How to Use the App Store Keyword Field Without Wasting 100 Characters

ASO Playbook — Thu, 14 May 2026 03:02:54 +0000

The App Store keyword field is small, private, and very easy to waste.

For indie iOS apps, it is also one of the few places where careful ASO work can still create a real search advantage.

What Apple actually indexes

Apple keyword search primarily uses the app name, subtitle, keyword field, in-app purchase names, and developer name. The keyword field is not visible to users, but it gives Apple extra words to combine with your title and subtitle.

The important thing to remember: the App Store description is not a keyword-ranking field. The description matters for conversion after someone opens the product page, but adding keywords there does not make Apple rank you for those terms.

Quick map:

App name: 30 characters, highest search weight.
Subtitle: 30 characters, high search weight and visible in search results.
Keyword field: 100 characters, private, comma-separated.
Description: conversion copy, not keyword ranking text.

Do not repeat title and subtitle words

Repeating a word from the title or subtitle inside the keyword field usually wastes space. Apple already has that word.

The keyword field should add new building blocks, not echo visible metadata.

Example: if your title is Budget Tracker and your subtitle includes Bills & Money Goals, do not spend keyword characters on budget, tracker, bills, money, or goals unless you have a very specific localization reason.

Use combinations, not stuffed phrases

Apple can combine individual words.

A compact keyword field such as:

focus,pomodoro,timer,deep,work

can support multiple phrases:

focus timer
pomodoro timer
deep work
deep focus
pomodoro focus

That is why phrase stuffing is usually weaker than word coverage. You want the smallest set of words that creates the most realistic buyer-intent combinations.

The indie app sweet spot

New and small apps should usually avoid head terms like notes, fitness, photo, or music. Those results are crowded with Apple, Google, established consumer brands, and apps with thousands of ratings.

A better path is narrower intent:

offline budget tracker
morning routine planner
gym workout log
toddler sleep sounds
medication reminder for seniors

These phrases may be smaller, but they are more winnable and often convert better.

A simple keyword-field checklist

Before you submit your next App Store version, check this:

Did you use all 100 characters without adding irrelevant words?
Did you remove spaces after commas?
Did you avoid repeating title/subtitle words?
Did you avoid competitor names and Apple trademark terms?
Did you prioritize buyer-intent combinations over broad category words?
Did you keep the field specific to the app's actual use case?

The goal is not to make the metadata look busy. The goal is to help Apple understand the exact searches where your app is a credible result.

Originally published on ASO Playbook: https://asoplaybook.ai/blog/app-store-keyword-field-100-characters