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Mar 28 2023
If you want your app to be successful, ASO should be one of the first steps in your app marketing strategy. Without proper listing optimization, both in terms of keywords and visuals, any effort you make to get users to the tab may not yield the desired results, and users who find a poorly updated listing may not download your app.
To demonstrate how to perform ASO optimization, I will share a successful case study in which we assisted a mature audio educational app in increasing organic downloads by 58% within 6 months.
In this post, I will discuss the evolution of the education app following the initial ASO optimization. Keep in mind that not only keywords play an important role in the organic growth of an app, but that all visual elements, the average rating, ratings, and reviews can all help to improve your listing's conversion rate.
What results did we get after the ASO optimization?
Our client, an audio education app, was launched in 2019. They wanted to increase their organic downloads to expand their user base and reach more potential customers. They had been investing in various paid marketing strategies, but they wanted to reduce their marketing spend and focus on organic growth.
Our team suggested optimizing their app store page with ASO techniques to improve their visibility and attract more organic downloads.
The app was facing tough competition from well-established players in the education app market. The client's marketing budget was limited, which meant that they had to rely on organic downloads to increase their user base. Our challenge was to find the right keywords that would improve the app's visibility on app stores and increase organic downloads.
⚡ All You Need To Know About App Keyword Promotion
We began by conducting thorough keyword research to identify the most relevant and high-traffic keywords for our client's app. We analyzed the app's existing metadata, user reviews, and competitor apps to gain insights into the target audience's search behavior.
The app's keyword research yielded keywords related to "audio," "courses," and "stories," as well as their combinations to form mid and long-tail keywords and some competitor keywords. We included in the list the keywords with a medium/high search level that define the app's main focus.
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Based on our research, we recommended the following strategies:
We identified relevant long-tail keywords that had less competition but high search volume. These keywords helped improve the app's visibility on app stores and attract more users who were looking for specific learning resources.
We recommended using keyword variations to optimize the app's metadata. By using different variations of the same keyword, we were able to rank the app for multiple search queries.
We optimized the app's title and description with the most relevant and high-traffic keywords. We also made sure that the app's metadata was well-written and compelling to attract more clicks.
We considered the different effects of the text fields as well as the various ways of optimizing the tab in the two stores.
ASO Optimization for Apple App Store
Because we know that the app name is the most important field on the App Store, we included all of the keywords for which we want to rank in the top 5. In this case, we moved the keywords from the subtitle to the app name because they better represent the functionality of the app and make more sense in the most important field.
We left the keywords from the app name in the subtitle and added another high-traffic keyword that we wanted to rank for. As a result, both the subtitle and the app name had 29 characters out of a possible 30.
⚡ App Store Ranking Algorithm - How Many App Downloads You Need To Effectively Reach Top Rankings On App Store?
The keywords field allows for 100 characters to include any additional keywords that were not included in the app name or subtitle. Because it is a hidden field, the keywords it contains are not visible to App Store users.
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ASO optimization for Google Play
The title has been reduced from 50 to 30 characters following the implementation of Google's new guidelines, similar to the App Store. As a result, we used the available space to add the most relevant keywords next to the brand name, as this field, like the App Store, is the most important in terms of ASO.
⚡ Improve Your Application’s Keyword Coverage by Optimizing the Google Play Title & Descriptions
However, Google Play is based on keyword density, which means that the more a keyword is repeated (obviously with common sense), the more likely it is to rank for it. As a result, in the short description field, we repeated some keywords from the title and used the remaining space to include other keywords with average traffic, which also helps to define the app for users to quickly understand what they will find.
Given that Google Play's long description affects ASO and that every word contained in this field is indexed by Google, we work on all relevant keywords for which we want to be found and directly related to the app with medium-high search traffic in these 4.000 characters.
We were able to create a long description with a high density of keywords for which we want to rank, while also utilizing nearly all available characters.
We monitored the app's performance regularly and made necessary changes to the keywords to ensure that the app continued to rank higher on app stores.
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Effective ASO keyword research can help education apps improve their visibility on app stores and increase their organic downloads. By analyzing the app's competitors, conducting extensive keyword research, and optimizing the app's metadata with relevant and high-traffic keywords, our client was able to achieve a significant increase in organic downloads and improve their app's rating.
Investing in ASO keyword research is a cost-effective way for education apps to increase their user base and compete with well-established players in the market.
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