Last updated: August 2026.
Choose app store keywords by asking three questions: does the phrase describe your app, is there evidence people search for it, and what apps appear in the results? Use those answers to build a shortlist you can test.
Start with the terms that describe your app's actual use case. Popular generic queries can be competitive, so inspect the results before allocating metadata space.
This guide walks through the shortlist, Apple’s formatting rules, competitor research and the checks to make after you publish.
Understand the Role of Keywords in App Store Optimization
Keywords help connect the language in your listing with what people search for. Choosing them starts with understanding the task someone wants to complete.
What is the iOS keyword field?
The iOS keyword field is a private field in App Store Connect for terms that describe your app. People browsing the store cannot see it. Our guide to choosing keywords for the right audience explains how to connect those terms with user intent.
- The iOS keyword field has a 100-byte limit; non-ASCII characters can use multiple bytes
- Keywords need comma separation without spaces (e.g., "fitness,health,workout")
- You can't repeat terms from your app's title or subtitle
- Brand names or trademarks of competitors are off-limits
Use this field for relevant terms you have not already included in the title or subtitle. The limited space makes a short, carefully chosen list more useful than a collection of loosely related words.
How keywords influence app visibility
Your app can appear for one query and be absent from another. Relevant wording helps the store understand where the app belongs, but it is only one part of search ranking.
Review the title, subtitle and keyword field together. You can use AI metadata tools to draft alternatives once you know which terms belong in each field.
The title, subtitle and keyword field all contribute to how the app is described. Prioritize reader clarity and relevance; Apple does not publish exact field weights.
Why keyword selection matters for downloads
Think about who a keyword attracts, as well as where you might rank for it:
First, check the fit. Someone searching for a household shopping list should be able to see that use case in your listing. A broad productivity label may be accurate, but it tells that person less about whether the app solves their problem.
Second, compare the results for broad and specific terms. Established apps may dominate a popular query, while a narrower phrase returns a different group of competitors.
Third, check what happens after the install. If people arrive expecting a feature you do not offer, a better ranking for that phrase may bring little value.
The keyword field has limited space. Adding one term can mean removing another, so keep the audience and purpose of each candidate clear.
App Store Keyword Rules: What Apple Allows and Bans
Check Apple’s formatting and relevance rules before entering your final list.
Apple’s version-information reference specifies a 100-byte keyword limit. Some non-English characters use more than one byte, so validate the full localized text before saving it.
Here's how to make the most of your keyword field:
- Use commas without spaces to separate keywords
- Use relevant words or phrases; keep spaces within a phrase when they are needed
- Use the number format people would expect for your app
- Do not add spaces after commas
- Use relevant terms within the byte limit; padding the field is unnecessary.
Use comma-separated entries and preserve spaces within meaningful phrases when needed. Individual words may match multiword searches, but no combination or rank is guaranteed.
Avoiding duplicates and brand names
Leave out words already used in your title or subtitle to save space for other relevant terms. [8] Review the list for:
- Keep words unique across your app name, subtitle, and keyword field
- Skip your app's category name (it's indexed automatically)
- Leave out broad or filler words that add no useful meaning
- Stay away from competitor brands or trademarks (against guidelines)
- Avoid plural forms Apple treats as duplicates
Apple’s review guidelines require accurate metadata and prohibit attempts to manipulate discovery with irrelevant or unauthorized terms.
Common mistakes to avoid
A common mistake is adding a popular term even though the app cannot meet that searcher’s need. The same problem appears in public copy when repeated keywords make a description hard to read. [10]
A field does not need to be full. Remove irrelevant words and duplicates first; add another candidate only when it describes a real user need.
There is no established ranking bonus for putting a keyword first in the hidden list. Order entries for your own review and allocate space by relevance.
Remove vague claims such as “best” or “number one app.” They take space away from useful descriptions and may conflict with review rules. [12]
Choosing Keywords for the App Store: The Three Filters
If you have not built a candidate list, start with the keyword research process. Then use the filters below to decide what to keep.
