ASO Keyword Research: A Practical Guide to Getting Your App Discovered
ASO keyword research is the process of finding and prioritising the search terms people use to discover apps in app stores. Done well, it helps your app appear in relevant search results, attract more qualified visitors to its product page and support sustainable growth.
App Store Optimisation (ASO) is not simply a matter of adding popular words to your listing. The aim is to understand what your audience is looking for, how they describe it and which terms are most relevant to what your app actually offers.
Why ASO keyword research matters
Many people browse app stores with a particular need in mind, such as tracking spending, learning a language or editing photos. The words they enter influence which apps they see. If your listing uses language that matches those searches, it has a better chance of being discovered by potential users.
Relevant keywords can also improve the quality of your traffic. A large number of impressions is not necessarily valuable if visitors are looking for something your app does not provide. Strong keyword research focuses on attracting people whose needs match your app’s features.
Start with your audience and app
Before compiling a keyword list, describe your app in plain language. Consider:
- What problem does the app solve?
- Who is most likely to use it?
- Which features make it different?
- What might someone type when searching for a solution?
Think about the language your audience uses, rather than relying only on internal product terminology. A company might describe a feature as a “personal finance management platform”, for example, while users may search for “budget planner” or “expense tracker”.
Build a broad keyword list
Begin with a wide range of possible terms. Useful sources include:
- App store suggestions: Start typing a relevant phrase into the store’s search box and note the suggestions that appear.
- Competitor listings: Review the wording used by apps serving a similar audience. Look for themes and gaps, rather than copying another listing.
- User feedback: Read reviews, support queries and survey responses to discover how people describe their needs and the benefits they value.
- Search and analytics data: Where available, use website search queries, app analytics and keyword research tools to find related terms.
- Customer conversations: Sales, support and community teams often hear the phrases customers use naturally.
Include different types of terms: the app’s category, its main function, specific features, audience needs and common alternatives. Also consider longer, more descriptive phrases. These may have fewer searches than broad terms but can reflect clearer intent.
Assess and prioritise keywords
A useful keyword is not necessarily the one with the highest search volume. Assess each candidate against several factors:
- Relevance: Does the term accurately describe the app or a genuine user benefit?
- Search demand: Are people likely to use this phrase when looking for an app?
- Competition: How difficult might it be to gain visibility for the term?
- Intent: Does the search suggest that the person is looking for a solution your app provides?
- Conversion potential: Are searchers likely to install and continue using the app?
These measures are estimates, and the data available varies between tools and app stores. Use them to guide decisions, not as a guarantee of ranking or installs. A smaller, highly relevant keyword can be more valuable than a broad term that attracts the wrong audience.
Choose keywords for each store
The Apple App Store and Google Play do not handle listing metadata in exactly the same way. Their fields, indexing behaviour and ranking signals differ, so research and optimise each listing according to the relevant store’s current guidelines.
For the App Store, pay attention to the available metadata fields, including the app name, subtitle and keyword field. For Google Play, the title and written description play an important role in explaining the app and its relevance. In both stores, make the copy clear and natural for people; avoid awkward repetition or lists of disconnected search terms.
Follow each platform’s rules and character limits. Do not use misleading terms, competitor brand names or claims that the app cannot support. Keyword stuffing can make a listing difficult to read and damage users’ trust.
Localise your research
Translating keywords word for word is rarely enough when entering a new market. People in different regions may use different expressions, spelling or search habits, even when they speak the same language. For example, UK English wording may differ from US English, while local terms can vary further across other markets.
Research keywords separately for each priority locale. Check how local users describe the problem, review relevant competitors and adapt the listing so that it sounds natural. Localisation should cover the whole product page, not just its keywords.
Test, measure and refine
ASO keyword research is an ongoing process. Once changes are live, monitor relevant indicators such as impressions, product page views, conversion rate, downloads and the quality of users acquired. Where the store provides keyword-level data, use it to understand which terms are contributing to discovery.
Change one part of the listing at a time where practical, and allow enough time to gather meaningful results. Seasonality, promotions, product updates and competitor activity can all affect performance, so avoid drawing conclusions from a short-term change alone.
Use experiments or store listing tests where available to compare different wording and creative. A keyword may bring more visitors, while a different title or description may persuade a higher proportion of them to install. The strongest result is not visibility by itself, but relevant visibility that supports installs and long-term engagement.
Common ASO keyword research mistakes
- Choosing keywords solely because they appear popular.
- Targeting terms that do not accurately reflect the app.
