Technical analysis of Apple’s 2025 keyword ranking freeze, exploring algorithm changes, optimisation risks, and practical adaptation strategies for developers.
Have you noticed your ASO efforts hitting an invisible barrier this week? Since February 2025, developers and ASO teams have reported a critical issue: App Store keyword rankings have nearly ceased updating. Typically, rankings refresh every 18–26 hours to reflect real-time download and user activity data, but updates have slowed significantly since 18 February. Many keywords now appear entirely frozen—despite optimisation efforts, rankings remain unchanged.
According to our customer feedback, since 15 August, the issue of frozen rankings on iOS has intensified, with keyword rankings remaining static despite considerable efforts to improve them.
A familiar issue has resurfaced: Since 1 October, Apple adjusted the SAP of many keywords, triggering a significant "ranking freeze." Despite minor updates on 11 October, rankings have locked again, and we’ve observed this freeze persisting for nearly two weeks without recovery.
In this article, we’ll explore the causes behind this issue, its impact on app visibility, and provide actionable strategies to navigate these challenging times. We also address common questions at the end, offering further clarity on managing this ongoing ranking freeze.
Although Apple rarely provides official explanations for sudden ranking freezes, historical patterns and industry insights suggest two primary causes:
During significant events (e.g., Christmas, product launches, WWDC), the App Store team often reallocates resources to prioritise:
This temporary shift in focus deprioritises routine keyword ranking updates, causing delays or freezes. For instance, the 20 February 2025 product launch likely triggered the current stagnation.
Apple periodically refines its App Store search algorithm to:
👉 Understanding the iOS App Store Algorithm: Keyword Ranking Changes
During these transitions, rankings may freeze as Apple:
Technical enhancements (e.g., migrating to new server architectures, iOS compatibility updates) can also temporarily halt ranking updates.
Alongside ranking freezes, developers are experiencing extreme keyword volatility—where terms drop from the top 3 to 50+ overnight, then recover unpredictably. Confirmed by Apple’s inconsistent search results, these fluctuations stem from:
👉 App Ranking Factors in 2025: What to Expect from iOS App Store Algorithm Updates
Action Plan:
💡 Expert Tips: Use ASOWorld’s Keywords Ranking Tool for alerts—but always cross-check rankings on 2–3 devices before acting.
Related reading >>> ASO Optimisation: Reasons & Solutions for iOS App Keyword Drops or Unranked
When App Store keyword rankings freeze, developers face a critical decision: pause spending or intensify efforts. Here’s how to tailor your approach based on budget and objectives:
For teams with limited resources, a strategic pause on non-essential keyword campaigns during ranking freezes preserves budgets while minimising long-term damage. Suspend paid ASO efforts for secondary keywords entirely, but gradually reduce daily optimisation volume for high-priority terms by 30–50%—an abrupt halt risks post-freeze ranking declines.
Maintain strict compliance during this period: avoid keyword stuffing (e.g., repetitive terms like “game, puzzle, free”) and trademark exploitation (e.g., inserting “TikTok” into unrelated app metadata). Apple’s review teams remain active despite ranking freezes, and sudden drops in keyword positions often indicate manual penalties rather than algorithm shifts. Implement daily tracking of core keywords using lightweight tools to detect early warning signs of sanctions.
For apps prioritising core visibility, maintain a 20–40% optimisation volume on high-value keywords (e.g., “AI photo editor”) to sustain traction while avoiding penalties. Simultaneously, allocate 30% of budgets to mid-competition terms like “yoga tracker for beginners,” which often recover faster post-freeze due to lower competition.
👉 How to Conduct Keyword Research & Enhance App Visibility at ASOWorld?
Capitalise on competitor inactivity by bidding aggressively on abandoned high-traffic keywords—consistent investment during freezes typically yields significant ranking gains once updates resume.
ASO World Keyword Optimization
Boost your app visibility in the App Store & Google Play search result!
Historical data suggests most ranking freezes lift within 3–7 days. Anticipate resumption by scaling efforts 24 hours before expected normalisation. Use tools like FoxData to track real-time keyword movements across your app and competitors, identifying early recovery signals. Focus on keywords showing unusual competitor withdrawal or engagement spikes, as these often indicate impending algorithm shifts.
👉 How to Conduct Keyword Research & Enhance App Visibility at ASOWorld?
* Grow with our app growth solutions—choose a guaranteed app ranking service for TOP 5 app ranking achievement, and maximise your app traffic. Or click the image above (to increase app installs service for app visibility).
* What Is the Keyword Guaranteed Ranking Service? What Is the Advantage of It?
Immediately audit ranking changes to identify “delayed lift” from accumulated optimisations, prioritising keywords with upward momentum. Reallocate budgets to terms showing rapid recovery, particularly those aligning with Apple’s growing emphasis on user retention over raw install volume. Document recovery patterns of specific keywords to refine future freeze strategies—note whether terms tied to subscriptions or daily engagement outperformed one-time download drivers.
💡 Expert Tips: Freezes often precede major algorithm shifts. If your core keywords underperform post-freeze, it may indicate Apple’s new ranking priorities (e.g., favouring subscription apps over ad-driven ones).
Here are the most common questions about the App Store keyword ranking freeze, with clear answers to help you navigate this situation.
A: A ranking freeze typically occurs during Apple’s algorithm updates, data processing, or system enhancements, which can temporarily halt keyword ranking updates. This phenomenon usually happens several times a year.
A: During a freeze, certain keywords or regions may still show updates, indicating that Apple may be gradually resuming ranking updates. Additionally, some changes may reflect the effects of campaigns implemented before the freeze.
A: Based on our experience, a ranking freeze typically lasts 1–2 weeks. However, Apple’s significant changes to keyword SAP this time suggest a major algorithm adjustment, which could extend the freeze slightly. Recovery is expected soon.
A: The impact of your efforts remains intact—it’s just that rankings aren’t updating to reflect the results currently.
A: You may pause efforts temporarily if needed, but a ranking freeze doesn’t mean your actions are ineffective. Once the freeze lifts, rankings will reflect your prior efforts. Halting entirely risks a ranking decline post-freeze, as sudden drops in install data may appear unnatural, potentially harming trends.
With years of expertise in App Store user acquisition, ASOWorld combines in-depth knowledge of Apple’s ASO/ASA guidelines with unparalleled insights into the iOS ecosystem. We empower apps to succeed on the App Store through data-driven strategies that enhance visibility, rankings, and organic growth—while navigating Apple’s evolving policies with precision.
Turn App Store challenges into growth opportunities—let’s unlock your app’s full potential. 🔑
Get FREE Optimization Consultation
Let's Grow Your App & Get Massive Traffic!
All content, layout and frame code of all ASOWorld blog sections belong to the original content and technical team, all reproduction and references need to indicate the source and link in the obvious position, otherwise legal responsibility will be pursued.
COVID-19 UPDATE 
