Yannick
100-character workflow
Research words, remove waste, then measure
Build a candidate set
Collect problem, feature, audience, and use-case terms.
Deduplicate metadata
Remove words already covered by visible indexed fields.
Review after release
Keep terms that move and replace terms without evidence.
Quick rules
- Apple limits the keyword field to 100 characters.
- Separate terms with commas and skip spaces after commas.
- Do not repeat words already used in the app name, subtitle, or category.
- Avoid competitor names, protected terms, irrelevant words, and keyword stuffing.
- Use localized keyword sets instead of copying one English list everywhere.
What Apple actually indexes
Apple gives you visible fields such as app name and subtitle, plus the private keyword field in App Store Connect. The keyword field is where you add relevant discovery terms that do not fit naturally in the visible copy. Apple's own guidance says not to repeat words from your app name, subtitle, or category, so the field works best as a compact supplement rather than a dumping ground.
A better 100-character workflow
- Start with the app name and subtitle, then remove those words from your keyword list.
- Group remaining terms by intent: problem, feature, audience, category, and use case.
- Pick specific terms you can realistically rank for, not only the biggest head terms.
- Write the final list as comma-separated words with no spaces.
- Track rankings after release and replace terms that never move.
Example structure
For a habit tracker, your visible metadata might already include "habit tracker" and "daily routines." The private keyword field should then cover adjacent discovery terms:
streak,goals,planner,focus,reminder,productivity,journal,checklistCommon mistakes
- Repeating the same word in singular and plural forms without a clear reason.
- Adding category words Apple already knows from your category selection.
- Using competitor brand names because they look attractive in research tools.
- Leaving spaces after commas and wasting characters.
- Changing keywords without tracking rank movement by country.
Allocate characters by search intent
A balanced field covers why someone searches, what the app does, and who it helps. It does not need an equal number of terms in every group, but each word should add a new route into the product rather than restating a route Apple already indexes.
Problem
What the user wants to fix
Capability
What the product lets them do
Audience
Who or which context it serves
Validate before you submit
Count the final characters, scan for accidental spaces and duplicates, and save the previous field beside the new one. That small record makes the next ranking review interpretable instead of turning every release into a fresh guess.
Official sources
- Apple App Store Search guidance
- Apple product page guidance
- Apple App Store Connect app information reference
Practical deep dive
Build the keyword field from a scored word map
The 100-character field is the final compression step, not the beginning of keyword research. Start from relevant search intents, remove words already covered by eligible visible metadata, and keep a record of why every remaining term deserves space.
| Candidate word | Reason to keep or remove | Metadata action | Measurement |
|---|---|---|---|
| habit | Already present in the app name | Remove from keyword field | Covered by visible metadata |
| routine | Relevant adjacent category term | Keep if not used in subtitle | Track by country after release |
| adhd | Specific audience only if product supports it | Keep only with accurate product proof | Review conversion and activation |
| free | Promotional and often unhelpful | Remove unless current rules and offer justify it | Protect relevance and policy safety |
Preserve meaning while removing repetition
Create a word-level inventory of the app name, subtitle, category, and proposed keyword field. Remove exact duplicates and obvious waste, but do not delete a meaningful audience or use-case term simply to fill the field with more words. Relevance is more valuable than reaching exactly 100 characters.
Avoid competitor names, trademarks, unrelated high-volume words, unsupported audience claims, and temporary promotional language. A term should describe a real job the product can prove in the listing and after install.
Version and evaluate the field
Save the locale, keyword set, character count, source research, baseline ranks, and release date. Give the store time to process the update, then review rank movement together with impressions and conversion. A rank gain for a low-fit term is not automatically a useful outcome.
Localize the research rather than translating the final English field word for word. Search language, word combinations, and product expectations differ by market. Keep the screenshot promise and metadata terminology consistent so the visitor sees proof of the intent that produced the search.
Run a pre-release keyword-field review
Have a second reviewer compare the proposed field with the current app name, subtitle, category, and localized metadata. Check character count, separators, duplication, spelling, relevance, protected terms, and whether every audience or use-case word is supported by the product.
Read the selected words back as possible combinations. Individual terms may be relevant while their combinations imply a feature the app does not have. Remove terms that could attract a materially different intent from the screenshots and onboarding experience.
After release, preserve the previous field and annotate each retained or replaced word with the result. Over several versions, this produces a useful evidence base for the app and locale instead of forcing each optimization cycle to restart from a generic keyword list.
Review the field together with the visible screenshot promise and localization. Metadata can earn a relevant search impression, but the product page still has to confirm the same intent before the visitor installs.
Frequently asked questions
How many characters are in the App Store keyword field?
Apple limits the keyword field to 100 characters. Use the available space for relevant terms not already covered by eligible visible metadata.
Should I use competitor names in App Store keywords?
No. Avoid competitor names, protected terms, irrelevant words, and promotional claims that do not accurately describe the app.
Should App Store keywords be localized?
Yes. Research each market's search language and product expectations instead of copying or literally translating one English keyword set.
Sources and next steps
Continue with App Store keyword research guide, keyword tracking workflow, and mobile app localization.
