Most used keywords organically in app metadata in each category throughout 2025 (US)
Games
Games is one of the most crowded App Store categories, so metadata leans on broad discovery terms and fast clarity on mechanics to win attention quickly.
The keywords “game” and “play” remain dominant because Games is still a high-browse category, many users enter search without a specific title or subgenre in mind, so broad terms are used to stay eligible. “Fun” sits near the top because it works like a commitment filter: it tells users the experience should feel easy to start and rewarding quickly.
Behind those, “puzzle”, “match”, and “gameplay” describe the mechanics directly. Puzzle and match-3 games continue to thrive on mobile, and top charts clearly reflect that; games like Candy Crush Saga consistently use mechanic-driven terms such as “match,” “levels,” and “gameplay” in their store metadata to set clear gameplay expectations.
The frequent use of “levels”, “skills”, and “challenge” shows that Games metadata in 2025 increasingly emphasizes progression. Apps highlight progressive gameplay to signal long-term engagement, even in casual games. “Players” reflects another trend: social and competitive elements are now commonly highlighted to indicate multiplayer, comparison, or shared experiences.
The takeaway is clear: users want more than just “a game.” They want to know how it plays, whether it feels fun at first glance, and what keeps them coming back. If your game is puzzle-led, competitive, progression-heavy, or skill-based, your metadata should surface that fast.
Education
Education demand is now split between skill-building, test prep, and kid-first learning experiences, so metadata has to clarify who it’s for and how learning happens (lessons, practice, exams, progress).
The term “learning” leads because it’s the widest umbrella keyword and keeps apps eligible across multiple Education subcategories. But in 2025, it rarely stands alone; it’s paired with loop terms like “practice” and “study” to clarify that the product is a system users can repeat daily, not just content.
The strength of “exam,” “test,” and “questions” shows Education searches are heavily assessment-led. Users are often trying to prepare fast, prove readiness, and fix weak areas through short drills and mini-tests. That’s why these terms cluster together.
“Language” stays high because it captures a massive slice of Education demand, while ‘English’ stands out as an indicator that the target audience has been clearly defined. Apps prioritize specificity in metadata to immediately reveal the answer to the question “which language?” in order to increase match quality and conversion rates.
Finally, “progress” appearing in the top 10 reflects a shift toward measurable improvement as a core promise. In a crowded category where many apps look similar, progress tracking (scores, levels, streaks, mastery) is used as the proof layer that keeps users engaged and returning.
Finance
Finance metadata is driven by trust and daily money actions, so top keywords focus on accounts, tracking, and high-intent investing behaviors.
Metadata is dominated by three intents: core banking access (money/financial/account/bank), money monitoring (track/card/credit), and wealth growth (trading/crypto). AI is used to signal automation across all three.
“Money” and “financial” lead because they match broad searches and keep apps eligible across many Finance queries. “Account” and “bank” repeat because they signal the highest-trust capability: linking real accounts, showing balances and transactions, and supporting transfers.
“Track” is high because tracking is a primary Finance job: spending, subscriptions, bills, net worth, and alerts. This aligns with common Finance usage patterns: short, frequent sessions driven by checks and notifications. “Card” and “credit” stay high because they map to recurring monitoring loops: transaction review, fraud checks, credit score, and utilization monitoring.
“Trading” stays strong because it captures direct action intent (buy/sell). “Crypto” entering the top 10 shows crypto is now treated as a standard Finance acquisition term, not niche, and it drives frequent opens through price movement and alerts.
