When we talk to app publishers about App Store Optimization (ASO), the topic of app names inevitably comes up. It can actually be a source of conflict in their organizations. If this is the case, they are always torn between two choices.

The first choice is to only include the app name. This option is generally preferred because it is aesthetically pleasing. Not having keywords in the name of an app can also make it seem like the app is so popular that doesn’t need ASO.

The second choice is to add several keywords to the name to take advantage of the ASO benefit. But this doesn’t look quite as slick. When taken too far, it can also make the app look unprofessional.

So how do you find the right balance? This post will show you how to figure out the ideal name length for your iOS app.