---
title: How to choose the right keywords for ASO in 2026
url: https://blog.krasovskiy.team/en/how-to-choose-the-right-keywords-for-aso-in-2026/
date: 2026-07-14
lang: en
source: blog.krasovskiy.team
---

# How to choose the right keywords for ASO in 2026

Choosing keywords for ASO in 2026 is no longer just about picking popular queries, but about understanding how store algorithms analyze user intent. For example, if before it was enough to add "photo editor" in the title or description, now the App Store and Google Play take into account the context: whether people are looking for a free tool, or a professional one with presets, or something for social networks in general. According to AppTweak, about 60% of app traffic comes from long keyword phrases (3+ words) — and these are the ones that should be optimized in order not to lose your position among hundreds of competitors.

## What is ASO and why keywords are important

ASO (App Store Optimization) is the process of optimizing mobile applications to improve their visibility in application stores (App Store, Google Play). [If SEO works for websites, then](https://blog.krasovskiy.team/gajd-po-seo-dlya-mobilnyh-sajtiv-infografika/) ASO works for apps. Its goal is to raise the position of the application in search results and categories so that more users find and download it. For example, if your fitness app isn't in the top 10 for "workout at home," you're missing out on hundreds, if not thousands, of potential installs every month. According to Apple, 65% of downloads come from App Store searches, so without effective ASO, even the best product risks being overlooked.

Keywords are the foundation of ASO. They determine which queries users will use to see your app. The right words not only increase organic traffic, but also attract the target audience. For example, if you optimize your game for "free puzzles" instead of just "games," you'll attract players who are looking for that kind of content. A mistake in keywords - and your app will be among dozens of competitors that do not meet the request. In 2026, with more than 1,000 new apps appearing on the App Store and Google Play every day, without an accurate keyword strategy, you simply won't be able to compete.

### Main differences between ASO and SEO

ASO (App Store Optimization) and SEO (Search Engine Optimization) work on similar principles, but have critical differences due to platforms and algorithms. If SEO is aimed at Google or Bing search, then ASO optimizes applications for the App Store (iOS) and Google Play (Android) - where users are not looking for sites, but for applications. For example, in the App Store, the algorithm takes into account not only the keywords in the title and description, but also the number of downloads, ratings and even the rate of removal of the application (churn rate). Google Play, in turn, relies more on machine learning, analyzing user behavior: how long they interact with the application after installation, whether they return to it.

Another key difference is conversion. In SEO, it is important to drive traffic to the site, and in ASO, it is important to convert app page views into downloads. Therefore, visual elements are critical here: icon, screenshots, video preview. For example, apps with video in the App Store get 20-30% more installs than apps without it. Both stores' algorithms also treat spammy keywords differently: Google Play can simply ignore them, while the App Store can downgrade an app for excessive repetition.

## How to analyze competitors for choosing keywords

[Competitor analysis is the fastest way to find](https://blog.krasovskiy.team/analiz-konkurentiv-onlajn-biznesu/) effective keywords that are already working in the market. Start by identifying 3-5 direct competitors: these are apps with the same category, target audience, and functionality. Download their apps, browse the App Store and Google Play pages, pay attention to titles, subtitles, descriptions, and the What's New section. The keywords they optimize for are often hidden here. For example, if a competitor uses the phrase "quick fitness at home" in the subheading, that's a signal that they're converting.

![keywords](https://blog.krasovskiy.team/wp-content/uploads/2026/07/iak-pravylno-vybraty-kliuchovi-slova-dlia-aso-u-2026-rotsi-inline1.jpg)

For deeper analysis, use ASO tools: **App Annie** (now data.ai), **Sensor Tower**, **MobileAction** or **ASOdesk**. They will show what queries competitors rank for, their search frequency and complexity. Pay attention to keywords with high traffic but low competition - these are "golden" gaps. For example, if a competitor ranks for "meditation for beginners" but doesn't use "breathing exercises for sleep," that's your chance. Also analyze the dynamics: if a competitor has dramatically added new keywords in the last update, it is likely that they are testing a new strategy.

