The iOS keyword field holds hidden search metadata in App Store Connect. Use relevant terms, avoid duplicates and validate the 100-byte limit in Apple's
version-information reference. This guide covers formatting, selection and a repeatable way to check the result.
It's a focused deep-dive that pairs with our full keyword research guide and the complete character limits reference.
What Is the iOS App Store Keywords Field?
The field lets you provide additional relevant search terms that visitors do not see. Apple names keywords alongside the app name, subtitle and primary category in its search guidance. It is not accurate to describe the listing as exactly 160 indexed characters.
Illustration note: the graphic uses character shorthand; Apple's current App Store Connect reference specifies a 100-byte keyword limit. Non-ASCII text can use multiple bytes per character.
Check these formatting details before saving:
- Separate terms with commas, no spaces. Write
journal,diary,mood,tracker, not journal, diary, mood, tracker. Every space after a comma is a wasted character that could have been another keyword letter.
- Preserve meaningful phrases where needed. Apple permits spaces within keyword phrases. Related individual terms can match multiword searches, but this does not guarantee every combination will rank.
- No spaces means more keywords. A field written with ", " separators wastes one character per term; across a full field that's room for an entire extra keyword.
- Prioritize relevance over token length. A longer phrase can be useful when it accurately matches the task. Fit the selected terms within the 100-byte limit.
What Should You Never Put in the Keywords Field?
Remove entries that duplicate existing metadata or do not describe the app:
- Words already in your title or subtitle. Apple indexes those fields and combines them with your keywords automatically, so repeating a title word in the keyword field is pure waste and adds no ranking benefit.
- Your app's category name. Apple indexes your primary category automatically. Listing "games" when you're in the Games category buys nothing.
- Plurals of words you already have. Apple's matching handles most singular/plural variants, so covering both "habit" and "habits" usually doubles the cost for a marginal gain.
- Spaces, and the word "app." Nearly every search that includes "app" still matches without it; spend those characters elsewhere.
- Competitor brand names and trademarks. Apple rejects trademarked terms and it can hold up your review.
How Do You Choose the Right Keywords to Include?
With duplicates and filler removed, the field is for additional terms: synonyms and related concepts that don't appear anywhere else in your metadata. If your title says "meeting notes," your keyword field covers the ground the title can't: transcription,minutes,summary,recorder,voice.
Three sources fill the field efficiently:
- Synonyms of your title/subtitle terms: the words users type for the same concept you already lead with.
- Long-tail modifiers: specific terms such as "offline" that describe a supported feature and fit relevant queries.
- Validated competitor keywords: terms multiple rivals rank for that you don't. Our guide on finding competitor keywords covers the extraction method.
How Is iOS Different From Google Play Keywords?
The stores use different fields. iOS has a dedicated, hidden 100-byte keyword field; Google Play has no keyword field at all. Google reads keywords from your full description (up to 4,000 indexed characters) based on natural frequency and context. So the same keyword strategy inverts between stores: on iOS you list precise single words in a hidden field; on Google Play you weave those words naturally into readable description prose. Doing iOS-style comma lists in a Play description reads as spam to both the algorithm and the user.
Do You Localize the Keyword Field?
Localize the keyword field for markets your app can support. Practitioners report cross-localization behavior, but Apple does not publish a complete stable map that guarantees extra keyword capacity for a storefront. Do not add unrelated localizations merely to claim a doubled or tripled allowance. Use local task language and verify actual results.
How Do You Know If Your Keyword Field Is Working?
Save the publication date and compare repeated checks for the exact terms in the same storefront. A missing rank needs investigation before you replace a term. Review the list when the app changes or the evidence suggests it no longer fits. The ASO audit reviews the listing information available to it, while rank tracking shows which terms actually moved.
Frequently Asked Questions
How many characters is the iOS keyword field?
Apple's App Store Connect reference specifies 100 bytes per localization. Some marketing guidance says characters; UTF-8 validation avoids overflow for accented and non-Latin terms. Title and subtitle have their own character limits.
Should I use spaces after commas in the keyword field?
No. Write keywords comma-separated with no spaces (diary,journal,mood). Every space after a comma is a wasted character; across the full field, dropping spaces frees room for roughly one extra keyword.
Should I repeat my app title words in the keyword field?
Apple advises against repeating words already in your title or subtitle. Use that space for other relevant terms instead.
Does Google Play have a keyword field like iOS?
No. Google Play has no dedicated keyword field. It extracts keywords from your full 4,000-character description based on natural usage. iOS keyword strategy (precise single words in a hidden field) is the opposite of Google Play strategy (natural keyword-rich prose).
Can I rank for multi-word phrases with single keywords?
Related terms may help the app appear for multiword queries, but listing separate words does not guarantee a rank for every combination. Keep meaningful phrases where needed and test the exact query in its storefront.
Key Takeaways
- The iOS keyword field has a 100-byte limit; validate the localized UTF-8 string.
- Separate entries with commas and omit spaces after commas; spaces within meaningful phrases are allowed.
- Follow Apple's guidance: omit repeated title/subtitle words, category names, redundant plurals, and filler such as "app".
- Use relevant synonyms and task terms missing from the title and subtitle.
- Localize for a supported audience and verify the target storefront; no universal keyword-space multiplier is guaranteed.
AppDrift can draft a keyword field from selected terms and check its length. Apple limits this field to 100 bytes. Review relevance, duplicates and supported-language wording before submission; generation does not guarantee ranking or approval.
