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.

The Two Types Of Names

There are actually two names associated with every iOS app. The first one is the App Name.

This is what we will be talking about in this post. It has a maximum length of 255 characters.

The second is the Bundle Display Name. This is the name that appears under your app icon on the home screen of an iPhone, iPod or iPad. You don’t need to worry about this name for ASO.

How To Find The Ideal Name Length

There is no specific character count that will work for every app. Therefore, we cannot say that 122 characters (for example) is the best length.

It is much more useful to think in terms of general concepts. Here is what you should consider when determining the length of your app’s name.

Keep It Short

Since shorter names look more branded and 255 character names look spammy, you want to lean towards a shorter name. A good rule of thumb is to include a maximum of three of your top target keywords. The Dark Sky app is a perfect example.