How to Research Keywords for ASO

Introduction Why Keyword Research is the Foundation of ASO

In the highly competitive world of mobile applications, visibility determines success. Whether your app is a fitness tracker, a photo editor, or a productivity tool, it needs to be discovered by users before it can be downloaded. But with millions of apps in both the Apple App Store and Google Play Store, discovery is not automatic — it must be earned. That’s where keyword research comes in.

App Store Optimization (ASO) relies heavily on effective keyword targeting. Keywords are the bridge that connects users’ search intent with your app’s offering. Understanding what people type when they look for apps like yours helps you position your app where it matters most — at the top of relevant search results.

This article provides a complete guide to researching ASO keywords, understanding user behavior, using tools effectively, and implementing insights that lead to real results. By the end, you will know exactly how to identify, evaluate, and use the best keywords to improve your app’s visibility, conversion rate, and organic growth.

What is Keyword Research in ASO?

Keyword research in ASO is the process of identifying and analyzing the search terms that users enter in app stores to find apps. These keywords reflect user intent, needs, and behaviors. Your goal is to find high-traffic, relevant, and achievable keywords — the ones that can bring qualified users to your app.

For example, if you’ve built a language learning app, potential keywords might include “learn Spanish,” “language tutor,” or “vocabulary builder.” Each of these phrases represents a possible way users might discover your app.

But not all keywords are equal. Some have high traffic but are too competitive. Others may be easy to rank for but bring little traffic or irrelevant users. The art of keyword research lies in finding the sweet spot — keywords that combine high search volume, strong relevance, and manageable competition.

Why Keyword Research Matters in ASO

1. It Drives Organic Visibility

App store searches account for about 65% of all app downloads. If your app is optimized for the right keywords, it can appear when users are searching for related terms. Without keyword optimization, even a great app can remain invisible.

2. It Targets High-Intent Users

Keyword research helps you understand what your ideal users are looking for. By targeting specific keywords, you attract users who already want what your app offers — resulting in higher conversions and retention.

3. It Reduces Acquisition Costs

Organic downloads from keyword optimization are free. Unlike paid ads, ASO keyword optimization continues to deliver results long-term, reducing the overall User Acquisition Cost (UAC).

4. It Improves Relevance and Ranking

Keyword optimization signals to app store algorithms what your app is about. When your metadata and listing are aligned with popular search terms, the algorithm can confidently rank your app for those keywords.

Understanding How Users Search for Apps

Before diving into tools or metrics, you must first understand user intent — the motivation behind each search. App store users generally fall into three categories based on how they search:

1. Exploratory Searchers

These users are browsing generally without a specific app in mind. They might type “photo editor,” “budget planner,” or “fitness app.”
They represent broad, high-traffic keywords that are often highly competitive.

2. Problem-Solution Searchers

These users know the problem they want to solve but not the app. They might search for “track calories,” “learn Korean fast,” or “organize tasks.”
These keywords indicate intent and offer opportunities to attract engaged users.

3. Branded Searchers

These users are searching for a specific app by name, such as “Duolingo” or “Canva.” While you can’t rank for someone else’s brand, monitoring branded keywords helps you understand competitive dynamics.

Understanding these search types allows you to choose keywords that align with both your audience’s needs and your app’s features.

The Keyword Research Process Step by Step

Let’s explore a practical, step-by-step method for conducting effective ASO keyword research.

Step 1: Define Your App’s Core Features and Value Proposition

Before finding keywords, you must clearly define what your app does and who it serves. Ask yourself:

What problem does my app solve?
What features make it unique?
Who is my target audience?
What benefits do users get from downloading it?

If you have a meditation app, your features might include guided sessions, sleep sounds, and daily reminders. Your value proposition might be “helping users reduce stress and improve sleep.”
These details will guide your keyword brainstorming.

Step 2: Brainstorm Initial Keyword Ideas

Start by generating a broad list of possible keywords related to your app. Think of both direct and indirect terms users might use.

For example, for a fitness app, you could brainstorm:

Fitness
Workout
Home exercise
Weight loss
Bodybuilding
Step tracker
Yoga
Personal trainer
Healthy habits

Include both single words and short phrases. Think like a user, not a marketer. Use your competitors’ listings for inspiration — what words appear in their titles and descriptions?

Step 3: Use ASO Keyword Research Tools

Now it’s time to validate and expand your keyword list using ASO tools. Some of the most powerful tools for keyword research include:

AppTweak

Provides keyword rankings, search volume estimates, competition analysis, and keyword suggestions based on app category.

MobileAction

Offers keyword intelligence, competitor tracking, and visibility analysis. It helps identify keyword opportunities where competitors perform well.

SensorTower

Known for its accurate data on keyword traffic, difficulty, and trends over time. It’s excellent for strategic keyword planning.

App Radar

Combines ASO management with keyword tracking and A/B testing features. It’s useful for optimizing listings and monitoring performance after implementation.

Using these tools, analyze:

Search Volume (how many users search for a keyword)
Competition Level (how many apps target it)
Relevance (how closely it aligns with your app)
Current Rankings (where your app or competitors appear for that keyword)

Your goal is to find keywords with high traffic, moderate competition, and strong relevance.

Step 4: Analyze Competitor Keywords

Competitor analysis is one of the fastest ways to discover effective keywords. Look at top apps in your category and study their metadata — titles, subtitles, and descriptions.

