ASO — 6 Resources for Keyword Research

It can be a daunting task to try to identify all the different keywords to use when trying to optimize your app to be found by people searching in the app store.

Not only are keywords important for helping your app to come up for relevant App Store searches, keywords are also vital in explaining to people what your app is and does once they open your description, in the shortest possible number of words.

Thankfully, keyword research is a straightforward process with several commonly used resources — here are six of them that you can use in your keyword research efforts.

1. Your Own Head

Take for example our Goalie app, which we would describe as a “visual to do list;” yet people searched using other keywords like “task list, sticky notes and checklist.”

Once you have this list, make sure to vet each keyword in it for popularity of each of your ideas using other methods listed below.

2. App Store Searches

Auto fill results are popular searches that other searches have done, based on the characters or words you have already typed.

While the details of what makes up related keywords are less concrete, it’s a safe bet that related searches are other popular searches done by people who have searched the same keyword you did, meaning that they may be relevant for your app if the seed keyword is relevant.

Keep in mind that you will come across many auto fill keywords and related keywords that are irrelevant. Parse through the suggestions to pull out those that are relevant and keep moving.

3. User Reviews

Many ASO tools (such as the two below) as well as the Google Play Console even perform the aggregation for you, making it easy to analyze user reviews for popular phrases and keywords.

Another ASO tool, App Annie allows you to see up to 200 user reviews per page, filterable for several dimensions such as country, rating and version.

Additionally, when viewing reviews via iTunes Connect on a computer, you can see which reviews were voted most helpful, which can help you zero in on the reviews that resonate most with people.

4. Apple Search Ads

5. Google Adwords

That said, when adding keywords to an active ad group that has some keywords in it, you do have the option to see some keyword search volume data taken in part from the Play Store through the keyword suggestions box.

6. ASO Tools

AppTweak — great for keyword discovery and packed with loads of features, including pulling keywords from auto fill, related and apple search ads suggestions, along with comparing keywords that competitors rank for. AppTweak is also very handy for tracking performance for keywords, showing keyword ranks across your competition set and allowing you to download daily ranking data for each keyword. AppTweak also offers an ability to optimize your keyword mix across your app’s title and keywords space for iOS for the most optimal character yield.

Mobile Action — Among some of the many features of this useful tool, Mobile Action has is a new view that shows keyword performance over time, with worst, best and average rank for up to 100 keywords that Mobile Action automatically identifies your app as ranking for.

Competitor Apps

Once you’ve identified your keywords, the next step is to optimize for them in your listing. We’ll write a post on this next step, but if you’re reading along and feel that research or optimization is something that you don’t feel you have the time or expertise for, don’t feel defeated. While ASO is a skill that can be learned, it takes lots of time to do so and lots of practice to truly understand.

If your time is limited, you may be better off hiring an ASO expert to help manage your strategy, either in part or whole. Hiring an ASO expert not only saves you time, but also provides crucial access to that expert’s economies of experience, which is invaluable to achieving results and mitigating the issues that inevitably arise from implementing an ASO strategy.

That’s all for now, folks! Be sure to bookmark our blog, sign up to our email newsletter for new post updates and reach out if you’re interested in working with us.

Incipia is a mobile app development and marketing agency that builds and markets apps for companies, with a specialty in high-quality, stable app development and keyword-based marketing strategy, such as App Store Optimization and Apple Search Ads. For post topics, feedback or business inquiries please contact us, or send an inquiry to

Co-Founder & CEO @ Incipia App Development and Marketing; former Microsoftie/General Assembly instructor.