Keywords are the words that users type into search bars to discover your app within the store, and, as such, they are a valuable marketing asset. Knowing which words are the trendiest and most likely to capture the user’s attention on the fly will help you craft an app-relevant keyword set that you can implement to advance your app store optimization activities.
When looking into keywords, mind the following factors:
- Applicability: the words you use need to be relevant in the context you intend them for. Choosing the wrong or misleading keywords to describe your app will frustrate your users and possibly discourage them from trying your product at all.
- Difficulty: known as competition metric, this value shows how easy or difficult it is for the user to discover your app within the store using a specific keyword. It also indicates how likely it is for your app to rank high among search results with any particular keyword.
- Volume: keyword search volume is a metric that shows you how loaded a specific keyword is, in other words, how much traffic it is likely to invite to your app if used to describe it.
While there are always keywords suggested by the app store itself, relying on them alone will make it harder to ensure the long-term visibility of your product. It is best to research and handpick the core keyword set yourself via specialized ASO tools like AppTweak, App Annie, Mobile Action, etc.