Do not ignore user reviews - there are often natural wording of requests that did not make it into the metadata. For example, if the comments say "there is no Ukrainian language", and you add it, it will immediately give you an advantage. And last but not least, keep an eye out for changes in the App Store and Google Play algorithms. In 2026, for example, Google will take into account the semantic proximity of words more actively, so instead of the exact match "buy sneakers" it is worth adding synonyms such as "order sneakers" or "running shoes".

### Top 5 Keyword Analysis Tools in 2026

In 2026, choosing keywords for ASO is not just about guessing popular queries, but about accurate data analysis. Here are five tools to help you do that effectively. **App Annie** (now part of _data.ai_) remains a leader thanks to deep market analytics: here you can track competitor positions, search volume and even user demographics. For example, the tool shows that the query "photo editor with effects" has 50 thousand searches per month in the US, but the competition for it is high (complexity index 85/100).

**Sensor Tower** is another must-have for ASO specialists. Its advantage lies in detail: you can analyze not only keywords, but also their effectiveness in different countries. For example, in Germany, the query "kostenlose Spiele" (free games) generates three times more traffic than the English-language counterpart. [The tool also estimates potential traffic for](https://blog.krasovskiy.team/5-pomylok-lokalnoho-seo-iaki-znyshchuiut-trafik/) each word, helping to avoid oversaturation with unpopular queries.

**MobileAction** stands out for its accessibility and intuitive interface. There is a unique feature here - "Keyword Spy", which shows what words competitors use in their metadata. For example, if you're developing a fitness app, the tool will detect that top competitors have added "home workout" to the title, not just the description. MobileAction also offers a free plan with limited features—ideal for startups.

**Keyword Tool** is a simple but powerful idea generation tool. It analyzes autocomplete in the App Store and Google Play, offering long-tail keys that are often missed by competitors. For example, instead of the banal "calendar", the tool will suggest "calendar with reminders for students" - a query with less competition, but high conversion. Plus — support for 40+ languages, which is critical for localization.

Finally, **AppFollow** is not a classic keyword tool, but indispensable for monitoring their performance. It tracks changes in rankings after metadata updates and shows which words are actually performing and which are just taking up space. For example, after adding "AI photo editor" to the name of the application, its positions for this query increased by 200%, but for "photo app" - only by 10%. Such data help to constantly optimize the strategy.

## Criteria for choosing effective keywords for ASO

Choosing keywords for ASO is not a lottery, but a clear algorithm where every parameter affects the result. Let's start with relevance: if a word doesn't describe your app or its features, it's useless, even if it has a million requests per month. For example, a fitness app shouldn't have "vegan recipes" unless it actually knows how to do it. Check if the keyword phrase answers the question: "What is the user searching for when they type this word?" — and whether your product answers it.

![application optimization](https://blog.krasovskiy.team/wp-content/uploads/2026/07/iak-pravylno-vybraty-kliuchovi-slova-dlia-aso-u-2026-rotsi-inline2.jpg)

Search volume is the number of queries per month. Ideally, the word is searched for frequently, but not so much that it is monopolized by giants like Google or Meta. For niche applications, the optimal range is 1,000-10,000 requests per month: enough traffic, but not crazy competition. Tools like _App Annie_, _Sensor Tower_ or _MobileAction_ will show these numbers. Remember: high volume does not always mean quality traffic. The word "game" will have millions of queries, but will turn your app into a grain of sand in the ocean.

Competition determines how difficult it is to get to the top for a certain keyword. It is measured by the number of applications that have already optimized the page for this phrase and their strength (number of downloads, ratings, reviews). For example, the phrase "chess online" may have an average search volume, but if the top 10 is only apps with 500K+ downloads, you will have a hard time getting there. Find a balance: Words with a competition score of 30-60 (on the ASO tool scale) are the middle ground for startups. To score, use _Keyword Difficulty_ in _Ahrefs_ or _Competition Score_ in _MobileAction_.

