How to Use the 100-Character App Store Keyword Field
Build a clean App Store keyword field within Apple's 100-byte limit using relevant terms, comma formatting, deduplication, localization, and testing.
In this article
The field is limited by bytes, not marketing ambition
Apple currently allows up to 100 bytes of keyword content for each localization. The field is required, localizable, and hidden from customers. Apple also says not to duplicate the app name or company name because the app is already searchable by those values.
- Separate terms with commas and omit spaces after commas
- Do not include other app or company names
- Remove terms already covered adequately by visible metadata
- Use words relevant to real product functionality
- Count bytes carefully for non-ASCII localizations
“100-character field” is the common shorthand, but Apple's current App Store Connect reference specifies 100 bytes. This distinction is important for Japanese and other multibyte scripts.
Build the field from reusable word components
Start with the jobs, audience, inputs, and outcomes that remain after the title and subtitle. Prefer words that can form multiple relevant combinations rather than repeating long phrases.
Candidate pool
scan,receipt,expense,budget,freelance,tax,invoice,organize,export
Questions
Is it relevant? Is it already covered? Can it combine naturally? Does acquired traffic convert?
Do not assume Apple will combine every word exactly as intended or stem every plural reliably in every language. Track actual queries and ranking behavior instead of treating folklore as a rule.
A practical cleanup workflow
- Export the current title, subtitle, keyword field, and localized variants.
- Remove app name, company name, competitor brands, and unrelated terms.
- Normalize capitalization and accidental duplicates.
- Group remaining words by category, job, audience, and differentiator.
- Prioritize terms with evidence of relevance and conversion quality.
- Join terms with commas and no spaces.
- Validate the byte count for the target localization.
- Record the field and date so future changes can be measured.
What not to put in the field
- Competitor app names or company names
- Claims such as best, number one, or guaranteed
- Irrelevant high-volume terms
- Repeated variants that consume space without evidence
- Terms describing functionality the app does not provide
Continue with the competitor keyword-gap framework to find missing jobs without copying protected brands.
Treat localization as new research
Each localization can have its own keyword field. Translate the user problem and research how people in that market express it; do not mechanically translate an English comma list. See the dedicated Japan and Germany keyword localization guide.
Validate the final field
Use the free App Store Keyword Field Counter to remove formatting waste and check the final field before a release.
FAQ
Is the App Store keyword limit 100 characters or 100 bytes?
Apple's current App Store Connect reference specifies up to 100 bytes, although the field is commonly called the 100-character keyword field.
Should spaces follow commas?
No. Spaces after commas consume capacity without improving the comma-separated field.
Should the app name be repeated?
Apple says apps are already searchable by app and company name, so duplicating those values wastes space.
Can competitor names be used?
Apple's current reference says names of other apps or companies are not allowed.
Continue your ASO workflow