The Keywords field in the App Store is a hidden but essential ASO tool. Unlike Google Play, Apple gives developers a dedicated space for search terms that users never see, but the ranking algorithm indexes directly. Proper keyword selection significantly improves visibility and attracts users most likely to install your app.
How the Keywords Field Works
Apple indexes three main text fields: Title, Subtitle, and Keywords. All three carry equal weight, which means repeating the same terms is ineffective. The Keywords field should expand your semantic coverage with additional relevant search terms.
Apple does not generate variations, synonyms, or alternative forms. It matches queries exactly as users type them, making precise word choice essential.
How to Select Effective Keywords
Start by defining your app’s purpose, functionality, and target audience. This forms your initial semantic core. Evaluate every keyword across three indicators: popularity, competitiveness, and relevance. High-volume keywords attract more users but are often difficult to rank for. Niche queries generate less traffic but may be easier to capture. The strongest strategy lies in balancing both.
Building a Strong Keywords List
Use shorter words to unlock more combinations. Write numbers as digits to save space. Apple automatically indexes some generic terms like “app,” “free,” “new,” device models, and category names — adding them wastes characters. Singular forms typically perform better because Apple does not reliably generate plural variations.
Localization expands your indexing potential across languages. Each locale has its own Keywords field, allowing your app to appear in more regional searches. In many markets, English keywords are indexed alongside local-language keywords, helping broaden visibility.
Finding Keyword Ideas
Competitor analysis is one of the most effective methods. Reviewing which queries similar apps rank for often reveals valuable opportunities. User reviews also help uncover natural language patterns your audience uses to describe your product.
Using ASOMobile Analytics to Improve Keyword Selection
ASOMobile provides detailed keyword metrics, including popularity, competition level, traffic volume, and ranking history. This data-driven approach helps reduce optimization time and increases the likelihood of improving rankings across multiple markets.
Continuous Optimization
Keyword optimization is not a one-time task. Rankings shift, new competitors appear, and user search behavior evolves. Regularly revisiting your Keywords field helps keep your app competitive and visible in the App Store.
Consistent refinement, supported by accurate analytics, is the foundation of long-term ASO growth.
