Generic Keyword
Definition
A non-branded, descriptive search term that describes what an app does, like “photo editor.”
What it means
Generic (non-branded) keywords describe a function or need rather than a specific brand — “meditation,” “expense tracker,” “photo editor.” They make up the bulk of discovery traffic and are where most ASO competition happens.
Generic head terms are high-volume but hard; their long-tail variants are where new apps usually win. A healthy keyword strategy blends defensible branded terms with a portfolio of generic and long-tail targets.
Frequently asked questions
Should I target generic or branded keywords?
Both. Rank for your own brand defensively, then grow with generic keywords — starting with long-tail, low-competition variants you can realistically rank for before going after broad head terms.