Make every character of your App Store metadata count
Paste your app name, subtitle and keyword field. Get live character counts, duplicate and filler-word warnings, brand-name checks and a cleaned keyword field you can paste straight into App Store Connect.
How to use the ASO keyword tool
Paste your current app name, subtitle and keyword field. The counters show how close each field is to Apple's limits: 30 characters for the name, 30 for the subtitle and 100 for the keyword field. The analysis on the right lists every problem it finds, scores your metadata and gives you a cleaned keyword field with duplicates, filler words and brand names removed. Copy it into App Store Connect with your next release.
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How App Store search works, in brief
Apple indexes your app name, subtitle and keyword field for search, along with your developer name and, for in-app purchases and events, their names. Apple describes how search and discovery works at a high level: relevance comes from your text metadata, and ranking is influenced by how people engage with your app, including downloads, ratings and behaviour after search.
Two practical rules follow. First, the words in your metadata decide which searches you can appear in. Second, your product page and app quality decide how high you rank and how many people install.
The three fields that matter most
| Field | Limit | Tips |
|---|---|---|
| App name | 30 characters | Brand plus your most important keyword |
| Subtitle | 30 characters | A benefit that includes a second keyword |
| Keyword field | 100 characters | Comma-separated, no spaces, no repeats from name or subtitle |
Because Apple combines words across these fields, you do not need to repeat a word to rank for phrases that include it. If "habit" is in your name and "tracker" in your keyword field, you can appear for "habit tracker".
Keyword field rules that save characters
- No spaces after commas. "habit,tracker,streak" uses fewer characters than "habit, tracker, streak".
- No repeats. Words already in the name or subtitle are wasted here.
- No filler words. Words like "app", "the", "and" and "free" add little; Apple handles many of them automatically.
- Single words over phrases. "daily,planner" covers "daily planner" and other combinations.
- One form of a word. Singular or plural, rarely both.
- No competitor brands. They violate Apple's metadata guidelines.
- No category names. Your category already helps people browse to you.
Finding the right keywords
Good keywords are relevant, searched and winnable. Here is a practical process.
- List what your app does in your customers' words. Read reviews of your app and your competitors and collect the nouns and verbs people use.
- Study competitors. Look at the names and subtitles of the top ten apps for your main term. Muaz.io's competitor research extracts these automatically.
- Check popularity. Apple Search Ads provides keyword recommendations and popularity signals. Third-party tools provide volume estimates.
- Judge difficulty. If the top results are dominated by huge brands with millions of ratings, choose a more specific term first.
- Prioritise. Put your most valuable, winnable keyword in the name, the next in the subtitle and the rest in the keyword field.
Free: The 2026 ASO Checklist
25 checks for your name, subtitle, keywords, screenshots, ratings and in-app events, with examples.
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Beyond metadata: what else moves rankings
Metadata gets you into the race; these factors decide where you finish.
Conversion rate. The share of people who install after seeing your app in search. Icon, screenshots and ratings drive it. Use the screenshot generator to improve your first impression.
Ratings and reviews. Ask for ratings at the right moment with Apple's in-app review prompt, after a success rather than on launch.
Downloads and engagement. Launch campaigns, featuring and genuine word of mouth all help.
In-app events. Timely in-app events can appear in search and on your product page, giving you extra visibility.
Custom product pages. Tailored pages for different audiences or campaigns can improve conversion for specific traffic sources.
Localisation as an ASO multiplier
Each localisation in App Store Connect has its own name, subtitle and keyword field. Supporting additional languages, even with translated metadata, can expand the set of searches you appear in. Translate with native speakers who understand how people search, not just what words mean.
