How to research localized keywords
Follow these steps in order. Each one is something we do on client work.
- Start from local suggestions. Use a local storefront and language.
- Work with a native speaker. Slang and spelling matter.
- Don't translate English terms literally. People search differently.
- Fill each 100-byte field. Bytes matter in non-Latin scripts.
- Avoid duplication with name and subtitle. Same as English.
- Review after weeks. Swap terms that don't bring impressions.
App Store localization keywords: key rules and context
How it works. Apple indexes metadata from the localizations available in each storefront. In some countries more than one locale applies (for example, the US storefront also uses Spanish (Mexico) metadata). See App Store localizations.
Using it well
- Put core terms in your primary locale.
- Use secondary locales for real terms in that language.
- Don't put unrelated English keywords into other locales just for space; it can look like spam.
Research. Use each country's search suggestions and competitors' listings. Our keyword research guide covers the method.
Google Play. Play has no keyword field; localized listings rank on their own text: Android localization.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine PhotoFix translates "photo editor" literally into German. A native speaker suggests the terms people actually type, like "Bildbearbeitung". We'd put the main one in the localized subtitle.
Common mistakes
- Literal translation. Misses real searches.
- Counting characters, not bytes. Non-Latin scripts use more.
- No native review. Mistakes.
- Copying English layout. Different priorities.
If you want this handled for you, our pricing page lists every fixed package.
What you can localize in each store
Both stores let you localize the parts that drive search and conversion.
| Asset | App Store | Google Play |
|---|---|---|
| Name / title | Per localization, 30 characters | One localized name per language, 30 characters |
| Keywords | Keyword field per localization, 100 bytes | No keyword field; localize the descriptions |
| Descriptions | Description and promotional text per localization | Short and full description per language |
| Screenshots | Per localization and device size | Localized graphic assets per language |
| Fallback | Primary language if not localized | Automated Google Translate view if not translated |
App Store text fields and their limits
These are the limits App Store Connect enforces today. Plan your copy against them before you write a word.
| Field | Limit | Notes |
|---|---|---|
| App name | 2–30 characters | Shown on the product page and in search |
| Subtitle | 30 characters | Appears under the name |
| Keywords | 100 bytes | Comma-separated, each keyword more than two characters; don't repeat app or company name; no other app or company names |
| Promotional text | 170 characters | Above the description; can change without a new submission |
| Description | 4,000 characters | Plain text, no HTML |
| What's New | 4,000 characters | Required for every version after the first |
How we measure the result
Measure localization per market, not globally. In App Store Connect and Play Console, filter by country or region and compare impressions, page views and installs before and after the localized listing went live. Look at search terms too: a new localization should start bringing impressions from local-language searches. If page views rise but conversion doesn't, the screenshots or captions probably still feel foreign. Fix those before you add another language.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Local suggestions
- Native speaker
- Local terms
- ≤ 100 bytes each
- No duplication
- Review date
Sources
- Apple: App Store localizations (accessed 26 October 2026)
- Apple: Search on the App Store (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Play Console Help: Translate and localize your app (accessed 26 October 2026)
- Apple Developer: Localization (accessed 26 October 2026)
Questions
How many keywords can each localization have?
100 characters in the keyword field.
Does the US storefront index Spanish?
Some secondary locales are indexed; check Apple's current list.
Is it allowed?
Yes, when relevant to the locale.
Should I translate my keywords?
Research them; direct translation often misses.
Can you do it?
Yes: Localization.
Do keywords in other languages count bytes differently?
Yes. The field is 100 bytes, and many non-Latin characters take more than one byte.