Custom Product Pages for Search Keywords: How to Assign Them

• A custom product page can have its own screenshots, previews, promotional text and keywords, can be localized and has its own unique URL.
• It is visible only through its link, or in search if keywords are assigned to it. Otherwise the default product page is shown.
• Each keyword combination must be unique to a single product page.
• Custom product pages require iOS 15 or iPadOS 15 or later and must be approved by App Review before they are visible. Their metadata can be submitted independently of an app update.
• While a page is under review, its screenshots, previews, promotional text and keywords cannot be modified; withdrawing the submission makes it editable again.
• Metrics appear in App Analytics after a page receives at least five first-time downloads.
• Apple states developers see a 2.5 percentage point conversion increase on average when referring people to a custom product page, compared with 1.6% on default pages. That average comes from referred traffic, not from search, so do not expect it for a keyword.

Apple's pages, as read for this guide, do not say how custom page keywords relate to the 100-byte keyword field. Do not assume they share or add to that budget; check the limits in App Store Connect before you plan.

1. Find keywords with a clear intent split. The same app is searched for different reasons. A person typing a running-related term wants running features. See keyword research for finding them.
2. Write one page per intent. Each page leads with the matching screenshot, promotional text and, if useful, a preview. The default page stays the general pitch.
3. Assign keywords that match that intent only. If a keyword fits two pages, pick one. Apple requires each combination to be unique to a page.
4. Localize the pages for the storefronts where those keywords matter. A page and its keywords are per language.
5. Submit for review early. Pages need App Review approval, and you cannot edit while they are under review.
6. Measure after five downloads. Apple shows metrics only after at least five first-time downloads. Compare conversion per page, not just downloads.
7. Retire or merge weak pages. If a page never reaches meaningful volume, fold its keywords into a stronger page.

A hypothetical habit tracker, Streakly, has three intents in its keyword research: running habits, study habits and meditation habits. It builds three custom pages beside the default one, so four pages in total, well under the limit of 70.

No keyword appears on two pages. "Streak" alone is not assigned anywhere because it fits all three, so it stays with the default page. Each keyword has more than two characters, as Apple requires for the keyword field.

For time-limited themes, see seasonal keywords.

• Keywords that overlap. Two pages competing for the same combination breaks Apple's uniqueness rule.
• Mismatch. A page that does not show what the keyword promises will convert poorly, and Apple frames the keyword-to-intent match as the condition.
• Skipping a pre-test. The same unique URLs can be used in Apple Ads campaigns, so you can check how a page converts with paid traffic before you rely on it for search.

Plan the default metadata first with the keyword field guide. LocalASO tracks keyword rank and difficulty in 52 storefronts, which helps you see which intents are worth a page; see the keyword research docs.