Search Intent

Search intent is the reason a user types a specific query into the app store search bar. Two keywords might have similar search volume but completely different intent, which means they attract different users with different likelihood of downloading your app.

Types of Search Intent

Navigational intent: The user is looking for a specific app by name. Queries like “Spotify,” “Instagram,” or “Headspace.” These users have already decided what they want.

Informational intent: The user wants to learn something. Queries like “how to meditate” or “what is HIIT.” These users may not be ready to download but can be captured with the right positioning.

Transactional intent: The user wants to do something and needs an app for it. Queries like “sleep timer app,” “expense tracker,” or “meditation for anxiety.” These are the highest-value keywords because the user has already decided they want an app.

Comparative intent: The user is evaluating options. Queries like “best meditation apps,” “Calm vs Headspace,” or “free yoga apps.” These users are close to downloading and are comparing alternatives.

Why Intent Matters for ASO

A keyword with a perfect KGR score is worthless if the users searching for it want something your app doesn’t provide. Intent validation ensures you don’t waste limited metadata space on keywords that attract the wrong audience.

Transactional and comparative intent keywords typically convert to downloads at the highest rate. Prioritize these in your title and subtitle. Informational intent keywords can be useful in your description (Google Play) and your website content for web-to-app SEO.

Verifying Intent

Search for each keyword in the App Store and look at the top results. If the top-ranked apps are similar to yours, the intent matches. If the results are in a completely different category, users searching for that term want something different than what you offer.