App Store Keyword Research: How to Find Keywords That Actually Drive Downloads

Keyword research is the foundation of App Store Optimization. Choose the right keywords and you get free, organic downloads every day. Choose the wrong ones and you're invisible.

This guide shows you how to find keywords that balance search volume, competition, and relevance — the trifecta that actually drives downloads.

How App Store Search Works

When someone searches "budget tracker" on the App Store, Apple's algorithm considers:

1. **Title** — heaviest weight
2. **Subtitle** — second heaviest
3. **Keyword field** — indexed but hidden (iOS only)
4. **Downloads and velocity** — popular apps rank higher
5. **Ratings** — higher-rated apps get a boost
6. **Relevance** — does your app actually match the query?

Google Play works similarly but also indexes your description and developer name.

Step 1: Brainstorm Seed Keywords

Start with obvious terms that describe your app:

• What does your app do? (e.g., "expense tracker", "meditation", "photo editor")
• What problem does it solve? (e.g., "save money", "reduce stress", "remove background")
• What category is it in? (e.g., "finance app", "health app", "productivity")
• What do competitors call themselves?

Pro tip: Search your category in the App Store and note what the autocomplete suggests. These are real searches people make.

Step 2: Evaluate Keywords

Not all keywords are equal. Evaluate each on three dimensions:

Search Volume (Popularity)

Apple Search Ads shows a "popularity" score from 5-100. Higher = more searches.

• **50+** = high volume (but also high competition)
• **30-50** = medium volume (sweet spot for most apps)
• **10-30** = low volume (but might convert well if very specific)
• **< 10** = probably not worth targeting

Competition (Difficulty)

How hard is it to rank in the top 10 for this keyword?

• Check who currently ranks — are they big apps with millions of downloads?
• If the top 10 are all well-known brands, it's very competitive
• Look for keywords where at least some top-10 apps have fewer reviews than you

Relevance

This is the most overlooked factor. A keyword with high volume but low relevance will hurt you:

• Users search "photo editor", land on your budget app, don't download → bad conversion signal
• Bad conversion rate tells the algorithm your app isn't relevant → ranking drops

Only target keywords that genuinely describe what your app does.

Step 3: Find Quick Wins

The best keywords to target first are "quick wins" — moderate volume, low competition, high relevance.

Formula: Popularity ≥ 30 AND Difficulty ≤ 40 AND Relevant to your app

These are keywords where you can realistically rank in the top 10 within a few weeks.

Step 4: Spy on Competitors

Your competitors have already done keyword research. Learn from them:

1. Search for your main competitor in the App Store
2. Note their title, subtitle, and description keywords
3. Use a tool to see what keywords they rank for
4. Find keywords they rank for but you don't — these are opportunities

Step 5: Optimize Your Keyword Field (iOS)

You have 100 characters. Make every one count:

budget,expense,tracker,money,finance,spending,bills,savings,planner,receipt

Rules:

• Commas separate keywords, no spaces
• Don't repeat words from your title or subtitle
• Use singular forms (Apple matches plurals automatically)
• Don't include your app name or category name (already indexed)
• Don't include "app" or "free" (every app is an app, Apple ignores these)

Step 6: Track and Iterate

Keywords aren't set-and-forget. Track your rankings weekly and adjust:

• Keywords where you're position 11-20: these need a small push (improve your title/subtitle)
• Keywords where you're position 50+: probably too competitive, consider alternatives
• Keywords where you're top 5: protect these, don't remove them

Country-Specific Keywords

Different countries search differently. "Budget tracker" might be popular in the US, but in Germany people search "Haushaltsbuch" (household book).

Localize your keywords for your top markets. Even if your app is English-only, you can set keywords in local languages to capture searches.

Common Keyword Mistakes

1. **Targeting only high-volume keywords** — you'll never rank for "photo editor" if you're a new app
2. **Ignoring long-tail keywords** — "budget tracker for couples" has less volume but much higher conversion
3. **Not using all 100 characters** — you're leaving ranking signals on the table
4. **Repeating words** — "photo editor photo filter photo collage" wastes characters
5. **Not tracking rankings** — you can't improve what you don't measure

Tools for Keyword Research

• **Apple Search Ads** — free, shows popularity scores
• **App Store Autocomplete** — shows real user searches
• **Appight** — tracks keyword rankings across countries, suggests keywords, shows difficulty scores
• **Your own analytics** — what search terms are people already finding you for?

Start with 20-30 target keywords, track them weekly, and iterate based on what's working. ASO is a marathon, not a sprint.