ASO = App Store Optimisation
If SEO is for Google, ASO is for app stores.
And just like SEO, it starts with keyword research.
How App Store Keywords Differ
Character limits. Apple gives you a 100-character keyword field. Every character counts.
No long-tail. App store searches are typically 2-3 words. Short and direct. The opposite of the long-tail strategy that works on Google.
Competitor names as keywords. People search for competitor app names looking for alternatives. You can target these.
Downloads matter. App store algorithms heavily weight download velocity. Keywords drive discovery, but downloads drive rankings.
Where to Find ASO Keywords
App store autocomplete. Type your app category and note suggestions.
Competitor metadata. What keywords are your competitors using in their titles and descriptions?
Sensor Tower / App Annie / AppTweak. ASO-specific tools that provide search volume and difficulty data.
Reviews. Read competitor app reviews. The language customers use reveals keyword opportunities — the same principle behind forum keyword mining.
Optimisation Priorities
App title. The strongest ranking signal. Include your primary keyword.
Subtitle (iOS) / Short description (Android). Secondary keyword placement.
Keyword field (iOS only). 100 characters of hidden keywords. Use commas to separate. No spaces after commas.
Description (especially Android). Google Play indexes the full description. Apple does not.
Quick Wins
Target misspellings of competitor app names. Target "[competitor] alternative." Target specific use cases your app serves. AnswerThePublic can help you discover what questions people ask about your app category.
Build Your SEO Foundations
App store or web — keyword research principles apply everywhere. SEO Checkup covers 113 SEO tasks. Free. No credit card. 30 seconds.