Jun 14, 2025
Struggling with low-performing keywords in the App Store? Here’s how you can fix them and boost your app’s visibility:
Why it matters: 70% of users rely on search to find apps, and 65% of downloads happen after a search. If your app isn’t ranking for the right keywords, you’re missing out on organic traffic.
What causes poor performance: Keywords may fail due to low search volume, high competition, or low relevance to your app’s features or audience intent.
How to fix it:
Research new keywords using user reviews, competitor insights, and ASO tools like AppTweak or Mobile Action.
Update your app’s metadata with relevant, high-impact keywords in the title, subtitle, and keyword field.
Monitor performance using tools like App Store Connect and set up a regular review schedule (every 3-4 weeks).
Use A/B testing to refine your metadata and track results.
Key metrics to monitor: Search volume, ranking position, click-through rate (CTR), conversion rate, and download velocity.
App Store Optimization Tip: Which keywords should I remove? How to Find and Understand Poor Keyword Performance
Before you can improve underperforming keywords, you need to figure out why they’re falling short and pinpoint the issues. Identifying these problem areas will help you decide whether to adjust, replace, or keep certain keywords for better results. Let’s dive into the factors behind poor keyword performance.
What Makes Keywords Perform Poorly?
Keywords that don’t perform well typically fall into one of three categories:
Low Search Volume: These keywords aren’t being searched for often, which means even if you rank highly, they won’t drive much traffic.
High Competition: Common or popular keywords are often crowded with competitors. If many apps are targeting the same term, it’s tough to rank without strong visibility and a solid performance history.
Low Relevance: Keywords that don’t align with your app’s main features or audience intent can attract the wrong users. This mismatch often leads to quick uninstalls, lower conversion rates, and drops in your App Store ranking.
"Relevance is everything. Ranking for keywords that accurately reflect your app's features and audience intent is far more valuable than chasing high-volume, broad terms." - Lina Danilchik, App Growth Specialist
This underscores the importance of focusing on keywords that align with user intent for sustainable success.
Key Metrics to Monitor for Keyword Performance
Tracking the right data points is crucial for evaluating and refining your keyword strategy. Here’s what to keep an eye on:
Search Volume: This shows how many users are searching for a term. Keywords with very low search volume might not bring in much traffic, while those with moderate volume often present better opportunities.
Ranking Position: Your app’s position in search results matters - a spot on the first screen is essential for organic traffic.
Click-Through Rate (CTR): This measures how often users tap on your app after seeing it in search results. A low CTR might mean your listing visuals need improvement.
Conversion Rate: This tracks how many users download your app after visiting its page. A high conversion rate suggests your keywords are attracting the right audience.
Download Velocity: This metric shows how quickly your app gains downloads from a specific keyword, helping you identify which terms are driving user acquisition.
Tools to Identify Poor-Performing Keywords
To uncover underperforming keywords, ASO (App Store Optimization) tools are invaluable. Here are some key platforms to consider:
App Store Connect: Apple’s built-in analytics tool provides official data on how users find your app, including impressions and conversions. However, it doesn’t offer search volume estimates.
AppTweak: This platform offers insights into app visibility, competitor tracking, and market intelligence. Plans start at $99/month ($83/month annually).
Mobile Action: Known for in-depth keyword analysis and competitor comparisons, this tool is particularly useful for identifying opportunities across various markets and languages. Pricing starts at $299/month.
ASODesk: Ideal for smaller developers, ASODesk provides keyword tracking and competitor insights. Plans begin at $49/month ($39/month annually).
These tools allow you to assess critical factors like search volume, competition, and relevance, helping you decide which keywords to prioritize. They also enable ongoing performance tracking and help you spot trends, so you can adjust your strategy as user behavior and market conditions evolve.
Many ASO platforms also include features like keyword ranking monitoring, competitor analysis, and tools for managing reviews and alerts. This comprehensive approach not only identifies underperforming keywords but also sheds light on why they’re struggling - and how to fix them. With this data in hand, you’re ready to make meaningful improvements.
