Users rarely scroll past the first 5 positions on search results pages. This makes your app store keyword analysis more significant than ever. The keywords you choose for apps can make or break your download numbers.
Your visibility will increase by a lot with the right app store keywords, and more visibility leads straight to more downloads. We'll help you select iOS app keywords that work instead of dealing with poor conversion rates.
In this piece, we'll show you a proven system to research, analyze and implement keywords for app store that create ground results - even if you're up against the giants.
Understand the Role of Keywords in App Store Optimization
Keywords are the foundations of app discoverability in today's crowded marketplace. Millions of apps compete for attention, so developers need to understand how keywords work within app stores to boost their downloads.
What is the iOS keyword field?
The iOS keyword field is a special section in App Store Connect. Explore keywords that drive conversions to streamline this process. Developers can add search terms here that describe their app's features and functions. Users can't see this field, but it plays a vital role in determining how visible your app becomes [1]. Here's what makes this field unique:
- You get just 100 characters total, so every character counts
- 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
This field helps the App Store's search algorithm understand your app's purpose and match it with user searches [1]. Though small in size, the keyword field can significantly boost organic search performance, especially for generic terms that describe your app's main features [1].
How keywords influence app visibility
The App Store's search algorithm matches your chosen keywords with what users are looking for. About 70% of App Store visitors find new apps through search [1], so the keywords you pick directly determine if potential users will see your app.
The algorithm looks at several things when users search. Explore AI metadata optimization tools to streamline this process. Your app's metadata - the title, subtitle, and keyword field - are the building blocks of this process [2]. The system first checks these fields for matching search terms [2].
Your app title carries the most weight for rankings. The subtitle comes next, while the keyword field adds extra context [2]. So you need to spread your most important keywords across these fields strategically [3].
This explains why some apps rank high for certain terms but remain hidden for others. Each position in search results is crucial since users rarely look past the first few options.
Why keyword selection matters for downloads
The right keywords can boost your downloads in three ways:
First, relevant keywords connect your app with users who need what you offer. Explore keywords that drive conversions to streamline this process. Users who find exactly what they're searching for are more likely to download [3]. Higher conversion rates help improve your ranking position even further.
Second, you need to balance keyword popularity with competition. The biggest problem with targeting only popular keywords is that established apps usually dominate these terms [4]. A better approach uses both competitive high-volume terms and less crowded niche terms [4].
Third, your keyword choices affect user acquisition quality. Users finding your app through relevant searches usually know what to expect and stay engaged longer [5]. Better engagement helps other ranking factors like retention and ratings.
The App Store's character limits make you choose keywords carefully, unlike web SEO where you can target thousands of terms [4]. Each keyword decision matters more because choosing one term means leaving out another. That's why you need a full picture of keyword research before starting any optimization.
Follow the Rules for App Store Keyword Fields
Your app's visibility in the App Store depends on playing by Apple's rules. The strict keyword guidelines can make or break your app's chances of being discovered. Getting these constraints right is crucial for success.
Character limits and formatting
Apple gives you exactly 100 characters in a dedicated keyword field to define your app's searchability. This might feel limiting at first, but you can make the most of this space with the right formatting. Studies show that all but one of these apps fail to use their full 30-character title length - leaving valuable keyword space unused [6].
Here's how to make the most of your keyword field:
- Use commas without spaces to separate keywords
- List single keywords instead of phrases (the algorithm combines them automatically)
- Write numbers as digits ("7" not "seven") to save space
- Skip spaces between commas and keywords
- Use all 100 characters - every single one matters
The algorithm uses Full Text Search technology to combine individual keywords into relevant search terms. Explore keyword strategies that actually work to streamline this process. So instead of typing "buy sneakers" as a phrase, you can write "buy,sneakers". This gives you the same indexing benefit while saving precious characters [7].