Specific phrases are worth checking. Across 862 scored checks, one-word iOS terms averaged 70.1 out of 100 and three-word phrases averaged 53.4. Those figures describe the selected queries; adding words does not itself make a keyword easier. See the long-tail study for the sample and limits.
Focus on relevance and user intent
Start with relevance. A keyword should describe a feature, audience or task your app actually supports. [13]
Here's how to assess keyword relevance:
- Get into search results for your target keywords
- Look at whether top-ranking apps do similar things to yours
- Think over what users want to solve when they search that term
Many people make the mistake of targeting high-volume keywords whatever their relevance. A hotel booking app might want to use "flights" because it's popular, but this would bring users with wrong expectations [10]. Users come to app stores with specific needs - they want to find apps that fix their problems [5].
Balance popularity with competition
A useful shortlist balances audience interest with the competition you can observe. A high position for an unused phrase has little value, while a popular phrase may put you alongside much larger apps. Use the keyword conversion guide to assess the audience behind a term.
Compare a few types of relevant terms:
- Main keywords with moderate competition
- Secondary niche terms where you can rank higher
- A few ambitious high-volume terms (if they fit well)
Keep the shortlist small enough to review properly. When the terms are chosen, draft the listing with the metadata generator and check that the wording still sounds natural.
Use keyword difficulty scores wisely
Difficulty scores summarize competition using a tool’s own formula. Inspect the returned apps and the age of the data. A low score can help you choose what to investigate, but does not predict a ranking.
Check demand separately. A popularity estimate based on reviews or installs is not a count of searches for the phrase.
Different providers use different inputs. Older scoring approaches have considered:
- Result count — how many apps a search returns
- Volatility - how much rankings change for that term [15]
Read the tool’s method before comparing scores. Changes in rank can prompt a closer look, but do not tell you how likely your app is to reach the top.
Avoid keyword stuffing
Read your title and subtitle aloud. If they sound like a list of search terms, rewrite them around what the app does. The keyword-stuffing guide discusses this balance.
Keep the public wording clear and use only accurate terms in the private field. Apple’s search guidance explains its relevance and formatting requirements.
Turn your research into a draft. Use AppDrift's AI metadata generator to write copy with your chosen keywords. Review the wording and check the field limits before sending it to a store.
Run a Competitive Keyword Analysis
Competitor listings can help you find language you missed. Use the competitor keyword guide for the full workflow, then review each candidate against your own app.
Find competitors in your niche
Look at two types of competitor:
- Direct competitors - apps with similar features targeting the same audience (like Uber vs. Lyft)
- Indirect competitors - apps serving similar purposes through different approaches (like ride-sharing vs. public transit apps) [18]
The first step is to check app store category rankings and "Similar Apps" sections on product pages to find your real competition for visibility. You can also track apps in collections and those using similar Google Play Store tags [18]. Note that competitors can vary across geographical markets - your US competition might differ from Australian competitors [19].
Read their titles and descriptions
After finding your core competition, study their metadata elements to learn their keyword strategy. Look for:
- App titles - What core keywords do they use? Is it branded, descriptive, or both? [20]
- Subtitles/short descriptions - How do they mix high-value keywords with clear value propositions? [20]
- Full descriptions - Learn how they structure the first 3-5 lines (visible before expanding) and naturally add keywords [20]
Repeated terms can reveal how a category describes a common task. Add promising phrases to your research list without assuming they bring downloads.
Find candidate keywords from competitors
Keyword tools can show queries where another app appears and yours does not. Use those gaps to build candidates, then inspect the results yourself. [13] Look for:
- Keywords where competitors rank in the top 5 positions [20]
- Long-tail keywords with good popularity but low competition [20]
- Unique keywords that only one competitor uses [21]
A gap is a research lead. For example, an intermittent-fasting app may appear for a phrase missing from another app’s tracked list. Check whether that phrase describes your product and whether people use it before adding it. [10]
Optimize and Monitor Your Keyword Strategy
Once you have a shortlist, prepare a small update and record what changed.
