ASO LabASO Lab guide
How to choose Google Play ASO keywords
A useful keyword connects a searcher’s task with a feature your app delivers. Start with that match, then use scores and rankings to prioritize the phrases worth testing.
1. Describe the task before the keyword
Write one sentence about the person using your app and the problem it solves. For a USB camera app, the task might be viewing a connected inspection camera. “Camera” alone is broad: the results may include photography apps that serve a different need.
List a few accurate feature phrases, such as “USB camera viewer” and “endoscope camera”. These are starting examples, not validated traffic opportunities. Research the actual results in your target market before choosing them.
2. Check the search intent
Open keyword research and inspect the apps returned for each phrase. Ask whether someone entering that phrase would be satisfied with your app. A phrase can have strong competition because it describes another kind of product.
Discard phrases for features you do not provide. Relevant traffic is more useful than attracting people who immediately discover that your app does not do what they expected.
3. Build a small comparison sheet
Keep country, keyword, observed position, demand score, difficulty score, date and notes together. Use the same market and checking session for a fair comparison. Export the workspace to CSV so you have a baseline.
| Signal | Useful question |
|---|---|
| Intent | Does my app meet this searcher’s need? |
| Returned apps | Are these actual competitors? |
| Demand score | How does this phrase compare within my shortlist? |
| Difficulty score | Which relevant opportunities should I inspect first? |
| Observed position | Was my app found in the checked results? |
Do not relabel demand scores as monthly searches. They are estimates for comparison, not measured query counts.
4. Write for someone deciding whether to install
Use your strongest relevant phrase naturally where it helps describe the app. The title should identify the product; the short description should make its main benefit clear. Explain the actual features in the full description without repeating a keyword mechanically.
Check the current Google Play metadata policy before publishing. Do not imply an affiliation or capability your app does not have.
5. Keep a change log and measure the result
Record what changed and when. Compare your own acquisition and conversion reports across comparable periods, and account for releases, campaigns and seasonality. A single ranking check cannot establish that a title change caused an install increase.
Keep screenshots, listing copy and the app experience consistent with the same promise. Return to your saved shortlist when you have enough observations to make the next decision.