Demand
How quickly App Store autocomplete suggests the phrase. Fewer letters typed means more people searching.
AppClimbKeyword Scout
Is this keyword worth the climb?
Type a search phrase to see demand, difficulty and which apps in the top 10 you can beat.
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Difficulty
How entrenched the top 10 is: rating counts, how many target the phrase in their title, how well rated they are.
Soft targets
Apps ranking in the top 10 with under 500 ratings, a rating below 4, or no update in a year. Those are the ones to pass.