7 Tips for Optimizing your iOS Keywords for Maximum Ranking Impact

Most app store users have a purpose in mind; they search for what they need rather than browsing out of curiosity.

What are keywords and why are they important?

Simple answer: Keywords are the specific words or phrases that people type into search bars when looking for apps.

When you upload your iOS app’s metadata to App Store Connect, you're given the opportunity to add “keywords.” These keywords are crucial as they help Apple determine the context and content of your app, guiding the indexing process. The keyword field, though hidden from users, is a valuable asset that can be up to 100 characters long, allowing you to strategically choose terms that enhance your app's visibility.

It's important to utilize this keyword field effectively. Think of it as a way to communicate with the App Store’s algorithm, ensuring it understands what your app is about. Choose keywords that are highly relevant to your app's functionality and audience. This strategic use of keywords can significantly impact how your app is indexed and discovered by potential users, making it a critical aspect of your App Store Optimization (ASO) strategy. Regularly updating and refining these keywords based on performance analytics and market trends can further improve your app’s searchability and ranking.

Lastly, they are crucial in ASO (App Store Optimization) because they help the app store understand what your app is about and match it with users' search queries. Using the right keywords increases your app's visibility, improves its ranking in search results, and ensures it reaches the right audience.

Where can you find keywords on App Store Connect?

These three areas are included in the keyword algorithm for your app:

• Title / Name

• Subtitle

• Metadata Keywords (private)

ASO Tip: Keyword weight plays a part in ranking, and varies significantly from left to right, starting with the heaviest in the Title, then the Subtitle, and finally the lowest weights in the keyword field.

Why Targeting Long-Tail Keywords is Essential for New Apps

When starting with app store optimization (ASO), it's more effective to target long-tail keyword phrases rather than big, highly competitive keywords that your app might not rank for initially. Long-tail keywords are more specific and less competitive, making it easier for your app to rank higher in search results. For example, instead of trying to rank for "fitness," which is highly competitive, you could target "home workout routines" or "beginner fitness programs." This approach not only improves your chances of ranking but also attracts a more targeted audience, leading to higher conversion rates and better user engagement. Some other examples:

• “educational games for toddlers”

• “note-taking app with sync”

• “workout tracker for beginners”

1. Do not repeat keywords

Avoid repeating keywords that are already in your app’s title or subtitle, as Apple doesn't prioritize keyword density. Repetition doesn’t enhance keyword weight and won't improve your app’s ranking. Instead, focus on using unique and relevant keywords throughout your metadata to maximize visibility and effectiveness.

Additionally, it’s important to diversify your keyword usage to cover more search queries and potential user interests. This approach ensures that your app appears in a wider range of searches, enhancing its discoverability and attracting a broader audience. Regularly updating your keywords based on performance analytics can also help maintain and improve your app’s ranking over time.

2. Avoid using special characters in your app’s keyword fields

Avoid using special characters such as “-,” “@,” or “*” in your keyword field because Apple does not recognize these characters when indexing your app. They are replaced with blank spaces, rendering them ineffective and wasting valuable character space. Instead, focus on relevant words that Apple can index to enhance your app’s visibility.

By optimizing your keyword field with effective, meaningful words, you can maximize the potential of each character. This strategy ensures that every part of your keyword field contributes to your app’s searchability. Regularly reviewing and updating your keywords based on performance can also help maintain and improve your app's ranking over time.

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3. Don’t use branded or trademark words

Many app developers strive to rank high for their competitors' brand names to capture some of their downloads by adding these brand names to their app’s metadata. However, Apple disapproves of this practice and may take action if they detect trademarked names being used. This can result in your app being blocked from ranking for those keywords or, in severe cases, being removed from the App Store entirely.

Some brands include generic terms in their names, which apps can leverage in the keyword field to improve ranking. For instance, if your competitors are “Candy Shop,” “Fitness Tracker,” or “Photo Editor,” you could use combinations like “candy,shop,” “fitness,tracker,” or “photo,editor” in your keywords. Individually, these words are not trademarked, and Apple may automatically combine them, potentially ranking your app for these combinations.

4. Use single keywords separated by a comma, and without a space

Especially for new apps, it's wise to target long-tail keywords as they often face less competition than broader, more popular keywords. For example, if you're launching a fitness app, you might find it easier to rank for "home workout routines" instead of "fitness."

ASO Tip: When adding these keywords to your keyword field, be sure to separate them with commas and without spaces. Instead of entering "home workout routines" as one phrase, break it down to "home,workout,routines."

Apple's algorithm will combine these individual keywords, enabling your app to rank for variations like "home workout," "workout routines," and "home routines." This approach increases your chances of appearing in relevant searches. Make sure to avoid spaces after each comma to maximize your character limit.

5. Do not add English words to Localization fields

If your app is available in multiple countries, it's essential to localize it by offering versions in different local languages. This localization effort should include understanding how your keyword field is indexed in various regions.

For example, if you release a German version of your app for Germany, it will be indexed for all the German keywords in the app's name, subtitle, and keyword field. However, what's less apparent is that your app in Germany will also be indexed for the English keywords from the default keyword field (the UK, unless you change it). This is particularly relevant in countries where English is commonly used alongside the local language, such as in the Netherlands, Sweden, or even India. Therefore, it is usually unnecessary to add English keywords to your localized keyword fields in these regions.

6. Stay clear of the ‘free keywords’

Every app is automatically indexed with certain keywords, known as ‘free keywords,’ without needing them in the metadata. These include common terms like "app," "free," "iPhone," "iPad," "new," "best," and plural forms of words.

Additionally, your app's category name is also treated as a free keyword. Therefore, you should focus on more unique and relevant keywords in your metadata to enhance your app's visibility and effectiveness, rather than wasting space on these automatically indexed terms.

7. Target singular words, Apple will credit you with the plurals

Apple suggests that you only use the singular form of keywords. This approach typically helps your app to rank for the plural versions automatically, making it easier to cover multiple variations without extra effort, or loss of valuable keyword space.

By focusing on singular keywords, you free up valuable space to include other relevant keywords, enhancing your app's visibility and reach.

Conclusion

If you apply and look out for these seven ASO tips, you'll start to see your app climb in the rankings. Focusing on long-tail keywords, optimizing your metadata, and keeping an eye on competitor strategies can make a significant difference in your app's visibility and download rates.

Remember, ASO is an ongoing process. Regularly updating your keywords, monitoring your app's performance, and making necessary adjustments will help maintain and improve your app's ranking over time. Stay proactive and keep refining your strategies to ensure your app stays competitive and continues to grow.

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