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App Optimization: what keywords should be used in each stage?

Published on 19 de April de 2018.

A lot is said about the relevance of keywords within the process of App Store Optimization (ASO). We’ve talked about it many times here on RankMyApp blog.

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

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

What types of keywords are used in the ASO process?

There are different types of keywords that can be combined on the ASO process. Check it out:

Long tail keywords

These are short expressions which have up to three words and 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. Some examples are: “racing games”, “edit professional photos”, “’promotions in sp”, “cheap special offers”.

Keep in mind that these are clusters of significant words to describe a particular market or a specific app category.

Using long tail keywords is essential to achieve good ASO results for two primary reasons: they bring search results for deeply specific apps and these words determine specific download purpose.

In our report, we indicate about 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 that represent results regarded as more generic. Some examples are: “games”, “racing”, “photo apps”, “edit photos”, “offers”, “promotions”.

These are words considered as high search potential and more competitive on app stores since 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 on App Store Optimization (ASO), we can dive into the stages of the process and into the best strategies for each one of them.

Stage #1: attraction

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

Furthermore, in order 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 beforehand, using these terms is something that attracts visitors who are seeking very specific terms that do not directly clash with 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.

In the meantime, 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 tends to keep the organic traffic in an ever-increasing growth.

One should keep in mind that short tail keywords are usually inserted on the ASO process only after a significant level of organic traffic has been achieved by 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!