App Store Localization for English (Australia): Storefronts, Bytes, Keywords

Apple's localizations table names English (Australia) as the default language of one storefront: New Zealand. Each of them also lists English (U.K.).

Apple's keyword reference allows 100 bytes, not 100 characters. Counted as UTF-8, the example below contains 65 one-byte characters (separators excluded). Every letter costs one byte, so the field holds up to 100 characters, commas included. The words below are a hypothetical keyword list for a habit tracker called Streakly; they are illustrations, not validated search terms, and each has at least three characters.

Joined with commas and no spaces after them, the field is:

habit tracker,routines,goals,daily,reminder,organiser,fitness,motivation

That is 72 characters and 72 bytes: 65 bytes of keywords plus 7 commas, leaving 28 of the 100 bytes free. The byte counts assume UTF-8; confirm the final count in App Store Connect before you save.

The 173 rows in Apple's table do not include Australia, although the App Store is available in 175 countries or regions. The only row that names English (Australia) is New Zealand, where it is the default and English (U.K.) is the additional language. This is what the table says; it is not an explanation, and Apple does not publish one on that page.

The practical reading is narrow. If you add the en-AU locale, you get a separate keyword field. Whether you need it depends on what you see in the Australian storefront, for which LocalASO has an Australia keyword page, and in New Zealand, where there is a New Zealand page.

Both locales hold the same fields. A second English keyword field is only useful if the words differ. Australian and British spelling overlap heavily (organiser, colour), so a field copied from English (U.K.) will repeat most of its bytes. That repetition is waste, because Apple tells you not to repeat words already in your name, subtitle or category.

A better use of an en-AU field is vocabulary that is specific to how people in that market describe the task, found by looking at the apps that rank there. Compare against English (U.S.) before you commit to writing a third English listing.

LocalASO checks keywords in 52 App Store storefronts, each in the storefront's local language, so you can compare your English (Australia) candidates with the English ones in one place. Keywords, ranks and listings stay in a database on your Mac. LocalASO is a one-time $29 purchase and the app needs a license key to run; the setup is in the localization docs and the price is on the pricing page. To test the field you just built, use the keyword field checker, or browse every language page. Related languages: English (U.K.), English (U.S.).