Prioritize ASO keywords by product relevance, user intent and realistic opportunity before looking at estimated popularity. A term that brings people who do not need your app can increase visibility while weakening conversion and retention.
Build a vocabulary from the product
List the tasks users complete, the problems they describe and the alternatives they currently use. Separate brand terms, category terms and specific use cases. Customer interviews and support conversations can reveal language that a competitor keyword export misses.
For a meal-planning app, “weekly meal planner” and “calorie tracker” may overlap, but they imply different expectations. If calorie tracking is not a real capability, pursuing that term creates a mismatch you cannot fix with better screenshots.
Use an opportunity sheet
For each candidate, record the intended market, meaning, relevant product feature, current visibility and evidence of demand. Add a confidence note to third-party estimates. These tools provide directional signals; they are not a complete view of store search behavior.
Group terms into themes so metadata reads naturally. A listing overloaded with disconnected terms may become less persuasive even if it technically contains more keywords.
Connect metadata to conversion
The promise in the text should be visible in the creative and fulfilled after installation. Review the first screenshots and onboarding against each priority theme. If the intended audience cannot recognize the benefit quickly, metadata alone is unlikely to solve the problem.
Treat markets separately. A direct translation may be grammatical but miss the phrase people actually use. Ask a qualified native-language reviewer to evaluate intent and readability before a localized change.
Record the change
Keep a dated log of metadata, creative, release and acquisition changes. Evaluate relevant visibility and conversion over a suitable window, with awareness of seasonality and concurrent activity. Avoid attributing every movement to the most recent keyword edit.
The final deliverable is a prioritized hypothesis: which search intent you want to earn, why the app deserves it and what evidence would make you keep or revise the decision.