---
title: Keyword Research and Optimization — RGM Training
url: https://realgrowthmatters.com/training/aso-app-store-optimization/keyword-research-and-optimization/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/aso-app-store-optimization/keyword-research-and-optimization/
---

[Home](../../../index.html) › [Training](../../index.html) › [ASO](../index.html) › Keyword Research and Optimization

RGM° · Training

# Keyword Research and Optimization

Foundation. Tools, research methodology, selection criteria, placement, competitive analysis, localization.

### What you will learn

1. [Why keyword research is the foundation](#why)
2. [Tools](#tools)
3. [Research methodology](#research)
4. [Selection criteria](#selection)
5. [Where keywords go](#placement)
6. [Competitive analysis](#competitive)
7. [Localization](#localization)
8. [Advanced playbook](#advanced)
9. [Common mistakes](#mistakes)
10. [Checklist](#checklist)

## Why keyword research matters

The right keywords drive 5–10× the organic installs of wrong ones. Most apps under-invest in keyword research; the ones that do compound advantage.

## Tools

- SensorTower, AppTweak, MobileAction, ASOmobile, AppFollow.
- Apple Search Ads keyword recommendations (free).
- Google Keyword Planner (indirect signal).
- Competitor keyword tracking.
- Localized keyword tools per market.

## Research methodology

1. Brainstorm seed terms (your category, use case).
2. Expand via tool suggestions.
3. Pull search volume and difficulty.
4. Analyze competitor keywords.
5. Identify gaps (high volume + lower difficulty).
6. Long-tail discovery.
7. Prioritize by opportunity score.

## Selection criteria

- Search volume (traffic potential).
- Difficulty (competition).
- Relevance to app.
- Conversion intent.
- Branded vs non-branded.
- Long-tail vs head.

## Where keywords go

- **Apple title:** Highest weight; 30 chars.
- **Apple subtitle:** 30 chars.
- **Apple keyword field:** 100 chars hidden; comma-separated.
- **Google title:** 30 chars.
- **Google short description:** 80 chars.
- **Google long description:** 4,000 chars indexed.

## Competitive analysis

- Top 10 competitors' keywords mapped.
- Keyword gaps where you could compete.
- Featured snippet equivalents.
- Quarterly competitive refresh.

## Localization

- Don't translate; localize.
- Native-speaker keyword research per market.
- Cultural relevance.
- Local competition different from US.
- Top 5–10 markets prioritized.

## Advanced playbook

- Quarterly keyword refresh.
- Competitor keyword monitoring.
- Long-tail systematic coverage.
- Localization per top market.
- Apple Search Ads keyword test before ASO commitment.
- Keyword rank tracking automated.
- Iterative description optimization (Google).
- Tool consolidation rationalization.
- Annual ASO strategy review.
- Internal team training on ASO.

## Common mistakes

- Keyword research one-shot; never refreshed.
- Translation vs localization.
- Long-tail keywords ignored.
- Branded only; non-branded missed.
- Competitor keyword research absent.
- Description (Google) generic.
- Keyword stuffing in title (Apple).
- ASA not used to test keywords.
- Rank tracking absent.
- Quarterly review skipped.

## Operating checklist

- Keyword tool subscribed
- Quarterly keyword refresh
- Competitor keyword tracking
- Localization for top markets
- Long-tail systematic coverage
- ASA used for keyword testing
- Rank tracking automated
- Description optimization (Google)
- Annual ASO strategy review
- Internal training

## Sources and further reading

- SensorTower, AppTweak, MobileAction documentation
- ASOmobile guides
- AppFollow review platform
- Storemaven testing platform
- Apple Search Ads keyword tools
- RGM Mobile App Growth ASA module
- Phiture ASO research
- Eric Seufert, Mobile Dev Memo
- Mobile Dev Memo podcast
- ASO conferences (App Promotion Summit)
- Liftoff mobile reports
- RGM SEO Mastery topical-authority module

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Part of the [ASO](../index.html) series.