With the upsurging competition in the mobile market, making your app rank has become quite tougher. The app creators have to go an extra mile to advertise their app, execute various mobile app strategies so as to create app awareness. Seems expensive and time-consuming, isn’t it? Wish to know a shortcut or a success formula for the same?
Being in the mobile industry for past few years, one that thing I completely agree with is that 65% of organic traffic that comes on an app page is derived from App Store Optimization. If you have a strong knowledge of app store search algorithm and have all the key elements with you, you can win half of the battle without spending a penny.
Excited to know how?
When it comes to ASO (App Store Optimization), the key ingredient is keywords. Actually, the Google Play Store and Apple App Store use keywords in their search algorithm to provide a list of apps to the users. If let’s suppose, you have a keyword it employs, your application will be on the list. While, on the flip side, your app might remain invisible to the user. In a nutshell, focusing on the keywords is the right trick to get into the list of top apps on the App Store and leverage the benefits of mobile presence.
But, can all the keywords help? How can one determine which keywords should be employed for better outcomes?
Ways to Gather Keywords for App Marketing
Selecting the right keywords for your mobile app can be challenging. But, with the following tips you can easily find the right keywords and enhance your app appearance:
Brainstorm as a User
When you begin with the Keyword evaluation, put yourself in your end user’s shoes to create keywords. Ask the following three questions,
- What does your mobile application do?
- Why will users love it trying?
- How can it make their lives better?
- If you were a user, what words would you use to search for the app?
Brainstorm on the above questions and write down the keywords and key phrases that hits your mind. While picking the keywords, keep in mind that your target audience might not be tech-savvy. So, prefer simple and common words/phrases instead of technical ones. Besides, go for longer and personalized keywords.
Look into the Competitor’s Strategy
It is always commendable to analyze the competitor’s mobile app strategies to find out which keywords they are using. When you find what keywords they are focusing on, don’t run after the same keywords blindly. Analyze if they are getting any profit from these keywords or not. Besides, if the keywords will go with your app’s functionality or not. If so, then add them to your list.
Invest in Review Mining
Review mining is undoubtedly a monotonous and time-consuming task. However, it can also help you to come up with many suitable keywords. Using this method you can discover a set of keywords either by free means or paid one.
In case of a free solution, you have to enter one keyword related to your app into the search box of the app store. You will get a list of similar mobile apps. From the list, you have to visit each app individually and determine the repeated keywords or phrases employed individually. While in case of the paid method of review mining, you can rely on various ASO tools, like SensorTower, which can automatically gather the keywords from the reviews and show the number of times they are being used, and in what manner.
Turn towards Social Media Platforms
You might find it surprising, but the social media platforms can also assist you in discovering the right keywords for app store optimization. For example, you created a beauty app. Put ‘#beauty’ into the Instagram search bar. You will get a list of posts related to beauty. From the hashtags used with the posts, you can find the ones associated with your app features and functionality.
Use Keyword Planner Tools
You can also rely on the various tools for creating good keywords. For example, Google Keyword Planner can let you know what keywords or phrases users put into the search engine’s search bar. Dictionary tools can provide you with the synonyms of the existing keywords, which can also make your app discoverable.
Tips to Sort Keywords and Make Better App Marketing Strategy
Now as you have gathered enough keywords, you can filter out the right potential keywords on the basis of:
Many mobile app developers focus on the popular keywords even when they are completely irrelevant to their apps. This is a wrong practice, and I’m completely against it.
There’s no use of using strong, popular keywords if you can’t exhort users to install and use your application. For encouraging the right audience to reach your app and download it, it is required to use relevant keywords. So, the first step of evaluating the right keywords is to screen out the keywords as per the relevancy and choose those with higher relevance to your app’s functionality.
Invest in the top 20 keywords as they have higher chances of getting searched which can eventually improve your app’s ranking. Putting your efforts into the least searched keywords has minimum chances of app success. But on the other side, the top 20 keywords will have higher competition. So, choose wisely.
If you find multiple synonyms or alike keywords with equivalent competition and relevance, go with those who are widely searched.
If you are not sure about the keywords, you should experiment with the long-tail keywords. This will help you to cover maximum phrases.
It is also good to prefer plural keywords and go with the digit instead of numbers. Since the character limit for keyword box is limited, this practice will enable you to make the better use of the opportunity. Besides, localizing the keywords can also make the outcomes better.
Another interesting way to select keywords as per their ARPU (Average Revenue per User). Investing in a keyword with higher ARPU is more profitable than in one with higher volume but low competition level.
Keeping the above-factors and tips into consideration, choose the right keywords for your app store page. And don’t forget to change them periodically. The ranking of the keywords keeps on changing. So, it is a good practice to keep a track of the keywords you employed in your app store optimization strategy and replace them with the best version of theirs.
Being in the writing business for several years now, Tripti Rai is presently focussing on unfolding the elements that make mobile devices interesting. Currently associated with Appinventiv as a Content Manager, she is keeping herself well read with how lives are/ about to change in the wake of the world entering the Mobile Era and how to prepare the world for the race. When not writing, you can find her slurping chocolate shake in a stray dog’s company.
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