ASO Tips: Optimizing Keywords for International Markets

Keywords Are Different in Every Market

The keywords that drive downloads in the US won't necessarily work in Germany or Japan. Effective international ASO requires market-specific keyword research.

This isn't about translation—it's about understanding what users in each market actually search for.

The 100-Character Challenge

You have exactly 100 characters for keywords in each locale. That's not much. Every character counts.

Best practices:

• Separate keywords with commas (no spaces after commas)
• Don't repeat words already in your app name or subtitle
• Use singular forms (Apple handles pluralization)
• Skip articles and prepositions

Example: productivity,tasks,todo,checklist,organize,planner,gtd,reminders

Research Methods for International Keywords

1. Use Local Search Suggestions

Open the App Store in each target country. Start typing category-relevant terms and note the autocomplete suggestions. These are actual searches users perform.

2. Analyze Competitors

Look at top apps in your category in each market. What keywords appear in their titles, subtitles, and descriptions? Tools like App Annie or Sensor Tower can help, but manual research is valuable too.

3. Consider Cultural Context

A "planner" app in the US might be searched as "Kalender" (calendar) in Germany or "手帳" (notebook/diary) in Japan. Direct translation misses these nuances.

4. Check Search Volume

Not all keywords are worth targeting. Some have high competition but low volume. Others might be trending in specific markets.

Language-Specific Considerations

German

• Compound words are common and can be keyword goldmines
• "Aufgabenverwaltung" (task management) is one word
• Consider both compound and split versions

Japanese

• Mix of Kanji, Hiragana, and Katakana matters
• Foreign loan words (Katakana) are common for tech terms
• "アプリ" (app) is often included in searches

Spanish

• Regional differences matter (Spain vs. Latin America)
• Verb forms vary by region
• Consider both formal and informal terminology

Chinese

• Simplified vs. Traditional is not just a script difference
• Search behavior differs between mainland China and Taiwan
• Character density means more keywords fit in 100 characters

Keyword Strategy by Market Maturity

Established Markets (US, UK, Germany)

• High competition for obvious keywords
• Focus on long-tail variations
• Consider feature-specific terms

Growing Markets (Brazil, India, Indonesia)

• Less competition, but also less search volume
• Basic category terms still work
• Room to establish presence early

Premium Markets (Japan, South Korea)

• Users are sophisticated searchers
• Quality expectations are high
• Niche keywords often perform well

Testing and Iteration

Keywords aren't set-and-forget. Build a testing rhythm:

• **Set baseline metrics** before changes
• **Change one locale at a time** to isolate impact
• **Wait 2-4 weeks** for meaningful data
• **Track impressions, not just downloads** (keywords affect visibility)

Apple Search Ads is useful for keyword testing even if you don't run paid campaigns. The keyword suggestions and competition data inform organic strategy.

Common Mistakes to Avoid

• **Direct translation** - Keywords need localization, not translation
• **Ignoring local competitors** - They know what works in their market
• **One-size-fits-all** - Each market deserves unique keyword strategy
• **Forgetting seasonal trends** - Keywords can have timing dependencies
• **Keyword stuffing** - 100 characters of gibberish helps no one

The Compound Effect

Good keywords in multiple markets multiply your visibility. An app ranking for relevant terms in 10 languages reaches exponentially more users than English-only.

This is the real power of localization: not just translation, but market-appropriate optimization that compounds across every locale you target.