Are you struggling to increase app downloads? Maybe it's because people have a hard time finding your app. That's where app store optimization (ASO) can help. ASO can improve the visibility of your app in the app stores. It's kinda like SEO, but for mobile apps instead of websites.

How do most people find apps in the Google Play Store and Apple App Store? They search for specific keywords and terms. In fact, MobileDevHQ reported that around half of all Android and iOS users used app store search to find the last app they downloaded. So for your app to be discovered by more people, you need to incorporate relevant keywords into your app store page.

That's why keyword research and usage is the most important part of app store optimization. You need to make sure that people will find your app when they search for a relevant keyword or phrase.

You'll first need to learn which keywords are the most popular, and then use those words in your app title and description.

Keyword research for app store optimization

Keyword research begins with brainstorming a list of ideas for relevant phrases and search terms. For example, if your app helps users track their fitness activities, relevant keywords may include: fitness tracker, fitness tracking app, fitness app, and health tracker.

After putting together a list of 10-20 potential keywords, you can use tools like AppTweak,, Gummicube, or MobileDevHQ to conduct keyword research based on those ideas. These tools can help you come up with a list of top related keywords that people actually use to conduct their searches in the app stores.

Next, narrow your list down to 10-15 of the best possible keywords for your app store optimization. Ideally, you want keywords with high search volumes. But keep in mind, those keywords may be quite difficult to rank for because so many other apps are targeting them. So you need to look for keywords with high search volumes and the lowest competition possible.

When you select which keywords to use for ASO, your top priority should be relevance, followed by search volume, and then difficulty.

Keyword optimization for app discovery

Once you have a list of keywords, you can start using them to improve your app store optimization. A few important tips to remember:

  1. Use keywords in your app title. Adding keywords to your title can have a huge impact on your download rate. And a higher download rate often translates into a better app store ranking. Apptentive reported that having a relevant keyword in the title can improve app ranking by 10.3 percent. So try picking out the most relevant and ideal keyword to use alongside your app name in your app title.
  2. Add keywords correctly in the app store. For iOS apps, you have the option to list your keywords in the keyword field of iTunes Connect. When you do this, make sure to put a comma between each word to separate them. This will increase your chances of being discovered using a wide range of keyword combinations. For example, instead of using, "health and fitness tracker," you can use, "health, fitness, exercise, tracking, tracker."
  3. Add keywords in your app description. For Android apps, you should use the keywords in your app description. Make sure that the keywords are used in a natural way. Avoid over-stuffing the description with keywords to the point that it no longer makes sense. Users should be able to easily understand what the app does, and how they can benefit from it when they read the description.


In addition to keyword optimization, app store optimization involves many other steps. For instance, you'll need to optimize your app icon, collect more reviews and ratings, include high-quality screenshots, etc. But your first and main focus should be on optimizing your app page with relevant keywords.