Free ASO Keyword Research: A Weekend Workflow for Solo Devs

You can perform effective ASO keyword research for your app without spending a dollar on paid tools. This weekend workflow leverages the App Store and Google Play search fields, competitor analysis, and careful use of Apple's 100-character keyword field and Google's description fields to uncover high-potential search terms. By the end of this post, you'll have a solid, data-backed list of keywords ready for your app store listing.

This workflow offers a repeatable process for uncovering what users search for and how competitors rank, even on a tight budget. It systematically identifies high-potential terms without relying on paid tools.

Start with App Store Search: Your Free Keyword Brainstorm

The App Store and Google Play search bars are accessible, real-time keyword research tools. They reveal what users are typing and suggest popular long-tail variations, making them a crucial first step for any app.

1. Initial Brainstorm: Start by typing in 3-5 core keywords you think users would use to find your app. For example, if you ship a habit tracker, you might type "habit," "tracker," "routine," "daily planner," or "goal."
2. Observe Autocomplete Suggestions: As you type, the store will suggest completions. These are popular search queries. Jot down every relevant suggestion. For "habit," you might see "habit tracker free," "habit app," "habit builder," "good habits."
3. Explore Related Searches (Google Play): On Google Play, after performing a search, scroll down to find a "Related searches" or "Searches related to" section. These are valuable for discovering tangential but relevant terms.
4. Check Top Ranking Apps: For each search term, look at the top 3-5 apps that appear. What words do they use in their app names and subtitles (iOS) or short descriptions (Google Play)? These are likely terms they are actively targeting.

App store autocomplete features prioritize frequently searched terms to help users find relevant apps. Observing these suggestions taps into a live dataset of user intent.

Reverse-Engineer Competitor Keywords

Competitors often reveal their target keywords through publicly visible listing elements. While their exact 100-character keyword field (iOS) or full strategy remains private, analyzing their listings can identify terms they rank for and potential gaps.

Analyzing iOS Competitors

1. App Name (Max 30 Characters): Visit apps.apple.com or use the App Store app. Look at your competitors' full app names. Keywords in the app name carry the most weight.
2. Subtitle (Max 30 Characters): The subtitle is also a strong ASO signal. Note down the keywords used here. For a "Journaling App," a competitor might use "Daily Diary & Mood Tracker" as their subtitle.
3. Promotional Text (Max 170 Characters): While not directly indexed for ASO, this text often contains keywords that reinforce the app's purpose, which can be useful for your own keyword brainstorming.
4. Description (Max 4000 Characters): Read through their full description. What problems do they solve? What features do they highlight? What keywords appear repeatedly but naturally?

The App Store's algorithm heavily favors keywords in the app name and subtitle. By identifying these, you're seeing the terms your competitors consider most valuable.

Analyzing Android Competitors

1. App Name (Max 30 Characters): On play.google.com or in the Play Store app, check the app names. Like iOS, this is a high-impact field.
2. Short Description (Max 80 Characters): This is Google Play's equivalent of a highly visible, keyword-rich field. Note the exact phrases and words used.
3. Full Description (Max 4000 Characters): Google indexes the full description heavily for keywords. Look for terms that appear naturally and support the app's context without sounding repetitive.

Google Play's algorithm scans the app's descriptions for relevance. Competitors will naturally integrate their target keywords into these fields to maximize their search visibility.

Your Keyword Discovery Workflow: A Step-by-Step Guide

This structured workflow helps turn observations into a comprehensive keyword list, designed for completion in a focused session.

1. Create a Master List: Open a spreadsheet or a simple text file. Create columns for "Keyword," "Relevance (1-5)," and "Competitor Usage."
2. Populate with Brainstorm & Autocomplete: Start by adding all the keywords you brainstormed and the ones suggested by the App Store/Google Play autocomplete.
3. Add Competitor Keywords: Go through your top 5-10 competitors (iOS and Android). Extract every relevant keyword from their names, subtitles, short descriptions, and descriptions, adding them to your master list. Don't worry about duplicates yet.
4. Consolidate and Clean: Remove exact duplicates. For similar terms (e.g., "habit tracker" and "habit tracking"), keep both for now.
5. Assess Relevance: For each keyword, give it a relevance score (1-5, with 5 being highly relevant to your app). Be honest here; a keyword might be popular but not truly describe your core functionality.
6. Identify Long-Tail Opportunities: Look for phrases with 3+ words (e.g., "daily routine builder," "goal setting app free"). These often have lower search volume but higher conversion rates.
7. Prioritize: Sort your list by relevance. Focus on the top 20-30 terms that are highly relevant to your app.

