Keyword Optimization Guide - ASO and App Store Marketing

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A comprehensive overview of the Keyword Optimization process (for iOS Developers). Enjoy! http://www.serenityappsolutions.com/mobile-app-growth-hacks/ Find more information here at www.serenityappsolutions.com Be sure to also check out our latest book entitled Mobile App Growth Hacks. It teaches you marketing, that you, as a developer, have some control over. Learn from one developer who has made a steady six figure income for the last 5 years from incorporating these marketing techniques into his app development. http://www.serenityappsolutions.com/mobile-app-growth-hacks/

Transcript of Keyword Optimization Guide - ASO and App Store Marketing

  • Guide to Keyword Optimization ASO Hacks
  • How do users nd your App? 1. App Name 2. Apples 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 foundyou want it to be found by users looking for the type of app you are offering
  • 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 trafc 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 ipping after the 3rd page iPhone Trend: Users tend to only ip through the rst 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 (dont 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 dont transfer over to the app store. Focus on narrower keywords. A high search amount wont 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 arent being targeted yet which have a high search volume
  • Step 4 Rank your list from the most relevant keywords to the least relevant
  • Search Trafc Is it a Generic or Specic 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 Trafc, dense keywords in your app names descriptive text (if relevant) The rest of your keywords may be for more moderate search trafc. REMEMBER ranking rst on a less searched for keyword (but one that still gets a fair amount of trafc) is still better than being ranked at perhaps #45 for a denser keyword. Include any untapped keywords youve 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 nd you arent ranking for the ones youve submitted. Remember, there is going to be a period of trial and error. Dont 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 trafc keywords. Its 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 nd that you arent showing up for a keyword at all even though its included in your list... ! Be aware that there are some keywords that Apple manually ag and disables (copyright issues) and unfortunately, they dont 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
  • Dont 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)