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Apr 5 2022
In the highly competitive app market, app localization is an important factor for app growth. Our technical teams focuses on the ranking algorithms of Apple App Store and Google App Store and related data of app promotion, and constantly explores strategies to maximize marketing effects in Apple App Store. In many previous blogs, we have in-depth analysis and Shared our test results.
Some proven app store optimization strategies, new ideas and innovative ideas will help you increase app popularity. Earlier we shared iOS keyword optimization strategies to maximize search results through keyword research and strategies about using a no-space, no-duplication, and distributing the most-important keywords into the title and subtitle.
Here, we will further share another important advance iOS ASO strategy - secondary localization of the Apple App Store. Help improve your keyword indexing rates by exploring the most common app store localization optimization tips.
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When launching your app in App Store Connect, you need to select the app's primary language. The App Store will automatically display your primary language for all local users where you do not provide a localized version of your store listing.
Your app metadata, the information on your product page, will be displayed in your primary language to all users of your unlocalized location. In other words, if your primary language is your native language and you have not localized your app to English as a second language, all users of English-language devices will see your app's native language metadata. So, consider your primary target audience and choose your primary language wisely.
Secondary localization gives you the opportunity to add multiple languages to expand your audience. Depending on your growth strategy, you can choose other languages to help you reach specific audiences. For example, if your primary language in India is Hindi, it makes sense to add Hindi and English as secondary languages. In this case, you still target the Indian market, but expand your reach to Hindi and English users.
Market research and target audience research first
Determine the country and region distribution of the target audience of your application
Compile a list of the main languages mainly used by your target audience
Before adding a second language to your app, make sure you're targeting the right audience. As mentioned above, which language to choose as primary and secondary depends on your application promotion strategy. But it is helpful to compile a list of languages for your main markets target audience. Having your list include primary and other localized languages can help you understand market-specific language preferences.
It's time to uncover the most used strategy for the most valuable secondary localized languages in the US, but you can also apply it in your target market. The trick is simple: you add a second language to your app, but still optimize the metadata with your primary language keywords.
Taking the US market as an example, here are a few advantages of using this technique:
Instead of using the secondary local for Spanish metadata, use it for more English search terms.
This gives you more organic keyword rankings and more visibility. However, this mainly applies if your app is not localized for the Spanish (LATAM) market. Only in this case can you play to your advantage and add other keywords you want to rank for in the US.
Example: In your marketplace, your app metadata is optimized for your primary English language. You can add Spanish as a secondary language and still optimize it with tons of English keywords that no longer fit your primary English metadata. Remember, this means you're expanding your access to English-speaking users, not Spanish-speaking users.
Make sure you don't use keywords that you already have in your main local.
There is no "cross-indexing", which means you won't rank combinations of words that are separated by two localizations.
Example: If you use the keyword "yoga" in your default language and "meditation" in your second language - you will not rank for the keyword combination "yoga meditation". Also, don't repeat keywords in primary metadata in secondary localization. Instead, include other relevant keywords that your competitors rank for or a ton of keywords that you can't include in your primary localization.
Choose your target market and decide whether you use standard secondary localization or a proven strategy to expand your keyword rankings in one language. Remember to analyze your ASO efforts and adjust your strategy accordingly.
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