An example, before and after
Before:
- Name: "Habitly - The Best Habit Tracker App" (36 characters, over the limit)
- Subtitle: "Habit tracker and daily planner"
- Keywords: "habit, tracker, habits, daily, planner, routine, goals, app, free, streak"
After:
- Name: "Habitly: Habit Tracker" (22 characters)
- Subtitle: "Daily goals, streaks & routine" (30 characters)
- Keywords: "planner,self,care,productivity,todo,reminder,morning,focus,wellness,journal,mood,water" (about 90 characters, no repeats)
The second version fits the limits, wastes no characters on repeats or fillers and covers far more searches.
A monthly ASO routine
- Check which keywords you rank for and which bring installs, using Apple's analytics and your ASO tool.
- Replace keywords that bring nothing with new candidates.
- Review competitor metadata changes.
- Test one product page element, such as the first screenshot.
- Respond to reviews, especially recent negative ones.
- Plan an in-app event if you have something timely.
Common ASO mistakes
Stuffing the name. Long, keyword-heavy names look spammy and may be rejected.
Ignoring the subtitle. It is prime real estate for a second keyword and a benefit.
Set and forget. Search behaviour changes; review keywords regularly.
Chasing only the biggest terms. Specific, winnable terms often bring better users.
Neglecting conversion. Ranking is wasted if your icon and screenshots do not persuade.
Let Muaz.io build your keyword plan
When you build with Muaz.io, the Growth Strategist Agent drafts your name, subtitle and keyword field from your competitor research, flags gaps your competitors do not target and tracks results after launch. Paste your website or idea into the builder at the top of this page to start, or keep using this free tool to tidy existing metadata.
Understanding search intent
Not all searches are equal. Some people search for a specific brand they already know, some search for a category such as "budget planner" and some search for a problem, such as "stop overspending". Brand searches are mostly won by the brand itself. Category searches are competitive and reward strong ratings and conversion. Problem searches are often less crowded and bring users who are ready to act. A balanced keyword plan targets a few category terms where you can compete and a longer list of problem-based phrases where you can win quickly.
Using reviews as a keyword source
Your reviews, and your competitors' reviews, are a goldmine of keywords because they are written in the exact language users think in. Look for repeated nouns and phrases: the features people praise, the problems they mention and the alternatives they compare you with. Words that appear often but are missing from your metadata are strong candidates for the keyword field or subtitle. Muaz.io's research engine summarises review themes for every competitor it analyses.
ASO for new apps versus established apps
A brand-new app has no download history or ratings, so it struggles to rank for broad, popular terms. The smartest strategy is to target specific, lower-competition phrases first, earn installs and ratings, then expand to broader terms as your app gains momentum. Established apps with strong ratings can compete for broader terms and should focus more on conversion tests and localisation. Revisit your strategy as your app grows.
Measuring ASO results
Apple's App Analytics in App Store Connect shows impressions, product page views and installs by source, including App Store search and browse. Track these numbers before and after each metadata change, and give each change at least a couple of weeks before judging it. Combine Apple's data with keyword ranking data from your ASO tool to see which terms drive real installs, not just rankings.
Keyword ideas by category
To get you started, here are typical keyword themes by category. Productivity apps often target planning, focus, tasks, notes and reminders. Health and fitness apps target workouts, steps, habits, sleep and nutrition. Finance apps target budgets, expenses, savings, bills and investing. Education apps target languages, flashcards, practice, tutoring and exams. Lifestyle and shopping apps target deals, styles, recipes, home and travel. Use these as a starting list, then refine with your own research and real search data.
Building a keyword map
A keyword map links each important search term to the place it lives in your metadata and the page or feature that satisfies it. Start a simple table with columns for the keyword, its relevance to your app, a popularity signal from Apple Search Ads or your ASO tool, how strong the competition looks and where you will use it: name, subtitle, keyword field or none. Review it monthly. Over time, the map shows which terms bring installs and which never move, so your 100 characters are always spent on the words that work.
| Keyword | Relevance | Popularity | Competition | Placement |
|---|---|---|---|---|
| habit tracker | High | High | High | Name |
| daily routine | High | Medium | Medium | Subtitle |
| streak | High | Medium | Low | Keyword field |
| morning planner | Medium | Medium | Low | Keyword field |
| self care | Medium | High | High | Keyword field |
These rows are illustrations; use your own research data.
