We often hear that people talk a lot about importance of organic traffic. If you’re new to App Store Optimization (ASO) you’re probably wondering yourself what exactly organic traffic means, how to get it and why it is so important for apps? The post below will give you the answer.
I’ll start by saying that organic traffic usually originating directly from search engines. Organic traffic is the best free traffic because that means your app is being visited by potential users. The best way for getting organic traffic is by finding the right keywords.
In the rest of this post I will discover a few things about keywords that you might not know.
Let’s start by the meaning of “right keywords”. What actually we consider by “right keywords”? By “right keywords” we consider those with high relevance, high search volume but low competition. In order to find the “right keywords” for your app you should take into account the following parameters below.
– Keyword relevance is considered by the most important thing when it comes to keyword research. This may seem obvious but we often see apps that prioritize search volume and low competition over relevance.
– Keywords with low competition are keywords that does not return a lot of other apps when typed in search engine. Normally low competitive keywords will help your app to stand out from the crowd and therefore your app will have a greater chances of being seen among the other apps on the App Store.
– Keywords with a high search volume are keywords that people often search for through App Store search engine. Such keywords are also considered by “popular” keywords. Using popular keywords will often drive more traffic to an app on the App Store.
By taking these 3 parameters into consideration we decide which keywords are the best to use. As you can imagine, finding relevant keywords with high search volume but low competition can be quite challenging task and almost impossible to do for some people.
Fortunately, today there are some ASO tools and ASO services that can help you find the best keywords for your app in no time. Taking into account that Apple does not provide any official data regarding search volume and competition, ASO tools can only estimate these parameters for you. Although there is probably some space left for improvements, when it comes to accuracy AppCodes is number #1 ASO tool on market today. They have tons of nice and useful features as described in previous post and most importantly they are pretty much affordable for everyone.
When submitting an app on the App Store you are asked to fill out the keyword section. Since Apple allows placing up to 100 characters per language only it is very important to place well optimized keywords as explained above.
Based on these inputs and Apple’s algorithm your app will be ranked in search results.
Now that you have a basic understanding of keywords and how tricky they are, here are 3 interesting things that you should know about.
1. Review Mining
Review mining is often overlooked method that can be used to get more keyword ideas. Since these keywords are made from actual users they can be great reflection of what people actually search for.
2. What Are The Major Determining Factors In Where Your App Is Ranked On The Same Keyword
You probably asked yourself this question at least once in your life.
First of all I would like to stress that keywords used directly in the title will rank higher comparing to keywords used anywhere else, such as the keyword field or publisher name as described in this post.
The question is: What will happen when multiple apps are using the same keyword in the title? Well, in order for Apple to decide which app will be ranked higher then other, number of downloads your app is getting as well as the number of positive reviews will be major determining factors in where your app will be ranking for its keywords as described in this post. Since there is a relationship between ratings and rankings this is yet another reason why app reviews are so important.
3. Automatic Keyword Localization: Yes or No
According to studies localizing your app keywords can boost your downloads up to 767%. Let’s face it – not all people in the world speak English language so localizing keywords is probably one of the most important parts of ASO process. Apart from user experience this method can also be useful for keyword rankings. The questions is: How to proceed? There are two different ways to do this.
First way would be a straight translation of English optimized keywords in another language. Such translation is usually performed by tools such as Google Translate. While this method may save good amount of time on the other side this method may not be good enough and basically there are two main reasons for this.
– Literal translation does not take context into account and sometimes it may completely change the meaning of the words.
– English well optimized keyword may turn into a very poor keyword in another language. This is obvious because what works well in one store does not have to work well in another store as well.
Although using human translation may be more expensive comparing to automatic translation it is highly recommended because native speakers can analyze and then suggest well optimized list of keywords in their native language for you that will help your app to be found by the right audience on the App Store. Remember there is no such a tool yet that can work like a human!
While doing keyword research you should always be focused on keyword relevance first, then you should look for keyword difficulty and then you should look for keyword traffic. Remember relevance is key. Keyword that gets a ton of traffic and has low competition is totally worthless if your app is not what a user is looking for. Additionally keep an eye on your app reviews regularly as this is a great source for getting new keyword ideas and finally make sure you always use a human translation instead of automatic tools. Feel free to share your thoughts in the comments below.
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