Keyword field

The keyword field is a hidden field in App Store Connect where you list search terms for your app, separated by commas, in up to 100 characters. Customers never see it; the App Store uses it, together with your app name, subtitle and primary category, to decide which searches your app can appear for.

Why it matters

On the App Store, the name, subtitle and keyword field are the only text you control that feeds search. With 30 characters each for the name and subtitle, the keyword field is where most of your search terms have to go. Every character counts, so the usual practice is:

• single words separated by commas, without spaces after the commas;
• no words you already use in the name or subtitle;
• words that describe what the app actually does, in the language of the storefront.

Apple's guidelines forbid filling metadata with trademarks, other apps' names or irrelevant terms, and a rejected update costs more than an unused keyword.

Google Play has no keyword field. There, the title, short description and full description carry your search terms.

Example (a fictional app)

A developer's app is named "Tally: Habit Tracker" with the subtitle "Daily goals and streaks". The keyword field does not repeat "habit", "tracker", "daily", "goals" or "streaks", and instead lists "routine,checklist,reminder,discipline,morning". After the update ships, they track their keyword ranking for those words for a few weeks before changing anything again.

Where Indevaro fits

Indevaro tracks keyword ranks per country and language and can draft listing text with AI for you to review. It does not write to App Store Connect: you update the keyword field yourself, in a new app version.