App Store keyword research, per market
We work out which searches matter for your app in each market, in the language people actually use, and decide which words go in which field.
Why the fields matter
On the App Store the app name and subtitle are limited to 30 characters each, and the keyword field to 100 characters, set per localization. On Google Play the app name is limited to 30 characters, the short description to 80 and the full description to 4000. These limits decide how many words you can spend, so every one has to earn its place.
Spending the keyword field on words that already rank, or on words nobody searches, is the most common waste we see.
How we do it
Collect candidates
From your listing, your competitors, store autocomplete and your search ads data if you have it.
Score them
Relevance first, then estimated volume and difficulty. Third-party volume numbers are estimates, so we use them to rank terms, not to forecast traffic.
Separate brand, generic and competitor terms
They need different handling, in the listing and in Apple Search Ads.
Map terms to fields
Which words go in the title, subtitle, keyword field and description, with no repeats between fields.
Test before you commit
Where it is worth it, we try a term in Apple Search Ads first, before it takes a place in the keyword field.
What you get
A file you can keep and keep using.
- A keyword file per market, in the language of the market, not translated from English
- A mapping of terms to title, subtitle, keyword field and description
- Brand, generic and competitor terms separated
- A short list of terms to validate before they take a slot
- A plan for refreshing it, usually once a quarter
Questions about keyword research
Do you translate my English keywords?
No. We research each market in its own language. A direct translation usually misses the words people really type.
How accurate is search volume?
Third-party volume and difficulty numbers are estimates. We use them to compare terms with each other, not as a forecast of visitors.
How often should keywords be refreshed?
Usually once a quarter, and after a big change in your app, your category or your competitors.
Does it need access to my accounts?
Not to start. Access to App Store Connect and Search Ads makes the work faster and the result sharper.
Related services
ASO is several jobs that depend on each other. These are the others.
Start with a free audit
We look at your listing and tell you which searches you lose.