App Store Keyword Research: Brazil

Brazil is the largest App Store market in Latin America and the only storefront where Brazilian Portuguese localisation delivers significant volume.

Difficulty scores in Brazil are substantially lower than the US across most categories — it is one of the most accessible high-volume storefronts.

Brazil is one of the storefronts where difficulty does the deciding. Demand is deep enough that almost any sensible term returns volume, and the question is which of them you can realistically reach.

1. Build the candidate list in Portuguese. Translating an English list is the common mistake. Pull the terms from Brazil App Store listings and from what competitors put in their subtitle, because Portuguese search habits rarely map word for word onto English ones.
2. Score for popularity in this storefront specifically. Popularity is calibrated per storefront, so a term that scores 60 here is genuinely deep demand. Above 25 is the floor worth spending characters on.
3. Check difficulty. Filter to difficulty below 60 for an established app and below 45 for a new one. In a market this size the top slots are held by apps with years of install history behind them.
4. Write the metadata for Brazil. The same Portuguese metadata is indexed in 2 storefronts, so a term you add here is working in all of them. Score your list in the largest of those before you commit the 100 characters.

• App Name, 30 characters. Your brand plus the single highest-demand term you can defend in Brazil. This field carries the most ranking weight of the three, so it takes the term you most want and can plausibly reach, not the one with the biggest popularity score.
• Subtitle, 30 characters. Two or three secondary terms in Portuguese. It is indexed and it is also the line a searcher reads before deciding to tap, so it has to survive being read as a sentence by a Portuguese speaker.
• Keyword field, 100 characters. Latin script, so the 100-character keyword field holds roughly 12 to 16 single words. Drop plurals and stop words: the algorithm matches word stems and builds phrases from the terms you supply, so every repeated word is a wasted character. Never repeat a word already used in the name or subtitle; those are indexed already, and the field is the one place where a wasted character is a term you could have had.

Writing Portuguese metadata for Brazil is not a single-market decision. The same 100 characters are indexed in 1 other storefront, where the same terms carry different demand and, more usefully, different difficulty. A term that is closed in Brazil is frequently open in the smaller markets on this list, and it costs nothing extra to rank there.