Guide to Keyword Optimization

ASO Hacks

How do users find your App?

1. App Name 2. Apple’s Features and Charts

3. Keyword Search

There is no excuse not to optimize keywords...

Inexpensive Marketing Strategy with Some Control

Intuitive Process All the Top Apps are Doing It

Keyword optimization is much easier for niche apps than for generic apps

(Ex: Running App vs. Encyclopedia of Rare Rabbit Breeds)

Keep in Mind...

Keyword Formula

Low Competition + High Search Volume + High User Value

= App Downloads

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

Common MistakesUsing 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

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

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

The Keyword Optimization Process

“...and that in simple terms, is how you increase your search ranking in the App

Store”

Use a well built ASO tool such as SensorTower, Appcod,es,Straply etc

Recommended

Step 1

Research your target market AND successful

competitors

Step 2

Compile a comprehensive list of

words that are relevant to your app

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.

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…

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

Step 4

Rank your list from the most relevant keywords

to the least relevant

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

Step 5

Finalize Your Keywords

• 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

Step 6

Format Keywords for Submission 100 characters total

Remove any spaces

Separate with commas

Break up search phrases

Step 7

Submit Your Keywords !

Step 8

Actively Monitor Your Keywords/Search Phrases

and Update as needed !

• 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)

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)

Keyword Optimization Recap

Keyword Formula

Low Competition + High Search Volume + High User Value

= App Downloads

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

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)