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# Where Do Keyword Suggestions Come From?

Keyword suggestions can really reduce the amount of work you have to invest in keyword research when doing App Store Optimization, and can uncover keywords you haven't thought of yourself that offer a great opportunity.

Appfigures generates keyword suggestions for an app using a proprietary algorithm that looks at the app, its competitors, and all the keywords our database contains. We map how all keywords connect and filter out ones that aren't relevant or aren't very popular for similar apps, as well as competitors.

The result is hundreds of relevant keywords for you to consider when optimizing, and since Keyword Insights are built into all reports, you can see which keywords could have the biggest impact on your downloads quickly.