ASO Keyword Strategy
Millions of app searches happen every day in the App Store and Google Play.
ASO Keyword Strategy That Gets Your App Found
Most apps do not appear for the most important searches – not because they are bad, but because their keyword strategy is missing or wrong. We develop a data-driven ASO keyword strategy that makes your app visible for relevant searches.
The essentials of ASO Keyword Strategy
- We develop a data-driven ASO keyword strategy that makes your app visible for relevant searches in the App Store and Google Play.
- We select terms by the balance of search volume, relevance, and realistically reachable ranking – instead of blindly grabbing the biggest, fiercely contested volume.
- We fill every field optimally, including the hidden 100-character keyword field in the App Store: comma-separated, no space after commas, no repetitions from the title.
- We use localisation per language and market as a reach multiplier – without translating the app itself – complemented by systematic competitor analysis.
- Because ranking alone is not enough, we think keyword strategy and listing optimisation together and set up continuous monitoring of your most important keywords.
Keyword Research
We identify relevant keywords with search volume, competition, and relevance score – using specialised ASO tools, competitor ranking analysis, and user search behaviour data. The result is a prioritised keyword list that balances reach against realistic ranking potential.
Keyword Placement
App Store and Google Play have different fields with different weighting. The App Store has a separate keyword field of 100 characters not visible to store visitors – a frequently underestimated ranking instrument. We fill every field optimally without wasting characters.
Competitor Analysis
Which keywords do your direct competitors rank for? Where are gaps they are not covering? We systematically analyse the keyword strategies of the most relevant competitors and identify opportunities where your app can realistically rank.
Continuous Monitoring
ASO is not a one-off task. Keyword rankings shift, new competitors appear, and algorithms are adjusted. We set up monitoring for your most important keywords and recommend adjustments based on ranking trends.
Our ASO Keyword Process
An effective keyword strategy is not a one-off exercise — it runs through four distinct phases, from initial research through to continuous monitoring.
Keyword Research
Collect search terms from store suggest, competitor analysis, and user language, then weight each by search volume, relevance, and difficulty.
Competitor Analysis
Uncover the keyword profiles of direct competitors — which terms do they rank for, and where are the gaps your app can claim?
Placement & Population
Deploy keywords store-specifically: title, subtitle, and 100-character field in the App Store; title and description in Google Play — zero characters wasted.
Localisation
Develop separate keyword sets per market — country localisations have independent fields and multiply the reachable audience.
Monitoring & Iteration
Track rankings, cross-reference conversion data with keyword traffic, and adjust fields as trends or competitor moves shift.
Each phase builds on the previous one; monitoring closes the loop back to research.
Selection Criteria for a Strong Keyword
Not every high-volume term is a good target. All three dimensions must align — if one is missing, the ranking gain evaporates.
- Relevance to the appIrrelevant traffic does not install — relevance comes first
- Achievable rankingHigh volume means nothing if a hundred stronger apps already dominate
- Search volumeNecessary, but never sufficient on its own — context decides
- Keyword field efficiencyEvery character in the 100-character field must carry ranking potential
Relative Weighting
Relative weighting shows how much each criterion contributes to actual keyword suitability.
What matters for ASO Keyword Strategy
What matters in keyword strategy is separating search volume, relevance, and reachable ranking. A high-volume term is worthless if a hundred strong apps sit there and yours stays invisible among them. We look for the terms that enough users search, that fit your app, and that are realistically reachable, instead of blindly grabbing the biggest volume.
On the App Store the hidden hundred-character keyword field is a craft of its own. Comma-separated, no space after the comma, no repetition of terms from the title, because every wasted character costs ranking potential. Google, by contrast, reads the visible description, so each store needs its own filling.
Localisation is the underrated multiplier. Each market has its own keyword fields, and optimising terms per language and country multiplies the reachable audience without translating the app itself. That is often worth more than fighting for a single fiercely contested position in the home market.
And keywords are only half the equation. Ranking for a term brings a visitor to the store page, but whether they install is decided by the listing. Keyword strategy and listing optimisation therefore belong together. Ranking without conversion is traffic without a result.
The 100-Character Keyword Field
The hidden keyword field in the App Store (not visible to users) is a central ranking instrument. Comma-separated, no space after commas, no repetitions from the title – every character is valuable.
Localisation Multiplies Reach
Each country localisation has its own keyword fields. Optimising keywords in multiple languages and markets multiplies potential reach – without having to translate the entire app.
Ranking Does Not Equal Conversion
Ranking for keywords is the first step. Whether store visitors who arrive via those keywords actually install depends on the listing. ASO keyword strategy and listing optimisation belong together.
Visible for the right searches
With us you're always one step ahead technologically and tap directly into our extensive app development expertise. We take a close look at your app idea, identify key success factors and create tailor-made applications. Your visions and goals are at the heart of our joint project work.
Expert knowledge in app technologies
React Native, Flutter, native iOS and Android: we pick the stack to fit your project, not our preference.
Comprehensive user experience know-how
Intuitive operation and seamless interactions decide ratings and how long users stay in the app.
Proven track record
Published apps in the App Store and Play Store, from MVP to mature platform.
Versatile team
Concept, design, development and backend come together in one team that works without interface friction.
Long-term partnerships
We stay after launch and keep evolving your app with maintenance and updates.
READY FOR YOUR APP THAT SETS NEW STANDARDS?
Related articles from our blog
Frequently asked questions