App Store keywords: how to fill the 100-character field.
The keyword field is the only place on iOS where you can add search terms nobody sees. Apple's rules are short, and most wasted characters come from breaking them.
App Store keywords are entered in App Store Connect in a field users never see, and it is the most efficient 100 characters you have on iOS. Here are Apple's rules, and how we fill it.
The App Store keywords limit
App Store Connect's reference says the field holds up to 100 bytes, with each keyword longer than two characters. Apple's product page guidance says 100 characters. For English these are the same; for scripts such as Devanagari, each character takes several bytes in UTF-8, so the App Store keywords character limit is effectively much lower.
Apple's rules for the keyword field
| Rule | What Apple says |
|---|---|
| Separators | Commas, no spaces. Spaces are allowed inside a phrase: Property,House,Real Estate |
| Duplicates | Don't repeat words in your app name, subtitle or category |
| Plurals | Plurals of words already used count as duplicates |
| Company name | Your app is searchable by app and company name; don't duplicate them |
| Competitors | Names of other apps or companies aren't allowed |
| Generic terms | Avoid terms too broad for your app, such as "app" or "game" |
Improper keyword use is, in Apple's words, a common reason for rejection. On competitor names specifically, see our policy breakdown.
App Store keywords best practices
- Write the name and subtitle first. Their words are indexed, so the keyword field only holds what they don't cover.
- Use single words where you can. In our experience App Store search combines words across the name, subtitle and keyword field, so single words cover more phrases than repeated whole phrases.
- Drop plurals and repeats. They are treated as duplicates.
- Cut spaces after commas. Each one wastes a byte.
- Prefer relevant, specific words. Broad terms waste space and rarely rank for a new app.
- Localize per storefront. Each localization has its own keyword field.
App Store keywords research
Start from how people describe the problem, not your feature names. App Store search suggestions and Apple Ads keyword suggestions show what people type; group those terms by intent and fill the field with the words that complete your strongest phrases. The same thinking applies on Google Play, which has no keyword field; see keyword myths and the ASO score tool.
Promotional text doesn't affect ranking, so Apple says not to use it for keywords. Keep search words in the name, subtitle and keyword field.
Questions people ask
What is the App Store keywords character limit?
App Store Connect allows up to 100 bytes, which is 100 characters in English. Characters in scripts such as Hindi use more bytes each, so fewer fit.
Should I use spaces in App Store keywords?
Not after commas. Apple says to separate terms with commas and no spaces, though you can use spaces inside a phrase.
Can I use competitor names in App Store keywords?
No. App Store Connect says names of other apps or companies aren't allowed, and improper keywords are a common reason for rejection.
Do I need plurals in App Store keywords?
No. Apple treats plurals of words you already use as duplicates.
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
