Practice 04.01 · ASO and SEO

Build a keyword map from real demand

Keyword research is not a list of words to repeat in a description. It maps the questions people ask in their own language to an honest product answer for each search intent.

Practice outcomeA table of 20–30 queries with search intent, evidence of demand, product fit, priority, and one target page.

2 hours for the first map

In plain language

Look for the task behind the query, not the words

The query “how to check status” means someone needs a clear way to see a result. “Best app” is too generic and rarely tells you what to show. Define the intent first, then choose the real screen or answer page.

What you will need

Capability listThe current features, limitations, countries, languages, and useful journeys the product actually supports.

User languageReviews, support requests, internal search, and the real wording of questions without editorial polish.

Answer locationsA store page, help section, article, or landing page that can be assigned to each priority intent.

Terms in plain language

When to use it

The app description is written in internal language, organic traffic is weak, and the team does not know which real questions the store page or site should answer.

In plain language

Where to collect queries

Use several independent sources. Search suggestions show the wording; reviews and support reveal the task behind it.

Search suggestions

Type the main categories and problems into store search and a search engine; save the natural completions of the phrases.

Without access, collect wording from your site's internal search and new users' questions.

Reviews and support

Write out the recurring words from 50 reviews and requests: what people want to do, compare, or understand.

Ask support for ten questions they constantly have to translate from the team's internal language.

Current pages

Match the queries to an existing store page, article, or screen. Mark the queries that have no honest answer yet.

If no suitable page exists, do not stuff the keyword into the description — file a content idea or drop the query.

Build a working keyword map

Collect the wording unedited

Record queries exactly as users type them. Do not replace plain words with internal feature names.

Where to do it: In the first column of the shared table, together with the source.
What the result looks like: “How to check status,” not the internal name of the status-tracking screen.

Merge queries by intent

Group synonyms around one task: find a product, do something, solve a problem, compare, or get instructions.

Where to do it: In the second column and the table's color groups.
What the result looks like: “Where is my status,” “check my application,” “verification status” → one intent: see the result of a process.

Check the product fit

For each intent, note the real feature, a limitation, or the absence of an answer. A popular but irrelevant query does not become useful.

Where to do it: In the fit column, confirmed by the product owner.
What the result looks like: The guaranteed-results query is excluded: the product cannot honestly make that promise.

Assign one answer location

A feature query can lead to the store page, a “how” question to a guide, and a specific problem to help. Do not make pages compete.

Where to do it: In the destination column.
What the result looks like: “How to pass verification” → a detailed guide; a generic category name → the app page.

Pick the first five queries

Weigh relevance, how well the wording is confirmed, and how ready the answer is. Start with a small priority set you can genuinely improve.

Where to do it: In the high-priority filter and the content plan.
What the result looks like: Five queries get page owners and a recheck date for impressions and target actions.

Practical examples

User language becomes an intent

“Where is my status,” “check my application,” and “verification status” merge into one task — seeing the result of a process. The answer is an article plus the status screen.

A popular but dishonest query is excluded

A guaranteed-results query may have demand, but it does not match the product. It goes into neither the description nor an SEO page.

The finished artifact

A map of queries and answers

One row — one intent and one main answer location. Synonyms are merged, not left competing across several pages.

Query	Intent	Product fit	Where it leads	Priority
check status	See the result of a process	Full	Article + status screen	High
how to pass verification	Understand the steps and documents	Full	Guide	High
learning app	Find a product category	Partial	Store page	Medium
guaranteed income	Get a promised result	No fit	Not used	Excluded
brand name	Find a specific product	Full	Store page	Defensive

Next action: take the five high-priority queries, review the quality of the current answer, and assign a page owner. Do not try to fit all 30 queries into one description.

Keyword map checklist

The map is ready when each priority row makes clear which user question and which honest answer stand behind the words.

Queries come from at least two sources and are stored in the user's language. Synonyms are merged by intent rather than treated as separate topics. Every query maps to a real feature, condition, or useful content. Irrelevant queries and manipulative promises are excluded. The first five queries each have one page, an owner, and a result-check date.

How to know the map helps

Visibility

Impressions grow for the chosen relevant queries, not for random broad keywords.

Answer

Users land on the assigned page and find the expected feature or guide.

Quality

Organic installs or target actions grow without hurting activation and trust.

Do not add keywords for density: every priority query must lead to an honest answer the user will actually find.