# ASO Agency — Lesson 13: ASO keyword search volume: interpret demand estimates

Outcome: Use demand evidence as a directional signal while preserving source and uncertainty.

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

## Your ASO assignment

1. Annotate ten candidate scores with their definitions and contexts.

Your response:

2. Identify three decisions that remain sound even if estimates are wrong.

Your response:

3. List one decision requiring stronger evidence before investment.

Your response:

## Scenario challenge

Two providers give the same term scores of 42 and 76. Explain why averaging them to 59 may be meaningless. Identify the definitions and normalization information you need before comparing them.

Your reasoning:

## Handover

### Metric meaning

Name the provider, measure and scale; distinguish an index from observed counts.

Your evidence and decision:

### Scope

Keep store, locale, extraction date and coverage beside the values.

Your evidence and decision:

### Triangulation

Explain what customer language, product evidence and search inspection add to the estimate.

Your evidence and decision:

### Sensitivity

Show whether reasonable uncertainty changes the shortlist and which evidence could resolve it.

Your evidence and decision:

### Recommendation

State a research or prioritization decision without converting estimated demand into promised downloads.

Your evidence and decision:

## Submission check

- [ ] Indices are not mislabeled as search volumes.
- [ ] Incompatible sources are not averaged or ranked together.
- [ ] The recommendation still accounts for product relevance.

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

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