App Optimization: What keyword should be used in each stage?

A lot is said about the relevance of keywords within the process of App Store Optimization (ASO). Right here on the RankMyApp blog, we’ve talked about that a lot of times.

The keywords are highly relevant, not to say essential, in the ASO processes. However, little is said about the fact that there are terms suitable for each of the stages of an app optimization process.

Does it seem confusing? Relax, we will explain it. Perhaps the best way to start is to exactly explain what the types of existing keywords are. Let’s start there.

What types of keywords are used in the ASO process?

Long tail keywords

These are short expressions which have up to three words and ones that, usually, are adequate to describe the differences between the app and the value proposition. In other words, they point to a rather specific functionality during an organic research.

Like Some examples; “Racing games”, “edit professional photos”, “’promotions in sp”, “cheap special offers”. Keep in mind that these are groupings of significant words to describe a particular market or a specific app category.

Using long tail keywords are essential to achieving good ASO results, for two primary reasons: that they bring search results for deeply specific apps and these are words that detemine specific intentions of acquisition. 

The technology developed by RankMyApp uses the volume of searches and word competition to define what the best terms of the strategy are.

In our report, we approximately indicate 10 keywords with a high potential to intensify the discovery of your app, optimize efforts and outline a more assertive strategy.Based on that, our team conceives structured content with the best keywords.

Short tail keywords

Short tail keywords are search expressions comprised of one or two words only, and that represent results that are regarded as more generic. Some examples are: “games”, “racing”, “photo apps”, “edit photos”, “offers”, “promotions”.

These are words regarded as having high search potential in app stores and more competitive, as many other applications use the same expressions. Even if they do not have similar functionalities per se.

What are the steps (and the length) of the App Optimization process?

Now that you know what types of keywords are used in App Store Optimization (ASO), we can talk a little more about the stages of the process and what the best strategies for each one of them are.

Stage #1: Attraction

The beginning of the ASO process is the most laborious, precisely because its main function is to acquire or increase traffic for the app, either on Google PlayStore or on the AppStore.

In addition, to attract more organic visits to pages, this initial stage focuses on increasing the visibility of app, engaging with users and building a positive image of the brand. During this step, which takes on average 10 to 12 weeks, the adopted strategies are focused on long tail keywords.

As explained, using these terms is something that attracts visitors who are seeking very specific terms that do not directly clash with your competitor apps.

Stage #2: Organic conversion

As soon as we achieve a significant organic traffic on the app page, we move on to the next stage: increasing organic conversion.

During this, strategies focused on encouraging visitors to actually install the app are deployed. For this reason, we use more visual elements, such as screenshot and icon design.

We also conduct more A/B testing in the descriptions, entering short tail keywords which tend to keep the organic traffic in an ever-increasing growth.

One should keep in mind that short tail keywords are usually inserted in the ASO process after a significant level of organic traffic has been achieved – when we use a higher number of long tail keywords.

What do you think about adding more marketing intelligence to your app? Get a customized analysis of your app right now and prompt your organic traffic!