Why do Keywords Matter in App Store Optimization?
The choice of keywords for any search-based optimization matters a lot. Keyword optimization is the most critical and time-consuming step. It is the process of research, analysis, and selection of appropriate words or phrases. App store optimization is just like Seo services. It improves an app’s visibility in the app stores through the optimization of various factors influencing a store ranking algorithm. An effective keyword optimization process brings the following benefits-
- Effective keywords improve an app’s visibility and ranking.
- It boosts app downloads and expands user-base.
- It eases customer acquisition and improves conversion rate.
- Keyword analysis provides better insight into a consumer’s needs.
What are Long-tail Keywords?
Keywords fall under different categories based on their match-type, length, target, and intent. Long-tail keywords come under the length category. Keyword lengths provide information about its search volume, traffic potential, and rate of conversions. Long-tail keywords are specific, precise, and targeted to a specific topic or audience. They have the longest search terms. Due to their specificity, the traffic generated isn’t abundant. They are low-competitive in nature which makes it easier for them to rank higher. For example, a user enters two forms of keywords for searching a video editing app like- “Video editing app” and, “Slow motion video editing app for merging videos”. The second search phrase is more specific and it defines a user’s motive more clearly. The latter option falls under long-tail keywords. It may seem counter-intuitive for app developers to use long-tail keywords due to the low-traffic drive. However, they represent a substantial amount of searches. Consumers have become more clear and certain about their needs. So, investment in such a precise tool can make an app stand out of the 2.8 million app crowd.
Long-tail Keywords for App Store Optimization
According to Gummicube 2011 survey, nearly 80 percent of all app searches include two to three-word phrases linked to app features. This includes words like “share photos”, “learn a language”, or “free photo editor”. The remaining 20 percent searches include brand searches like “Facebook messenger”, “Duolingo”, or “Instagram”. Queries in an app store are mostly feature or brand-based. Long-tail keywords indicate a less competitive area. Apps using this feature have a greater probability of ranking higher for the same search. Long-tail keywords are precise and thus have higher chances of getting conversions. Users using long phrases are more certain about their wants and have a high purchase intent. Eighty-two percent of users never look past the top 25 downloads with long-tail keywords. They gain the right views that have a higher likelihood of user downloads.
How to use Long-tail Keywords?
App owners can use long-tail keywords by following a three-pronged strategy-
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- Relevance – Keyword relevancy boosts an app’s rating by improving the conversion rate. Any app store search runs on specific algorithms that scan and filter the data to return appropriate and relevant information to users. It is critical for app owners to have pertinent target keywords to target their audience and ensure downloads.
- Competition – Long-tail keywords have low competition. This reduces cost-per-click (CPC) for every target keyword. Since the competition is low, there are higher chances of an app to rank among the top ten for that keyword. Users usually never scroll beyond the top ten apps. Hence, it ultimately leads to a download.
- Search Volume – Keywords with high popularity ensure visibility among top searches. App owners when choosing a keyword can feel perplexed among synonyms, similar keywords with the same ranking and competition. This is where search volume comes in. Higher volume indicates higher user interest for that keyword.
Another metric called Average Revenue per User (ARPU) is beneficial for selecting keywords. Sometimes app owners targeting keywords with too high volume prove futile. These keywords are highly competitive and therefore have low chances ARPU provides a better estimate of keyword usage. It is calculated by the amount of revenue generated in a specific time divided by the number of users actively engaging with an app in that period. Even if the search volume is low for a keyword, it needn’t necessarily have a low ARPU.
There is no sure-shot strategy for optimization. Even the best app store optimization services believe in the trial-and-test methodology. Apart from the mentioned ones, businesses can consider several other metrics like keyword seasonality and competitor analysis. App owners can even run a thorough research on different forums and online threads. There are several professional keyword tools available like Apple Search ads and others. App store optimization is a continuous process. Especially when dealing with long-tail keywords, app owners need to have the patience for a significant time period before results can start rolling in. An App Store algorithm is dynamic and keeps changing with the trends. It might get cumbersome for app owners to continuously revise and track their strategy. In such a scenario, having an app store optimization agency as a partner can bring your efforts to fruition.