Keyword Difficulty

Keyword difficulty is a score — usually 0–100 — that estimates how competitive a search term is. It factors in how many apps target the keyword and how strong they are (ratings, install velocity, age, and authority).

High-difficulty keywords like “games” or “photo editor” may have huge volume but are dominated by entrenched incumbents, making them nearly impossible for a new app to crack. Low-difficulty, long-tail terms offer a realistic path to page one.

Smart ASO balances difficulty against volume: target a portfolio that includes a few aspirational high-volume terms and many winnable specific ones.