Keyword Optimization Guide - ASO and App Store Marketing
- 1. Guide to Keyword Optimization ASO Hacks
- 2. How do users find your App? 1. App Name 2. Apple’s Features and Charts 3. Keyword Search
- 3. There is no excuse not to optimize keywords... Inexpensive Marketing Strategy with Some Control Intuitive Process All the Top Apps are Doing It
- 4. Keyword optimization is much easier for niche apps than for generic apps (Ex: Running App vs. Encyclopedia of Rare Rabbit Breeds) Keep in Mind...
- 5. Keyword Formula Low Competition + High Search Volume + High User Value = App Downloads
- 6. This process is not just about your app being found…you want it to be found by users looking for the type of app you are offering
- 7. Common Mistakes Using keywords that are too generic or broad. (Ex: fun, game, free, best) Including your app name and company name in your keyword list Using spaces between keywords Selecting keywords that receive no traffic Using the plural and singular of a word
- 8. Keyword Goals Ranking for every keyword and/or search phrase • Be in the top 18 results for iPad • Be in the top 9 results for iPhone
- 9. Keyword Goals Cont. iPad Trend: Users tend to stop flipping after the 3rd page iPhone Trend: Users tend to only flip through the first 10 search results
- 10. The Keyword Optimization Process “...and that in simple terms, is how you increase your search ranking in the App Store”
- 11. Use a well built ASO tool such as SensorTower, Appcod,es,Straply etc Recommended
- 12. Step 1 Research your target market AND successful competitors
- 13. Step 2 Compile a comprehensive list of words that are relevant to your app
- 14. Include successful competitors keywords (don’t copy them exactly or else you will always be a step behind) Include a separate list of search phrases that you can create from your keywords Use the Google Keyword Analytic tool to expand the list and check how popular your keywords potentially are (requires an account) • Use your intuition. There are going to be some keywords that might get searched on the web that don’t transfer over to the app store. • Focus on narrower keywords. A high search amount won’t necessarily convert into users for your app.
- 15. Quality (Best, most popular, coolest etc) Demographics (students, parents, children, women, men etc) Language/Geography (San Frnacisco, Hawaii, rance, Quebec etc) Seasonal or Event (Christmas, World Cup, Thanksgiving, SuperBowl etc) More search variables…
- 16. Step 3 Find and add untapped keywords to your list These are keywords that aren’t being targeted yet which have a high search volume
- 17. Step 4 Rank your list from the most relevant keywords to the least relevant
- 18. Search Traffic Is it a Generic or Specific Keyword? Competition How Closely the Keyword Relates to your App Whether it is an “Untapped” Keyword Relevancy Factors
- 19. Step 5 Finalize Your Keywords
- 20. • Use 2-3 High Traffic, dense keywords in your app name’s descriptive text (if relevant) • The rest of your keywords may be for more moderate search traffic. REMEMBER ranking first on a less searched for keyword (but one that still gets a fair amount of traffic) is still better than being ranked at perhaps #45 for a denser keyword. • Include any untapped keywords you’ve discovered
- 21. Step 6 Format Keywords for Submission 100 characters total Remove any spaces Separate with commas Break up search phrases
- 22. Step 7 Submit Your Keywords !
- 23. Step 8 Actively Monitor Your Keywords/Search Phrases and Update as needed !
- 24. • Be organized. Keep a thorough list of keywords you have tried and keywords you have yet to try. • Be quick to update your app with new keywords if you find you aren’t ranking for the one’s you’ve submitted. Remember, there is going to be a period of trial and error. • Don’t forget to track your search “phrases”. You might not rank for a keyword in the phrase, but rank well for the phrase itself • As your app gains popularity and achieves ranking, start swapping out keywords to target higher traffic keywords. • It’s an ongoing process. The keywords that are converting today might not convert for you 3 months from now • Continue to track and analyze your competitors • Consider optimizing your keywords and updating your apps for the holidays (Christmas, Thanksgiving, Superbowl etc)
- 25. If you happen to find that you aren’t showing up for a keyword at all even though it’s included in your list... ! Be aware that there are some keywords that Apple manually flag and disables (copyright issues) and unfortunately, they don’t notify you when this happens. (Ex. Olympic)
- 27. Keyword Formula Low Competition + High Search Volume + High User Value = App Downloads
- 28. Step 1: Research your target market AND successful competitors Step 2: Compile a comprehensive list of words that are relevant to your app Step 3: Find and add untapped keywords to your list Step 4: Rank your list from the most relevant keywords to the least relevant Step 5: Finalize Your Keywords Step 6: Format Keywords for Submission Step 7: Submit Your Keywords Step 8: Actively Monitor Your Keywords/Search Phrases and Update as Needed The Keyword Optimization Process
- 29. Don’t rely on keywords alone for success. You still need to be focusing on the rest of the factors in the App Store Algorithm that have already been discussed. AND Remember to build your app so that it markets for you. (See our App Hacks Series or Mobile App Growth Hacks Book)