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Apr 27 2022
As the competition in the app store becomes more and more intense, for many new apps, to gain room for growth in the app store, to be competitive in the app store search results, carefully study the needs of the target users is very important.
However, to constantly explore the valuable keywords, which your users may choose to carry their demands, are a key step in increasing your app’s visibility in the app store.
We know that there are over 3 million apps in the two major app marketplaces, the Apple App Store and the Google Play Store. The main way people find and discover new apps is to go to the app store and search through the "App Store Search".
65% of visitors will find and download the app they want through app store searches. Nearly half of these search traffic are generic searches, which means that this part of the visitor is not through a recognized brand name, but general industry keywords to express their demands and find the apps they want.
In order for your app or game to appear in a specific search, you need to make sure that your app metadata includes these keywords. Usually, in the process of completing the basic ASO, we will pay attention to and ensure that valuable keywords are included in the title, subtitle, long description and keyword fields of the app, and the app store algorithm will further assign your app a higher ranking.
How to start your keyword research and complete "keyword collection"?
When we have completed the market analysis and user persona, the next thing we need to do is to organize user needs and use brainstorming to list keywords that may express the various needs of users.
Write down the keywords or phrases you think your target users might search to find your app, you can also use some tools' keyword suggestions, or read the app names and descriptions used by competitors' app store product pages.
There are many ASO tools available on the market today that can help make this process easier, faster, and create a more exhaustive list.
As a first step in keyword research, you can look at the keywords that other top apps in your category are targeting in their metadata. Through this research, you can discover the keywords that the marketing teams behind these top apps have researched as the most relevant keywords, providing insights for your own apps.
The best way to find new keywords for your app is to dig deeper into your competitor’s ASO strategy. It can provide you with a large pool of new keyword ideas and give you more insights into what is working for them and what not.
You can also use some third-party platforms or tools to monitor the traffic keywords of your competitors. Which keywords have obtained good rankings, and what is the traffic contribution of these keywords? These can help you find more investment-worthy keywords.
This can be your biggest source of inspiration when building your keyword list! Competitors that run an Advanced Apple Search Ads campaign likely did a lot of research to find a pool of relevant keywords that they can run ads on. With an ASO tool you can unveil this information and create a pool of hundreds of keywords in minutes.
When you build a keyword list, you will naturally start with the keywords that are the most relevant for your app. However, the most interesting keywords are the ones you have potentially missed. The best way to find these missed opportunities is to closely research your competitor’s keywords and find those keywords for which they rank, but your app does not.
Reviewing your app’s ranked keywords is a crucial part in creating your ASO strategy but is also very useful when researching new keyword opportunities as it can unveil low hanging fruit. This part of your research can unveil keywords that you did not target in your metadata but for which your app is ranking. By adding these keywords to your metadata you can further increase your rankings.
With Google and Apple Auto-Suggest features, you can check out the auto-complete keywords coming directly from the Apple App Store and Google Play Store. This is one of the strongest tools to understand which keywords users use most often when they search in the app store.
Seasonal events or new game launches can have a great impact on app store search behavior. When relevant to your app some of these high volume keywords can drive a lot of visibility to your app.
To help users discover new content and apps Apple now also ranks curated lists and stories in the search results. We found that the keywords chosen by Apple to rank stories were actually closely related to the apps featured in that story. These keywords provide a real source of inspiration to explore new ASO ideas and tactics for your app. You will need an advanced ASO tool like AppTweak to unveil these insights.
The goal of keyword research is to find as many keywords that are relevant, and your app’s reviews is a place that’s rich with words that describe it. Your users, especially the ones that like your app enough to leave a review, will describe the app using their own words. Some may speak of it exactly as you think they would, but others may use slightly different words that you can capture and optimize for.
Don’t forget about long-tail keyword combinations. These often have lower volume but also a lower difficulty score and thus are easier to rank for.
Generating a semantic dictionary is an important part of keyword research, but it is really only one step in the entire process. After you have added whatever you deem to be enough keywords to your preliminary list, you need to sort through your keywords to find the most strategic terms and phrases that will, as a result of successful ASO, maximize your organic downloads and increase your ranking.
To select the most relevant keywords for your metadata consider:
• Keyword Relevancy
• Keyword Metrics
The first element to consider when selecting keywords for your metadata is relevancy. You should only target keywords that describe the functionality of your app. Not only will that result in higher quality downloads and more engaged users, your app will rank higher for keywords that are relevant to your app instead of generic keywords.
The reason for that is simple: both stores want to provide you with the best user experience and show apps that match the user’s search intent.
Once you have refined your semantic dictionary and removed all irrelevant keywords you can rely on ASO World’s Keyword Metrics to help you decide which keywords are worth targeting and which may not be.
• Volume or Search Popularity - an indicator of how popular this keyword is in terms of searches. The metric varies between 5 and 100. The closer the volume is to 100, the more often users use this keyword when searching in the app stores.
• Difficulty - a score that represents how much competition exists for a specific keyword. When a keyword has a high difficulty score it means that many very powerful apps rank for that keyword, making it harder for any other app to break through in the top 10.
• Chance - an indicator that estimates how likely a certain app is to rank in the top 10 for a keyword if it is chosen for the metadata.
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