Keyword research for apps is different from SEO. On app stores, ranking for "Instagram" is impossible. But ranking for "photo editor with filters" is not.
The goal: Find keywords with search volume, low competition, and high purchase intent.
The Keyword Framework
Seed Keywords (Start Here)
These are broad category terms. Your app probably has 5–10:
- Photo editor: "photo editor," "photo filter," "photo effects"
- Fitness: "workout tracker," "gym log," "fitness app"
- Productivity: "to-do list," "task manager," "note taking"
Difficulty Score (0–100)
This is the number you need to understand.
- 0–20: Untapped. Rank in 1–2 weeks.
- 21–50: Fair game. Doable in 4–8 weeks with good metadata.
- 51–80: Competitive. Rank if you have strong ratings (4.5+).
- 81+: Leave it. Unless you're Adobe or Spotify.
Volume vs. Difficulty
High-volume keywords are hard. Low-difficulty keywords have minimal volume.
The sweet spot: Keywords with:
- Difficulty: 30–50
- Volume: 200+ searches/week
- Purchase intent: Clear ("premium planner app" > "how to plan")
The Real Research Process
Step 1: Brainstorm Variants (1 hour)
For each seed keyword, generate 5–10 variants:
- Seed: "photo editor"
- Variants:
- photo editor with filters
- best photo editor
- free photo editor
- professional photo editor
- photo editor for iPhone
Step 2: Run Them Through Keyword Research
Check each variant in Keyword Research and Rank Tracker and note:
- Difficulty score (0–100)
- Monthly volume (estimated)
- Trend direction (rising, flat, falling)
Step 3: Prioritize
Sort by Opportunity Score = Volume ÷ (Difficulty × 2)
Example:
- "photo editor": 2,000 volume, 90 difficulty = 11.1 opportunity
- "photo editor with filters": 900 volume, 30 difficulty = 15.0 opportunity
Go after "photo editor with filters" first. It has less than half the volume, but it's so much easier that it scores higher.
Validate Purchase Intent
High-volume keywords are often informational ("how to edit photos") not commercial ("photo editor app").
Red flags:
- Keyword has "how to," "tutorial," "guide" in it
- Top apps ranking for it are low-quality
- Difficulty is 20 but volume is 5,000
Green lights:
- Keyword includes app descriptors ("app," "tool," "software")
- Top apps for it are paid or premium
- Reviews mention specific use cases
Your First Campaign
Week 1: Choose Primary Keyword
Pick difficulty 30–50, volume 200+, high purchase intent.
Week 2–4: Build Metadata Around It
- Title includes the keyword naturally
- Subtitle reinforces it
- Screenshots show it in action
Week 5+: Monitor Rankings
Track your position daily. Most apps see movement at days 5, 14, and 30.
Don't Optimize for Vanity Keywords
Avoid the trap:
- "Photography": 50,000 volume, 95 difficulty, vague intent (people browsing, not looking for an app)
- "Photo editor for iPad with filters": 150 volume, 18 difficulty, clear intent (someone looking for exactly this app)
The second keyword is far more likely to bring you installs and ranking movement than the first.