iTunes Connect offers a special segment for you to provide your app details page with keywords. This is the first big difference that separates it from the Google Play Store, where you can only include keywords in the name of the app and its description. By contrast, Apple’s App Store gives you up to 100 characters to add any keywords appropriate to your app in the ‘Keywords’ field – and you should make the most of this: The keywords listed in this section are decisive when it comes to determining your app’s ranking on the App Store. And if you’ve developed a multi-lingual application, you’ll need to adapt the keywords to each specific language.
Keywords added to the keyword field on iTunes Connect should be separated by a comma – but without spaces: spaces aren’t necessary for Apple to process your keywords, so by excluding them between keywords, you can be sure not to waste characters. If you have long-tail keywords that consist of two or more words, enter each one as a single keyword: So if your app offers a filter effect for photographers, for example, then you should type your keywords ‘photo,filter’ like so. By doing this, you also cover your app for multiple keyword combinations (upper/lower case spelling doesn’t affect keyword searches):
There’s also no need to pluralize words – singular versions of any keyword cover plural searches. It’s not necessary to include the word ‘app’ among your keywords either, nor the title of the app category for your chosen app – these keywords are automatically assigned to the app and so including them would just take up limited space unnecessarily. So, as an example, if your app is listed in the games section, then neither ‘game’ nor ‘app’ needs to be included as a keyword. A word of warning: Selecting the right category for your app is very important, because the available categories (3 for gaming apps; 2 for all other applications) also influence your keywords. So select your category carefully.