Optimize keywords for apps on the App Store
Today, many developers and most of the mobile application promoters talk about keyword optimization for the App Store. I want to make clear once again that ASO in general (a long introductory article on the App Store Optimization can be read here ) and the optimization of keywords in particular is not a panacea. But this is an indispensable thing that you can master and do yourself, save a piece of the marketing budget and enjoy something like these figures in the statistics:
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So. I do not name the name of the application-game, because it is not advertising. In general, this is a tower defense game with “realistic” 3d graphics, a rather complex control using an accelerometer and subjectively not the most diverse gameplay.
Task: optimize keywords in English.
Before optimization, we have the following keywords:
Armor, turret, artillery, gunfights, minigun, arms, warfare, tactics, weapons, defense
I suggest the following analysis algorithm using appstorerankings.net :
1. We check our keywords using the above site in the Search Rankings section. We get the following table:
Traffic is an estimate of the number of such search queries. For example, even among the very popular, it would seem, requests, this is a figure from 5 to 7, with particular luck can be caught 9.
Difficulty - the complexity, or the degree of competition, with which you will encounter, adding yourself this or that keyword.
Thus, the Traffic ratio should be as high as possible (I consider optimal from 4-e), and Difficulty as low as possible. Then in the search for your application will be displayed one of the first.
Now we return to the table with the original keywords. We see that with approximately equal traffic most words have high competition, except for minigun - which becomes an excellent find. But gunfights have low traffic. We postpone this word as a fallback.
2. Go to a very responsible and creative moment. We think what words are in our game application, we look at keywords from competitors (using the same appstorerankings.net , searchman.com and the like), dictionaries of synonyms, and in particular we pay attention to proper names. We make a big long list, and then check. We find optimal in terms of traffic and complexity.
Important note. The cooler your game is (more active users, downloads in the last 30 days, fewer deletions, the more games the publisher has, and other parameters affecting the ranking system), the less you care about the Difficulty score.
For example, helicopter keyword metrics for another game by the same publisher
Rank 1 means that if an American user (see the checkbox) enters the word helicopter in the search, this application will be the first among five hundred and eight hundred. As they say, first you work on reputation, and then reputation works for you.
3. Do not forget that we have a limit of 100 characters for keywords. (we enter through a comma, without spaces)
4. Delete the words that are in the name of the application (in this case, Defense), because the name is indexed in the same way as keywords.
5. Cross out the words in the plural form and leave in the only one (or choose the plural, if it has more traffic). From gunfights we took away s and got a good result.
6. We get an approximate list of optimized keywords.
7. Do not forget to OPTIMIZE WORDS IN ALL LANGUAGES. This is the most difficult task, because the usual translation does not help here. The most remarkable situation with the Chinese language, there words fit 2 times more.
8. Place new keywords with the update application.
We wait.
About a month later we get the following results:
And such a report from searchman.com , which you have already seen on the preview
After updating the application, 4 weeks have passed. According to flurry, the number of new users per week has increased by an average of more than 50% after the update (descriptions, screenshots and update icon have not changed, the bug fix has been fixed in the new version, numerous fixes and improvements have been made).
Remarks, additions, tips and stories from personal experience are welcome!
')
So. I do not name the name of the application-game, because it is not advertising. In general, this is a tower defense game with “realistic” 3d graphics, a rather complex control using an accelerometer and subjectively not the most diverse gameplay.
Task: optimize keywords in English.
Before optimization, we have the following keywords:
Armor, turret, artillery, gunfights, minigun, arms, warfare, tactics, weapons, defense
I suggest the following analysis algorithm using appstorerankings.net :
1. We check our keywords using the above site in the Search Rankings section. We get the following table:
Traffic is an estimate of the number of such search queries. For example, even among the very popular, it would seem, requests, this is a figure from 5 to 7, with particular luck can be caught 9.
Difficulty - the complexity, or the degree of competition, with which you will encounter, adding yourself this or that keyword.
Thus, the Traffic ratio should be as high as possible (I consider optimal from 4-e), and Difficulty as low as possible. Then in the search for your application will be displayed one of the first.
Now we return to the table with the original keywords. We see that with approximately equal traffic most words have high competition, except for minigun - which becomes an excellent find. But gunfights have low traffic. We postpone this word as a fallback.
2. Go to a very responsible and creative moment. We think what words are in our game application, we look at keywords from competitors (using the same appstorerankings.net , searchman.com and the like), dictionaries of synonyms, and in particular we pay attention to proper names. We make a big long list, and then check. We find optimal in terms of traffic and complexity.
Important note. The cooler your game is (more active users, downloads in the last 30 days, fewer deletions, the more games the publisher has, and other parameters affecting the ranking system), the less you care about the Difficulty score.
For example, helicopter keyword metrics for another game by the same publisher
Rank 1 means that if an American user (see the checkbox) enters the word helicopter in the search, this application will be the first among five hundred and eight hundred. As they say, first you work on reputation, and then reputation works for you.
3. Do not forget that we have a limit of 100 characters for keywords. (we enter through a comma, without spaces)
4. Delete the words that are in the name of the application (in this case, Defense), because the name is indexed in the same way as keywords.
5. Cross out the words in the plural form and leave in the only one (or choose the plural, if it has more traffic). From gunfights we took away s and got a good result.
6. We get an approximate list of optimized keywords.
7. Do not forget to OPTIMIZE WORDS IN ALL LANGUAGES. This is the most difficult task, because the usual translation does not help here. The most remarkable situation with the Chinese language, there words fit 2 times more.
8. Place new keywords with the update application.
We wait.
About a month later we get the following results:
And such a report from searchman.com , which you have already seen on the preview
After updating the application, 4 weeks have passed. According to flurry, the number of new users per week has increased by an average of more than 50% after the update (descriptions, screenshots and update icon have not changed, the bug fix has been fixed in the new version, numerous fixes and improvements have been made).
Remarks, additions, tips and stories from personal experience are welcome!
Source: https://habr.com/ru/post/180853/
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