ASO quick wins: how to find and push “striking distance” keywords
Keywords sitting at #4–20 are your fastest route to more installs. How to find them, why they’re close, exactly which listing changes push them into the top 3 or top 10, and how to protect keywords that are slipping.
Key takeaways
- Striking-distance keywords already rank #4–20 — Google Play sees you as relevant, you just need a push.
- Moving from #12 to #6 is usually worth far more than moving from #60 to #30.
- Push with relevance (text placement) and conversion (screenshot and short description that match the search).
- Protect top-10 keywords that are slipping before chasing new ones.
- Change one thing at a time and measure over two to four weeks.
When developers start ASO, they often chase the biggest keyword in their category. It’s usually the slowest way to grow. The fastest wins are keywords where you already rank just outside the top spots — close enough that a small change can move you onto the first screen of results.
Why positions 4–20 matter so much
People tap the first few results far more than anything below them. A keyword at #14 is often below the first screen on a phone. Getting it to #6 can multiply the visitors it sends, while a move from #70 to #40 usually changes almost nothing.
| Current position | What it means | Typical action |
|---|---|---|
| #1–3 | You own it | Protect: keep the phrase, watch competitors |
| #4–10 | On the first screen, not the top | Strengthen relevance and conversion for this search |
| #11–20 | Striking distance | Add or move the phrase to a stronger position in your text |
| #21–50 | Relevant but weak | Longer-term: content and conversion improvements |
| #51–100 | Barely relevant | Decide whether it’s a real target |
How to find your striking-distance keywords
- List every keyword × country where you rank #4–20.
- Remove ones that don’t match what your app does well.
- Sort by importance: which would bring the most relevant users?
- Pick three to five to work on this month.
How to push them up
1. Strengthen text relevance
- If the phrase only appears deep in your long description, use it naturally in the first lines.
- Consider it for the short description if it describes your core value.
- Use close variations naturally — but don’t repeat the phrase unnaturally.
2. Match the search with your visuals
If people searching “bill reminder” see a first screenshot about budgeting charts, fewer will tap and install. A screenshot caption that matches the search intent can lift conversion for that search — and better engagement can support the ranking.
3. Use custom store listings for keyword groups
For important keyword themes, a custom store listing targeted at those search keywords can show text and screenshots tailored to that search.
Protect keywords that are slipping
A top-10 keyword that loses two or more positions in a week deserves attention before any new target. Check whether a competitor changed their listing, whether your latest release caused crashes, and whether you removed the phrase in a recent edit.
- Work on 3–5 striking-distance keywords at a time.
- Change one element, then wait two to four weeks.
- Annotate the date of every change.
- Protect slipping top-10 keywords first.
- Stuff every quick-win phrase into your title.
- Chase only the biggest head term.
- Undo a change after three days.
- Ignore conversion — ranking alone isn’t the goal.
+What is a striking-distance keyword?
A keyword where you already rank just outside the top positions — roughly #4 to #20 — so a small improvement can bring many more visitors.
+How long does it take to move a keyword up?
Often one to four weeks after a listing change, but it varies with competition and how often you’re checked.
+Should I put quick-win keywords in my title?
Only if the phrase describes your core value. The title is limited to 30 characters; most quick wins belong in the short and long description.
Sources
Specifications and figures are as published by Google and the listed sources at the time of writing; check Play Console for the latest.
Practise this lesson on your app.
Track keywords, run the listing audit and see what your changes do — free.