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Start with user intent
Use terms your users actually search, not internal product wording. Think outcomes and problems first.
Tools
Keyword Research Tool
Describe your app, audience, and niche. Get suggested keywords plus a ready-to-paste keyword string capped at 100 characters.
Guide
Practical ASO habits to build stronger keyword sets and improve discoverability.
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Balance broad and niche
Combine broad discovery keywords with lower-competition long-tail phrases to improve ranking opportunities.
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Avoid duplicates
Do not repeat words in your keyword string. Repetition wastes character budget and hurts coverage.
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Prioritize conversion intent
Keywords that match buying or install intent usually outperform purely informational terms.
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Localize by market
Top terms differ by region and language; build country-specific keyword sets for better relevance.
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Iterate from results
Refresh underperforming terms and keep winners after each release cycle and metadata update.
Comparison: Google Play vs Apple App Store
Key differences in metadata and keyword handling across both stores.
| Aspect | Google Play | Apple App Store |
|---|---|---|
| Search metadata | Title, short description, and long description influence search context. | Title, subtitle, and 100-char keyword field carry strongest metadata weight. |
| Keyword field | No dedicated field; phrase naturally in listing copy. | Dedicated 100-char field, comma-separated, no repeated words. |
| Iteration speed | Metadata updates are typically faster to publish. | Keyword and metadata changes usually go through review flow. |
Glossary
Core terms you will see while researching and iterating your keyword strategy.
search intentlong-tail keywordkeyword difficultymetadataorganic rankingconversion rateimpressionsdiscoverabilitysearch volumekeyword cannibalizationmetadata relevanceCTR
Frequently Asked Questions
Quick answers to common keyword research and App Store Optimization questions.
How many keywords should I target first?›
Start with 8-15 focused keywords around one audience/use-case cluster, then expand after seeing performance.
Should I include competitor brand names?›
Usually no. It can violate policies and often attracts low-intent traffic that does not convert well.
How often should I refresh keyword sets?›
A practical cadence is every 4-8 weeks, or after major feature updates and market changes.
Should I target only high-volume terms?›
No. Mix high-volume head terms with lower-competition long-tail phrases to improve ranking probability.
Can one keyword set work for both stores?›
You can start with a shared core, then tailor wording to each store's metadata model and audience behavior.
What if my keyword string goes over 100 characters?›
Trim lower-priority terms first and remove repeated stems to preserve coverage within the limit.