A well-developed app store optimization (ASO) strategy is essential to your app’s overall success, and it’s no longer enough to choose the right keywords.
There are more than two million apps in both the Google and Apple app stores, with over a thousand new apps submitted every day. More than 65% of app downloads come from organic searches in an app store.
That means that a well-developed app store optimization (ASO) strategy is essential to your app’s overall success, and consider how increasingly crowded the app stores are, it’s no longer enough to merely choose the right keywords.
It’s all about keywords – when users search for desired products through app store search engines, they use keywords. In the app stores system, for every query users make, a list of appropriate apps will be displayed.
The more relevant the app to the user’s query, the better chance that particular app has at being ranked in top apps in the search results. How do you become relevant to the right audience? By using the most relevant keywords for your specific industry, category, and audience throughout the information you provide about your app on your app store page.
The Apple App Store has its own “keyword field” where you can index a list of relevant terms that describe and connect with your game. You can write up to 100 characters, and all the terms you place there will be indexed and used by the search algorithm. Equally important, the keywords used in the title and subtitle will make a difference in the optimization of an app’s relevance.
Google Play doesn’t have any “keyword field.” Instead, they index everything you write in your apps’ title, short & long description. Then, the algorithm determines how relevant your app is according to each user search query.
People will discover your app or game (in both Search & Browse traffic) depending on how it has been indexed and ranked by the algorithms.
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Neither Google nor Apple has ever disclosed how their algorithm works. They keep the secret as if it was the Coke recipe.
However, through A/B testing and scrupulous research, the app industry keeps unveiling some of its mysteries (until they change them again).
When a user sends a search query, the algorithm analyzes the users’ interests (previously installed apps, recent search queries, etc.). Then, using your app’s metadata (title, description & keywords), along with some other elements that we’ll address later on, decides in which position should be placed.
The higher the position your app shows in a search results page or a rank (category, top grossing, top installs, etc.), the higher is its ASO visibility or discoverability.
Remember that, in App Store Optimization, when we talk about visibility, we refer to Keyword Optimization.
As we already saw in other articles, you should not confuse Keyword Optimization vs. Conversion Optimization.
The element that has the greatest impact on your ASO visibility is the title of your app in both Google Play & Apple app stores.
For instance, some recent studies and A/B tests in Google Play have allegedly determined that making changes in the Long Description field has a greater impact on the app’s visibility than the short description. You will have to conduct your own A/B testing of short and long description to see how your particular use of keywords will impact results.
On the Apple App Store, for many apps, changes in the title and subtitle fields had a more significant impact on the app’s visibility than optimizing the keywords field.
Then, some ASO experts say that backlinks & link building affect Google Play keyword rankings. Still, so far, all the tests have shown inconclusive results. We’ll talk further in the “Back Links & ASO Link Building” section.
Tips for your “ASO keywords” in Apple iOS.
You need have to do your own research and find out what works best for your apps and games.
Gather all the keywords that could bring you traffic to your App Store Page.
In this step, you still don’t need to worry about the quality of the keyword. Just brainstorm, research and analyze your market, your industry, your competitors to find out which keywords describe your game better.
Here you have some bullet points on how to generate ASO Keywords:
Before including them in your metadata (title, subtitle, and descriptions), you need to determine which ones will likely drive more installs to your mobile app or game.
At this point, you probably have already used one of the ASO tools available in the market, and you may have noticed these three ASO Keyword metrics: Search volume, Keyword Difficulty, and Opportunity.
It is time to revisit your list keywords and check the following:
Search Volume / Traffic / Popularity: Ensure that users are using those keywords in their ASO searches. You don’t want to be the Top #1 of a specific keyword with 0 monthly searches.
Keyword Difficulty: Some keywords may have a lot of traffic, but there may be so many competitors using them, that it will be almost impossible for you to stand out.
Cost of Opportunity: With the two previous values, you can try to estimate how much it will take you to rank for these keywords.
Relevance: Check how relevant is that keyword to your app. That won’t be determined by any tool but by yourself.
Identify the keywords that will perform better with the Cost of Opportunity, and check how relevant they are for your product.
Once you have detected the keywords that will give you better results, the last step you must do is implement them in your ASO keywords and metadata fields and let the search algorithm do their work.
Always use your most important, core keywords in your title first, secondly, as much as possible, in your subtitle, short description, and then long description (in Google Play, since in App Store the long description is not yet indexed for search).
Depending on how much traffic each keyword generates, it may take days or weeks until you get your first results.
Measure, per each keyword, metrics such as:
App Store Optimization,Keyword Research,
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