iTunes Keywords Optimization

Visibility is the key to downloads, and one of the most powerful yet often overlooked tools in your App Store Optimization (ASO) strategy is iTunes keywords optimization.

What Are iTunes Keywords?

When you submit an app to the Apple App Store via iTunes Connect (now called App Store Connect), Apple provides a 100-character field specifically for keywords. These keywords help Apple understand what your app is about and determine when it should appear in search results.

Unlike Google Play, where keywords are extracted from your app description, Apple relies heavily on this keyword field so optimizing it correctly is crucial.

Why iTunes Keywords Matter

Over 70% of App Store downloads come from search. The right keywords can dramatically improve your app’s visibility and attract organic traffic. Effective keyword optimization means your app shows up when users search for relevant terms, giving you a competitive edge in an oversaturated marketplace.

How to Optimize iTunes Keywords

1. Research Your Keywords

Start by identifying terms your target users are likely to search for. Use ASO tools like:

• AppTweak

• Sensor Tower

• MobileAction

• Keyword Tool.io for App Store

Focus on:

• High-search volume

• Low-to-medium competition

• Relevance to your app’s features and benefits

2. Use All 100 Characters Wisely

The keyword field has a 100-character limit. Maximize this space by:

• Avoiding spaces (use commas to separate words)

• Removing stop words (like “the,” “and,” “for”)

• Using singular forms (Apple automatically matches plurals)

Example:
Instead of photo editor, photo filters, image editing, write:
photo,editor,filters,image,editing

3. Avoid Redundancy

Don’t repeat words already in your app name or subtitle they’re already indexed. Focus your keyword field on additional relevant terms.

4. Prioritize Long-Tail Keywords

Long-tail keywords are more specific and often have less competition. For example:

• Instead of “fitness,” try “home workout app” or “weight loss tracker”

5. Monitor and Update Regularly

App store trends and search behavior change frequently. Monitor your keyword performance using ASO tools and update your list periodically to keep up with trends and improve visibility.

Bonus Tips

• Localize your keywords: If your app is available in multiple countries, localize your keywords for each region to match local search habits.

• Track competitor keywords: Study your competitors to identify high-performing keywords they’re targeting.

• Include brand-related terms: If you have brand recognition, include brand-related keywords to catch branded searches.

iTunes keyword optimization is a powerful but often underused lever in App Store Optimization. By strategically choosing and refining your keywords, you can significantly increase your app’s discoverability, drive more downloads, and boost your App Store rankings.