ASO keyword research for indie apps: the 90-minute method that beats $500 tools
The ASO keyword research process Silpho runs on every launch. 90 minutes, no paid tools required, beats most $500-a-month ASO services.
Free tools, structured method, output as good as Sensor Tower or AppFollow.
TL;DR
Indie founders don't need a $500-a-month ASO tool to research keywords. A structured 90-minute process using free tools (App Store search itself, Google Trends, App Store Connect autosuggest, competitor manual analysis) produces a keyword pack as good as paid services. This article walks through the exact method we use at Silpho on every launch. By the end of 90 minutes you'll have your top 20 keywords, your title structure, your subtitle, and your competitive positioning. Then you ship and iterate based on App Store Connect search data.
Key facts at a glance
App Store keywords are limited to 100 characters total. Title and subtitle add another 60 characters that count toward search.
Google Play search uses different signals than Apple's App Store; do separate research per platform.
Keyword search volume in mobile is 1 to 3 percent of equivalent web search volume.
The most important keyword field on iOS is the app name (30 chars), followed by subtitle (30 chars), then keywords (100 chars).
Most paid ASO tools are useful at scale (10+ apps, ongoing optimization), not at launch.
The 90-minute method
Minute 0 to 15: define the magical moment in user words
Open a doc. Write 5 to 10 ways a user would describe what your app does in their own words.
Example for a pill identifier:
"what's this pill"
"identify medication from photo"
"pill identifier"
"drug identifier"
"what does this pill do"
"pill scanner"
"find pill by appearance"
These are seed phrases. Don't optimize yet. Just write what real humans would type.
Minute 15 to 30: search the App Store yourself
Open the App Store on iPhone. Type each seed phrase. Note:
The autocomplete suggestions Apple offers (these are real high-volume queries)
The top 5 apps that rank for each phrase
The categories and price ranges of those apps
Add the autocomplete suggestions to your seed list.
Minute 30 to 45: analyze the top 3 competitors
For each of the top 3 apps that rank for your seed phrases:
Read their app name (they reveal target keywords)
Read their subtitle (more keywords)
Read the first 3 lines of their description (the "above the fold" zone)
Check their reviews for which features users mention most
Build a keyword shortlist from what your competitors target.
Minute 45 to 60: cross-check with Google Trends
Open Google Trends. Search each shortlisted keyword. Look at:
Trend over the last 12 months (rising or falling)
Geography (where the demand is)
Related queries (these often reveal the actual search intent)
Cut keywords that are clearly declining. Add the rising related queries.
Minute 60 to 75: build the keyword pack
You now have a list of 30 to 50 candidate keywords. Score each on:
Relevance to your magical moment (1 to 5)
Apparent search volume from autocomplete prominence (1 to 5)
Competition (number of apps already optimized for it, lower is better)
Pick the top 20 by combined score.
Minute 75 to 90: write the listing
Build:
App name (30 chars): brand + 1 to 2 high-value keywords. Example: "Pillsnap: Pill Identifier"
Subtitle (30 chars): benefit + 1 to 2 secondary keywords. Example: "Scan and identify any pill"
Keywords field (100 chars): top 8 to 12 single-word and short-phrase keywords from your top 20, comma-separated, no spaces.
Description first 3 lines: lead with the value, mention 2 to 3 keywords naturally.
Done. You have a launch-ready ASO setup.
Common mistakes in indie ASO
Stuffing keywords into the description
Apple barely uses description text for keyword ranking. The signal is in title, subtitle, and keywords field. Stuffing the description hurts conversion (users read the first 3 lines, decide).
Ignoring autocomplete
Autocomplete shows you what Apple thinks people search. Free signal, most founders ignore it.
Targeting brand-name competitor keywords
Don't put "Calm" or "Notion" in your keywords field. Apple penalizes obvious competitor keyword targeting.
Not localizing
If you have any non-English target market, localize your title, subtitle, keywords, and description. Each locale has its own keyword field. Free conversion lift.
Skipping subtitle
The subtitle has 30 characters of pure keyword juice. Many indie apps leave it blank or write a tagline. Use it for keywords.
Title too long
The full app name in App Store Connect can be longer, but the title displayed in search results is truncated. Keep the actually-displayed portion benefit-leading.
What about Apple Search Ads (ASA)?
ASA is the paid complement to ASO. Once your organic ASO is dialed in, ASA can scale acquisition cost-effectively.
In 2026, ASA cost-per-install for utility apps runs $1 to $5 in tier-1 markets, $0.30 to $1.50 in tier-2 markets. Worth running once you have paywall conversion data to compute LTV.
Aividly is one of the apps Silpho built that monetizes primarily via ASA.
When paid ASO tools ARE worth it
The $500-a-month tools (Sensor Tower, AppFollow, App Annie/data.ai) become worth it when:
You have 5+ apps to optimize across
You're running ongoing weekly optimization, not just at launch
You want competitive intelligence on funded apps in your category
You're running ASA and need conversion-funnel data
For a single indie app at launch, free tools plus the 90-minute method get you 80 to 90 percent of the value.
How Silpho handles ASO for clients
Every Silpho Launch sprint includes an ASO Launch Kit:
Top 20 keywords for your category and audience
Competitor keyword audit (top 3 to 5 competitors)
Title and subtitle written for keyword and conversion
Description written for the "first 3 lines that matter"
Keywords field optimized for the 100-character limit
App preview video and screenshots designed for ranking and conversion
Standalone ASO consulting at this depth runs $300 to $1,500. Bundled in the $1,999 Launch tier.
FAQ
How fast does ASO move the needle?
Most ASO changes show ranking impact within 2 to 4 weeks. The cycle time is slow because Apple's algorithm updates rankings on a daily-to-weekly cadence.
How often should I update my keywords?
Every binary update is a chance to refresh keywords. Most indie apps do meaningful keyword refreshes every 2 to 6 months based on App Store Connect search data.
Does App Store Connect's search analytics help?
Yes. Look at "App Store search performance" in App Store Connect Insights. It shows which terms drive your impressions and installs. Use this to discover keywords you didn't research up front.
Should I do keyword research before or after building?
Both. Before, to validate that demand exists for your magical moment. After, to optimize the listing for the demand you confirmed. Don't pick a magical moment that has zero search volume; conversely don't pick one with overwhelming competition.
How is Google Play ASO different?
Google Play uses the description for ranking (Apple barely does). Different signals, different optimization. Run a parallel 90-minute pass for the Play Store listing if you're cross-platform.
What about App Store featured placement?
Featured placement (App of the Day, app collections) is separate from search ranking. It's editor-driven, not algorithm-driven. Focus on search ASO; featured comes from a great app and good editorial relations.
Can I just hire someone for ASO?
Yes. Standalone ASO consultants charge $300 to $2,000 for a launch keyword pack. Productized studios like Silpho bundle it. Tools like AppTweak offer ASO services too. The main question is whether you'd rather pay for the work or do the 90-minute method yourself.
Is the 90-minute method really enough?
For a single app at launch, yes. For ongoing optimization, you'll want either monthly self-driven sessions or a paid tool subscription. The Launch Kit at Silpho includes the launch-time optimization but not the ongoing retainer (we don't do retainers).
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