This systematic approach helps identify niche opportunities and ensures no obvious keywords are missed. A broader list is beneficial at this stage for later refinement.

The 100-Character Keyword Field: Apple's ASO Powerhouse

For iOS apps, the 100-character keyword field in App Store Connect is one of your most powerful ASO levers. It's invisible to users but directly tells Apple what your app is about. Using this field effectively can significantly boost your visibility.

You can find and edit this field in App Store Connect by navigating to My Apps > [Your App] > App Store > App Store tab > General > Keywords. Here are the rules:

• Maximum 100 Characters: Every single character counts, including commas.
• Comma Separated: Keywords should be separated by commas, with no spaces between the comma and the next keyword (e.g., habit,tracker,routine,dailyplanner).
• No Duplicates: Don't repeat keywords that are already in your app name or subtitle. Apple's algorithm already gives those fields maximum weight.
• Singular & Plural: Only use one form (singular or plural). Apple usually indexes both. For example, if you use "habit," you don't need "habits."
• No Competitor Names: Do not use competitor app names unless they are generic terms. This can lead to rejection or penalty.
• Avoid Articles, Prepositions: Skip words like "a," "the," "for," "with." They waste precious characters.

Let's say your habit tracker targets keywords like "daily routine," "goal setting," "productivity," and "wellness." A good 100-character string might be: dailyroutine,goalsetting,productivity,wellness,mindfulness,progress,tracking,journal,focus,streak. The key is to pack as many relevant, unique keywords as possible into that small space.

Integrating Keywords into Google Play Descriptions

Google Play does not have a dedicated 100-character keyword field. Instead, its algorithm relies on the keywords naturally integrated into your app's title, short description, and full description. This requires a slightly different approach, prioritizing readability while ensuring keyword presence.

Short Description (Max 80 Characters)

This is a crucial, high-visibility text field on Google Play. It appears prominently on your store listing and is highly indexed for ASO. Just like with iOS subtitles, you need to pack your most important keywords here while still making sense to a human reader. For your habit tracker, a short description could be: Track daily habits & build powerful routines with this simple goal setting app. This includes "track habits," "daily routines," "goal setting," and "app."

Full Description (Max 4000 Characters)

Your full description allows you to elaborate on features and benefits while naturally integrating target keywords. Prioritize natural language and user experience over keyword stuffing, as Google's algorithms detect and penalize this practice.

You can manage your Google Play listing, including these descriptions, by logging into the Google Play Console and navigating to Grow > Store presence > Main store listing.

A good practice is to write your description for users first, then go back and integrate your target keywords naturally. Think about variations and synonyms. For instance, instead of just "habit tracker," you might also use "routine builder," "daily planner," "goal setter," or "streak counter." Tools like the App Store Description Generator can help you structure your text, then you can infuse your researched keywords.

FAQ

How often should I update my keywords?

For iOS, review and potentially update the 100-character keyword field with every new app version submission. This allows for testing new keywords, removing underperformers, and adapting to market changes. For Google Play, consider reviewing descriptions quarterly or with significant feature updates.

Can I use competitor app names as keywords?

No, specifically for the iOS 100-character keyword field, using competitor app names (unless they are generic terms like "calculator" or "flashlight") can lead to App Store rejection. For Google Play descriptions, while less strictly policed, it's still best practice to focus on generic, relevant keywords rather than direct competitor names to avoid potential policy violations and maintain a professional listing.

Does keyword stuffing help for ASO?

No, keyword stuffing is detrimental to ASO. While it might have offered short-term gains years ago, both Apple and Google's algorithms are now sophisticated enough to detect this practice. Keyword stuffing can lead to lower search rankings, reduced app visibility, and even app store listing rejections or penalties for violating policy guidelines. Focus on natural language and relevant keyword integration.

What's the main difference between App Store and Google Play keyword strategy?

The main difference is the dedicated 100-character keyword field on iOS. Apple uses this field directly for indexing. Google Play, on the other hand, relies heavily on keywords found naturally within your app's title, short description (80 characters), and full description (4000 characters). This means Android ASO places a greater emphasis on crafting compelling, keyword-rich copy that still reads well for users.

Your Next Step: Refine and Monitor

Implement these keywords into your App Store Connect and Google Play Console listings. Once live, monitor your app's search performance. Tools like the ASO Keyword Analyzer can track visibility and new keyword opportunities. ASO is an iterative process requiring continuous optimization.