Keyword popularity: what it is and how to apply it

Keyword optimization is a crucial step in ASO. Thorough research, analysis and careful selection of the best keywords is required in order to bring relevant traffic for your app. Popularity is a relative indicator that allows clearly and quickly compare keywords and identify the best ones for your app.

What is Popularity?

Popularity is our own tool that shows the frequency of search requests for a keyword. We use a unique algorithm that analyzes the store data and gives a score from 0 to 100.

To calculate the popularity score we take into account more than 25 parameters. Among them, the most important factor is the store suggests.

Store suggests is a prompt search results the store would offer when a user starts typing a keyword. If a keyword has suggests in the store, it means some users made a search for this keyword in the store already and this keyword has some popularity score. In our system, such keyword score would be estimated at least as 5 or more.

For keywords that don't have any suggests it means this search request is very rare and this keyword is not popular. Our system will set the score for such keyword as 0.

Next, our algorithm will analyze the position of the keyword in the store suggests. Depending on how high or low the keyword is in the list of suggests, the more or less popularity score will be.

For example, some extremely popular apps could be suggested when a user starts typing only one letter already:

Apart from the suggests and position in the suggested list, there are more factors counted for the popularity calculation. This is a more sophisticated algorithm that covers the inner logic of the stores and provides the overall score.

How does Popularity work?

Popularity score of 0 means that the keyword is exceptionally seldom, on the contrary 100 will be shown for keywords with a huge number of requests daily. We don't recommend to use keywords with popularity less than 20.

To understand how keywords with different popularity scores relate to each other it is important to know that:

  • Popularity score is a relative metric

There is no data on the particular number of search requests for a keyword with a popularity score, for example, of 20. App Store and Google Play don't disclose exact numbers of search requests for a particular keyword and the number of search requests is not available.

  • The ration between scores is not linear

Popularity grows exponentially, on the graph the popularity score could be illustrated as a curve that continually becomes steeper:

The total traffic for a keyword with a popularity score of 50 and a keyword with a score of 25 is not necessarily 2 times bigger.

The popularity score of 90 could be several times more than 80 while the difference between the scores of 30 and 20 is much less.

The general rule is the higher the score the more popular the keyword.
  • Popularity score should be considered in combination with the number of apps on the Keywords & ASO page

The less apps using a keyword with high popularity, the more chances for this keyword to get higher rank.

  • Popularity score is a reference point

Using a keyword with a popularity of 100 doesn't guarantee the app will get into the top apps chart.

Keywords should be compared to each other as having a higher or lower popularity score. To find out the exact impact of a highly popular keyword on the traffic changes, you need to study the result of ASO campaign for your app. Results will vary for different apps, countries, categories and all total set of factors.

What keywords to choose?

To resume the above, when choosing keywords for your app, keep in mind following rules:

- the more popularity score of the keyword, the better

- try to pick keywords with higher popularity, while the less number of apps in search

What’s next?

Learn about AppFollow tools to create semantic core for your app here.


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