Localize your app name and keywords for each country
Every localization gets its own name, subtitle and keywords, and each one is a new chance to rank.
What you can localize
In App Store Connect, each localization of your app, such as English (U.S.), English (U.K.) or Spanish (Mexico), has its own name (under App Information) and its own description and keywords (under each version). Apple encourages you to translate your name and tailor your keywords to each market.
When you add a localization, its screenshots and most fields start as copies of your primary language. The description and keywords don’t: you write those for that localization.
Which localization a country shows
Which localization appears can depend on the App Store country or region, the customer’s device language, the localizations you provide, and your primary language. If no localization matches, Apple uses the next most relevant localization or falls back to the primary language.
Apple’s example: an app in English and French shows its French listing in countries where the App Store supports French but not English. Everywhere else without a match, people see the English one.
Why a local name can rank better
App Store search reads your name, subtitle and keywords in the localization a country shows. A German name and German keywords can match what people in Germany type. An English listing in Germany matches English-language queries more directly, but may not match German-language searches as well as localized metadata.
It isn’t always the local language that wins. In some countries more people search in English for some phrases, and an English word in the local listing ranks better. Measure both before you choose.
Names are unique per localization
Apple allows a name for one app per localization. A translated name can be free in English and taken in German, so check every localization’s name before you upload.