How to estimate keyword volume, step by step
Follow these steps in order. Each one is something we do on client work.
- Start with store suggestions. Type the term and note autocompletes.
- Use Apple Search Ads popularity if you have access. It shows a relative popularity score.
- Use third-party tools as estimates. Label them as modelled.
- Check competition. Look at who ranks and how strong their pages are available by email.
- Score terms. Relevance × volume ÷ difficulty.
- Validate with impressions. After shipping, check App Analytics sources.
ASO search volume: key rules and context
Apple. Apple Search Ads shows a popularity indicator for keywords; it's relative.
Google Play. No public volume. Tools use autocomplete and web data.
Why tools disagree. Different models, panels and update schedules.
How we use it. Relevance first, volume second, difficulty third: keyword research. Web volumes from Google Keyword Planner measure Google searches, not store searches.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say MealPrep Pro sees "meal prep" with high popularity and strong competitors, and "meal prep for one" with lower popularity and weaker competition. We'd target the second in the subtitle and keep the first in the keyword field.
Volume sources compared
| Source | Type |
|---|---|
| Store autocomplete | Qualitative |
| Apple Search Ads popularity | Relative score |
| Third-party ASO tools | Modelled estimate |
| Your App Analytics | Real impressions for your app |
Common mistakes
- Trusting one tool. Estimates vary.
- Ignoring relevance. Wrong users.
- Only high-volume terms. Hard to rank.
- No validation. Never learn.
If you want this handled for you, our pricing page lists every fixed package.
App Store text fields and their limits
These are the limits App Store Connect enforces today. Plan your copy against them before you write a word.
| Field | Limit | Notes |
|---|---|---|
| App name | 2–30 characters | Shown on the product page and in search |
| Subtitle | 30 characters | Appears under the name |
| Keywords | 100 bytes | Comma-separated, each keyword more than two characters; don't repeat app or company name; no other app or company names |
| Promotional text | 170 characters | Above the description; can change without a new submission |
| Description | 4,000 characters | Plain text, no HTML |
| What's New | 4,000 characters | Required for every version after the first |
How we measure the result
Here is how we judge whether ASO search volume work is paying off. Search changes move slowly and the daily numbers are noisy, so we read trends over weeks rather than single days. When nothing moves at all, the chosen terms were likely too competitive or not relevant enough, and we return to keyword research.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Suggestions noted
- Popularity checked
- Estimates labelled
- Competition reviewed
- Terms scored
- Impressions checked
Sources
- Apple: Search on the App Store (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
Questions
Does Apple publish keyword volume?
No, only relative popularity in Search Ads.
Which tool is most accurate?
None is exact.
Is Google Keyword Planner useful for ASO?
For web demand, not store search.
Can low-volume terms be worth it?
Yes, if highly relevant.
Can you research mine?
Yes.
Is ASO search volume exact?
No. Apple and Google don't publish exact volumes; tools give estimates or relative scores.