Distribute keywords across title, subtitle, and keyword field
Use the title to make the app’s purpose clear, the subtitle to add a useful detail, and the keyword field for other relevant terms. Apple does not publish exact field weights. Draft alternatives and choose the version that communicates the app most clearly.
Use long-tail and localized keywords
A longer phrase can describe a more specific need. Compare its results before assuming it is less competitive. [23] For another language, research how people describe the task locally instead of translating the English list word for word. [24]
Track keyword rankings and update regularly
Record when the update goes live and compare repeated rank checks in the same store and country. Review acquisition metrics alongside them. The measurement guide explains which reports are available and why rank changes alone cannot prove an edit worked.
These tools offer different approaches to keyword research:
- AppTweak: Shows how keywords affect your app and scores visibility [22]
- Sensor Tower: Tells you how hard keywords are to rank for and tracks competitors [26]
- App Radar: Uses AI to suggest keywords and translates them automatically [27]
Compare the available data, limits and cost with the work you need to do. AppDrift’s plans include a free starting allowance for keyword tracking and metadata work.
Prepare your next keyword update
Choose a small set of terms that describe the app well. Check the current results, confirm the formatting, and save the previous wording before publishing.
After a change, compare repeated observations in the same store and country alongside acquisition metrics. How long you need to watch depends on traffic and rank movement. Other releases and campaigns can affect the same period.
Key Takeaways
Before publishing, check these four items:
Relevance: every term describes a supported feature, audience or task.
Formatting: remove duplicate words, separate entries with commas and check the final byte count.
Evidence: review competition and demand separately; no difficulty band guarantees success.
Competitors: inspect the apps returned for each term without treating their rankings as proof of profitable downloads.
Follow-up: save the update date and review the same terms consistently after publication.
Draft your next listing update
Use your chosen keywords to draft a title, subtitle and description, then review the wording before publishing.
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Frequently Asked Questions
How do keywords affect App Store visibility?
Apple uses text relevance among its search factors. Accurate keywords help connect your app with relevant queries, but the resulting rank does not tell you how many people will install.
How should I select App Store keywords?
Start with phrases that describe the app. Compare the returned competitors, look for separate evidence of demand and keep only terms that fit naturally or belong in the hidden field.
How often should I review keywords?
Review them when the app changes or repeated observations suggest a problem. Save the publication date and allow enough time to compare results; there is no fixed deadline for rankings to settle.
What difficulty score should a new app target?
No universal range predicts success. Check relevance, the returned apps and available demand evidence, then test a manageable change.
How do I format the iOS keyword field?
Keep within Apple’s 100-byte version-information limit. Separate entries with commas and preserve spaces within meaningful phrases when needed. Avoid duplicated title or subtitle words and competing app names. See Apple’s keyword guidance.
Can I find a competitor’s private keywords?
Visible metadata and rankings can suggest candidate language. They do not reveal the hidden keyword field, search volume or profitable downloads.
References
[1] appradar.com
[2] www.mobileaction.co
[3] www.apptweak.com
[4] - https://www.mobiloud.com/blog/factors-really-impact-app-store-ranking
[5] - https://ads.apple.com/app-store/best-practices/keywords
[6] www.apptweak.com
[7] appfigures.com
[8] www.mobileaction.co
[9] - https://developer.apple.com/app-store/review/guidelines/
[10] www.apptweak.com
[11] appfigures.com
[12] appradar.com
[13] www.mobileaction.co
[14] sensortower.com
[15] - https://www.tune.com/blog/keyword-difficulty-in-3-easy-steps/
[16] www.gummicube.com
[17] - https://developer.apple.com/app-store/search/
[18] www.apptweak.com
[19] - https://www.moburst.com/blog/app-competitor-analysis/
[20] www.mobileaction.co
[21] appradar.com
[22] www.apptweak.com
[23] www.apptweak.com
[24] www.apptweak.com
[25] - https://www.ezapprank.com/articles/best-practices-for-updating-app-store-keywords-how-to-choose-app-keywords-for-app-store
[26] sensortower.com
[27] appradar.com