Competitor keyword analysis
Your competitors' names and subtitles are public, and they reveal which terms they prioritise. List the top ten apps for your main keyword and note every word in their names and subtitles. Words that appear in almost every competitor are table stakes; you probably need them too. Words that no competitor uses but that your users search for are opportunities. Muaz.io's competitor research builds this analysis automatically for 5, 10 or 20 apps and highlights the gaps.
Long-tail keywords for new apps
New apps rarely rank for broad, popular terms at first. Long-tail phrases, which are more specific and less competitive, are where new apps win their first installs. "Habit tracker" is crowded; "habit tracker for ADHD-friendly routines" may not be, though be careful to describe only what your app actually does. Long-tail users are often more motivated, because the app matches exactly what they wanted. As you collect installs and ratings, expand to broader terms.
ASO for subscription apps
For subscription apps, the goal of ASO is not just installs but paying users. Terms that attract people with a real, recurring need tend to convert better than curiosity searches. Watch the trial-start and conversion rates of users by source in your analytics, and prefer keywords that bring users who pay. Combine your ASO work with a strong paywall, checked with the paywall teardown, and model the economics with the revenue calculator.
Updating metadata without losing rankings
Changing keywords can shift your rankings, for better or worse. Change a few terms at a time rather than rewriting everything, so you can tell what worked. Keep your strongest performers. Time changes with your regular releases, because keyword field updates go live with a new version. Monitor rankings and installs for two to four weeks after each change before deciding on the next.
Promotional text and description
Two more text fields deserve attention, even though Apple does not index them for search in the same way. Promotional text, up to 170 characters, appears at the top of your description and can be changed at any time without a new app version, which makes it ideal for timely messages such as a new feature, a seasonal offer or an event. The description itself should be written for people, not algorithms: start with a clear summary of what the app does and who it is for, follow with the main benefits in short paragraphs or bullet points and finish with subscription terms if you offer them. Both fields influence conversion, which in turn influences ranking.
The role of ratings in ASO
Ratings affect both whether people install and how Apple ranks your app. An app with a 4.7-star average and thousands of recent ratings will usually outperform a similar app with a 3.9 average, even with identical keywords. Prompt for ratings at moments of success using Apple's in-app review API, respond to reviews constructively and fix the issues that cause negative ratings. Resetting your rating summary is possible with a new version, but it is better to improve the app and let good ratings accumulate.
In-app events and ASO
In-app events are timely experiences inside your app, such as a challenge, a live session or a seasonal update, that you can promote on the App Store. Events can appear in search results, on your product page and in editorial placements, and they have their own name and short description, which gives you additional searchable text. Plan a regular cadence of events if your app has naturally timely content. Apple's in-app events guidelines describe the types of events that qualify.
ASO for different markets
Search behaviour differs by country, even in the same language. Users in the United Kingdom and the United States may search with different words for the same need, and spelling differences such as "colour" and "color" matter. Each localisation in App Store Connect has its own metadata, and some languages can be assigned to additional countries, which gives you more keyword space. Research each market separately, starting with the two or three where your app has the most potential.
Glossary of ASO terms
Keyword field. The hidden 100-character list of search terms in App Store Connect.
Conversion rate. The share of people who install after viewing your product page.
Impressions. How many times your app appeared in search, browse or other placements.
Long-tail keyword. A specific, lower-competition search phrase.
Localisation. A language-specific version of your App Store metadata.
In-app event. A timely experience inside your app that can be promoted on the App Store.
A complete ASO checklist
Use this list before every release. Your name is under 30 characters and includes your most important keyword. Your subtitle is under 30 characters and combines a benefit with a second keyword. Your keyword field uses close to 100 characters, with commas and no spaces, and no words repeated from the name or subtitle. No competitor brands appear anywhere in your metadata. Your first three screenshots tell the core story and match your top keywords. Your icon stands out in search results for your main term. Your promotional text highlights something current. You have asked for ratings at a moment of success. Your localisations have translated metadata for each market. And you have noted the changes in your keyword map so you can measure the results.
