How long until a keyword change shows in search

Apple doesn't say how long a keyword change takes to show in search. The change can only count once your app update is live, and ranks keep moving after that, so give it several days before you judge it.

The way a keyword change goes

1. You change name, subtitle or keyword field in a new app version. All three belong to the version you submit.
2. App Review checks the version. Apple says it typically reviews 50% of submissions in less than 24 hours and 90% in less than 48 hours.
3. The version is released. If you release it yourself, Apple says it may take up to 24 hours to appear on the App Store.
4. Search picks up your new words. Apple gives no time for this, and new words rarely start at the top.

Why ranks keep moving after that

Apple ranks search results by text, meaning your name, subtitle, keywords and primary category, and by what people do, like downloads, ratings and reviews. The text part changes with your update. The rest needs real people to search, find and download your app, and that takes time.

How to judge a change fairly

• Count from the day your update went live, not the day you submitted it.
• Change one thing at a time when you can, so you know what moved your ranks.
• Look at several days, not one. Ranks go up and down every day, also without changes.
• Look at downloads from App Store search too, not only at ranks. App Store Connect shows downloads per source.

What you can change without an update

• Promotional text can change any time, but Apple says it doesn't affect your search ranking.
• Custom product pages can get their own keywords without a new app version. The page shows in search only once it's approved and visible.

Fermium100 checks your keywords every day in any of 175 App Stores and shows what went up, what went down, and since which change. Before / after puts your rankings, downloads and revenue side by side for every change.