App Store keyword research should begin with the person, not the tool

Before launching an app, it is tempting to open an expensive keyword platform and hunt for a score that tells you what to build. I find a more reliable starting point in the language people use when they explain the problem: “track App Store sales on iPhone”, “plan a trip with friends”, or “email client without a subscription”.

Collect phrases from real language

Read reviews of competing apps, support questions, App Store suggestions and the words you hear in conversations. Keep the original phrasing. It often reveals the difference between a feature (“dashboard”) and a job (“see whether yesterday’s launch made money”).

Group by intent

Separate discovery phrases from buying phrases. “What is ASO?” is useful awareness. “App Store keyword research tool for Mac” is closer to a product decision. Your title, subtitle, screenshots and landing page should each answer the intent of the phrase they target.

Write the listing as a connected argument

The title names the category. The subtitle clarifies the job. The first screenshot proves the outcome. The description handles objections and tells the reader what happens next. Repeating a keyword without improving that argument rarely helps conversion.

Review after the listing is live

Use App Store Connect to separate impressions, product-page views and downloads. If impressions are low, the discovery problem may be your category, keywords or external distribution. If views are healthy but downloads are weak, the promise and proof need work.