- Copying competitors without considering your own audience or features.
- Ignoring regional language differences.
- Repeating keywords so often that the listing reads unnaturally.
- Failing to review performance after updating metadata.
- Expecting keyword optimisation alone to compensate for weak screenshots, ratings or app quality.
Make keyword research part of your ASO strategy
Effective ASO keyword research combines audience insight, careful analysis and ongoing testing. Start with the problems your app solves, discover the words people use to search for solutions, and prioritise terms that are both relevant and achievable. Then make sure your product page communicates the app’s value clearly.
By reviewing performance and refining your approach over time, you can build a stronger connection between what people search for and what your app delivers.
9 Essential Tips for Effective ASO Keyword Research
- Start with terms users would naturally search for.
- Check competitor titles and keyword fields for ideas.
- Prioritise relevant keywords over high search volume.
- Use each store’s suggestions to find related terms.
- Target specific long-tail phrases with less competition.
- Track rankings and downloads for each keyword.
- Test keywords in titles and subtitles where permitted.
- Localise keywords for each target market.
- Refresh your keyword list as trends and rankings change.
Start with terms users would naturally search for.
Start with the words your audience would naturally type into an app store when looking for a solution. Think about the problem they want to solve, the features they need and the everyday language they use, rather than relying on internal product names or technical jargon. For example, someone looking to manage their spending may search for “budget planner” or “expense tracker”. These natural search terms provide a useful foundation for your ASO keyword research and help attract users whose needs match your app.
Check competitor titles and keyword fields for ideas.
Reviewing competitor titles and keyword fields can reveal the search terms commonly used in your app category and highlight ideas you may have overlooked. Look at several successful apps, noting recurring phrases, specific features and the language they use to describe user benefits. Treat these as research clues rather than keywords to copy: prioritise terms that accurately reflect your own app, and check their relevance and potential before adding them to your listing.
Prioritise relevant keywords over high search volume.
When conducting ASO keyword research, prioritise relevance over search volume. A popular keyword may bring more people to your app listing, but if it does not accurately reflect your app or what users can do with it, those visitors are less likely to install or stay engaged. Focus on terms that match your app’s features and the needs of your audience. More specific, lower-volume keywords can attract fewer searches but reach people who are more likely to find your app useful.
Use each store’s suggestions to find related terms.
Use each app store’s search suggestions to uncover related terms that people may use when looking for an app like yours. Start typing a relevant word or phrase and note the autocomplete options, then assess which suggestions accurately reflect your app’s features and audience. These ideas can reveal useful variations and longer search phrases, but check their relevance before adding them to your keyword plan—suggestions are a source of inspiration, not proof of search volume or suitability.
Target specific long-tail phrases with less competition.
Target specific long-tail phrases—longer, more descriptive searches that reflect a clear need—rather than relying only on broad, highly competitive keywords. For example, a language-learning app might target “Spanish vocabulary practice for beginners” instead of just “language learning”. These phrases may attract fewer searches, but they can be more relevant to your app and reach people with stronger intent. Check that each phrase accurately reflects your app, then monitor its performance and refine your keyword strategy over time.
Track rankings and downloads for each keyword.
Track rankings and downloads for each keyword to see which search terms are bringing meaningful results. A strong ranking can increase visibility, but downloads reveal whether that visibility is attracting people who want your app. Review performance regularly, look for changes over time and use the findings to refine your keyword choices. Where data is available, compare download quality and ongoing engagement too, so you prioritise relevant users rather than rankings alone.
Test keywords in titles and subtitles where permitted.
Test relevant keywords in your app’s title and subtitle, where the app store permits, as these prominent fields can help communicate your app’s purpose to both users and the store’s search system. Try one change at a time and monitor impressions, product page views and installs to see whether it improves discovery without making the wording unclear or unnatural. Always follow the store’s character limits and metadata guidelines.
Localise keywords for each target market.
Localise your keywords for each target market rather than translating them word for word. People may use different phrases, spellings and search habits depending on their language and region, even when they are looking for the same type of app. Research how local audiences describe their needs, review relevant search suggestions and competitor listings, and adapt your app store copy so it sounds natural in each market. This helps your listing reach the right users and makes its message more relevant.
Refresh your keyword list as trends and rankings change.
Refresh your keyword list regularly, as search trends, competitor activity and app store rankings can change over time. Review performance data to see which terms are driving relevant visits and installs, and look for new phrases your audience may be using. Keep effective keywords, replace underperforming ones where appropriate, and test updates carefully to understand their impact.