ASO Glossary

App Store Keywords Field

Definition

A hidden 100-character field on Apple's App Store used to feed additional keywords to the search algorithm.

What Is App Store Keywords Field?

The App Store keywords field is a hidden, non-user-facing 100-character text input where you list comma-separated keywords for Apple's search algorithm to consider when ranking your app. It is not visible to users browsing the store — only the algorithm reads it. The field exists only on Apple's App Store; Google Play has no equivalent (Play uses the long description for keyword discovery instead). The 100-character limit forces careful selection: every wasted character is a wasted ranking opportunity. Apple has explicitly stated to not repeat keywords that already appear in the app name or subtitle (the algorithm already counts them), and not to include single common words like "the" or your competitor's brand names.

Why It Matters for App Developers

For Apple-first apps, the keywords field is one of three ranking levers (along with app name and subtitle). Used correctly, it dramatically expands the keyword surface area you can rank for without polluting your user-facing copy. Used poorly — competitor names, duplicates, weak terms — it either gets you rejected or wastes ranking signal. Many ASO teams rotate this field every 4–6 weeks based on App Store analytics, treating it as an experiment surface.

Technical Details

100 character limit, comma-separated, no spaces after commas (each comma+space wastes a character vs comma only). Per-locale: enter different keywords per market. Apple's search algorithm tokenizes the field and adds each token to your ranking pool. Rules: do not repeat name/subtitle keywords (no signal boost), do not use trademarked terms you don't own, do not use single words like "free" or "best" (low value, easy rejection). Tools to optimize the field: estimate keyword demand (volume) and difficulty (competing apps), then pick the highest-demand-lowest-difficulty terms that fit the 100-character budget.

Frequently Asked Questions

What is the App Store keywords field?

A hidden 100-character field on Apple's App Store where you list comma-separated keywords for the search algorithm to consider. Users never see it — only Apple's ranking engine reads it. Google Play has no equivalent.

How many keywords can I put in the App Store keywords field?

You're limited by characters, not count — 100 characters total. Most apps fit 8–15 keywords depending on length. Use commas without spaces ("fitness,workout,gym" not "fitness, workout, gym") to save characters.

Should I repeat keywords from my app name in the keywords field?

No. Apple's algorithm already counts app name and subtitle keywords with high weight. Repeating them in the keywords field provides no additional ranking signal and wastes characters that could carry new terms.

Can I put competitor names in the App Store keywords field?

Technically you can, but it risks rejection if Apple's review flags it as trademark infringement. Some apps successfully use category-leader brand names as ranking shortcuts; most should focus on category and feature keywords instead.