Google Play applications' popularity strongly depends on your ranks in search for the main words and phrases as well as your position in the app category. While promotion by category is a hard expansive process that requires up to 20,000 daily installs, promotion by keywords may require 100-200 installs to become visible and get first organic users.
If you are not familiar with keyword promotion for Android, think of it as of SEO optimization for applications. While SEO (search engine optimization) managers buy links with anchors to be on the first page of your Google search, ASO (app store optimization) managers buy installs by the keywords.
An Android application can rank for hundreds of keywords. Altogether they make keyword cloud with words of various popularity, length and conversion. You should choose the most important for you. These are the words, you are more likely to be searched for, clicked and installed.
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