At the heart of App Store Optimization lies the concept of keywords. In this article, we’ll delve into the essence of keywords in ASO, discuss keyword search volumes, and explore how to identify quality keywords for your app listing. Buckle up, as we embark on a journey to master the art of ASO through effective keyword research.
App keywords are the words and phrases that users type in the search bar of app stores (like the Apple App Store or Google Play Store) to discover new apps. These keywords act as the bridge connecting you to potential users through relevant terms that represent your core features and product offering.
Each platform employs its own algorithms that take care of app keyword indexation, scanning information in the app listings to determine which apps are relevant for specific keywords. Consequently, selecting the right keywords for your app is pivotal in ensuring that it reaches its target audience. So how do you start off on the right foot? By conducting data-driven keyword research that helps you select the best terms.
Keyword search volume roughly references the number of times users are estimated to be searching for a specific term in the app stores. Understanding keyword search volume is crucial because it allows you to gauge the popularity and competitiveness of keywords in order to choose which ones fit best with your current strategy.
Keyword search volumes can be classified into different categories depending on what ASO tool you use, but we’ll divide them into the following three for now.
Keywords with low search volume are niche or less frequently searched terms. While they may not bring massive amounts of traffic, they are less competitive and offer an opportunity for apps to target a specific audience. They can also be effective in helping new apps gain solid ground. For startups or apps with unique features, these keywords can be goldmines.
Keywords with medium search volume can be considered moderately popular. They strike a balance between being reasonably competitive and attracting a considerable number of users. Targeting these keywords can be a smart move for apps looking to establish a foothold in the market without getting lost in the crowd or for apps gaining traction with low-volume terms and looking to expand their reach.
Keywords with high search volume are popular terms that users frequently search for. While these keywords can potentially bring a significant amount of traffic to your app, they are also highly competitive. Ranking well for high-search-volume keywords can depend on a variety of factors – from public awareness of your brand to existing keyword rankings.
Now that we understand what keywords and keyword search volumes are, let’s delve into the process of choosing the right keywords for your ASO. This process involves several steps:
Before diving into keyword research, it’s crucial to have a clear understanding of your target audience. Who are your ideal users? What problems does your app solve for them? What language do they use when searching for apps like yours? Building user personas can help you answer these questions and guide your keyword selection.
Start with a list of terms that are directly related to your app’s main features and purpose. These are the fundamental building blocks of your keyword strategy. Consider synonyms, variations, and long-tail keywords that might be used when searching for your app.
Study the app listings of the competitors ranking well in the app store. A competitive analysis can help you identify keywords top apps are targeting to see which ones you can incorporate or if there are any gaps in their strategies. A key consideration to effectively identify terms is to make sure your target audience aligns with the competitor you are comparing to. This helps ensure the keywords you select accurately match what users expect from your app.
Leverage ASO tools and technology that streamline your keyword research and selection process. These tools provide valuable insights into keyword search volume, competitiveness, and some can even provide suggestions as to which keywords may be a good fit.
Once you have a list of potential keywords, it’s time to prioritize them. Consider search volume, competition, and relevance to your app. High-priority keywords should be the ones that are closely related to your app’s core functionality with a search volume you can compete for.
Now that you have your chosen keywords, it’s time to incorporate them into your app listing. It’s important to consider how indexation works on each platform when deciding where to place your most essential keywords. For the Apple App Store, the title, subtitle, and keyword bank are indexed. On the Google Play Store, the title, short description, and full description are indexed. A best practice is to balance keyword density and readability so you fulfill the two goals of ranking for relevant terms and creating an engaging reading experience.
Keywords are the foundation of a successful ASO strategy. Understanding the significance of keywords, keyword search volume, and the process of identifying quality keywords can significantly impact your app’s visibility and success in the competitive app marketplace. Remember that ASO is an ongoing effort, and staying updated with the latest trends and user behavior is key to maintaining and improving your app’s positioning.
Incorporating these principles into your ASO strategy can help your app reach the right audience, improve its visibility, and ultimately boost its downloads. By mastering the art of keyword selection and optimization, you can unlock the full potential of your app and propel it to greater heights in the digital landscape. Stay diligent, adapt to changes, and continually refine your keyword strategy to ensure your app’s long-term success in the ever-evolving world of mobile apps.