Guide

How to manage App Store keywords

Jul 19, 2026 Fill the 100-character App Store keyword field with intent: research, ordering tips, localization, and how Helm keyword suggestions keep ASO focused.

The App Store keyword field is only 100 characters, and Apple does not show it to shoppers. That scarcity is the point. Every comma-separated token competes for indexing alongside your app name and subtitle. This guide covers how to fill the field with intent, common mistakes, and how Helm keyword suggestions keep ASO decisions visible.

What the field is for

Keywords extend discovery beyond the words already in your name and subtitle. Apple indexes them for search. They do not appear on the product page, so you can prioritize relevance over marketing polish.

See the App Store keywords glossary for the core definition, and ASO for how keywords fit the wider listing.

Rules that save characters

Comma-separated, no spaces after commas in the classic pattern (photo,editor,raw) so you do not waste characters on whitespace
No duplicates of words already in the name or subtitle for that locale
Singular forms usually cover plurals; do not burn space on both
No competitor brand names or trademarked terms you do not own
No category names Apple already associates with your app category in ways that waste the field

Exact indexing behavior evolves. Treat these as practical defaults, then validate with search volume and conversion, not folklore alone.

A workflow that fits 100 characters

List customer language. Pull phrases from reviews, support tickets, and how people describe the job your app does.
Map to intent. Separate high-intent terms (close to install) from broad awareness terms.
Score by fit. Keep words you can honestly rank for and convert on.
Draft the string. Prefer short tokens that combine well with name and subtitle.
Cut ruthlessly. If two words mean the same thing, keep the one people actually type.

Example shape (illustrative, not a template to copy blindly):

invoice,freelance,receipt,expense,tax,client,pdf,scan

Every token should earn its place. If you cannot explain why a word is there, delete it.

Ordering and density

Put higher-priority terms earlier when you are unsure. Character limits force tradeoffs; leading with dead weight is a common miss. Avoid stuffing synonyms that never appear in real queries. Leave a little headroom if you plan seasonal swaps via a later metadata update.

Localize keywords, do not transliterate

Each locale gets its own 100-character field. Translate intent, not English strings. A German shopper searches differently than a US shopper. Compound words, diacritics, and local product categories matter. Pair keyword work with listing localization so name, subtitle, and keywords reinforce each other in that market.

Measure without obsessing

Track:

Impressions and conversion for branded vs unbranded search
Which query themes show up in App Analytics
Whether subtitle changes moved the needle more than keyword edits

Keyword experiments are slow and noisy. Change a focused set, wait for enough traffic, then decide. Do not reshuffle the whole field every week.

How Helm helps

In Helm’s store listing tools, you edit keywords with character guidance and related suggestions so you see what still fits. ASO tips appear when you update keywords, title, and subtitle, which keeps small listing changes intentional. On Helm Pro, AI can help generate and improve listing text when you want a stronger first draft before you edit by hand.

Preview the product page and search result look while you edit so name, subtitle, and keywords feel like one story.

Pre-ship checklist

Field under 100 characters for every shipped locale
No leftover English keywords in non-English storefronts
No duplicates of name or subtitle words you already cover
No banned or trademarked terms
Keywords match the current product, not last year’s feature set