Apple provides a keyword popularity score in Apple Ads on a scale from 5 to 100, showing relative search demand on the App Store. Google Play does not publish keyword volume, so tools estimate it. Difficulty scores are tool-specific estimates of how hard a keyword is to rank for, usually based on the strength of current top results. Use both as relative guides alongside relevance and conversion potential, never as precise volumes.
What popularity scores are
Apple Ads shows a popularity indicator for keywords based on App Store search activity, on a scale from 5 to 100. Higher values mean more searches relative to other terms. Apple does not publish absolute search volumes, so popularity is relative, not a count of searches.
ASO tools often display Apple's popularity score directly or use it to model estimated search volume. Our Apple Ads campaign structure guide explains where popularity appears in Apple Ads.
Google Play has no official keyword volume
Google does not publish keyword search volume for Google Play. Tools estimate popularity using signals such as search suggestions, ranking data, and models built from other data. Estimates vary between tools, sometimes widely.
Play Console provides some search term data for your own app, showing terms that bring visitors and installs. That first-party data is valuable for validating tool estimates. Our Google Play keyword optimization guide explains how to use it.
What difficulty scores are
Difficulty or competition scores estimate how hard it would be to rank for a keyword. Tools typically consider the strength of apps currently ranking, such as their ratings, review counts, installs, and relevance. A high difficulty score means strong apps already dominate the results.
Each tool calculates difficulty differently, so scores are not comparable across tools. Treat difficulty as a relative indicator within one tool.
Why relevance matters more than both
A popular, easy keyword that does not describe your app brings irrelevant installs that churn and hurt conversion. Relevance should come first: does the keyword describe what your app does and what users want? Only then weigh popularity and difficulty.
Our ASO keyword research framework uses a scorecard that puts relevance and intent ahead of popularity. Our semantic intent ASO guide explains why intent matching matters increasingly.
Finding the sweet spot
The best opportunities are often relevant keywords with moderate popularity and manageable difficulty, especially long-tail phrases. They are winnable for apps without huge install histories and bring users with clear intent.
As your app grows in authority, you can target more competitive terms. Our long-tail app store keywords guide explains building visibility from specific phrases upward.
Popularity is not the same as installs
Even high-popularity keywords may bring few installs if your rank is low or your listing does not match intent. Conversion rate for a keyword depends on how well your icon, screenshots, and rating answer the searcher's need.
Measure actual results: impressions, installs, and conversion from search in App Store Connect and Play Console, and Apple Ads search terms data for conversion by keyword.
Using Apple Ads to validate keywords
Apple Ads gives real data on impressions, taps, and installs for keywords, which helps validate popularity and conversion before committing scarce metadata space. A keyword with high popularity but low tap-through may not suit your listing.
Running small exact-match campaigns on candidate keywords can reveal which terms convert. Our Apple Ads bidding and budgets guide explains managing costs for such tests.
Localization and popularity
Popularity varies by country and language. A keyword popular in the US may be rare in the UK, and translations of popular English terms may not be popular in other languages. Check popularity per storefront.
Our app store localization strategy explains researching keywords locally rather than translating.
Seasonality and trends
Popularity changes with seasons and trends. Fitness terms rise in January, travel terms before holidays, and new trends can create sudden demand. Track popularity over time and plan seasonal metadata and promotional text accordingly.
Our seasonal ASO calendar helps plan keyword emphasis around peaks.
Common mistakes with scores
Treating tool estimates as exact search volumes is the most common mistake. Another is chasing high popularity regardless of relevance. Comparing difficulty scores across tools leads to confusion.
Teams also ignore first-party data from the stores and Apple Ads that would validate or contradict tool estimates.
A worked example: prioritizing keywords for a budgeting app
A budgeting app considers three keywords: money with popularity 70 and very high difficulty, budget planner with popularity 45 and moderate difficulty, and bill tracker with popularity 30 and low difficulty. Money is broad and dominated by banks and payment apps; it is weakly relevant.
The team targets budget planner in the subtitle and bill tracker in the keyword field, validates both with small Apple Ads campaigns showing good conversion, and skips money. Within a month, both keywords reach the top ten and bring steady installs.
How to do it, step by step
- Filter by relevance firstKeep only keywords that describe your app and match user intent.
- Check popularity per storefrontUse Apple Ads popularity and tool estimates for each market.
- Assess difficulty within one toolCompare difficulty scores relatively in a single tool.
- Validate with real dataUse Apple Ads tests and store search data to confirm conversion.
- Prioritize the sweet spotTarget relevant terms with moderate popularity and manageable difficulty.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Target the most popular keyword in the category.
Target relevant keywords with moderate popularity and lower difficulty.
Why it works: Winnable, relevant terms bring installs faster.
Popularity 60 means 60,000 searches.
Popularity 60 means relatively high demand compared with other terms.
Why it works: Popularity is relative, not absolute.
Rely on tool estimates alone.
Run a small Apple Ads test to check tap-through and conversion.
Why it works: Real data validates estimates.
Action plan
- Put relevance before popularity
- Treat scores as relative indicators
- Use one tool consistently
- Validate with Apple Ads and store data
- Check popularity per market
- Revisit scores seasonally
Metrics to monitor
- Popularity by storefront
- Difficulty within your tool
- Search impressions per keyword
- Conversion rate by keyword
- Installs from search
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
What is Apple's keyword popularity score?
A relative indicator of App Store search demand shown in Apple Ads, on a scale from 5 to 100.
Does Google Play provide keyword search volume?
No. Tools estimate it, and Play Console shows search terms for your own app.
What is keyword difficulty in ASO?
A tool-specific estimate of how hard it is to rank, usually based on the strength of current top-ranking apps.
Should I always target high-popularity keywords?
No. Relevance and winnability matter more. Moderate-popularity, relevant keywords often perform better.
Are popularity scores the same in every country?
No. Popularity varies by storefront and language, so check each market separately.
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