# ASO Agency — Lesson 11: App store keyword intent: evaluate search opportunities

Outcome: Group candidates by the outcome a searcher expects, including ambiguity and brand intent.

App / store / market / locale:
Prepared by / date:
Product or listing version:

## Your ASO assignment

1. Cluster 20 candidates into intent groups.

Your response:

2. Explain three ambiguous terms using competing interpretations.

Your response:

3. Choose a target intent and write the promise a visitor should encounter.

Your response:

## Scenario challenge

A high-demand term has a partial fit: the app stores a trail name but cannot map the route. Explain why a small related feature does not automatically satisfy route-tracking intent and identify the research that could clarify the phrase.

Your reasoning:

## Handover

### Intent statement

Translate each candidate into the task and conditions it implies for the user.

Your evidence and decision:

### Product match

Link the required capability to a verified workflow or explicitly identify the missing capability.

Your evidence and decision:

### Decision

Choose retain, reject or investigate; keep uncertainty separate from a negative verdict.

Your evidence and decision:

### Exclusion history

Preserve rejected candidates, rationale, version and a specific condition for reconsideration.

Your evidence and decision:

### Cross-team implication

Tell copy, creative and paid-acquisition owners which promises must remain aligned.

Your evidence and decision:

## Submission check

- [ ] Clusters are based on expected outcomes rather than shared spelling alone.
- [ ] Ambiguous language carries a research action.
- [ ] The selected promise matches a real product workflow.

## Next action
Owner:
Required evidence:
Due date:
Review decision:

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