Here’s a statistic that should make every app developer pay attention: over 65% of app downloads happen directly after a search. With more than 650 million people visiting the Apple App Store every week to discover new apps, and nearly 4 million apps competing for attention on Google Play, your app’s visibility in search results isn’t just important—it’s absolutely critical for survival
Yet most app developers approach keyword research haphazardly, either copying competitors blindly or relying on gut feelings about what users might search for. This amateur approach explains why so many brilliant apps languish in obscurity while mediocre competitors with superior keyword strategies dominate downloads
App store keyword research is the foundation of every successful App Store Optimization strategy. Done correctly, it transforms your app from invisible to irresistible, placing it directly in front of users actively searching for solutions like yours. This comprehensive guide reveals the exact framework successful apps use to dominate their categories through strategic keyword research
What is App Store Keyword Research?
App store keyword research is the systematic process of identifying and analyzing the specific words and phrases potential users type into app store search bars when looking for apps like yours. It helps you understand how users look for apps and match your metadata with those search terms
But it’s much more than just finding popular terms. Effective keyword research reveals user intent, uncovers competitive opportunities, and guides every aspect of your app’s presentation—from your title and description to your visual assets and feature prioritization
Think of keywords as the bridge connecting your app to your ideal users. Without that bridge, even the most exceptional app remains isolated and undiscovered
Why App Store Keyword Research Matters More Than Ever
The app marketplace has become incredibly competitive. As of 2025, the Apple App Store had over 2 million apps while Google Play housed nearly 4 million, with thousands more launching monthly. This saturation makes organic discovery exponentially harder
Roughly 70% of app installs originate from app store searches, dwarfing other discovery methods like browsing, recommendations, or featured placements. Users who discover apps through search also demonstrate higher intent—they’re actively looking for solutions, not passively scrolling. These searchers convert better and retain longer than users acquired through most other channels
Without strategic keyword research, you’re essentially invisible to this massive, high-intent audience. Your app might be objectively superior to competitors, but if they rank for the right keywords and you don’t, they win the downloads
Furthermore, app store algorithms use keyword relevance as a primary ranking factor. Apps optimized for relevant, high-value keywords receive algorithmic boosts that compound over time, creating virtuous cycles where improved rankings drive more downloads, which further improve rankings
Understanding Keyword Research Metrics
Successful app store keyword research requires analyzing four critical metrics that determine whether a keyword represents opportunity or waste:
Search Popularity (Volume)
This metric indicates how frequently users search for a specific term. High-volume keywords reach more potential users but typically face intense competition. Tools like App Tweak and Mobile Action provide search volume estimates, though exact numbers remain proprietary to Apple and Google
Focus on keywords with sufficient volume to justify optimization efforts. A keyword searched 10 times monthly won’t move your business forward regardless of how well you rank
Keyword Difficulty (Competition)
Difficulty scores reveal how hard it will be to rank well for specific terms. This metric considers factors like the number and strength of apps already ranking, their ratings, download velocity, and optimization levels
New apps should prioritize lower-difficulty keywords where they can realistically achieve top 10 rankings. Established apps can compete for more difficult terms leveraging their historical performance and user bases
Relevance
Perhaps the most important yet often overlooked metric, relevance measures how closely a keyword aligns with your app’s actual functionality and value proposition. Ranking for irrelevant keywords wastes optimization resources and attracts users who immediately churn after discovering your app doesn’t solve their problem.
A fitness app shouldn’t optimize for “weight loss calculator” unless it actually includes that specific tool. Misaligned keywords tank your conversion rates and retention metrics, ultimately hurting rankings across all keywords.
Current Rankings
Understanding where your app currently ranks for keywords (if at all) reveals optimization opportunities. You might rank #47 for a valuable term—close enough that focused optimization could push you into the top 10 where visibility dramatically increases
Conversely, if you’re ranking #200 for a highly competitive keyword, that term probably represents a poor investment compared to more achievable alternatives
The Strategic Keyword Research Process
Effective keyword research follows a systematic framework that balances discovery with analysis:
Step 1: Brainstorm Seed Keywords
Start by listing terms directly describing your app’s core functionality, category, and solutions it provides. Consider:
Your app’s features: What does your app actually do? User problems: What pain points does it solve? Category terms: How would app stores categorize your functionality? Competitor keywords: What terms do similar apps target?
