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Storefront Localization Playbook

Localize App Store Keywords: Japan to United States

Playbook for expanding App Store keywords from Japan to United States. Covers secondary indexing rules, script expansion (2.5x), and metadata tips.

Cross-Storefront Blueprint & Indexing Rules

Expanding from Japan to United States shifts your primary keyword language from Japanese to English. Text length expands by ~150%.

  • •Origin Market: Japan (JP)
  • •Destination Market: United States (US)
  • •Script Expansion Factor: 2.5x
  • •Secondary Indexing: US uses Latin script with strict 30-character limits.

Metadata Translation & Character Strategy

Title (30 chars)

Place the primary English high-demand search term in your 30-character App Title.

Subtitle (30 chars)

Reinforce secondary intent and benefits in English within 30 characters.

Keyword Field (100 chars)

Fill the 100-character keyword field with comma-separated, single root words in English without spaces after commas.

Localization Checklist

  • ✓Check Apple's secondary language indexing rules for United States.
  • ✓Account for script expansion: Expands by ~150% when translating from Japanese to English.
  • ✓Verify Apple Search Ads popularity for target keywords directly in the United States storefront.
  • ✓Audit top-ranking local competitor subtitles in United States before finalizing your 100-character field.

Cross-Market Indexing Rules & Script Density

When taking an app successful in Japan into United States, the biggest mistake is direct literal translation. Search intent is cultural, not purely grammatical.

US uses Latin script with strict 30-character limits.

Script expansion factor is 2.5x (Expands by ~150%). In a 30-character title limit, every character counts.

Common Pitfalls to Avoid in United States

Kanji text will expand by 250% when translated into English phrases; cut ruthlessly to fit.

Frequently Asked Questions

Does Apple automatically translate my keywords from Japan for United States?
No. Apple does not translate metadata across languages. If you do not provide dedicated English metadata, users searching in United States will only find you if they type in Japanese or if secondary indexing applies.
How do I verify search volume in United States?
Use ASOGrade's United States storefront selector. It reads Apple Search Ads demand scores calibrated directly to local search behavior in United States.

Other Localization Playbooks

Score keywords for United States

Analyze Apple Search Ads demand and difficulty for United States directly in your browser.

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