Why tidy metadata matters more than ever
With new app releases growing rapidly in 2026, every category is more crowded than it was a year ago. Metadata that wastes characters, repeats words or targets terms nobody searches leaves visibility on the table, and competitors are quick to take it. The good news is that tidy metadata is one of the few growth levers that costs nothing but attention. Run the tool above before every release; it takes a minute, and the cleaned keyword field is ready to paste.
How Muaz.io approaches ASO
When you build with Muaz.io, ASO is part of the pipeline, not an afterthought. The research step collects your competitors' names, subtitles and review themes. The Growth Strategist Agent proposes a keyword map, drafts your name, subtitle and keyword field within Apple's limits and suggests screenshot captions that reinforce your top terms. After launch, it tracks rankings and installs, proposes updates with each release and tests your product page. You approve every change. To see it in action, paste your website or idea into the builder at the top of this page, or read about App Store Studio and the top charts for more context.
Frequently made trade-offs
Should the brand or the keyword come first in your name? Brand first builds recognition; keyword first can help relevance but looks less distinctive. Most apps put the brand first. Should you target one big keyword or several small ones? Early on, several small ones; later, the big one. Should you translate keywords literally? No, research how people search in each language. These choices depend on your stage and category, so revisit them as your app grows.
Small, steady metadata improvements compound over months. Start with your next release, and keep your keyword map up to date as you learn what works.
Good luck climbing the search results this month.
Happy optimising.
See you at the top.
Still have questions about aso keyword tool? Ask the assistant inside the Muaz.io builder. It knows your project, your competitors and every source cited in this guide, and it answers in plain language.
Questions about aso keyword optimizer
Short, direct answers. Still curious? Ask in the builder; the assistant knows your project.
What is ASO?
App Store Optimisation is the practice of improving your app's visibility in App Store search and browse, and the share of visitors who install. It covers metadata such as the name, subtitle and keywords, as well as screenshots, ratings, reviews and in-app events.
How long is the App Store keyword field?
The keyword field allows 100 characters. Separate keywords with commas and no spaces, and do not repeat words already in your app name or subtitle, because Apple indexes all three together.
Should I use plurals in the keyword field?
Usually you only need one form. Apple's search handles many singular and plural variations, so listing both often wastes characters. Test if a specific plural matters in your category.
Can I use competitor names as keywords?
No. Apple's guidelines prohibit using other apps' names or trademarks in your metadata, and doing so can lead to rejection.
How often should I update keywords?
Review them every month or two and after major releases. Keyword changes take effect with a new app version, so batch updates with your release schedule.
Where can I find search volume?
Apple does not publish search volume directly. Apple Search Ads shows popularity signals and keyword recommendations, and third-party ASO tools estimate volume. The Muaz.io dashboard shows sourced estimates when a provider is connected.
Guides on this topic
Related guides and tools
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Use the free tool Product · 13 min readResearch the apps already winning your categoryResearch the iOS apps winning your category before you design. Screenshots, onboarding, paywalls, pricing and ASO, with licensed estimates clearly labelled.
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Use the free toolWhere our numbers come from
Third-party figures are estimates published by the sources below. Prices and rules change; check the source before you decide.
- Apple: App Store search and discoverydeveloper.apple.com/app-store/search
- App Store Connect: app informationdeveloper.apple.com/help/app-store-connect/reference/app-information
- Apple App Store Review Guidelines: metadatadeveloper.apple.com/app-store/review/guidelines/#metadata
- Apple: Product page optimizationdeveloper.apple.com/app-store/product-page-optimization
- Apple Search Ads: keyword recommendationssearchads.apple.com
- Apple: In-app eventsdeveloper.apple.com/app-store/in-app-events
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