Relevance comes first
Start with the problems your app solves. Group keywords by use case and intent. Broad terms may attract attention, but specific searches can reveal a clearer match between a user’s need and your product.
Research the opportunity
Review the results for each term. Consider category fit, competitor positioning, and the strength of the apps already visible. Third-party demand and difficulty estimates are useful signals, not exact predictions.
Respect each store’s fields
On the App Store, the app name, subtitle, and keyword field serve different roles. Promotional text can communicate updates, but Apple states that it does not affect search ranking. Follow current platform guidance rather than repeating keywords everywhere.
Measure the whole journey
A ranking change is useful context; also review relevant visits and installs. Compare results by market and revisit your list as the product and competitive landscape change.
- Prioritize relevance before estimated volume.
- Map each term to a real use case.
- Localize research rather than translating literally.
- Use performance evidence to revise priorities.