If you want to grow your business organically, one thing that you should do is your account’s visibility and present your app to the right audience.
Statically %65 of the download is coming from the search. That means correct keywords can create the most successful path for your business by lowering your cost. Think about which keywords are the most relevant to your business? How to create traffic in your business with specific keywords? We will try to find the answers to these questions.
Let’s define what means keyword optimization to App stores and your business. Keyword optimization is the strategy of gathering unique keywords for your apps to be ranked in the search easier and get seen by everyone. When a user searches these words at the app stores and if your app is coming up on the apps list, it means that keyword optimization has been done properly. We will try to prevent losing ourselves in thousands of words in this text.
For keyword optimization, you should analyze the search phrases you discovered during keyword research and create a prioritized keyword list based on factors like volume, competitiveness, and relevancy.
Search Volume Data
Before deciding the search term for the ASO keyword strategy, you should check out that people actually use these phrases on app stores. Unfortunately, the App Store and Google Play don’t give information to advertisers about how their algorithm works. It's an obvious fact that Apple Appstore and Google Play Store users have different search abilities. And also, consumers search on their mobile in a very different way than they do on the web. For example, if someone searches the web for a "black long sleeve nightdress" the Google Keyword Planner tool will provide thousands of monthly web searches. On the other hand, few people would conduct such a search on the app stores. A search in the app store might be more along the lines of "nightdress" or something a little more specific, such as "latest fashion app."
Adding "+ app" to web keywords is a useful method for evaluating term volume with Google Keyword Planner or other SEO tools—and making their statistics more relevant for app traffic. People don't look for "construction workers" in app stores as often as they do on the internet. Using online search volume statistics may lead you to believe that there are a lot of users looking for "plumbers" on app stores; however, adding the word "+ app" will provide you with more directionally reliable data.
Fortunately for ASO professionals, Apple's Search Popularity measure provides significant information on App Store search behaviors.
The Search Popularity measure, as previously mentioned, is a value between 5 and 100 that represents how frequently a keyword is reviewed on the App Store.
At first, impression, ranking for a high-volume term such as "nightdress" may appear to be a fantastic achievement. But this shouldn’t be forgotten that ranking for this phrase, will not affect a yoga fitness app because it is completely unrelated to the app's features and functions. Additionally, using an irrelevant keyword in your app's metadata will result in a low conversion rate as well as a drop in your keyword ranks. As a result, you must make certain that your metadata includes relevant search terms.
The extent to which your app addresses query intents, as measured by downloads, determines its relevance. To bring in any substantial quantity of search volume, you should add a relevant number to every search phrase detected. This can be quantitative (based on the number of downloads per search phrase) or subjective (based on a personal assessment of the keyword's user intent). This is exactly how we filter out the best search phrases for our keyword plans using this method.
Also, note that the longer and specific keywords are stronger than short-tail keywords. Short keywords sometimes don’t give a perfect definition of your business or they can be meaning more than one thing or define more than different apps. Long-tail keywords are more specific and they can be an exact fit for your business. For example, you have night – an out dress store app. If someone searches just ‘’fashion’’, there can be tones of relevant apps such as fashion magazine apps, fashion blogs, etc. But if your optimized keyword is ‘’night-out dress purchase’’, it can be eliminated unrelated apps and you can reach your correct audience as possible.
In the light of the above information, you can note that you are not the one deciding that which search term is the fittest one or not; the app store algorithms will work and it depends on search volume, conversion, etc. The main purpose of keyword optimization is to add your keyword to metadata and measure which keyword is useful for you or which keyword makes your business higher or lower.