Keywords, App name and Company name are the three elements of optimizing your application for the App Store search engine. Unlike keywords on the web however, App Keywords come with special rules. You can only modify them when you submit a new version of your application, you can’t use your competitors’ app name in your keywords etc. Based on a recent policy change, your App description is only for marketing and will not be used for search purposes. Here are some quick guidelines from Apple on the things you should consider before creating keywords for your app: Keywords can be single words or phrases and the text field is limited to 100 characters. Separate multiple keywords with commas for best results.

• Keywords cannot contain offensive or objectionable words/phrases.
• You do not need to include your App Name & Company/Artist Name in your list of keywords as the are already searchable.
• Do not include keywords of other applications including your own app or use terms, product names, brand names, or entities that are registered trademarks which you do not own the rights to.

Screenshot from iTunes Connect, where you can enter your keywords.

Keywords can be a basis for App rejection

All keyword submissions with a new binary will be reviewed by Apple. If you misuse keywords, your app may be rejected and you will be asked to edit your keywords before you can resubmit your app for review. Localizing Your Keywords The localization page is where you can choose additional languages in which you’d like to enter your keywords for that region. If you choose to upload keywords in French, the text will appear in all French-speaking stores you selected on the pricing and availability page. Your application will also be searchable in all French-speaking stores by your entered keywords for your localization