What Apple actually indexes

Apple keyword search primarily uses the app name, subtitle, keyword field, in-app purchase names, and developer name. The keyword field is not visible to users, but it gives Apple extra words to combine with your title and subtitle.

The biggest misconception: the App Store description is not a keyword-ranking field. The description matters for conversion after someone opens the product page, but adding keywords there does not make Apple rank you for those terms.

  • App name: 30 characters, highest search weight.
  • Subtitle: 30 characters, high search weight and visible in search results.
  • Keyword field: 100 characters, private, comma-separated.
  • Description: conversion copy, not keyword ranking text.

Do not repeat title and subtitle words

Repeating a word from the title or subtitle inside the keyword field usually wastes space. Apple already has that word. The keyword field should add new building blocks, not echo visible metadata.

If your title is “Budget Tracker” and your subtitle includes “Bills & Money Goals,” do not spend keyword characters on budget, tracker, bills, money, or goals unless you have a very specific localization reason.

Use combinations, not stuffed phrases

Apple can combine individual words. That means a compact keyword field such as “focus,pomodoro,timer,deep,work” can support multiple phrases: focus timer, pomodoro timer, deep work, deep focus, and pomodoro focus.

This is why phrase stuffing is usually weaker than word coverage. You want the smallest set of words that creates the most realistic buyer-intent combinations.

The indie app sweet spot

New and small apps should usually avoid head terms like notes, fitness, photo, or music. Those results are crowded with Apple, Google, established consumer brands, and apps with thousands of ratings.

A better path is narrower intent: offline budget tracker, morning routine planner, gym workout log, toddler sleep sounds, or medication reminder for seniors. These phrases may be smaller, but they are more winnable and often convert better.

  • Favor long-tail phrases with clear intent.
  • Avoid competitor names and Apple trademark terms in metadata.
  • Look for terms where top apps have weaker ratings, outdated screenshots, or low current-version review counts.
  • Use all 100 characters, but never at the cost of relevance.