ASO Keywords: How to Help People Find Your App
App Store Optimisation (ASO) helps your app become more visible in app marketplaces and encourages people to install it. One important part of ASO is choosing and using the right keywords. These are the words and phrases people enter when searching for an app, a feature or a solution to a problem.
Careful keyword research can help your app reach a more relevant audience. It is not simply a matter of adding as many popular terms as possible: the best ASO keywords reflect what your app does and how potential users describe what they need.
What are ASO keywords?
ASO keywords are search terms used to describe an app and its purpose. For example, someone looking for a running app might search for phrases such as “run tracker”, “running plans” or “5K training”. The keywords you choose can help an app store understand what your app offers and when it may be relevant to a search.
App marketplaces use different systems to index and rank apps, and the details can change over time. In general, your app’s name, subtitle or short description, full description and other listing details may contribute to how it is understood and discovered. The fields available and their importance vary between stores.
How to find the right keywords
Start with your app and its audience
List your app’s main features, benefits and intended users. Then consider how someone unfamiliar with your brand might search for them. Focus on clear, everyday language rather than internal product terms that potential users may not recognise.
Look at search suggestions and related apps
Search suggestions can reveal phrases people commonly use. You can also review similar apps to see how they describe their features. Treat this as research rather than a template: competing apps may target a different audience, and copying their wording will not necessarily suit your product.
Balance relevance and competition
Broad terms can attract a large number of searches, but they may also be highly competitive. More specific phrases may have a smaller audience while matching your app more closely. Consider a mix of relevant, descriptive terms, and prioritise the ones that best represent the app’s core purpose.
Use keyword research tools thoughtfully
ASO tools can help you discover keyword ideas, compare estimated popularity and monitor changes. Their figures are estimates, not guarantees. Use them alongside your own knowledge of your audience and evidence from your app’s performance.
Where to use ASO keywords
Use your most important terms naturally in the parts of your app listing that are indexed by the relevant marketplace. Depending on the store, these may include the app title, subtitle or short description, and full description. Check the current guidance for each store before making changes.
Make the listing easy to understand. A title or description should explain what the app does, not read like a string of search terms. Avoid repeating the same keyword unnaturally, making claims your app cannot support, or using the names of other brands without permission. Keyword stuffing can harm readability and may breach store rules.
Localise keywords for each market
Keyword research should be done separately for each language and region. A direct translation may not reflect the phrases local users actually search for. Differences in spelling, terminology and culture can all affect how people describe the same need.
For instance, English-language listings may need different wording for audiences in the UK, the US and other markets. Review local search suggestions and competitors, and ensure that the app itself supports the language and features promoted in each listing.
Measure and improve your keyword strategy
ASO is an ongoing process. After updating your listing, monitor relevant indicators such as impressions, product-page visits, conversion rate, downloads and keyword rankings where available. Changes in downloads alone do not show whether keywords are working: seasonality, advertising, reviews and product updates can also affect results.
Test changes methodically where possible. Updating several parts of a listing at once can make it difficult to tell which change made a difference. Give each update enough time to gather useful data, while keeping an eye on the overall quality and accuracy of your app page.
Common ASO keyword mistakes
- Choosing keywords that are popular but unrelated to the app.
- Using jargon that potential users are unlikely to search for.
- Repeating the same phrase excessively.
- Relying on a single keyword or research tool.
- Translating keywords literally instead of researching local search behaviour.
- Changing metadata frequently without tracking the results.
Build a clear, user-focused keyword plan
Effective ASO keywords connect what people search for with what your app genuinely provides. Research your audience, choose relevant phrases, use them naturally in the appropriate listing fields and review performance over time. A thoughtful keyword strategy can support discoverability, but it works best alongside a clear app description, strong visuals, positive user experience and a product that delivers on its promises.
Understanding ASO Keywords: Techniques, Types, and Strategies for Effective App Store Optimisation
- What are ASO techniques?
- How to find keywords for ASO?
- What is ASO in SEO?
- What are the 4 types of keywords?
- How many keywords are in ASO?
- What is keyword difficulty in ASO?
- What is an example of ASO?
- What does ASO mean?
What are ASO techniques?
ASO techniques are the methods used to improve an app’s visibility and appeal in app stores. They include researching relevant keywords, using them naturally in the app’s title and description, choosing clear screenshots and an engaging app icon, encouraging genuine reviews, and monitoring downloads and conversion rates. Effective ASO combines these practices to help the right people discover an app and understand its value.
How to find keywords for ASO?
To find keywords for ASO, start by listing your app’s main features, benefits and target audience, then think about the words potential users would use to search for them. Check app store search suggestions, review relevant competitor listings and use ASO research tools to discover related terms and estimate their popularity and competition. Prioritise keywords that closely match your app and user intent, including specific phrases as well as broader terms. Research each language and market separately, and review your results over time to refine your keyword choices.
What is ASO in SEO?
ASO, or App Store Optimisation, is the process of improving an app’s visibility and conversion rate in app marketplaces such as Apple’s App Store and Google Play. It is similar to SEO, which helps websites appear in search results, but ASO focuses on app listings and app-store search. It can include researching relevant keywords, improving an app’s title and description, and refining its screenshots and ratings to help more people discover and download it.
What are the 4 types of keywords?
In ASO, keywords are often grouped into four types: branded keywords, which include your app or company name; generic keywords, which describe the app’s main category or function; competitor keywords, which relate to competing apps or brands; and related keywords, which cover connected features, topics or user needs. A balanced strategy can include all four, but every term should accurately reflect your app and follow the relevant app store’s rules.
How many keywords are in ASO?
There’s no fixed number of keywords for ASO. The number of terms you can target depends on the app store and the metadata fields available, such as your app’s title, subtitle and description. Rather than aiming for a particular total, prioritise a focused set of relevant keywords that reflect what your app does and how people search for it. Use them naturally, follow each store’s guidelines and review performance regularly.
What is keyword difficulty in ASO?
Keyword difficulty in ASO is an estimate of how challenging it may be for an app to rank well in search results for a particular keyword. It is usually influenced by factors such as the number and strength of competing apps, their relevance and performance. A highly competitive keyword may attract many searches but be harder to rank for, while a more specific phrase may have less competition and better match your app. Difficulty scores vary between ASO tools, so treat them as guides rather than guarantees and consider relevance, search popularity and your app’s current visibility together.
What is an example of ASO?
An example of ASO is improving a fitness app’s app-store listing so it is easier to find and more appealing to potential users. The developer might research relevant terms such as “workout planner” and “home fitness”, then use them naturally in the app’s title, subtitle and description, alongside clear screenshots and an accurate explanation of its features. They can then monitor impressions, visits and downloads to see whether the changes are helping.
What does ASO mean?
ASO stands for App Store Optimisation. It is the process of improving an app’s visibility in app marketplaces, such as the Apple App Store and Google Play, and encouraging more people to visit its listing and download it. ASO can involve researching relevant keywords, improving the app title and description, choosing effective screenshots and icons, and monitoring how users discover and respond to the listing.