Avoiding duplicates and brand names
Repeating keywords across your app's metadata is a waste of valuable character space. The algorithm doesn't give extra weight to repeated terms [8]. Here are the simple rules to follow:
- Keep words unique across your app name, subtitle, and keyword field
- Skip your app's category name (it's indexed automatically)
- Leave out stop words like "app," "the," "of" (Apple filters these)
- Stay away from competitor brands or trademarks (against guidelines)
- Skip plurals of words you've used (the algorithm knows variations)
Apple makes this clear: "Choose a unique app name, assign keywords that accurately describe your app, and don't try to pack any of your metadata with trademarked terms, popular app names, pricing information, or other irrelevant phrases just to game the system" [9]. Breaking these rules could get your app rejected or removed.
Common mistakes to avoid
Developers often make keyword optimization mistakes that hurt their app's visibility. Keyword stuffing tops the list - adding irrelevant keywords just to boost visibility. This breaks Apple's rules and makes your app less relevant to meaningful searches [10].
Not using all 100 characters in your keyword field means missing chances to be discovered. Your app will struggle to rank well if you target only broad, competitive keywords against established apps [11].
Keyword placement carries significant weight. The algorithm values keywords more when they appear early in your list. Your most important keywords should come first, with less competitive or long-tail terms at the end [7].
Don't waste space on "empty" keywords that won't help with searches. Generic terms like "best" or claims like "number one app" eat up characters and might get your app rejected during review [12].
How to Choose the Right App Store Keywords
App store keyword selection needs strategic thinking, not guesswork. Your app's visibility depends on how systematically you choose keywords.
Focus on relevance and user intent
Relevance is the life-blood of effective keyword selection. Your keywords must accurately describe what your app does. Both Apple and Google show users apps that match their search intent, so irrelevant keywords will end up hurting your visibility [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
The best app store keywords combine high search volume with realistic ranking chances. Explore high-converting app store keywords to streamline this process. This balance matters because ranking first for an unknown term doesn't help much, and ranking below tenth for a popular term means you're nowhere near visible [14].
You should assess this tradeoff for your keywords carefully. A smart approach spreads keywords across different competition levels:
- Main keywords with moderate competition
- Secondary niche terms where you can rank higher
- A few ambitious high-volume terms (if they fit well)
There's another reason new apps should start with easier keywords before targeting competitive ones [1]. Explore automated app store metadata creation to streamline this process. This builds ranking strength and creates solid foundations for targeting tougher keywords later.
Use keyword difficulty scores wisely
Keyword difficulty shows how hard it will be for your app to rank for specific terms. Scores typically range from 1-100, with lower numbers showing easier ranking chances [1].
New apps or those not ranking well yet should target keywords with difficulties between 10-50 [1]. These hit the sweet spot between being found and being achievable. Once your app gains ground with these terms, you can move to more competitive keywords.
Two main factors determine difficulty scores:
- Result count - how many apps use that keyword
- Volatility - how much rankings change for that term [15]
High volatility might signal an opportunity even with higher difficulty scores, as changing rankings suggest you could reach top positions.
Avoid keyword stuffing
Keyword stuffing—forcing keywords unnaturally into your metadata—doesn't work. Apple and Google value readability and user experience more than keyword density [16]. Users also find keyword-stuffed listings spammy and unprofessional, which reduces downloads.
The better approach integrates keywords naturally into clear, informative, and engaging metadata. This helps with both algorithm visibility and user appeal [16]. Note that Apple warns against "packing any of your metadata with trademarked terms, popular app names, pricing information, or other irrelevant phrases just to game the system" [17].
Effective keyword strategies put relevance first and balance search volume with ranking difficulty. This creates lasting app store visibility.
Run a Competitive Keyword Analysis
You can take shortcuts in your keyword optimization experience by learning from competitors. The right approach helps you discover hidden chances that others in your category have already proven.
Get into top competitors in your niche
Your competitive landscape goes beyond apps that look like yours. We focused on two distinct competitor types:
- 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].
