How to Optimise iOS Keywords to Boost App Store Traffic

To succeed on the App Store, developers must make shrewd use of the powerful keyword field in App Store Connect. This article examines how to employ this feature strategically to boost your app’s visibility and discoverability, while highlighting essential considerations and best-practice tips.

Understanding the Keyword Field in App Store Connect

The keyword field in App Store Connect is a dedicated section where developers can enter relevant keywords or phrases that describe their app.

These keywords help inform the App Store's search algorithm about the app’s purpose and functionality, improving its chances of appearing when users search for related terms. It forms a cornerstone of any effective iOS App Store Optimisation (ASO) strategy.

How Does the Keyword Field Influence App Store Optimisation?

The keyword field in App Store Connect plays a pivotal role in determining how discoverable your app is within organic search results. Together with the app name, subtitle, primary category, and behavioural signals such as downloads and reviews, it is regarded by both Apple’s official guidance and ASO specialists as a major ranking factor.

Though it carries less weight than the app name or subtitle, distributing keywords sensibly across these fields is vital, as each serves a distinct purpose.

👉 ASO Guide: Crafting an Outstanding App Title to Drive Downloads

Apple Search Ads reports that 70% of App Store visitors use search to find apps, underlining the critical importance of optimisation and thoughtful keyword placement.

The field allows exactly 100 characters for the terms or phrases you wish your app to rank for. Its strength lies in accommodating broad, generic keywords tied to core functionality—an indispensable element of any iOS ASO campaign.

For a deeper dive into ranking factors and a comparison between the App Store and Google Play, see:

👉 Understanding the iOS App Store Optimisation Algorithm

👉 App Store Ranking Algorithm & Keyword Authority Distribution

Common Mistakes to Avoid When Populating the Keyword Field

Follow these guidelines to get the most from the keyword field:

• Character Limit: Up to 100 alphanumeric characters (commas do not count).
• No Spaces: Separate keywords with commas only—no spaces.
• Avoid Repetition: Never repeat the same keyword.
• No Special Characters: Steer clear unless absolutely necessary.
• Exclude Brand Names & Trademarks: Do not use terms belonging to other apps or companies.
• Correct Spelling: Errors will harm indexing.
• Avoid Plurals: Singular forms cover both singular and plural searches.
• Use Digits: Write “2048” rather than “two thousand forty eight”.

Avoiding Keyword Duplication

Stick to single-word keywords rather than multi-word phrases. The algorithm automatically combines them, giving you broader coverage within the 100-character limit.

👉 Why Keywords Drop or Fail to Rank – Causes & Fixes

How to Maximise Keyword Effectiveness for App Store Optimisation

Prioritise Relevance and User Intent

When choosing keywords, focus on relevance and genuine user intent rather than chasing trending terms blindly. The App Store algorithm rewards keywords that accurately reflect what your app does.

Irrelevant keywords may drive impressions but attract the wrong audience, resulting in poor engagement, high bounce rates, and ultimately lower rankings.

👉 Improving User Retention: Understanding Behaviour in App Stores

Balance Popularity and Competition

Target popular, high-traffic keywords, but weigh them against competition levels and actual search volume.

Study the keywords your competitors rank for and adopt those that truly fit your app.

👉 Boost Search Traffic with Keyword Research & Optimisation


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Adapt Localisation or Share Keyword Fields Across Territories

Many English-speaking territories (US, UK, CA, AU, etc.) share the same keyword field. Nevertheless, localisation remains essential to match regional search habits and preferences.

Monitor and Refresh Your Keywords Regularly

Testing is the only reliable way to discover what truly works. Stay proactive and iterate frequently.

Track keyword rankings weekly; if certain terms are underperforming, swap them for synonyms or emerging alternatives.

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How to Choose the Best Keywords for iOS ASO

Build a strong keyword pool through semantic analysis, competitor research, and real user search data. Prioritise simple, high-volume, low-competition generic terms that precisely describe your app.

Reserve the highest-impact keywords for the title and subtitle; use the keyword field for broader, supporting terms to maximise indexed combinations.

For efficient research, try ASOWorld Free ASO Tools — AI-powered suggestions plus direct competitor ranking insights.

👉 Keyword Research for Beginners at ASOWorld

How Often Should Keywords Be Updated?

Refresh your keywords regularly to stay competitive and capitalise on seasonal or trending shifts.

👉 How Frequently Should You Update App Store Metadata?

By using the keyword field strategically, developers can dramatically improve their app’s visibility and discoverability on the App Store, paving the way for sustained ASO success.