Combine these criteria: find relevant phrases with average search volume, low competition and a specific length. For example, instead of "calendar" (100K requests, competition 90), "calendar with reminders for students" (2K requests, competition 40) is better. Experiment, analyze the results and adjust the strategy every 2-3 months - the ASO market does not stand still.

### How to avoid keyword overload

Keyword overload is when you stuff them into your metadata like you're trying to fool the App Store or Google Play algorithms. In fact, it works against you: instead of ranking better, you get fined or get kicked out of search altogether. Algorithms have long been able to distinguish natural text from spam. For example, if you write "Fitness Trainer: training, weight loss, muscle, bodybuilding, gym, home exercises, fat burning" in the app title, it will look like a set of tags, not a phrase that the user understands. It is better to stick to 2-3 keywords in the title (for example, "Fitness Trainer: Home Workouts") and distribute the rest by subheading and keywords.

The optimal frequency of keys in metadata is no more than 3-5% of the total text volume. For example, one keyword is enough for a 30-character subtitle, and 5-7 repetitions (but not consecutive!) for a 4,000-character description. Algorithms analyze not only the quantity, but also the context: if the keyword fits organically into the sentence ("The app will help you make a training plan for weight loss"), it works better than mechanical repetition ("lose weight, lose weight, lose weight").

## How to test and optimize keywords after launch

After launching the application, keywords cannot be left to their own devices - their effectiveness must be constantly tested and optimized. The most effective method is **A/B ASO testing**: change one metadata field at a time (eg title or description) and compare conversion rates. If you see a 15-20% increase in traffic after changing the keyword "photo editor" to "photo editor", keep the option that "works". Tools like AppTweak or MobileAction will show which queries are driving users and which aren't. Do not forget about seasonality: for example, before the New Year, the demand for "gift ideas" increases threefold, so it is worth temporarily adding such keywords to the metadata.

**Keyword monitoring** is not a one-time event, but a monthly routine. Analyze positions in search results: if an app has dropped from 3rd to 8th place for a key query, check whether your niche has been taken by competitors. Use filters in the Google Play Console or App Store Connect to monitor the dynamics: a 10% drop in traffic in a week is a signal for action. Pay attention to your **conversion analysis**: If the keyword "free games" generates a lot of impressions but few installs, it may not match the actual content of the app. In this case, replace it with something more relevant, such as "free puzzles".

Update metadata every 2-4 weeks, but don't do it randomly. If the application already has stable positions for certain requests, do not touch them - focus on weak points. For example, add synonyms ("video editing" instead of "video editing") or long tails ("how to make a video from a photo on your phone") to the description. Remember: App Store and Google Play take into account user behavior - if they quickly delete an app after searching for a keyword, the algorithms will lower its ranking. Therefore, optimization is not only about traffic, but also about audience retention.

## Common mistakes when choosing keywords for ASO

The first and most common mistake is choosing irrelevant keywords. Developers often add popular queries that don't match the app's functionality just to drive traffic. For example, a fitness app with the keywords "recipes" or "cooking" will not only not bring users, but will also lower its ranking in search algorithms. Instead, analyze real queries from your target audience: use tools like App Annie, Sensor Tower, or even internal Google Play/App Store data to see what phrases users are using to find similar products. Check the relevance of each word: if it doesn't describe your app 100%, throw it away.

The second common mistake is ignoring localization. Many developers limit themselves to English or superficially translate keywords without taking into account the cultural characteristics of the market. For example, in Germany, users search for "Fitness-App" instead of "fitness app", and in Brazil, popular queries with dialect variants ("aplicativo de treino" instead of "app de treino"). It is not enough to simply translate - you need to research local trends. Use local analysis tools (for example, [Keyword Tool](https://www.keywordtool.io/app-store) for the App Store) or involve native speakers to verify the correctness of the selection.

Finally, the most dangerous mistake is not to test changes. You can spend hours picking the perfect set of keywords, but without A/B testing, you won't know what's working. Run experiments with different combinations in App Store Connect or Google Play Experiments, track changes in positions and traffic. Even small adjustments (for example, replacing "free" with "free") can give +15-20% to downloads.