Worksheet for chapter 3, App store keyword research and discoverability
Worksheet 3 — Discoverability source checklist
Use with chapter 3, Discoverability. One sheet per app and market, last 28 days.
App: ______________ Platform: ☐ iOS ☐ Android Market · language: ______________ Period: __________
1. Where visitors come from
App Store Connect → Acquisition → Sources (App Store search includes views and downloads from ads in search results)
| Source type | Impressions | Share | Downloads | Conversion |
|---|---|---|---|---|
| App Store search | ||||
| App Store browse | ||||
| Web referrer | ||||
| App referrer | ||||
| Other |
Play Console → Store performance (Google Play search = searches for your app's name or brand; category searches such as "racing game" count under explore)
| Traffic source | Store listing visitors | Share | Install clicks | Click-through rate |
|---|---|---|---|---|
| Google Play search (brand) | ||||
| Google Play explore (browse + category search) | ||||
| Ads and referrals |
Generic search/explore share: ______ % → ☐ keyword work is a strong candidate ☐ probably not my first lever (check listing and distribution first)
2. What each source can and cannot tell you
| Source | Can tell you | Cannot tell you |
|---|---|---|
| Store console source split | Where visitors come from; conversion by source | How many people searched a term |
| Play search-term dimension | Terms that brought your visitors | Terms that did not bring you anyone |
| Your rank in a keyword tool | Where you appear for a term | Demand or traffic |
| Third-party popularity scores | Rough comparison between terms | Real search counts |
| Your search-ads data (if any) | Terms that got impressions/taps for your ads | Organic behavior |
3. Top terms: demand × visibility × conversion
| Term | Demand (source; mark "estimate") | My rank (market, date) | Visitors or conversion from it | Keep / test / drop |
|---|---|---|---|---|
4. Rules check
- ☐ No competitor names, trademarks or irrelevant terms in keywords or text
- ☐ No ranking claims ("#1", "best of") in Play listing text or images
- ☐ No repeated keywords in name or description
- ☐ Every term describes something the app really does
5. One change
- ☐ Keyword swap ☐ Subtitle / short description test ☐ Custom product page / custom store listing for one audience ☐ No change — reason: ______________
Test brief started? ☐ yes (worksheet 4)