App Store Keywords: The Complete Guide to Getting Found
65% of App Store downloads come from search. If you're not ranking for the right keywords, you're invisible to most potential users. Here's how to fix that.
📊 Quick Stats
- • 65% of downloads originate from App Store search
- • You get 100 characters in the keyword field
- • Title and subtitle also contribute to search ranking
- • Keyword changes take 24-48 hours to affect rankings
- • You can update keywords without submitting a new build
Why Keywords Actually Matter
Here's a scenario I see constantly: Developer spends months building an app, launches it, gets 10 downloads in the first week, and wonders what went wrong. The app is good. The screenshots are nice. But nobody can find it.
The App Store has over 2 million apps. Users don't browse—they search. If your app doesn't appear in search results for relevant queries, it might as well not exist.
Without Keyword Strategy
- • Ranking for terms nobody searches
- • Competing against apps with millions of downloads
- • Invisible to your target audience
- • Relying entirely on paid acquisition
With Keyword Strategy
- • Ranking for terms users actually search
- • Targeting realistic, achievable keywords
- • Organic downloads every day
- • Sustainable growth without constant ad spend
How the App Store Algorithm Actually Works
Apple doesn't publish their algorithm, but after years of testing and observation, here's what we know affects search ranking:
Keyword Relevance
Does the keyword appear in your title, subtitle, or keyword field? Exact matches rank higher than partial matches. "Photo Editor" ranks better for "photo editor" than "Photography Editing Tool."
Download Volume
Apps with more downloads rank higher. This creates a chicken-and-egg problem for new apps, which is why targeting less competitive keywords initially is smart.
Download Velocity
Recent downloads matter more than old ones. An app getting 100 downloads today will often outrank an app with 10,000 lifetime downloads but only 5 recent ones.
Ratings & Reviews
Higher-rated apps rank better. Both the average rating and the number of ratings matter. A 4.8 star app with 1,000 ratings beats a 5-star app with 10 ratings.
Conversion Rate
If users search a term, see your app, and download it—that's a signal your app is relevant. High conversion rates boost rankings for that keyword.
Key Insight
Keyword placement determines what you CAN rank for. Download velocity and conversion determine how HIGH you rank. You need both—great keywords won't help if nobody downloads your app.
How to Research Keywords
Keyword research is about finding the sweet spot: terms that people actually search, but aren't so competitive that you'll never rank.
Step 1: Brainstorm Seed Keywords
Start with the obvious terms that describe your app:
- What does your app do? (e.g., "expense tracker", "meditation")
- What problem does it solve? (e.g., "budget management", "stress relief")
- What category is it in? (e.g., "finance app", "health app")
- What features does it have? (e.g., "receipt scanner", "sleep sounds")
Step 2: Use Apple's Search Suggestions
This is free and incredibly valuable. Go to the App Store, start typing your seed keyword, and note what Apple suggests. These suggestions are based on real user searches.
Example: Type "expense" and see:
- • expense tracker
- • expense manager
- • expense report
- • expense tracker free
- • expenses and budget
Step 3: Analyze Competitor Keywords
Look at successful apps in your category. What keywords are in their titles and subtitles? You can use tools like AppTweak, Sensor Tower, or App Annie for deeper analysis, but even manual research helps.
Step 4: Evaluate Competition vs. Volume
High Volume, High Competition
"photo editor", "fitness app", "game"
Hard to rank unless you're already established. Avoid for new apps.
Medium Volume, Low Competition
"photo editor vintage", "home workout no equipment"
The sweet spot. Realistic to rank, enough searches to matter.
Where to Place Your Keywords
You have three places to put keywords, and they're not created equal:
App Title
30 charactersHighest weight for search ranking. Your most important keyword should be here.
Good: "Spendee - Budget & Expense Tracker"
Bad: "Spendee"
Subtitle
30 charactersSecond highest weight. Use for your next most important keywords.
Good: "Money Manager & Bill Reminder"
Bad: "The Best Way to Manage Money"
Keyword Field
100 charactersNot visible to users. Use for all additional relevant keywords.
Good: "spending,finance,save,saving,receipt,scan,bank,sync,monthly,weekly"
Bad: "best expense tracker app, free expense tracker, expense tracker 2024"
Pro Tips for Keyword Field
- • Separate keywords with commas, no spaces
- • Don't repeat words from title or subtitle
- • Don't use plurals if you have the singular (Apple handles this)
- • Don't include your app name or company name
- • Don't use competitor names (against guidelines)
Common Keyword Mistakes
✗ Targeting Only High-Volume Keywords
Everyone wants to rank #1 for "fitness app." Unless you're Nike, you won't. Target realistic keywords where you can actually rank on page 1.
✗ Keyword Stuffing in Title
"Photo Editor Camera Filter Selfie Beauty Pic Collage" looks spammy and can get your app rejected. Keep titles readable and natural.
✗ Using Spaces in Keyword Field
"budget tracker, expense manager" wastes characters. Use "budget,tracker,expense,manager" instead—Apple combines them automatically.
✗ Never Updating Keywords
Keyword performance changes. What didn't work 6 months ago might work now. Test different keywords every few updates.
✗ Ignoring Localization
Each country has its own keyword field. "Budget" is universal, but cultural nuances matter. Localize keywords for each market you target.
Measuring Keyword Success
App Store Connect gives you basic data. For serious ASO, you'll want additional tools.
What to Track
Free (App Store Connect)
- • Impressions (how many saw your listing)
- • Product page views
- • Download sources (search vs. browse)
- • Conversion rate
Paid Tools Add
- • Keyword ranking positions
- • Keyword search volume estimates
- • Competitor keyword tracking
- • Historical ranking data
Timeline Expectations
Keyword changes take 24-48 hours to reflect in rankings. Give new keywords at least 2-4 weeks before judging performance. Rankings fluctuate daily—look at trends, not single data points.
Get Your App Found
Keywords are just one part of App Store success. Make sure your app passes review first with our AI Review Toolkit.
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