Metadata
Metadata is the set of text and asset fields in your store listing that the algorithm reads and users see — the raw material of ASO.
Metadata is everything you submit to describe your app: title, subtitle, keyword field, descriptions, category, icon, screenshots, and preview video. It is the raw material of ASO because it simultaneously feeds the ranking algorithm and forms the user’s impression.
Metadata splits into two types. Textual metadata (titles, descriptions, keywords) primarily drives keyword indexing and ranking. Visual metadata (icon, screenshots, video) primarily drives conversion. Strong ASO optimizes both in tandem rather than trading one off against the other.
Because changes to metadata can shift rankings and conversion, updates should be deliberate, measured, and — for creatives — ideally tested.