Optimize your app’s discoverability in the Microsoft Store on Windows

Rumsha Siddiqui

Congratulations on starting your app’s journey into the Microsoft Store! You’ve got a great app, and the next step is to make sure customers can find and learn more about it.

Just as metadata and page information are important for discoverability of your properties on the web, the metadata that you provide through Partner Center is essential for discoverability and customer engagement on the Microsoft Store on Windows.

Consider the following best practices to ensure your product listing contains rich and relevant information, making it easier for customers to find your Windows app:

Product Name

  • This is the name which will show up as the title of your app throughout the Store, including search results.
  • Use a simple and unique name to help customers identify with and differentiate your product.
  • Don’t use a generic term for your app’s name like “Game,” “Productivity,” or “Health.” Instead, use a name that helps your app stand out!
  • Your app’s icon is the first visual customers see and use to identify and relate to your app. Invest in designing a distinctive and recognizable icon to help customers quickly locate and connect with your Windows app.


  • Create a catchy short description or tagline to quickly engage users when they visit your app’s PDP.
  • Invest time in ensuring your long description contains the following: (1) Relevant keywords and information about your app, such as capabilities, unique features, how to subscribe and any other information that might help customers better understand the function and features of your app; (2) Up-to-date information about your app by ensuring that the information will be true for future releases of your app and by creating a new submission for the updated version of your app; (3) If your app offers media, consider including popular genres offered.

Search terms

  • Include variations of your app name that customers might use to refer to it. For example, consider acronyms or short-form names of your app. Consider acronyms or short-form names of your app. For example, a customer might search for Microsoft Teams by using terms “Teams”, “Windows Teams”, or “MS Teams.”
  • Focus on terms that are relevant to your app, while avoiding generic terms that can apply to most other products. For example, a relevant term for your app could be “maze”, while a generic term would be “game”.
  • Submit single words that reflect your app on their own. For example, try “pen” rather than “pen tool”.


  • While screenshots do not improve discoverability per se, they are important to engage customers and convert them into users of your app. Consider showcasing the main functionalities and features of your Windows app to help users better understand what your product offers. We recommend at least four screenshots.

Planning the information to list as metadata for your app is an important step of the publishing process. Please ensure you also follow Microsoft Store Policies when planning your metadata.

For additional guidance on navigating through Partner Center, check out the Partner Center documentation.