When someone goes to the search page of the app store to look for new apps (excluding branded terms), they’re more than likely going to look for something general, like “food delivery”, “coloring games”, “photo editor”, etc. If consumers aren’t searching for your specific app, then how do you make sure that people are finding your app? One word: keywords!
Keep reading to see tips to choosing and utilizing the best keywords for your app.
1. Your title holds the heaviest weight
While you have your keywords list, your title is also plays an important factor in your keyword ranking. In fact, a keyword from your title can rank up to 2x better than if it was in your keywords list! Try to utilize as many of the 30 characters as possible in your title, but make sure it “makes sense” for the sake of conversion rate.
2. An app’s subtitle is important too
This additional short text field gives you a second chance after your title to add weight behind your keywords. The subtitle is a very visible piece of metadata that also provides keyword ranking opportunities. Similar to the title, utilize as many of the 30 characters as possible, but make sure it reads well and makes sense for your app — don’t forget about that conversion rate!
3. Make sure you stay relevant
Conversion rates play a big role in your keyword rankings. If you have a high conversion rate, then you’ll rank higher. Therefore, you need to keep your targeted keywords relevant to your app so you don’t risk slipping down the rankings.
4. Use high search volume words
Apple ranks a keyword search popularity on a scale of 5-100 in the Apple Search Ads platform. Utilize the Apple Search Ads platform in your research and make sure you’re focusing on higher volume terms.
5. Explore misspellings
Typing mistakes happen and searches in the app store are no exception. Research some common misspellings of your keywords to see if there are any high-volume opportunities that you can capitalize on!
6. Tweak your keywords for where you rank higher
Some keywords, such as “fitness” or “food delivery”, are highly competitive and harder to rank higher for. So consider expanding your research toward long-tail terms and other keywords with slightly less volume and competition.
7. Update your keywords consistently
Keep an eye on where you’re ranking for your keywords and see where you can make changes. Don’t be afraid to swap out a lower keyword to see if another one would help you rank higher.
Keywords are an extremely essential part of your ASO strategy. Choosing the right words for your app can make the difference between a top 10 and bottom 100 ranking on the App Store. All of this research can be complicated, but we’ve built the tools and gained the experience necessary to optimize any app’s keywords!