The success of an app in digital stores, whether the Apple App Store or Google Play Store, largely depends on its visibility and ability to convert users who find it into downloads. This is the essence of App Store Optimization (ASO). A fundamental aspect of ASO is the optimization of textual metadata, particularly keywords that help users discover your app through search.
In the Apple App Store, the available space for keywords is limited. The main fields considered by the algorithm for keyword indexing are the Title (maximum 30 characters), the Subtitle (maximum 30 characters), and the Keyword Field (a dedicated space of 100 characters not directly visible on the product page, except in the United States). Fitting all relevant keywords into these spaces can be challenging.
Struggling to manage your app’s ASO data across multiple locales? Dock – Developer Optimization Content Kit makes it easy to organize, track, and optimize your app’s keywords across all markets. Try it today to streamline your ASO workflow!
The Concept of Cross-Localization
This is where an advanced ASO concept called cross-localization comes into play. Cross-localization allows keywords inserted in the metadata of at least two “locales” (a unique combination of language and territory, such as “English (US)” or “Spanish (Mexico)”) to be indexed in each App Store territory.
This is a powerful tool because it effectively allows you to increase the total space available for keywords that can contribute to your app’s ranking in a specific territory.
The US Case: English (US) and Spanish (Mexico)
For the United States territory, Apple’s algorithm indexes not only the metadata provided in the primary English (US) locale but also those of specific secondary languages. Although current sources do not explicitly list which secondary languages are indexed for the US territory, Spanish (Mexico) is a common example of a secondary language whose localization can influence ranking in the United States.
This means that, in addition to optimizing metadata in English (US), you can insert additional keywords in the Spanish (Mexico) localized metadata, and these keywords will help position your app for searches made by users in the United States.
The main place to add these additional keywords in the Spanish (Mexico) localization is the 100-character Keyword Field. It’s the most suitable field for “hiding” keywords that don’t necessarily need to appear in the title or subtitle visible to users of the Spanish localization.
Practical Strategy: Using the Spanish (Mexico) Keyword Field
The idea is simple: use your English (US) keyword field with your best keywords, and then use the Spanish (Mexico) keyword field to add additional English keywords that you couldn’t fit in the primary locale due to space limitations.
To do this effectively:
- Identify relevant keywords: Conduct thorough keyword research. You will have a list of terms that users might search for to find your app.
- Populate primary metadata (English US): Insert the most important and relevant keywords in the English (US) Title and Subtitle, respecting character limits. Use the English (US) keyword field with the rest of the high-priority keywords.
- Populate the secondary keyword field (Spanish MX): Take the remaining relevant keywords from your research (those you couldn’t fit in the English US metadata) and insert them in the 100-character keyword field for the Spanish (Mexico) localization. Separate keywords with a comma and, ideally, don’t use spaces after the comma. Avoid “stop words” that Apple ignores (such as “app”, “the”, “a”, “and”).
Managing keywords across multiple locales can be time-consuming and error-prone. Dock helps you track which keywords you’ve used in each locale, preventing duplications and identifying opportunities to leverage cross-localization. Optimize your ASO strategy with professional tools designed for developers.
Practical Example: “Pomodoro Timer” App
- Hypothetical Data in English (US):
- Title: Focus Timer – Pomodoro (about 22 characters)
- Subtitle: Study, work, improve productivity (about 30 characters)
- Keyword Field (English US): “pomodoro technique”, “productivity boost”, “time management”, “work focus”, “study timer”, “task timer”, “concentration app” (about 100 characters).
Additional keywords for a Pomodoro Timer app might include: “interval timer”, “break reminder”, “deep work timer”, “focus sessions”, “study aid”, “work flow timer”, “pomodoro clock”, “session timer”.
- Using Spanish (Mexico) Localization:
- Title (Spanish MX): “Temporizador Pomodoro – Enfoque” (Localization example)
- Subtitle (Spanish MX): “Estudio, trabajo, mejora la productividad” (Localization example)
- Keyword Field (Spanish MX): Insert the additional English keywords:
intervaltimer,breakreminder,deepworktimer,focussessions,studyaid,workflowtimer,pomodoroclock,sessiontimer
In this case as well, the keywords inserted in the Spanish field increase the indexing surface for searches in the United States.
Important Considerations
- Keyword combinations: The exact combinations (e.g., “business miles”) are generally not automatically created by joining words from different locales. If a specific combination is crucial, it might be necessary to have both words that compose it in the same locale, even if this involves a small repetition between the English US field and the Spanish MX field (for example, if “business” is in the US title and “miles” is in the Spanish MX field, “business miles” might not be indexed. It might be necessary to also put “business” in the Spanish MX field). However, the priority should be adding new keywords.
- Not just keywords: ASO is a holistic process. In addition to metadata, factors such as reviews and ratings, regular app updates, the quality of the app itself, and creative assets (icons, screenshots, videos) influence visibility and conversion. Advertising campaigns (such as Apple Search Ads) can also positively influence organic traffic.
- ASO is an ongoing process: The market and algorithms change. It’s essential to constantly monitor keyword performance and analyze competitors to refine your strategy.
Conclusion
In conclusion, leveraging localization in secondary languages such as Spanish (Mexico) for the United States territory, by inserting additional keywords (even in English) in the dedicated Keyword Field, is a valid and widely used cross-localization technique to maximize indexing space and improve your app’s visibility in the US App Store. Remember to base your strategy on solid keyword research and monitor the results.
Take Your ASO Strategy to the Next Level
Ready to implement these cross-localization techniques for your app? Don’t navigate the complex world of App Store Optimization alone.
Download Dock – Developer Optimization Content Kit today and transform your ASO strategy! Our specialized tool helps developers manage keywords across all locales, track performance metrics, analyze competitors, and implement advanced techniques like cross-localization. Join thousands of successful developers who rely on Dock to increase their app’s visibility and downloads in the App Store. Your app deserves the best ASO tools available – get started now!