Tools like MobileAction and SensorTower can show you:

Which keywords your competitors rank for
Which ones drive the most downloads
Where they’re improving or losing rankings

By understanding what works for them, you can identify gaps and opportunities. However, avoid simply copying their keywords. Instead, use them as a reference point to find untapped or niche variations.

Step 5: Evaluate Keyword Metrics

Now that you have a list of potential keywords, evaluate them based on three core metrics:

1. Search Volume

Represents how often users search for a term. Higher search volume means greater potential visibility, but it often comes with more competition.

2. Difficulty or Competition

Indicates how hard it is to rank for a keyword. High-difficulty keywords are dominated by established apps. For newer apps, moderate-difficulty keywords offer better opportunities.

3. Relevance

Measures how closely a keyword matches your app’s function and target audience. Relevance is critical — irrelevant keywords may bring traffic but won’t convert.

To maximize effectiveness, focus on a balanced mix:

A few high-volume, high-competition keywords for visibility.
Several moderate-competition, high-relevance keywords for steady growth.
Some long-tail keywords for targeted niche traffic.

Step 6: Prioritize and Categorize Keywords

Once you’ve evaluated the metrics, categorize your keywords into tiers:

Primary Keywords – The most important ones that define your app. These should appear in your app title and subtitle.
Secondary Keywords – Supporting keywords that expand reach. These can go into your description and backend keyword fields.
Long-Tail Keywords – Longer, more specific phrases that target niche searches. These often have lower competition and high conversion potential.

Example:
For a meditation app:

Primary: Meditation, Mindfulness, Relax
Secondary: Sleep sounds, Calm mind, Focus training
Long-tail: Guided meditation for sleep, Reduce anxiety naturally

Step 7: Implement Keywords Strategically

Once your keywords are finalized, integrate them naturally into your app’s metadata.

In the App Title

Include your primary keyword and your brand name.
Example: “ZenSpace: Meditation & Mindfulness App”

In the Subtitle

Add secondary keywords that describe core benefits.
Example: “Relax, Sleep Better, and Reduce Stress Daily”

In the Description

Use a keyword-rich but readable description. Avoid keyword stuffing — focus on clarity, flow, and benefits.

In the Keyword Field (iOS)

Use commas to separate relevant keywords. Avoid repeating words from your title or subtitle.

Step 8: Monitor Keyword Performance

ASO is not a one-time effort. Keyword rankings fluctuate as algorithms change, competitors update listings, and user trends evolve.

Track metrics such as:

Keyword rankings
Visibility score
Download growth
Conversion rate
Retention rate from organic installs

If a keyword’s performance drops, test new alternatives. Regularly reviewing your keyword set keeps your app competitive.

Step 9: A/B Test Keyword Variations

To maximize results, use A/B testing to compare different keyword combinations, titles, or descriptions. This helps you understand what drives higher visibility and downloads.

Test variations such as:

Different primary keywords in titles
Alternative secondary keywords in subtitles
New long-tail keywords in descriptions

Track results for at least two weeks before deciding which version performs better.

Step 10: Continuously Refine Your Keyword Strategy

Keyword research is ongoing. User behavior, market trends, and store algorithms evolve constantly.
Review and update your keywords at least once a month. Add new trending terms, remove underperforming ones, and adapt your content accordingly.

Staying proactive ensures that your app continues to appear in relevant searches and attract engaged users.

Advanced Keyword Research Tips

1. Leverage Auto-Suggest Data

Type a seed keyword into the App Store or Google Play search bar and observe the autocomplete suggestions. These are real searches made by users — an invaluable source of keyword ideas.

2. Use Localization

If your app is available globally, localize your keywords in multiple languages. Translate and adapt them to fit regional search behavior.
Localization can significantly increase your organic visibility in international markets.

3. Monitor Seasonal Trends

Certain keywords gain traction at specific times of the year — such as “fitness” in January or “budget planner” in December. Use tools like SensorTower to spot seasonal opportunities and update your keywords accordingly.

4. Combine Paid Campaign Data

If you run Apple Search Ads or Google App Campaigns, analyze which search terms drive the highest click-through and conversion rates. These insights can guide your organic keyword strategy.

5. Focus on Intent Over Volume

High-volume keywords are attractive but often competitive. Sometimes, lower-volume keywords with clearer intent yield better conversion rates.
For instance, “guided meditation for beginners” may have fewer searches than “meditation,” but it attracts users more likely to download and engage.

Common Keyword Research Mistakes to Avoid

Ignoring Relevance – Targeting popular keywords unrelated to your app leads to unqualified traffic and poor conversion.
Keyword Stuffing – Overusing keywords harms readability and can lower user trust.
Neglecting Long-Tail Keywords – Many developers focus only on high-volume terms, missing valuable niche opportunities.
Copying Competitors Blindly – What works for one app may not work for another. Customize your keyword strategy.
Failing to Track Performance – Without monitoring, you won’t know which keywords are driving results or hurting performance.

The Business Impact of Effective Keyword Research

When done right, keyword research drives measurable results across all key app metrics:

Higher organic downloads through better search rankings
Improved conversion rates from relevant, high-intent users
Lower marketing costs through reduced reliance on paid channels
Enhanced visibility and brand credibility in app stores
Sustainable long-term growth as your app continues to attract users organically