Live AMA: How to Find the Right Keywords for Your App
In this live AMA, Ariel dives deep into keyword research strategies for app store optimization, covering foundational concepts, tools, and answering a wide range of audience questions. He shares actionable tips on how to identify, evaluate, and implement effective keywords to improve app visibility and downloads.
Today, we're diving deep into keyword research—one of the most common topics I get asked about, whether by email, chat, or any other channel. I’ll walk you through the basics, share my process, and answer your questions live.
If you’re looking to improve your app’s visibility in the App Store or Google Play, this is for you.
Why Do Keyword Research?
Let’s start with the fundamentals: What’s the goal of keyword research?
The main objective is to help the algorithms—Apple’s and Google’s—understand what your app or game does. They don’t just “figure it out” on their own; you need to guide them. When you clearly communicate that your app is about fitness, gyms, or something else, the algorithm knows how to categorize and rank it.
But it’s not just about telling the algorithm. You also need to find all the ways users might search for what your app does. Different cultures, and even different people within the same culture, use different words for the same intent. For example, some want to “go to the gym,” others want to “work out at home,” and so on. Each variation can bring in a different kind of user.
Finally, you need to do better than your competitors. That means finding keywords they’re missing or not optimizing well, and capitalizing on those opportunities.
Where Do Keywords Go?
Here’s a quick breakdown of where you can use keywords:
- App Store (iOS): Name, Subtitle, Keyword List
- Google Play: Name, Short Description, Long Description
The names and subtitles/short descriptions are similar across both stores, but the long description (Google Play) and keyword list (App Store) are very different. If you have questions about these, feel free to ask.
What Makes a Good Keyword?
This is probably the most popular question I get. The answer isn’t simple:
- It’s not just the keyword with the highest popularity score.
- It’s the keyword whose popularity matches your app’s strength.
- It’s not just the one with the lowest competitiveness score, but the one with the lowest score among the relevant competitors.
- The best-case scenario is finding an opportunity: a keyword where the top-ranking apps don’t have that keyword in their name. That’s your chance to break in.
My Keyword Research Process
Here’s my typical workflow:
- Start with what the app does. Plug your core concept into a tool like Keyword Inspector.
- Analyze competitors. See what’s working for them using a competitor keywords tool. Focus on what’s actually working, not just what they’re targeting.
- Explore related keywords. Use tools to find relevant variations.
- Read reviews. Both your own and your competitors’. Users often reveal their intent and the language they use.
- Evaluate keywords. Look at popularity, competitiveness, and whether there’s an opportunity (as described above).
- Iterate. Find, evaluate, repeat.
Q&A: Your Keyword Research Questions
Choosing Between Similar Keywords on iOS vs. Google Play
Q: What’s your best strategy for choosing between keywords with similar popularity but different competition levels for iOS versus Google Play?
Ariel: I focus on what my app can realistically achieve, usually based on the number of new ratings. If two keywords have similar popularity, I look at the competitors’ ratings and whether there’s an opportunity. If everything else is equal, I go with the one with the lowest competitiveness score. Remember, popularity measures search volume, while competitiveness measures how strong the top apps are. On Google Play, also consider keyword usage in the long description.
Ranking Higher When Competitors Aren’t Using the Keyword
Q: How do I rank higher for a keyword that competitors above me aren’t using, even though I have it in my title and long description?
Ariel: If this is on Google Play, check your keyword repetition in the long description using an analysis tool. Repetition is key, but don’t overdo it. Also, check your app’s crash and uninstall rates—high numbers can hurt your ranking. Finally, inbound links from the web can help, especially if they include your target keyword.
Should I Include a Popular Keyword in My App Title?
Q: If a keyword is popular and not used in titles, but top-rated apps in that niche show up in search, should I include it in my app title?
Ariel: It depends on your ratings. If you have a similar number of ratings as the top apps, it’s worth trying. Use localization to experiment—there’s no downside. If it works, great; if not, no harm done.
