According to research conducted in May 2015 by Statista
, there are more than 3 million apps available for download in the main app stores for mobile.
Making the program that you developed to be discovered is one of the biggest problems faced by publishers and creators of this material. But there is a very effective technique for improving this condition, even though it is ignored by most developers: the App Store Optimization (or with ASO abbreviation).
You know what this feature is and how it works? We recently did a post on the basics of ASO
; what is it and how it works. Today, we will guide you about the 5 key factors involved in choosing the right ASO keywords for your app. Read more below and discover these 5 factors!
Relevance is the level of importance of a particular keyword for the hearing of the app. Irrelevant keywords will not lead to any conversion. Therefore, you must try to find the words with which users search for apps like yours, either through technical terms, abbreviations or phrases commonly used.
You must seek words, not from the perspective of the brand but the user. Sometimes it's okay to ask for help from family and friends to find words that relate to your app because they are not contaminated with your terminology on the project. On the other hand, you must bear in mind that it would make no sense to include keywords that relate well to your project, but these disappoint users who do not find what they are looking for.
Another important aspect to consider is how difficult it is for a particular keyword to rank in the top 10 on a scale from 0 to 10; 0 being an easy level and 10 the most difficult level.
The difficulty is very important in relation to traffic. If I have a keyword that has a huge traffic, but a high difficulty will not have an increase in downloads. Conversely, if I have a lower number of searches, but a lower difficulty will have definitely an increase in downloads.
It is useful to note that the keywords with a high difficulty generally have more traffic, but what is the difficulty in identifying the target that we have to consider to increase downloads?
If your application is already on the store you need to find the average value of the difficulty for the keywords used. It identifies the difficulty of the keywords used up to that point, the stack with each other and making a division by the number of keywords spread. The average value is our starting point. We can then choose keywords that have a difficulty value equal to or lower than the mean value obtained.
If instead, it is a new application should be taken as a reference value of difficulty equal to or less than 3.
There are several platforms that help us measure the degree of difficulty. In the case of iOS, measure mobile device (iPhone, iPad, or Apple Watch). In the case of Android it is a single score (regardless of the device in question).
Finally, we have the traffic that causes the high number of searches performed for a given keyword. Therefore, on equal difficulty, it is appropriate to choose the keyword with a higher traffic. In the market, there are also tools that measure the level of traffic. No one exactly, but make an estimate of how many searches have a certain keyword on a scale from 0 to 10 (which appear with 10 being the most sought keywords). This data helps us to make better choices: if we have two keywords with similar levels of importance and difficulty, traffic will be the factor that helps us to make the decision: you have more searches.
Number Of Apps
When choosing a keyword it is interesting to analyze the number of apps that rank for that ASO keyword. So we know the estimated number of apps competing for the same keyword. If we have an interesting game of marketing, we may want to bet on a particular keyword even very competitive because we will have more opportunities to stand out.
When our application is launched, we can see through some ASO tools the position of our application when the user searches for that keyword. We can compare our situation with regard to competition. If the results are not satisfactory, review your keyword again!