The Ultimate Guide to ASO Keywords: How to Optimize Your App for Search and Downloads

App store optimisation (ASO)

Optimising your app listing for app store search is crucial. An effective keyword strategy ensures your app ranks higher, appears in more search queries, and drives more downloads. Let’s dive into how to master ASO keywords step by step.

ASO Keyword Research

Start with seed keywords—basic terms that describe your app’s core features (e.g., “photo editor,” “fitness tracker”)—and expand from there.

• Use tools like SEMrush, App Radar, Sensor Tower, AppTweak, and Apptweak to uncover high-volume, low-difficulty, and niche search terms

• Balance short-tail (e.g., “fitness app”) with long-tail keywords (e.g., “home workout fitness app”) to capture varied search intent

• Conduct competitor analysis to see which keywords are driving downloads for top apps.

• Build & Prioritise Your Keyword Library

  Organise keywords into categories to guide strategic placement:

  • Branded (your app name)

  • Generic (core function terms)

  • Long-tail/Niche (e.g., region or specific use

  • Prioritise based on:

    • Relevance: Only target keywords that match your app’s purpose

    • Search Volume vs. Difficulty: Aim for terms with high volume but manageable competition

    • Strategic Keyword Placement

      Apple App Store (iOS)

      • App Title (30 char): Highest weight—include primary keyword at the start

      • Subtitle (30 char): Place secondary keyword; pairing with title can form multi-word search strings
      • Keyword Field (100 char): Add varied keywords; no spaces after commas, avoid duplicates and stop words

      • Google Play

        • Title (up to 30 char): Include main keyword

        • Short & Long Description: Integrate keywords naturally—the long description is indexed heavily

        • racking & Iteration

          • Use tools like App Radar, AppTweak, Sensor Tower, or AppFollow to track keyword rankings, visibility scores, and organic downloads

          • Rotate keyword fields and metadata every ~4 weeks to respond to performance and seasonal shifts
          • A/B test icons, titles, screenshots, and descriptions via Apple’s Product Page Optimization and Google Play experiments

          • Localization & Visual Reinforcement

            • Localize listings per region/language—support for multiple custom pages boosts reach

            • Reinforce keyword messaging via visuals: overlays in screenshots or captioned preview videos can subtly echo core keyword themes

            • Boost Rankings with Ratings & Engagement

              • Encourage in-app review prompts at optimal user moments; respond to reviews to convert negatives into positives

              • Track review themes for keyword ideas (“note-taking app with sync”)

              • Monitor competitor strategies and fine-tune your meta accordingly .

              • Avoid Black‑Hat Tactics

                Steer clear of manipulative methods like fake reviews, incentivized installs, or keyword stuffing—risk app removal or penalties

              • ASO Keyword Checklist

                1. Generate seed words and expand via ASO tools

                2. Prioritize keywords by relevance, volume, and competition

                3. Place key terms smartly within title, subtitle, and metadata

                4. Localize for target languages and regions

                5. Add keyword-rich visuals and captions

                6. Track performance—update metadata monthly

                7. A/B test metadata and creatives for conversion improvements

                8. Engage users for positive reviews and feedback-driven keywords

                9. Monitor competitors and watch for new search terms

                10. Avoid unethical ASO shortcuts