Using Trademarked Terms Like "YouTube"
Q: My app is similar to YouTube Kids. Should I avoid using the word "YouTube"?
Ariel: Yes, you have to avoid it. YouTube is a registered trademark, and using it can get your app rejected. As a workaround, you can try splitting the term (e.g., "you" and "tube") in your keyword list, but results may be limited.
Hyphens and Keyword Splitting
Q: Does Apple treat hyphens as word breaks in keywords?
Ariel: Yes, hyphens, spaces, colons, and similar characters are treated as word breaks. If you’re targeting generic terms like "mind" or "body," focus on more specific combinations in your localizations.
How Long for Keywords to Settle After Changes?
Q: Does it take time for keywords to settle after making a change?
Ariel: Yes. The algorithm tests changes and adjusts over time. On the App Store, you’ll see movement within hours, but it can take 2–3 weeks to stabilize. On Google Play, give it 3–4 weeks. Don’t make changes too frequently, or you’ll confuse the algorithm.
Measuring App "Power"
Q: How do you tell an app’s power?
Ariel: On the App Store, it’s mainly the number of new ratings and your downloads-per-rating (DPR). On Google Play, it’s more complex: ratings, keyword repetition in the long description, inbound links, crashes, and more. Compete where you can win; don’t waste time on keywords dominated by much stronger apps.
Competing for Keywords: Many vs. Few Competitors
Q: Should you go for a keyword opportunity all competitors rank for, or one with fewer competitors?
Ariel: It’s not about the number of competitors, but whether you can rank in the top spots. Users rarely scroll past the first few results. Focus on keywords where you can realistically rank high.
Focusing on Keywords
Q: How do you focus on keywords?
Ariel: Don’t cram multiple ideas into one metadata set. Focus each localization or set of metadata on a single concept. For example, Expedia tries to cover hotels, flights, cars, and more, but doesn’t rank #1 for "trip planner" despite huge ratings. Meanwhile, a focused app with far fewer ratings can rank higher for a specific term.
Using Localizations for Keyword Focus
Q: Should you duplicate keywords between localizations?
Ariel: Use each localization independently and focus on a single concept per localization. Apple doesn’t combine localizations, so you can target different activities or features in each one.
Pre-Order Apps and Search Visibility
Q: How does the App Store treat pre-order apps?
Ariel: Pre-orders used to get more visibility, but now they rarely appear in search results. You’ll need to drive traffic yourself.
Apps with Multiple Use Cases
Q: My app does many things for different audiences. How do I focus?
Ariel: Use the localization strategy: dedicate each localization to a specific use case or audience.
Estimating Downloads from Keyword Popularity
Q: How many downloads can I expect from a keyword with popularity 30, competitiveness 48?
Ariel: It’s impossible to give a precise number—it depends on the keyword, user intent, and other factors. But a popularity of 30 is still good.
Ranking for Many Keywords with Limited Metadata
Q: How do apps rank for so many keywords with limited title/description space? Do old keywords remain indexed?
Ariel: Yes, previously used keywords remain in the algorithm, though their strength fades over time. Using multiple localizations multiplies your keyword opportunities.
Localizations and Visibility for English Apps
Q: Does using other localizations increase visibility? Which are critical for English apps?
Ariel: Yes, it gives you more keyword slots. We have a guide listing all the useful languages—French, Vietnamese, Russian, Chinese, and more.
Do Fewer Keywords Have More Weight?
Q: Do fewer keywords have more weight?
Ariel: Yes. The algorithm’s "power" is divided among your keywords. Fewer keywords mean more weight per keyword. You don’t have to fill every character slot.
When to Change Keywords After Launch
Q: When should you change keywords after launch?
Ariel: Wait 2–3 weeks, see what’s working, and then iterate.
Not Getting Installs Despite Ranking #5
Q: My app is #5 for "envelope budget" but not getting many installs. Why?
Ariel: If the keyword is niche or brand-specific, users may only download the top result. Also, if you’re targeting a competitor’s brand, it’s tough to get visibility. Focus on keywords where users are more likely to shop around.