Step-by-Step Guide to Fix Poor-Performing Keywords
If you've identified keywords that aren't delivering results, it's time to replace them with options that better align with user search habits and have manageable competition levels. The goal is to turn these insights into updates that improve your app's visibility and performance.
Research New Keywords
Start by brainstorming terms tied to your app's core features, benefits, and the problems it solves. Dive into user reviews to pick up on the language your audience naturally uses. Check out competitors' metadata and paid campaigns to uncover high-performing terms they’re targeting. Focus on long-tail keywords - phrases with three or more words - that often have less competition while still capturing user intent. When narrowing down your list, prioritize terms based on their relevance, search volume, and level of competition.
Update App Metadata with Better Keywords
Every part of your app's metadata should work to signal relevance to the App Store algorithm. Begin with your app title - make it engaging and include your top keyword. Use the subtitle to provide more context and incorporate other important keywords without repeating those already in the title. In the keyword field, add complementary terms, but avoid overloading it with unnecessary words. Even though the app description doesn’t directly affect keyword rankings, it’s a key player in converting users by clearly showcasing your app’s value. Keep in mind that keyword placement matters - terms in the title tend to carry more weight than those in other fields.
Adapt Keywords for U.S. Users
If you're targeting American users, it’s crucial to understand their specific search habits, terminology, and preferences. Use American spelling and phrasing throughout your metadata. For example, choose "soccer" instead of "football", "takeout" instead of "takeaway", and "apartment" instead of "flat." You can also include references that resonate with U.S. audiences, like keywords tied to popular American influencers or events. For instance, a yoga app might use terms like "New York State Yoga Fest" or mention trending wellness movements in the U.S. Research regional search behavior to identify location-specific long-tail keywords that reflect American culture and preferences. Collaborating with native speakers or conducting research with U.S.-based users can help ensure your keyword strategy feels natural and relevant.
Track Performance and Make Regular Updates
After updating your keywords, the next step is keeping a close eye on how they perform. Monitoring keyword performance is what sets successful apps apart from those that go unnoticed. With over 1.8 million apps in the App Store, staying informed about your keyword rankings is not just helpful - it’s necessary for maintaining visibility.
Lucas Riedinger, Product Manager at AppTweak, emphasizes this point perfectly:
"If you're updating your app's metadata without tracking the impact, you're missing a huge part of the story."
Without proper tracking, you could miss out on valuable improvements or opportunities. Regular reviews allow you to adapt to market changes and take advantage of trends before competitors do. Let’s dive into the tools and strategies you can use to keep your keyword strategy on track.
Use Tools to Track Keyword Rankings
App Store Connect is a good starting point for basic performance insights. It provides data on search term impressions and conversion rates, helping you understand which search terms are driving traffic to your app. However, it doesn’t offer specific keyword rankings.
For more detailed tracking, specialized ASO tools are a better option. These tools let you monitor keyword rankings, analyze competitor activity, and review historical data to identify trends over time. Many of them also provide real-time updates, making it easier to react quickly to changes.
When choosing a tracking tool, look for features like:
Real-time ranking updates to monitor your keywords consistently.
Competitor analysis to see how your app measures up.
Visibility scores and download correlations to get a fuller understanding of your keyword performance.
These tools work hand-in-hand with your ASO strategy, helping you make informed adjustments based on the data.
Set Up Regular Review Schedule
A consistent review schedule is key to staying on top of keyword performance. Review your keyword data every 3-4 weeks to identify trends and adjust your strategy as needed. This timeframe gives you enough data to spot meaningful changes while still allowing you to respond quickly to shifts in the market.
Regular reviews are essential for keeping up with changing user behavior and competitor strategies, both of which directly impact your app’s rankings. During these sessions, focus on identifying which keywords are driving results and which ones need to be replaced. Look for patterns in the data, such as seasonal trends or consistently high-performing keywords. This approach ensures your decisions are based on evidence, not guesswork.
