1. Start with terms that match your app
Keyword difficulty is an estimate intended to summarize how hard a search term may be to compete for. Different tools use different methods and data, so a score from one product is not directly comparable with a score from another. Apple does not provide a universal public difficulty score for each App Store keyword.
A high difficulty estimate does not prove that your app cannot appear. A low estimate does not guarantee a ranking. Inspect the search results in the country you care about and consider how well your product matches the search.
2. Compare estimated demand carefully
Popularity estimates are directional signals about potential search interest. ASO Engine labels its popularity and difficulty figures as estimates; they are not official Apple search-volume counts. Read how ASO Engine describes its data before making decisions from a score.
A popular phrase can attract people looking for a different type of app. A less popular phrase may describe your app more precisely. Consider relevance first, then use scores to compare candidates within the same tool and storefront.
3. Inspect competitors and shortlist terms
Imagine a focus timer considering “timer,” “study timer,” and “recipe timer.” The first is broad, the second may match its audience, and the third could be a poor fit unless the app is actually useful in the kitchen. These are illustrative examples, not actual results or measured demand.
For each candidate, write down the storefront, the customer’s likely goal, the apps currently appearing, the estimated scores, and your observed position if available. Remove terms that imply unsupported features. Avoid making a decision from a single score without viewing the competing results.
4. Improve your name, subtitle, and keyword field
Use a clear app name and subtitle that communicate what your product does. Add relevant supporting terms in the keyword field without repeating words unnecessarily. Apple recommends avoiding competitor names, irrelevant terms, and duplicate words in its product-page guidance.
Review the actual field limits and save a copy of the previous metadata before submitting a new version. The keyword optimization checklist includes a worked example; publishing a change does not guarantee an improved position.
5. Track positions and revisit your assumptions
Record a baseline before changing a title, subtitle, or keywords. Recheck the same terms in the same country over time, and note other relevant changes. Missing or pending research is not a rank of zero, and a change in position alone cannot prove what caused it.
Use the keyword research tool to organize estimates and results, then the rank-tracking guide to interpret movement. Consult your own App Store Connect metrics to understand discovery and downloads.