App Store OptimizationKeyword Research Strategy

How to Optimize Keywords in the App Store and Play Store?

For those games and apps that do stand to benefit from keyword optimization, In this blog, we’ll go through how to optimize keywords in app store and play store. Let’s learn how to set up a solid keyword optimization strategy. The keyword can be optimized after different steps which we will discuss in the very next paragraph. The “repeat” symbol shown in the signal that the keywords optimization process is continuous and iterative tweaking metadata of app is essential to its success. You establish a solid keyword optimization strategy by researching, prioritizing, targeting, and measuring. 

How to Do Keyword Research for App Store and Google Play Store?

Before you can start engaging human beings in your App Store and Google Play listings by targeting high-volume keywords, and relevant, and low-competition search terms, a large list of keywords must be created. These should be terms that people would expect to find when searching for your app.

Read More: Most Important Ranking Factors For Apple and Google

The first step in this process is to create a fresh keyword list with generic search terms. It is not necessary to include your app name or the app name of your competitors in this keyword list, as you will naturally add your app name to the metadata of the app and if the name is unique the app will typically rank first for its name.

You can use Spreadsheet or any ASO tool to create your keyword backlog. When making a spreadsheet, this list can be just one column, but you can also expand your research with another column mentioning the source where you find this keyword. That source might be, for example, “competitor ASO,” “ keywords,” or “Keyword Planner.” 

Furthermore, adding app name of competitors in your metadata is not a good practice on the App Store and Google Play. So, you should exclude these names from your research unless the competitor’s brand name is a generic search term such as “car games” or “stunt games.”

Various Ways You Can Find New Search Terms for Your Keyword Backlog


Before trying ASO tools, try to create your first list of keywords on the basis of common sense. How would you do a search for your own app?

Here are a couple of points to get started: 

• Think about the main feature of your app and its benefits. 

• Ask your colleagues to come up with some keywords they would use to search for your app. 

Once your list includes a base of seed keywords, you can then move on to more scalable ways of finding keywords. You can do team brainstorming work when everyone must individually come up with as many keywords as in a few minutes, physically writing down these keywords on sticky notes. Then, collect the suggestions and group them according to themes. Even though you will find the most significant search terms come up more than usual, managing the keywords will also assist you to establish distinct topics and ways in which people can discover your app.

Competitor Keywords

Of course, you want to make sure that you’re ahead of the competition when it comes to ASO. Start by analyzing your competitors’ app titles and subtitles, long and short descriptions, and screenshot captions. This will help you understand the scope of keywords that have relevance to your app. On Google Play, you can see what your competitors have added to their long descriptions; on the App Store, this is not possible on a phone device. The 100-character keyword field is hidden by App Store Connect; for this reason, it is a guessing game of what apps have added keywords in their metadata.

App Store Autofill

One of the easiest methods of keyword research and finding high-volume and relevant search terms is looking at the auto-suggestion keyword on the App Store and Google Play. While you can use your Android or iOS device to find auto-fills on the App Store or Google Play, you can also go to ( from your computer or access the App Store from your computer. However, be aware that keyword trends can sometimes vary between the stores on mobile vs computer. You can use App Tweak tool to find Apple App Store or Google Play autofill.

Find Keywords From Apple Search Ads

You can find lots of keywords on the Apple Search Ads console, whether or not you use Apple Search Ads in your user acquisition strategy. When you design a search match advertising campaign. All of these suggestions give a good foundation for your keyword list, especially if you are targeting the audience of the App Store.

To pick out relevant keywords, use the ad group keyword finder. When you run a campaign on Apple Search Ads and try to add keywords to the ad group, Apple gives a keyword list that is linked to the targeted app, such as keyword popularity in the targeted country and maximum daily impressions. In this keyword suggestion list, Apple provides an indicator that how many people search specific keywords, on a scale of 5 to 100. 

Apple provides more relevant keywords if you type in a specific keyword. The list has search terms and broader keywords. For example, based on the keyword “car,” Apple suggests keywords like “car game” and “car stunt.” 

See the keyword report for each ad group for more keyword inspiration, particularly in search match ad groups. In search match ad groups, Apple automatically matches your app with search terms that the algorithm deems relevant. This is a signal from Apple about the keywords that can drive downloads to your app or game. These should be added to your keyword list.

Keyword Research with Google Keyword Planner Tool 

Finding keywords in Google Ads with Keyword Planner Tools is used to get web keywords and traffic and it actually helps you to create a Google Ads campaign. So, traffic volumes are web-based and therefore not relevant for App Store Optimization prioritization. However, the tool can give you some generally helpful keyword ideas for your seed list. You can also use Google Trends to get more keyword ideas. 


Long-tail keywords tend to be less competitive, which also makes it easier to rank higher. If you are going to launch a new app new and smaller app operating in a competitive space, Targeting long tail keywords with lower volume can provide you more visibility than targeting a single keyword that is highly competitive. 

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