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Storefront Localization Playbook

Localize App Store Keywords: United States to Thailand

Playbook for expanding App Store keywords from United States to Thailand. Covers secondary indexing rules, script expansion (0.8x), and metadata tips.

Cross-Storefront Blueprint & Indexing Rules

Expanding from United States to Thailand shifts your primary keyword language from English to Thai. Text length contracts by ~20%.

  • •Origin Market: United States (US)
  • •Destination Market: Thailand (TH)
  • •Script Expansion Factor: 0.8x
  • •Secondary Indexing: Thailand indexes Thai and English (US).

Metadata Translation & Character Strategy

Title (30 chars)

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

Subtitle (30 chars)

Reinforce secondary intent and benefits in Thai within 30 characters.

Keyword Field (100 chars)

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

Localization Checklist

  • ✓Check Apple's secondary language indexing rules for Thailand.
  • ✓Account for script expansion: Contracts by ~20% when translating from English to Thai.
  • ✓Verify Apple Search Ads popularity for target keywords directly in the Thailand storefront.
  • ✓Audit top-ranking local competitor subtitles in Thailand before finalizing your 100-character field.

Cross-Market Indexing Rules & Script Density

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

Thailand indexes Thai and English (US).

Script expansion factor is 0.8x (Contracts by ~20%). In a 30-character title limit, every character counts.

Common Pitfalls to Avoid in Thailand

Thai script has no spaces between words. Separate Thai keyword phrases carefully with commas.

Frequently Asked Questions

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

Other Localization Playbooks

Score keywords for Thailand

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

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