This brainstorming creates your seed list—the foundation for deeper research
Step 2: Expand With Research Tools
Use specialized ASO tools to expand your seed list dramatically. Tools like App Tweak, Sensor Tower, Mobile Action, and App Marketing Plus’s analytics services reveal:
Related keywords: Terms semantically connected to your seeds Competitor keywords: What successful apps in your niche rank for Trending terms: Rising searches reflecting changing user behavior Long-tail variations: Longer, more specific phrases with less competition
This expansion phase often surfaces unexpected opportunities that manual brainstorming would miss
Step 3: Analyze and Prioritize
With hundreds of potential keywords identified, prioritization becomes crucial. Focus on search popularity, difficulty, relevance, and ranking to identify the most valuable and achievable keywords
Create a scoring system weighting these factors based on your app’s maturity. New apps should heavily weight difficulty (targeting winnable terms), while established apps can pursue higher-volume competitive keywords
The goal is identifying your “golden keywords”—terms with sufficient volume, manageable competition, perfect relevance, and realistic ranking potential
Step 4: Categorize Keywords Strategically
Organize your prioritized keywords into strategic categories:
Primary keywords: 5-10 highest-priority terms representing your core value proposition. These go in your app title and subtitle where they carry maximum weight
Secondary keywords: 15-25 supporting terms that contextualize your app and capture related searches. Distribute these throughout your description and keyword field
Long-tail keywords: Longer, specific phrases typically with lower competition. These gems often convert exceptionally well despite lower volume because they capture users with precise intent
Platform-Specific Optimization Strategies
Apple’s App Store and Google Play have distinct algorithms requiring tailored approaches:
iOS App Store Optimization
Apple provides a 100-character keyword field that algorithms index for search. This field is invisible to users but critical for rankings. Use every character efficiently, separating keywords with commas and avoiding repetition across your title, subtitle, and keyword field
Apple’s algorithm heavily weights keywords in your app name (30 characters) and subtitle (30 characters), making these placements premium real estate for your most important terms
Google Play Optimization
Google doesn’t offer a separate keyword field. Instead, algorithms index your long description (up to 4,000 characters), making natural keyword integration throughout your description essential
Google’s algorithm appreciates keyword density and natural language, rewarding descriptions that weave keywords organically while remaining readable and compelling
Common Keyword Research Mistakes
Even experienced marketers make predictable errors that undermine their keyword strategies:
Keyword Stuffing: Cramming excessive keywords into titles or descriptions triggers algorithmic penalties while creating terrible user experiences. Algorithms detect and punish this manipulation
Ignoring Localization: Keyword research for your home market doesn’t translate to other regions. In 2025, app growth requires localization—researching keywords in different languages and cultural contexts for international expansion
One-Time Optimization: Treating keyword research as a launch activity rather than ongoing optimization. User language evolves, competitors change tactics, and algorithms update. Quarterly keyword reviews and continuous optimization separate leading apps from stagnant ones
Neglecting User Intent: Optimizing for volume without considering whether searchers actually want what your app provides. A meditation app ranking for “sleep sounds machine” attracts users wanting white noise devices, not mindfulness guidance
Frequently Asked Questions
1. How often should I update my app store keywords?
Review and refine keywords quarterly at minimum, with more frequent updates if you notice ranking drops, launch major features, or enter new markets. Competitive landscapes and user language evolve constantly—static keyword strategies become obsolete quickly
2. Can I use competitor app names as keywords?
Generally no. Both Apple and Google prohibit using competitor trademarks in your metadata. However, you can optimize for general category terms that competitors also rank for. Focus on functionality-based keywords rather than brand names
3. How many keywords should I target?
Quality trumps quantity. Focus on thoroughly optimizing for 20-40 highly relevant keywords rather than superficially targeting 100+ terms. Deep optimization for fewer keywords typically outperforms shallow optimization across many
4. Do keywords in my app description matter?
Extremely important for Google Play, where your description is fully indexed. Less critical for Apple’s App Store, which doesn’t index the description for search. However, well-written descriptions incorporating keywords naturally improve conversion rates on both platforms
5. What’s the difference between short-tail and long-tail keywords?
Short-tail keywords are 1-2 words with high search volume and competition (like “fitness app”). Long-tail keywords are 3+ words with lower volume but higher specificity and conversion rates (like “bodyweight workout tracker women”)
Building Your Keyword-Driven Growth Engine
App store keyword research isn’t a one-time task—it’s an ongoing strategic discipline that compounds results over time. Apps that master keyword research consistently outperform competitors in organic downloads, user quality, and sustainable growth.
The framework outlined here provides everything needed to identify high-impact keywords and translate them into improved rankings and downloads. Start with systematic research, prioritize strategically, optimize thoughtfully, and iterate continuously based on performance data.
Ready to dominate app store search and drive sustainable organic growth? App Marketing Plus specializes in comprehensive ASO strategies combining expert keyword research, competitive analysis, and continuous optimization. Our data-driven approach ensures your app consistently ranks for the keywords that matter most.
Contact us today to discover how professional keyword research can transform your app’s visibility and unlock sustainable growth through organic search