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Mar 31 2021
ASO refers to helping developers improve the app's traffic and download conversion rate in the app store by improving keyword coverage and ranking, and therefore gaining more users, not just helping to cover more keywords. So how to do a good job of ASO has become the top priority of many app operation work.
ASO optimization is now possible to use the name of competing products as keywords, generally placed in the keywords is more secure, for ASO optimization - keyword ranking optimization rules, I hope to do product ASO optimization can help.
For the product, choosing the right keywords for the application will play a crucial role in the success or not. But so far, there is no tool that frees developers from boring and huge surveys.
In the app stores, we can already see 1.5 million apps, therefore, developers must pay special attention to ASO strategies, especially keyword optimization. In this article, we will talk about how to optimize the app store search by choosing the right keywords.
When developing your first product, you may not even know what ASO is, because there are so many other things you need to do. Most new developers don't even know there's a "keyword" thing to look into until the game is in the app stores.
Because these developers spend little time on keywords, they lose a lot of potential downloads as a direct result. According to some data, 63% of all downloads come from app store searches, so developers must make sure they put enough effort into keywords.
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However, before building your keyword library, you must be familiar with some basic ASO terms.
Relevance: the relevance between a particular keyword and your application as well as the target user, irrelevant keywords are difficult to generate effective conversions.
Difficulty: The degree of competition for a particular keyword, the higher the value means it is more difficult to get into the top rankings.
Traffic: the degree of a specific keyword sought after, the higher the number of searches in the search, the higher this value.
Remember to use keywords that are highly relevant to your application and users. Some keywords may seem to have a ranking advantage, but they don't make sense for your product.
We can determine which keywords are relevant by analyzing the competitors' situation.
You need to know who your potential users and competitors are. You can look for your competitors in the app store charts. Of course, here's a tip, you don't have to browse different popular apps one by one, just use App Figures' Top Apps tool, which can show you up to three categories of popular ranking apps extremely conveniently.
Now that you have found your competitors, you can use Sensor Tower's Keywords tool to discover your competitors' keywords, a tool that allows you to see how your product's keywords overlap with those of your competitors, in addition to your competitors' keywords.
At this stage, your main goal is to produce a broad library of keywords with potential relevance. Different ASO tools may provide you with different keywords, and your job is to manually filter out those keywords that you can eventually use.
Many applications will actually contain some important keywords in their own names, so the name is a good entry point. Overall, you should add some high traffic and difficult keywords to your application.
Watch your competitors' app descriptions carefully, some apps are likely to include potential keywords in their descriptions, though it's worth noting that the Appstore's algorithm may not speak about the text in the app descriptions included in ranking considerations.
There are sometimes potential keywords in the high ratings of competitors' products. Start looking for them from five-star ratings, because five-star ratings are the most intuitive to the players' needs.
If you want to know the search volume of a keyword, in fact, Google trends is also a good choice.
Apple is currently experimenting with a new App Store feature that allows related keywords to be displayed directly in front of the user when you start a query.
Now that you have a keyword font, after that you have to get specific App Store data, many ASO tools will present you with keyword traffic and keyword difficulty. This step is critical, after that, you need to get the traffic and difficulty of each keyword, this is very important, because before moving on to the second step, you need to empty the keyword database of those keywords with zero traffic.
Depending on the type of game you play and the information you have collected using ASO tools, average the iPhone and iPad scores to get a combined difficulty/traffic figure.
The Appstore limits the length of keyword lists to 100 characters or less, and within this limited length, we need to decide which keywords to use in the end. The ultimate goal of all this is to select the right keywords from the keyword database that will result in effective downloads.
High relevance + appropriate difficulty + average traffic = increase in downloads
Appropriate difficulty: we need some keywords that are not too difficult to rank for, because our product itself is basically unknown on the app stores and we are not Angry Birds.
Traffic: we need keywords that have some search volume, otherwise we will waste 100 characters of space and no traffic will bring downloads.
At this stage we usually have two choices, either choose keywords with high traffic or keywords with difficulty. Which one should we choose anyway? Perhaps your answer might be to choose the keyword with high traffic.
Assuming this is your first application, it is recommended that you consider scoring your keywords from now on, ranking all your keywords with traffic and ranking them for difficulty. The following algorithms will have an impact on your software ranking.
Generally speaking, the top 10 traffic-worthy keywords in our apps require a lot of testing and evaluation, so don't expect to pick the keywords you want at once. ASO takes time and requires continuous monitoring and adjustment, which is an evolving process.
In addition, the Appstore changes their algorithm frequently, so we need to have the ability to react and modify quickly. Choosing a keyword with high relevance, low difficulty and at least some search volume is your best while choice. Each update of the keyword list will bring you more gains, so give up after the first submission and keep the screening process.
If your app is already online, then you can now divide the keyword ranking list. Ideally, you should always keep an eye on the impact that keywords have on downloads. This information is valuable because it will help you to make good guidance for subsequent decisions.
Knowing your keyword ranking is also important for you to determine the difficulty level afterwards, and we have listed the difficulty levels below. The difficulty level can help you quickly narrow down the list of potential keywords.
Target keywords: First choice, this keyword gives you the opportunity to appear in the top 10 of the search.
Alternative keywords: Alternative choice, if you can not identify enough target difficulty keywords, then you can fill your list with these keywords.
Excluded keywords: These are the keywords you need to exclude. These keywords have little to no chance of helping you bring in downloads.
Ideally, you should have enough target keywords to choose from, so if you don't have enough alternative keywords, it's advisable to re-read the first article once again.
From the moment the game hits the shelves, you should always keep track of your keyword rankings, pay attention to reviews, rankings, downloads and other elements to determine which keywords you really need.
So far we have spent most of the time talking about the difficulty and relevance, in fact, traffic is certainly also very important, no traffic is not everything, only that in the case of a certain amount of traffic we will pay more attention to the difficulty and relevance, let's say you have only one keyword to fill in, but you have three potential keywords to choose from, if they are all highly relevant and the same difficulty, then Naturally, you have to choose the keyword with high traffic.
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