Get into their app 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]
This analysis reveals patterns in your competitors' app positioning. The keywords that show up across multiple competitors often represent essential terms for your category.
Find high-performing keywords from competitors
Now you can spot which keywords drive your competitors' success. Tools like AppTweak, Sensor Tower, and MobileAction show terms where competitors rank but you don't [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]
This method uncovers valuable "opportunity keywords" - terms with search volume that you haven't targeted yet. To cite an instance, see how an analysis of intermittent fasting apps showed one app ranked for "carb manager" while its competitor didn't, revealing a clear chance [10].
Optimize and Monitor Your Keyword Strategy
A solid keyword foundation sets the stage for your success. Your next step is to put your strategy into action and keep track of its performance. Let's see how to make those keywords work better.
Distribute keywords across title, subtitle, and keyword field
The App Store algorithm weighs each metadata field differently. Explore automated app store metadata creation to streamline this process. Your title carries the most weight in rankings, your subtitle comes next, and the keyword field adds extra context [22]. You'll get better visibility by putting your most valuable keywords in the title and spreading other important terms across different fields. This approach works without repetition.
Use long-tail and localized keywords
Long-tail keywords face less competition and attract users who know exactly what they want. These specific searches often lead to more downloads [23]. Localized keywords need careful consideration beyond simple translation because users in different languages search in unique ways [24]. This strategy helps you reach specific audiences in various markets.
Track keyword rankings and update regularly
Your keyword rankings usually settle after about four weeks when you change your metadata [3]. Regular checks help you spot which keywords bring in downloads and which ones need to be swapped out [25]. You should review your keywords right away when algorithms change or competitors make moves [3].
Tools for app store keyword analysis
These specialized tools give you great insights:
- 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]
Conclusion
App store keyword selection is one of the most powerful tools to boost your app's visibility and downloads, yet many developers don't use it well. This piece explores how smart keyword choices can help users find your app more easily.
Your keywords must match what your app actually does - relevance matters more than popularity. The best results come from finding keywords that balance search volume with competition levels, rather than targeting only the most competitive terms.
Smart developers follow Apple's strict keyword field guidelines. This isn't just about avoiding rejection - it helps maximize visibility. You should use all 100 characters, skip duplicates, and format keywords correctly to gain every possible advantage.
Looking at what works for similar apps can fast-track your keyword success. You'll spot valuable opportunities others might miss and build better keyword strategies without starting from zero.
Keyword optimization needs ongoing attention. Search behaviors evolve, competitors change tactics, and app stores update their algorithms. Regular monitoring and tweaking of keywords will keep your visibility strong.
Let your app rankings settle for about four weeks after implementing these changes. Then you can swap out keywords that aren't performing well, try new combinations, and keep improving based on real data.
The right keyword strategy often determines whether an app stays hidden or gets consistent downloads. The systematic approach outlined here gives you the tools to pick app store keywords that drive downloads - even in tough categories.
Key Takeaways
Master these essential strategies to transform your app's visibility and drive meaningful downloads through strategic keyword optimization.
• Prioritize relevance over popularity - Choose keywords that genuinely match your app's functionality rather than chasing high-volume terms that attract misaligned users.
• Maximize your 100-character keyword field - Use comma-separated keywords without spaces, avoid duplicates from title/subtitle, and utilize every character for maximum impact.
• Balance competition with opportunity - Target moderate-difficulty keywords (10-50 range) for new apps, then gradually pursue more competitive terms as you build ranking power.
• Analyze competitors strategically - Study top-ranking apps in your category to identify high-performing keywords you're missing and uncover valuable opportunity gaps.
• Monitor and optimize continuously - Track keyword rankings after 4 weeks, replace underperforming terms regularly, and adapt to algorithm changes for sustained visibility.
Remember that 70% of App Store visitors use search to discover apps, making keyword optimization your most direct path to increased downloads. Success requires patience, strategic thinking, and consistent refinement based on actual performance data rather than guesswork.
