App Store Connect lets you type keywords. I did, for Hangar, by searching the store myself. Then I treated eligibility as a plan. It is not.
What the field does
It helps Apple know which queries you are a candidate for. Number 21 for Vercel was a candidate result. Demand, scroll depth, and product fit live elsewhere.
What I pair it with
Screenshots, subtitle, and the actual query a stranger types. Monetra's impressions versus downloads is the same split with different numbers.
What I do not do
I do not stuff the field and call it ASO. I search like a user, then I look at Connect. Two tools. One of them is the store itself.