App store keyword research is the foundation of any successful app store optimization strategy. Without the right keywords, even the best app will struggle to gain visibility, installs, and long term growth.
Unlike traditional SEO, ASO keyword research focuses on short, high intent queries used directly inside the Apple App Store and Google Play Store. This guide walks you through a proven step by step framework to find, prioritize, and use the right keywords for your app.
What app store keyword research really means?
App store keyword research is the process of identifying the search terms users type into app stores when looking for apps like yours.
The goal is not just traffic. The goal is:
- relevance to your app’s core value
- ability to rank competitively
- likelihood to convert into installs
Good ASO keyword research balances search volume, competition, and intent.
How app store search behavior differs from Google?
Before researching keywords, it is critical to understand how users search in app stores.
App store searches are:
- shorter and more generic
- feature or problem focused
- heavily influenced by autocomplete suggestions
- strongly tied to conversion intent
Users are not browsing content. They are looking for a solution they can install immediately.
Step 1 define your app’s core positioning
Start by clarifying what your app actually does and who it is for.
Ask yourself:
- what main problem does my app solve
- what category does it belong to
- what words would a user use to describe it
- what features differentiate it from competitors
Write down a list of core terms related to functionality, benefits, and use cases. This becomes your seed keyword list.
Step 2 analyze your direct competitors
Competitor analysis is one of the fastest ways to find proven keywords.
Identify apps that:
- rank high for keywords you want
- solve the same problem
- target the same audience
Look at:
- app titles and subtitles
- short descriptions
- recurring words across top apps
If multiple competitors rank for the same term, it usually indicates real demand.
Step 3 use app store autocomplete and suggestions
Autocomplete is one of the most powerful keyword research signals.
In both app stores:
- start typing a core keyword
- note suggested search phrases
- repeat with variations and synonyms
These suggestions come directly from real user searches and reflect current demand.
Step 4 expand keywords with ASO tools
ASO tools help quantify keyword opportunities and remove guesswork.
Common data points to collect:
- estimated search volume
- competition or difficulty
- current ranking position
- relevance to your app
Use tools to expand your seed list into dozens or hundreds of keyword variations.
The goal at this stage is quantity, not filtering.
Step 5 evaluate keyword intent and relevance
Not all high volume keywords are good keywords.
For each keyword, ask:
- does this keyword match my app’s core value
- would a user searching this expect my app
- can my app realistically convert this traffic
High intent keywords with lower volume often outperform broad generic terms in install rate.
Step 6 prioritize keywords by opportunity
Once you have a refined list, prioritize keywords based on three factors:
- relevance
- ranking difficulty
- conversion potential
A practical prioritization approach:
- primary keywords for app title
- secondary keywords for subtitle or short description
- long tail keywords for keyword field or long description
This creates a structured and scalable keyword map.
Step 7 map keywords to app store metadata
Each app store field has a specific role.
Apple App Store:
- title for primary keywords
- subtitle for secondary keywords
- keyword field for additional variations
Google Play Store:
- title for primary keywords
- short description for high impact keywords
- long description for broader semantic coverage
Avoid keyword repetition across fields unless it is intentional.
Step 8 validate keywords with live rankings
After implementation, keyword research does not stop.
Track:
- ranking changes over time
- install growth correlated with keywords
- conversion rate per keyword
Remove keywords that do not convert and double down on those driving installs.
ASO keyword research is iterative, not static.
Common app store keyword research mistakes
Many apps fail because of avoidable mistakes:
- targeting keywords unrelated to the app
- focusing only on volume
- ignoring conversion rate
- copying competitors blindly
- never updating keyword strategy
ASO rewards precision and continuous improvement.
How often you should update your keyword research?
Keyword research should be reviewed:
- when launching a new app
- after major feature updates
- when entering new markets
- when rankings stagnate
Strong ASO teams treat keyword research as a living system, not a one time task.
My final thoughts
App store keyword research is the engine behind app discoverability. When done correctly, it creates compounding growth by aligning user intent, store algorithms, and conversion optimization.
Mastering App store keyword research is a key element of your App store optimization strategy.
Yannick Dangoumba | SEO, GEO Specialist