FAQs
Q1. How do keywords impact app visibility in the App Store? Keywords play a crucial role in app discoverability. The App Store's search algorithm uses keywords to match apps with relevant user queries. Approximately 70% of App Store visitors use search to find new apps, making keyword optimization essential for increasing visibility and potential downloads.
Q2. What are the best practices for selecting App Store keywords? Focus on relevance to your app's functionality, balance keyword popularity with competition, and use a mix of broad and niche terms. Avoid keyword stuffing and irrelevant terms. Distribute important keywords across your app's title, subtitle, and keyword field for maximum impact.
Q3. How often should I update my app's keywords? It's recommended to monitor your keyword performance regularly and update them every 4-6 weeks. This allows time for rankings to stabilize after changes and helps you adapt to algorithm updates, competitor activities, and shifting user search behaviors.
Q4. What's the ideal keyword difficulty range for new apps? For newly launched apps or those not yet ranking well, prioritize keywords with difficulty scores between 10-50 (on a scale of 1-100). This range represents a good balance between discoverability and achievability, allowing you to build ranking power before targeting more competitive terms.
Q5. Explore AI metadata optimization tools to streamline this process. How can I leverage competitor analysis for keyword optimization? Analyze top competitors in your niche by examining their app titles, subtitles, and descriptions. Look for patterns in keyword usage and identify high-performing keywords they rank for that you don't. This can reveal valuable "opportunity keywords" with decent search volume but lower competition.
References
[1] - https://appradar.com/academy/what-is-keyword-difficulty
[2] - https://www.mobileaction.co/blog/app-store-ranking-factors/
[3] - https://www.apptweak.com/en/aso-blog/how-often-should-you-update-your-app-store-metadata
[4] - https://www.mobiloud.com/blog/factors-really-impact-app-store-ranking
[5] - https://ads.apple.com/app-store/best-practices/keywords
[6] - https://www.apptweak.com/en/aso-blog/most-common-aso-mistakes-how-to-avoid-them
[7] - https://appfigures.com/resources/guides/keyword-optimization-app-store-connect
[8] - https://www.mobileaction.co/blog/aso-mistakes/
[9] - https://developer.apple.com/app-store/review/guidelines/
[10] - https://www.apptweak.com/en/aso-blog/app-store-keyword-research-aso
[11] - https://appfigures.com/resources/guides/common-aso-mistakes/amp
[12] - https://appradar.com/academy/app-subtitle
[13] - https://www.mobileaction.co/blog/aso-keyword-research/
[14] - https://sensortower.com/blog/the-definitive-3-step-process-for-selecting-keywords-that-get-your-ios-app-ranked-and-downloaded
[15] - https://www.tune.com/blog/keyword-difficulty-in-3-easy-steps/
[16] - https://www.gummicube.com/blog/maximizing-aso-without-keyword-stuffing
[17] - https://developer.apple.com/app-store/search/
[18] - https://www.apptweak.com/en/aso-blog/step-by-step-guide-aso-competitor-analysis
[19] - https://www.moburst.com/blog/app-competitor-analysis/
[20] - https://www.mobileaction.co/blog/mobile-app-competitor-analysis/
[21] - https://appradar.com/blog/competitors-app-metadata-how-to-unleash-competitors-aso-strategies
[22] - https://www.apptweak.com/en/aso-tools/app-store-keyword-ranking
[23] - https://www.apptweak.com/en/aso-blog/how-to-improve-aso-with-long-tail-keywords
[24] - https://www.apptweak.com/en/aso-blog/guide-to-app-store-localization
[25] - https://www.ezapprank.com/articles/best-practices-for-updating-app-store-keywords-how-to-choose-app-keywords-for-app-store
[26] - https://sensortower.com/blog/how-to-track-where-your-app-ranks-for-all-of-its-keywords
[27] - https://appradar.com/aso-keyword-rankings-tool