The App Store keyword field is small and easy to waste. Apple gives you up to 100 bytes of keyword content, so every repeated or irrelevant word costs useful discovery space.
What Apple says
- Each keyword should be longer than two characters.
- The field can contain up to 100 bytes.
- Your app is already searchable by app name and company name.
- You should not duplicate app or company names in the keyword list.
- Names of other apps or companies are not allowed.
Practical keyword workflow
Start with category terms, user intent, and feature nouns. Remove brand repeats. Then localize the field per market instead of translating the English list word for word.
Bytes, not just characters
The 100-byte wording matters for languages where characters can use more than one byte. Keep a byte counter in your localization workflow before pasting metadata into App Store Connect.
Source notes
Apple's platform version information reference documents the 100-byte keyword field and the restrictions on duplicated names and other company or app names.