Well, no matter if you already have an app structure, you should do the following:
Step 1: learning the structure of existing apps:

  • First of all, analyze your competitors. In 99% of cases, you are not the first in the market. Therefore, you will find a couple of competitors in the TOP for a few clicks;
  • Take a brainstorm. Collect all the ideas of the main keywords.
  • Build the hierarchy of ASO elements on potential page by logic.
Step 2: gathering the key matrix
Let's take a query related, for example, to this short article about «keywords».

Select synonyms. At first sight, it may seem the simplest. Here are some synonyms that fit our category:
  1. promotions keywords
  2. key phrases
  3. key words
  4. keywords
By the way, it's easy to find synonyms by examining the results of Google's search results. Just put the word into the search engine and look through the delivery, studying the snippets. So, first of all, analyze the competitive pages for high-frequency synonyms. To do this, you can use the services to analyze the positions of ASOdesk or TheTool. As a result, only competitors' apps are visible in the output, which has already written a description with these phrases. Next step, the technique: take each URL, copy it and check the position in the search. Next: examine the difficulty of keywords (selected keywords can be difficult to promote, yes, you can choose cool semantics, but your keyword groups can already be promoted in the TOPs of competitors); And finally, select the keyword for the title (the final step is to write the correct page title).
The main criteria for creating a title:

  1. The length - is 60 characters or 6-10 words;
  2. Use encouraging words;
  3. Remember your brand to increase recognition;
  4. Write Every Words With A Capital Letter.

Step 3: choosing relevant keywords
After you've done your extensive keyword research, finding the best keywords related to your application, you'll have a list of short tail and long tail keywords which will make a good starting point.
Short tail keywords:
Using short tail keywords will often be the most effective way to drive more users to your app's page. The short tail keywords are intended for you if you're just starting out with a new app or never done any ASO work before, you'll be joining the back of a long queue.
Short tail keywords, also known as «head terms», are search phrases containing 1 to 3 words. For example, «cars», «cars game» and «free cars online» and so on. Short tail keywords would generate thousands of visitors to your app's page, they are highly competitive and harder to rank on Google Play.

  • High search volume.

    • High competition;
    • Low intent to install;
    • Low conversion rate.
      Long tail keywords:
      Long tail keywords are search phrases containing more than 3 words. For example, «free online car competition» or «drift online car loads for free».
      Long tail keywords are more descriptive and allow you to target your ideal user. Long tail keywords are more specific. You'll receive fewer visitors to your app's page compared to using short tail keywords, but the visitors you do acquire are searching for something specific and have a higher intent to install. Compare this to a short tail keyword search. The visitor would land on a page optimised for «cars».
      Long tail keywords account for 70% of Google Play searches, so the best approach is to optimise your app for long tail keywords but also include some short tail keywords.
      This approach means that you can cover all the bases. You'll be positioned high for long tail searches, capturing visitors with a high intent to install but you will also start to climb the ranks for short tail searches.

      • Low competition;
      • High intent to install;
      • High conversion rate.

        • Low search volume.
          So which keywords should you use?
          Step 4: making conclusions
          • Analyze competitors and their structure. You can use one of 25 free tools for collecting keywords.
          • Gather the keyword matrix
          The selection of keywords is only an initial stage in progress, but without it, you won't achieve your goals. Start your successful promotion correctly.