Keyword Indexing Time
Keyword indexing time is the delay between submitting a metadata update and Apple's search index reflecting the new title, subtitle, or keyword field.
Metadata changes require an app review before they go live, and once approved, Apple typically re-indexes the new terms within a few days. Ranking movement for those terms then continues to develop over roughly a week as engagement data accumulates against the new metadata.
This delay is why keyword research has to happen before a planned release, not during it — a seasonal keyword change submitted the week of the event has likely missed most of the relevant search window by the time it's indexed and ranking.
Indexing time is separate from review time, which varies by app and by how the update is submitted. Both add up: budget for review time plus indexing time plus ranking ramp-up when planning any time-sensitive metadata change.
Frequently asked questions
- How far ahead should I submit a metadata update for a seasonal keyword?
- Two to three weeks before the peak search window is a reasonable buffer, accounting for review time, indexing, and the ranking ramp-up as engagement data builds for the new terms.
- Does indexing time apply to promotional text too?
- No. Promotional text updates independently of a full metadata review cycle and goes live faster, which is exactly why it's a poor substitute for keyword field changes but a good tool for time-sensitive messaging.
Related terms
- Seasonal Keyword CalendarA seasonal keyword calendar maps the recurring windows when specific App Store categories see predictable demand spikes, so metadata updates can be timed ahead of the peak rather than during or after it.
- App Store Metadata FieldsApp Store metadata fields are the text inputs that affect how an app is discovered and presented in the App Store — primarily the name, subtitle, keyword field, and developer name, each with different character limits and ranking weight.
- App Store Search Ranking FactorsApp Store search ranking factors are the signals Apple's algorithm uses to determine which apps appear at the top of results for a given keyword — primarily metadata relevance, user engagement, and app quality indicators.
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Put this into practice
Score App Store keywords by popularity and difficulty across 109 storefronts — the numbers behind keyword indexing time.
Start keyword research