Metadata rewritten as a release, not a copy pass.
Every title, subtitle, keyword field, short and long description is treated as a shippable artifact with a diff, a projection and a rollback plan - never a document lost in a Slack thread.
Principles this practice runs on.
These aren't slogans - each principle maps to a decision we make weekly inside the release wave.
Diffs, not documents.
We never hand over a wall of copy. Every change ships as a diff - old value, new value, projected impact, rollback line.
Rewrite for the field, not the store.
Title, subtitle, and keyword field each play a different game. We write for each field's real ranking behaviour, not for a generic 'app description'.
Every release is reversible.
If a wave doesn't compound, we roll to the previous version within one release. Nothing we ship is one-way.
The 90-day cadence for this practice.
Every practice is scheduled through the same four-beat wave. Here is what those beats look like inside this one.
Baseline all fields
Screenshot every metadata field, per store, per market, before we touch anything. That baseline becomes the read line.
Draft, review, release
Diffs proposed, reviewed against the keyword architecture, released in staged windows to protect existing rankings.
Impression + install read
We separate impression movement from install-rate movement - a good metadata release moves both, or we rewrite.
Codify winners
Field-by-field, we lock the shapes that worked and open the next brief with clear no-go zones.
- Current metadata across every market
- Brand voice guardrails
- Release calendar access
- Release-ready diff pack per market
- Projected impression movement per diff
- Rollback line for every field
- Locked metadata playbook per wave
We bring the stack. You never buy or manage tools to work with us.
Questions we get about this practice.
Do you write in local languages yourself?+
For our core markets, yes. Beyond that we work with vetted native writers who follow our field-by-field brief - never a generic translator.
How often do you rewrite metadata?+
Three to four times per 90-day wave per app, sequenced so no two markets rewrite in the same week.
Can we approve every diff?+
Yes - every diff goes to your decision owner before release. Nothing ships silently.
Want us to run this practice on your app first?
45-minute audit. You leave with a written read of where this practice would move the needle in your category.