Create Performance Tracking Tables
A simple tracking table can make it much easier to visualize your progress and spot trends. This tool helps you document changes and maintain a clear record of your keyword performance. Here’s an example of how you can structure your table:
Column Header | Purpose |
|---|---|
Keyword | The specific keyword you're monitoring |
Previous Rank | Your app's ranking during the last review period |
Current Rank | Your current ranking position |
Search Volume | Estimated monthly searches for this keyword |
Notes on Changes | Metadata updates, competitor movements, or any other relevant details |
By keeping track of these metrics, you can quickly see which keywords are gaining traction and which are losing ground. For instance, if a keyword drops from position 3 to 8, your notes might reveal that a competitor updated their metadata or that a recent change you made impacted the ranking.
The value of tracking becomes clear when you see the results. In July 2024, Triple Match 3D nearly tripled its organic installs from "match" keywords following a new version release. The app climbed from #2 to #1 for "match 3" and from #4 to #3 for "match", resulting in an additional 822 monthly installs. Meanwhile, their competitor, Match Factory, experienced a noticeable decline in installs during the same period.
This example highlights why consistent monitoring is so important. Without tracking, Triple Match 3D might not have realized the full impact of their updates or been able to measure their success.
Establishing benchmarks through your tracking table helps you evaluate your ASO efforts more effectively. Over time, this historical record will guide your future optimization strategies, ensuring they’re tailored to your app and audience.
Advanced Methods for Long-Term Keyword Success
Once you’ve set up a reliable tracking system, the next step is to adopt advanced techniques that ensure your app stays competitive over time. The goal is to transition from quick fixes to forward-thinking strategies that adapt to market shifts. Building on your existing tracking framework, these methods refine your keyword strategy for sustained success.
Test Different Metadata Versions
A/B testing your metadata using the App Store’s Product Page Optimization (PPO) tool helps you make data-driven decisions based on actual user behavior. This method allows you to test how different elements - like app titles, subtitles, keyword placement, and screenshot messaging - impact conversion rates. Even seemingly minor changes, such as updated app icons, new fonts in screenshots, or more targeted video content, can make a big difference.
Timing is critical when planning these tests. Coordinate your app updates with testing schedules and prepare your assets well in advance. It’s also important to consider the sources of your current traffic, as this can influence test outcomes. To get the most reliable results, focus on one localization or a few similar ones to work around PPO analytics limitations.
The testing process should follow a structured approach: form a hypothesis, create variations, analyze the results, and implement the top-performing version. For instance, if a particular keyword isn’t driving conversions, you might hypothesize that tweaking your subtitle to better align with the keyword’s intent could boost performance.
Keep an eye on your competitors during this process. A/B testing isn’t something you do once and forget - it’s an ongoing effort that continuously fine-tunes your app’s visibility and appeal.
Mine User Reviews for Keyword Ideas
User reviews are a goldmine for discovering keywords because they reflect how people naturally describe your app and its features. This approach helps you align your keyword strategy with the language your audience actually uses, rather than relying on assumptions.
Start by analyzing user reviews for recurring terms, phrases, and themes. Look for mentions of popular features, benefits, or pain points. To speed things up, use sentiment analysis tools to identify keywords more efficiently. These tools can highlight frequently mentioned terms, saving you time and effort.
Here’s a practical example: an analysis of intermittent fasting apps like Zero: Fasting & Health Tracker and BodyFast: Intermittent Fasting revealed that BodyFast ranks for keywords such as "carb manager" and "carb tracker", while Zero does not. This gap presents an opportunity for Zero to target these terms and enhance its App Store presence.
By tapping into user reviews, you can uncover trends, preferences, and challenges that inform not only your ASO efforts but also your broader marketing strategy. When users repeatedly mention specific features or use particular phrases, it’s a strong signal that these terms have search potential. This ensures your keyword strategy is firmly rooted in what users are actually searching for.
