in your long description, unlike the App Store.

That means keyword density plays a huge role in your visibility.
But conversion? Still king. The goal isn’t just to rank, it’s to convert impressions into installs.

So don’t treat this like a blog post or a branding exercise.
Treat it like your most powerful, overlooked ASO asset.

The OtherWayAround Framework for Long Description Optimization

We use a proven 3-part structure every time we write long descriptions for Google Play:

1. Hook (First Paragraph)

Your app’s elevator pitch.
Lead with high-volume strategic keywords, but weave them into a benefit-focused value prop.

FocusPro is your go-to ADHD organizer and schedule planner. Build visual routines using time blocking to boost focus and reduce stress.

The keyword’s there. But the message hits first.

2. Feature Breakdown (Middle Section)

Format this like a mini landing page.
Use clear structure, H2s, and scannable benefits.

• Group features by use case
  
  
• Repeat primary + secondary keywords naturally (aim for ~2% density)
  
  
• Bold feature names  by using <b> tags
  
  
• Bullet points work — so do micro-headings
  
  

Google crawls the HTML structure. Formatting helps both bots and humans.

3. Call to Action (Final Paragraph)

Close strong. Repeat your core keyword, and give people a reason to tap “Install.”
Avoid generic CTAs — go specific: try a free trial, track your first task, explore the planner.

How to Pick the Right Keywords (and Use Them Strategically)

Keyword dumping is out. Smart targeting is in.

Here’s how to pick keywords that work:

Start with Reliable Data

• Apple Search Ads (even for Android — it reveals intent)
  
  
• Mobile Intelligence Tool such as MobileAction, Sensor Tower, Apptweak, etc.
  
  
• Google Play Console’s search term insights
  
  

Score Them for Relevance

Don’t just chase volume. Ask:

• Does this match a core feature?
  
  
• Is the intent right?
  
  
• Has it converted in other channels?
  
  

Set Density Ranges

Based on our testing, this is what performs best:

Choose around 10 most important keywords and categorize them into 3 groups as follows.

Never go above 3%. You’ll get penalized and lose the meaning in your content.

Tools we use: WordCounter.net, or any basic SEO text analyzer.

Localization & CRO: Speak to Humans, Rank for Algorithms

Let’s kill the myth:
Translation ≠ Localization.
Localization ≠ Optimization.

If you copy and/or paste the same description across markets, you're leaving installs on the table.

• Research local search behavior

• Adapt the structure to the cultural flow

• Keep keyword goals intact while rewriting for humans

Example difference:

Pro tip: Write your base version in English.

Optimize for keyword density and formatting.

Then localize it with a native speaker to preserve both clarity and App Store Optimization (ASO).

Real Example: From Unranked to Top 5 with  Long Description Tuning

We recently helped a productivity app improve its ranking by optimizing its long descriptions.

Here’s what changed:

The trick?

• Smart structure
  
  
• Balanced keyword density (1.3%–4.3%)
  
  
• Zero compromise on readability
  
  

And yes — the only thing we touched was the long description.

Conclusion:

Optimizing your Google Play long description isn’t just about ranking higher — it’s about driving the right users to act. With the right structure, smart keyword use, and localized messaging, your description can become one of your most powerful ASO tools. And when done right? It converts as well as it ranks.

Ready to transform your Google Play description into a ranking powerhouse? Let’s talk!