Keyword optimization for app promotion in App Store (tutorial)

These days many developers and mobile app promotion specialists talk about keyword optimization in App Store.  To make it clear, ASO as a whole and SEO keyword optimization in particular is not a remedy for all promotion problems. However, it is something you can master yourself and apply, which in turn will save a bit of your marketing budget and make a positive impact on campaign.  

So let’s consider a game application; it is from Tower Defense category with realistic 3D graphics and quite complicated control featuring accelerometer and not the best gameplay.

The challenge is to optimize the keywords. For SEO keyword selection we have the following keywords: armor, turret, artillery, gunfights, minigun, arms, warfare, tactics, weapons, defence.

We suggest the next algorithm of analysis with the help of appstorerankings.net:

1. We check our keywords on appstorerankings.net in the Search Rankings directory and receive the following chart:

Traffic is the index of search queries volume. As you can see, even very popular queries have index varying between 5 and 7, some especially successful – 9. 

Difficulty shows the competition level you are going to face if choose the particular keyword. Consequently, Traffic index should be as high as possible (4 and above is optimal), while Difficulty at the lowest level. In this case your application will be shown among the first in the search.

Now let’s get back to the keywords chart. Most of the keywords have equally high competition level, but “minigun’ is an exception which we consider as a valuable finding.  The word “gunfights” features low traffic index, so let’s make it a fallback.

2.  Now we proceed to the very important and creative stage – we should gather as many keyword ideas as possible.  Think of keywords which describe our game application, spy on the competitors keywords (we can use appstorerankings.net, searchman.com/ or similar keyword optimization tools), look up synonyms, paying special attention to proper names.  In the end we should receive a long list of keywords which we will have to check for Traffic and Difficulty and select the most winning keywords from the list.

An important note: the more popular your game is (large base of active users, lots of downloads over last 30 days, and so forth), the less you can care about the Difficulty index.

As an example, we took the keyword “helicopter” from another game application from the same company.

Rank 1 indicates that if the user types in the search the word “helicopter”, a given application will appear the first among 500-800 another applications.

3. We shouldn’t forget that we have 100-character limit, so keywords are separated with comma without spaces.

4. We exclude keywords which are already mentioned in the app name (“defence” in our case), because the name is indexed as well, just like any keyword.

5. Cross out the keywords in plural form and leave only in singular (but we might opt for plural if it has more traffic). For example, we removed “s” in the keyword “gunfights” and received great result.
6. Having completed these stages we obtain a rough list of optimized keywords.

7. If needed, do website keyword optimization in all languages. This is the most challenging task because direct translation will not work. The most intricate part is the Chinese language because you can squeeze twice as many keywords.

8. Now we have to place the keywords along with the renewed application. We should wait for a month approximately and then check the results.

So that is how we have reached such astonishing visibility score on searchman.com (you have seen this image at the beginning of the article).

After 4 weeks since we renewed the application, flurry showed that the number of new users per week had grown by 50% and more. Please note, that we didn’t change description, screenshots and icon, only fixed a bug and did some other improvements.

 

 

 

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

How to develop an effective content strategy for a blog of a home decor store

May 20, 2020

Blogging is a comprehensive and affordable content marketing tool for eСommerce businesses. It helps to grow organic traffic on an eСommerce website and save money on advertising. In this article, we’ll tell more and try to add some non-obvious reasons to the ones mentioned in the sentence above, and share our ideas on how to Continue reading >

Marketing Tips for Real Estate Websites

May 13, 2020

The estate agent market is a highly competitive niche which looks much like a battlefield, where companies are fighting to conquer every potential client. How to build an effective marketing strategy and what to start with, if you are only planning to enter this market – Kirill Dubinin, Overseas SEO Specialist from Promodo shares the Continue reading >

Customer Loyalty Program for eCommerce business: 10 popular myths debunked

May 6, 2020

In this article, we dare shed the light on the most popular stereotypes and beliefs that envelop what marketers call “a good eCommerce loyalty strategy”. We’ll talk about how much customer loyalty really costs when measured by time, efforts, mistakes, and of course money.  For our customer loyalty research to be fair and truthful, we Continue reading >

What happens to eCommerce in quarantine: 240 companies surveyed

April 30, 2020

Traditional patterns and consumption habits have rapidly and radically changed in less than a couple of months. Companies rushed to strengthen their digital competencies, cut budgets, and rewrite the habitual scenarios. It seems like the world of ecommerce will never be the same after the COVID-19 pandemic. As a digital marketing agency, Promodo focuses mostly Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA | EST

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
6920 S. CIMARRON RD.,
Suite 100,
NV 89113

Tallinn
Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

Keyword optimization for app promotion in App Store (tutorial)

0
start now

Start now