Mastering App Store Keyword Optimization for Maximum Visibility

When you submit an iOS app to the Apple App Store, you’ll see a “keywords” field in your App Store Connect account. 

App store keywords explain what your app is all about. These terms help Apple’s search algorithm display relevant search results to people on the app store.

App store keywords are private and won’t be displayed publicly anywhere on the Apple App Store. But they’re still crucial for your mobile app marketing and app store optimization (ASO) strategies. 

Understanding how to optimize your keywords properly will give you an edge over other apps, help you rank higher for related searches, and ultimately get more app downloads.

This in-depth guide will explain everything you need to know about optimizing app store keywords for the Apple App Store.

What is App Store Optimization?

App store optimization (ASO) is the process of enhancing a mobile app’s organic visibility on app stores. It involves strategies and tactics, including keyword optimization, to help your app rank higher for keywords and related searches.

Elements like your app description, app store icon, screenshots, keywords, app title, metadata, and other factors all have an impact on app store searches. 

If you’re familiar with SEO (search engine optimization), then you already understand the core concepts of ASO. But instead of applying strategies to rank organically for Google searches (like you do with SEO), you’re leveraging different tactics that are specific to app store searches.

Refer to our complete guide to app store optimization for a deeper explanation of the topic.

App Store Optimization vs. Apple Search Ads

ASO is commonly confused with Apple Search Ads. While both mobile app marketing tactics help boost your app downloads, they’re very different from each other.

Aspect	App Store Optimization (ASO)	Apple Search Ads
Focus	Organic reach	Paid promotions
Visibility	Improves search ranking	Appears at the top as an ad
Cost	No direct cost	Requires budget for ads
Strategy	Long-term growth	Quick results

App store optimization primarily focuses on organic reach. You’re setting up the app store listing to rank high for searches.

Apple Search Ads are paid promotions. They appear at the top of the search results, marked and highlighted as an ad.

Running search ads is a shortcut to the top, and it’s good for fast results. 

But ads don’t guarantee downloads. You still need to optimize your app store listing. Users who click on your listing from a search ad will still look at your description and screenshots before they download it. 

The best app download strategies focus on a mix of both organic and paid tactics. But prioritizing ASO and keyword optimization is crucial for each approach.

15 Tips to Optimize Keywords for App Stores

Below you’ll find proven strategies and best practices for app store keyword optimization. Keep these in mind as you’re submitting your app and adjusting your ASO strategies.

1. Split Terms Into Separate Keywords

You do not need to enter complete search terms when you’re submitting keywords. The algorithm will automatically create combinations for you based on your keywords.

For example, the term “buy hats” can be split into “buy” and “hats.” So you would only have to enter the keyword “buy” once instead of including it for every product you’re selling through the app. 

This is a great way to get the most out of your character count and add as many keywords as possible without being redundant. 

2. Eliminate Spaces

Remember, app store keywords are not public. So you don’t have to worry about the list being aesthetically pleasing to the human eye. 

This means you can eliminate all spaces between your keywords. As long as you’re using a comma to separate one keyword from another, Apple will automatically recognize them as different words. 

3. Avoid Plurals

It should come as no surprise to learn that Apple has a highly sophisticated algorithm. 

The system is smart enough to recognize the plural form of words without you adding extra characters to your keywords. 

It might sound like a simple fix, but pluralizing words can really eat into your character count.

Hats, shoes, sneakers, belts, socks, and shirts. You can get back six characters just by eliminating the “s” on each of these keywords. 

4. Remove Stop and Connector Keywords

Apple automatically filters out basic keywords that are too generic. These are commonly known as “stop” or “connector” words.

Examples include:

• a
• the
• of
• by
• but
• this
• with
• you
• all
• an
• any
• app
• if
• is
• no
• here
• do
• to
• who
• why
• would
• me
• i

You get the idea. Do not include these in your keywords, as Apple will just ignore them. 

5. Keep it Simple

Think about how people search for apps on the Apple App Store. 

Remember, they’re searching from a smartphone or tablet. So they won’t be typing out long or complicated phrases. 

App store searches are short and simple. 

For example, most people probably won’t search for words like “purchase” or “obtain.” They’d just search for “buy.”

Take a glance at your list and look at words that jump out as being too long or complicated. Look for ways to shorten those keywords and put them into the simplest, shortest, and most casual phrasing possible.

6. Don’t Use Your Brand Name or App Name

Branded and generic keywords don’t perform well either when you’re adding app store keywords.

That’s because the algorithm will automatically look at other parts of your app, in addition to the keywords. This includes your app name, description, and more.

If you have only one or two characters left to use and don’t have anything else to include, you could always put a digit in there. It’s a good placeholder and can’t hurt. 

Frequently Asked Questions

Q1: How do I choose the best keywords for my app?

A1: Start by researching your target audience and competitors. Use tools to find high-volume, low-competition keywords relevant to your app.

Q2: Why is the order of keywords important in the app store?

A2: The app store algorithm gives more weight to keywords at the beginning of your list, so prioritize your most important keywords first.

Q3: How can I maximize the 100-character limit for keywords?

A3: Use commas to separate keywords without spaces, and include only the most relevant keywords to ensure you use all available characters.

Q4: Should I use digits or words for numbers in keywords?

A4: Use digits instead of words, as they take up less space and are recognized by the app store’s search algorithm.

Q5: What should I do if I have extra characters left in my keyword list?

A5: Consider adding a digit or a less critical keyword as a placeholder to ensure you utilize all available characters.