Single Words vs. Keyword Phrases in Keyword List
Q: What works better in the keyword list: single words or combinations?
Ariel: Always use single words, separated by commas (no spaces). Multi-word phrases waste space.
Impressions and Keyword Performance
Q: If your keyword works well, should impressions increase?
Ariel: Yes. Better keyword ranks mean more impressions, which should lead to more downloads if your page is optimized.
Lots of Impressions, Few Conversions
Q: I get lots of impressions but few conversions. How can I improve downloads?
Ariel: Check your conversion rates from impressions to page views, and from page views to downloads. If conversion is low, review your icon, name, and especially your screenshots. Make sure they tell the right story and invite users in. AB test to improve.
Optimizing for Ratings
Q: For a new app, should you try to optimize for ratings, like offering a cheaper subscription?
Ariel: You can’t incentivize ratings directly—it’s against Apple’s rules. But you can ask for ratings at the right moment, after users have had a positive experience.
Is Top 5 Ranking the Goal?
Q: Is the goal to get top 5 in as many relevant keywords as possible?
Ariel: Yes, that’s ideal. Below #5, discovery drops off sharply. Focus on keywords where you can reach the top spots.
Targeting High-Competition Keywords
Q: Is it worth targeting high-competition keywords if my tap-through and conversion rates are strong, even if I’m not top 5?
Ariel: It’s hard to measure tap-through rates for specific keywords. Unless you’re sure users are scrolling down to find you, focus on being #1–#5 for your chosen keywords.
Using Localizations for Keyword Focus on Google Play
Q: Can you use localizations to focus on different keywords in Google Play?
Ariel: No, Google Play doesn’t work like that. Use the long description and web links instead.
Symbols in Titles and Subtitles
Q: Are symbols like ampersands, commas, or colons necessary to separate keywords in titles/subtitles? Does it affect impressions?
Ariel: Not necessary for the algorithm, but important for users. Write grammatically correct titles and subtitles to appeal to people, not just the algorithm.
Using AI for Keyword Research
Q: Do you have a good AI prompt for finding keywords?
Ariel: Not really. AI can generate lots of keywords, but you need the right ones, not just a big list. Start with competitor keywords—they’re usually the best source.
Understanding Localizations and Indexing
Q: Can English users be targeted by Chinese localization keywords?
Ariel: Yes. The algorithm reads all your localizations and uses them for search in the US, but each localization is indexed separately.
App Name Localization vs. Screenshots
Q: Is it enough to localize the app name for keyword hacks, or do you need to localize screenshots too?
Ariel: You don’t need to localize screenshots. Users will see their own localization, so make your main localization as comprehensive as possible, and use others for focused keywords.
Submitting Apps for Teardowns
Q: I’ve submitted my app for teardown many times but haven’t been picked. Any advice?
Ariel: Keep submitting! It’s random, and I can only do a handful each time. Focus on best practices and optimizing for new ratings.
Popularity and Competitiveness Metrics
Q: Is popularity based on actual search volume or search ads?
Ariel: Apple’s popularity metric comes from Apple Ads, based on search volume. We use the most representative metric available.
Envelope Budgeting: Not a Competitor Name
Q: Envelope budgeting is a style, not a competitor. Any advice?
Ariel: If you’re #5, focus on getting more ratings to move up. Even a small increase can make a big difference in a niche. Consider running ads to boost ratings and downloads.
Final Thoughts
You can do everything I’ve shown today using Appfigures tools—Keyword Inspector, competitor analysis, and more. Follow the process: start with what your app does, analyze competitors, explore related keywords, and iterate.
If you have more questions, reach out on X (Twitter), LinkedIn, or email. I love answering your questions and helping you succeed with ASO.
Stay tuned for the next live stream, and don’t forget to subscribe to the newsletter for updates. See you in a few weeks!
✨ This transcript was generated and enhanced by AI and may differ from the original video.
