Getting an app discovered in a crowded marketplace is a challenge for developers. With millions of apps available, a great product is not enough to guarantee visibility. The foundation of being seen and downloaded lies in a methodical approach to keyword research. This process is a fundamental step in connecting your app with users who are actively searching for what it offers.
Understanding App Store Keywords
App store keywords are the specific words and phrases people type into the search bars of the Apple App Store and Google Play Store to find new applications. Think of them as the bridge between a user’s need and your app’s solution. When your app’s listing is optimized for the right terms, its chances of appearing in search results increase, leading to more visibility and potential downloads. These search terms can range from broad, single-word queries to more specific, multi-word phrases known as long-tail keywords. The two major app stores handle keywords differently, which is an important distinction for any developer.
Brainstorming Your Initial Keyword List
The first step in building your keyword strategy is to create a broad list of potential search terms without the influence of specialized tools. Begin by putting yourself in the shoes of your target user. Consider the various phrases they might use to find a solution to their problem, which your app addresses. What words first come to mind when they think about the task they want to accomplish?
From there, meticulously list every feature and function your app offers. Each feature can be a source of keywords. For instance, if your app includes “offline functionality” or “cross-device compatibility,” these terms should be added to your list. This exercise helps translate your app’s capabilities into the language your potential customers are using in their searches.
Finally, focus on the core problem your app solves. Describing this problem from different angles can uncover a wealth of keyword ideas. Think about the pain points and the desired outcomes of your users. This initial, unfiltered list forms the raw material for the more analytical steps that will follow.
Analyzing Competitor Keywords
Once you have a foundational list, the next stage is to investigate the competitive landscape. Identifying your top competitors is the first part of this process. These are the apps that consistently appear at the top of search results for the initial keywords you’ve brainstormed. Analyzing their listings offers a direct look into the strategies that are currently effective in your market niche.
Pay close attention to the specific words and phrases your competitors use in their app’s title and subtitle, as these positions carry the most weight in search algorithms. Read through their descriptions to see how they position their features and benefits. This analysis is not about copying their approach but about understanding the established language of the category and identifying opportunities.
This process will reveal the keywords your competitors are targeting and help you discover terms you may have overlooked. By seeing which terms are heavily contested and which might be underserved, you can begin to formulate a more strategic approach for your own app’s positioning.
Using ASO Keyword Research Tools
After brainstorming and analyzing competitors, introduce data into the process with specialized App Store Optimization (ASO) tools. These platforms move your research from intuition-based to data-driven by offering metrics that help you evaluate the potential of each keyword on your list.
Three of the most common metrics these tools provide are Search Volume, Keyword Difficulty, and Relevance. Search Volume estimates how many users are searching for a particular term within a specific timeframe. A high search volume indicates significant user interest and traffic potential.
Keyword Difficulty, or competition, measures how hard it would be to rank highly for a given keyword. This score is based on the number and authority of the apps already ranking for that term. A lower difficulty score suggests a better opportunity for a new or less-established app to gain visibility. Finally, Relevance assesses how closely a keyword aligns with your app’s purpose and target audience.
Selecting and Prioritizing Your Final Keywords
With a list of keywords enriched by competitive analysis and data from ASO tools, the next step is to make strategic decisions. The goal is to create a refined and prioritized list that balances relevance, search volume, and difficulty. This is about finding the sweet spot where all three elements align with your app’s specific situation.
For a newer app, the strategy involves prioritizing high-relevance keywords with lower difficulty, even if their search volume is modest. This approach allows the app to start gaining traction and building authority in a less competitive space. As the app’s visibility grows, it can begin to target more competitive, higher-volume keywords.
This selection process requires a careful trade-off. A keyword might have massive search volume, but if the competition is too fierce or the term isn’t perfectly aligned with what your app does, your efforts may be wasted. Create a shortlist of primary and secondary targets based on this balance.
Implementing and Tracking Your Keywords
The final stage is to implement your chosen keywords and monitor their performance. For the Apple App Store, your highest priority keywords should be placed in your app name and subtitle, with the remaining terms filling out the dedicated keyword field. For the Google Play Store, weave your keywords naturally into the title, short description, and throughout the long description.
After implementation, App Store Optimization is an ongoing process that requires continuous tracking and refinement. Monitor your app’s rankings for your target keywords and observe how changes impact your downloads and overall visibility. The app store environment is dynamic, with user search trends and competitor strategies constantly evolving.
Be prepared to adjust your keyword list based on performance data. Some keywords may not deliver the expected results, while new opportunities may emerge. Regularly revisiting your keyword strategy, at least every few months, ensures that your app remains well-positioned to attract new users.