Keyword research tends to start and end with volume. The bigger the number, the better the keyword. In practice the keywords that move installs are the ones where relevance, competition and intent line up, and volume is only one of the three.
Start with what the app is for
List the problems your app solves in the words a user would type, not the words your team uses internally. Those phrases are the shortlist every later decision is measured against.
Weigh competition honestly
A high-volume keyword owned by category leaders will rarely rank a smaller app. A mid-volume phrase you can realistically reach the top five for usually earns more.
Measure installs, not rankings
A ranking that brings visits but no installs is a sign the listing does not answer the search. Track conversion by keyword where you can, and drop what does not convert.