Work with Appeneure for App Development and ASO
Combining technical development with ASO expertise can significantly boost your app’s performance and visibility. Appeneure exemplifies this integrated approach, offering both development and ASO services to help apps thrive in competitive markets.
With a portfolio spanning over 100 clients and various app categories - ranging from fitness and dating to health tech and e-commerce - Appeneure tailors its ASO strategies to fit the unique needs of each app.
One of the key benefits of working with a development partner like Appeneure is that ASO considerations are built into your app from the start. This includes optimizing technical elements like app performance, which directly impacts rankings, and developing features that align with your keyword strategy. For apps powered by AI or conversational agents, this approach ensures innovative features are positioned effectively for App Store discovery.
Key Points for Fixing Poor-Performing Keywords
Improving underperforming keywords requires a mix of research, strategic adjustments, and consistent monitoring. It's important to remember that App Store Optimization (ASO) isn’t a one-and-done effort - it’s an ongoing process that evolves over time.
Start with focused keyword research. Look into your user reviews for frequently mentioned terms, analyze what your competitors are targeting, and identify long-tail keywords that can attract niche audiences. Pay close attention to keywords that already show potential for ranking higher - these are often easier wins.
Next, refine your metadata to reflect your keyword research. Place your most important keywords in the app title and subtitle, as these are critical for boosting your app’s visibility in search results. However, avoid overloading your metadata with keywords; they should fit naturally to keep your app’s description clear and appealing.
After updating metadata, give your changes time to take effect. Keywords typically take 14–25 days to reach their full performance potential. Set up regular review cycles to analyze the impact of your updates and adjust your strategy accordingly.
Leverage performance tracking to guide your decisions. Monitor keyword rankings and track organic downloads associated with each keyword. This data-driven approach helps you identify what’s working and what needs tweaking. Apps with well-optimized keywords can experience a download boost of over 10.3%, while apps that also refine their visual elements can see conversion rates jump by as much as 30%.
Finally, stay flexible. The App Store landscape is always changing - algorithms evolve, competitors shift tactics, and user search habits fluctuate. To stay ahead, treat keyword optimization as an ongoing effort that adapts to these changes.
FAQs
How can I tell if my app's keywords have low search volume, high competition, or poor relevance?
To assess your app's keywords effectively, begin by leveraging keyword research tools. These tools can help you analyze key metrics like search volume, competition level, and relevance to your app's features. Aim to identify keywords that have high search volume, low competition, and align closely with what your app offers.
Additionally, take a closer look at the keywords your competitors are using and keep an eye on search trends. This can help you uncover gaps or new opportunities that others might have missed. By fine-tuning your keyword strategy with this data, you can boost your app's visibility and performance in the App Store.
What are the best strategies to find and select keywords that match my app's features and audience?
To find keywords that align with your app's features and attract your target audience, begin by studying your competitors. Look at the keywords they rely on to rank well, and use this as a starting point. Next, dive into your audience's search habits - what are their preferences, needs, and the common questions they ask? This will help you pinpoint terms they’re likely to use.
Leverage App Store Optimization (ASO) tools to identify keywords with strong search volume and manageable competition. These tools can provide valuable insights into what works and what doesn’t.
Keep an eye on your keyword performance metrics and update your list regularly. This ensures your app stays visible and competitive in the App Store. The key is to balance relevance, search volume, and competition to maximize your app's discoverability.
How often should I update my app's keywords to boost visibility and performance in the App Store?
To keep your app performing well and visible in the App Store, it's a good idea to revisit and tweak your app's keywords every 4 to 6 weeks. This helps you stay aligned with shifting trends, changes in user search habits, and competitor tactics.
By updating your keywords regularly, you can keep your app relevant and increase its chances of showing up in more searches. This can lead to more downloads and better user engagement.
