Choosing keywords for App Store Optimization (ASO)
Who doesn't want an app that performs well in the app stores? With ASO and the right keywords, your app stays relevant in the app stores, this is the backbone of your organic growth.
Just like SEO (Search Engine Optimization) for websites, App Store Optimization (ASO) is all about improving the visibility and appeal of your app listing. How do you choose the right keywords for this, and what are the do's and don'ts of ASO?
Curious how your app is performing in the app stores right now? Use our ASO tool or get in touch with us for a no obligation conversation about it!
Keywords and ranking factors for ASO
There are more than 2 million apps in the Apple App Store alone. So it's crucial that your app stands out. Choosing the right keywords can help your app rank higher in search results.
Combined with other ranking factors for the app stores, this can improve your position and drive more organic downloads. But what are these ranking factors, and how do they differ per app store?
Below is a quick overview of the differences, showing what matters most per app store:
Also check out our blog posts for more tips & tricks on ranking factors for the Apple App Store and Google Play Store.
Step 1: Roadmap to good keywords
Before you start choosing keywords, it's important to have a clear picture of your target audience. Try to think from the perspective of the potential user and work through the following.
Who are the potential users of your app?
It's important to know who your potential users are. By segmenting by, for example, age and demographics, you get a better idea of what to focus on. This can help determine how you write your listing copy and what keywords you might use to attract a specific group.
What problems does your app try to solve?
Users are looking for an app that solves a problem for them. Whether it's an app that helps with note taking or a game app, the user is searching for something. Getting clarity on what problem your app solves is a useful way to uncover even more related keywords.
Step 2: Use keyword tools
There are several tools available that can help you find the right keywords. Some popular tools include:
- App Store keyword suggestions: When you start typing in the app store search bar, you automatically get suggestions for popular search terms. These suggestions are based on what other users have searched for, giving you a good perspective on what to focus on.
- Google Keyword Planner: Although this tool was originally designed for Google Ads, it can still give you valuable insights into popular search terms and their search volume. See below where you can find this tool.
- AppTweak: With this tool, you have everything under one roof, keyword analysis, competitor analysis, and more. Here you can, for example, see keyword volume in combination with a ranking difficulty score. This can help you determine what your primary keywords could be.
These tools can give you a better overview of which keywords are relevant for your app. It's worth keeping factors like search volume and competition in mind. A keyword with high search volume and low competition is perfect to use.
Step 3: Analyze the competition
Look at similar apps in your category and analyze both the top performers and the weaker ones. For example, compare the listings of a number of competitors and see why they are or aren't doing well in the app stores. This can help you not only find keywords you may have overlooked, but also build a clear picture of the do's and don'ts. Make it easy on yourself by creating an overview of your findings so you can apply it later when writing your own listings.
When creating listings for App Store Connect, you can also add competitor names in the keywords field. This can help your app surface in search results even when users are searching for a competitor's name.
Step 4: Write your listings
When writing a listing, it's important to keep the hierarchy of a listing in mind. For both the App Store and the Google Play Store, the rule is that the app title (name) matters most for ASO, followed by the short and long description. It's also best to avoid, for example, writing words in the app title entirely in capital letters. Using emojis is best avoided too.
Good app title: Campercontact - Camper VanBad app title: Campercontact - CAMPER VAN 🚐
Other don'ts include:
- What problems does your app try to solve?
- Using terms such as "Top 10 apps," "free," "#1," "best," trophy emoji (🏆), etc.
- Using emojis in the app title or writing it all in capital letters (unless the brand name itself is in capitals).
- Misleading elements in the app icon, such as version numbers or "download now."
Step 5: Monitor and optimize
Getting your keywords right often doesn't happen in one go. It's important to keep track of how your listings are performing and adjust them where needed. By using, for example, our ASO tool, you can easily keep track of how your app listing is performing for both iOS and Android when it comes to organic downloads.
Conclusion
Choosing the right keywords for ASO is an essential part of your app's success. By understanding your target audience, using keyword tools, analyzing the competition, and continuously optimizing your strategy, you can significantly improve your app's visibility in the app stores. With the right approach, you can make sure your app is found by the people who benefit from it most, ultimately leading to more downloads and an optimized listing.
Need help optimizing your listings? Get in touch.
