Keyword Optimization: How to Improve Your App’s Discoverability

App Store Optimization (ASO)

App Store Optimization (ASO)

With 1.84 million apps within the Apple App Retailer and 2.87 million within the Google Play Retailer, competitors for brand spanking new app customers is fierce. This reality has compelled app builders to double down on App Store Optimization (ASO) methods.

Why? As a result of efficient ASO outcomes are like every other Consumer Acquisition (UA) channel. Nice ASO outcomes not solely convey in additional installs coming in organically by way of App Retailer & Google Play Search, or customers shopping the App Retailer & Google Search but in addition convey in additional customers putting in the app after they visited an app retailer product web page.

Profitable ASO depends on correct key phrase analysis. By implementing the appropriate key phrases into your app’s product web page metadata, you’ll be capable to drive extra natural visitors to your app, enhance conversion charges, and generate extra income for what you are promoting.

Whereas key phrase analysis could appear sophisticated at first, in case you observe a transparent, strategic course of, it actually isn’t — particularly in case you observe the information and methods we define for you on this article. Hold studying to discover ways to grasp the app shops’ algorithms and safe new customers on a constant foundation with out spending massive sums of cash on costly advertising and marketing initiatives.

What’s App Retailer & Google Play Key phrase Optimization?

Before we can explain keyword optimization, we first need to define what a keyword is. A keyword is any word or phrase a user enters into a search engine to find relevant content. For our purposes, said relevant content is your company’s app.

Keyword optimization for apps is the process of researching and including specific keywords in an app’s product page so that the app stores’ algorithms include it in their search results. Since approximately 67% of app downloads come from search, this process is very important.

Fortunately, it’s also fairly straightforward. Keyword optimization can be broken down into four distinct phases:

We’ll dive into every of those phases in a later part of this text.

Cell Key phrase Optimization vs web optimization

Many individuals simplify ASO as “web optimization for app shops and cell gadgets.” It’s true that ASO and web optimization are primarily based on related ideas. However key phrase optimization for apps differs in a single key space: search habits. This key distinction should be understood to succeed with ASO.

App retailer searches are usually shorter than their on-line counterparts and have some facet of desired app performance. For instance, a consumer would possibly kind in “stress reducer” when searching for a meditation app, or “exercise plans” for an train app.

As well as, many app retailer searches embrace model names. It’s because customers usually browse app shops in quest of particular options to the issues they face.

The Key phrase Triangle

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The key phrase triangle refers back to the three pillars of an efficient key phrase: relevance, quantity, and issue. Let’s check out every in larger element:

  • Relevance: The relevance metric measures how related a particular key phrase is to an app. It received’t often do you any good to focus on the key phrase “music” in case your app has nothing to do with it — even in case you discover that music is a well-liked key phrase in app shops. The one caveat to this that search queries with a excessive affinity to your matter would possibly enable you develop your viewers. It might be that your app is about artwork and music lovers will discover it invaluable.
  • Problem: Subsequent we now have issue, a metric that measures how arduous will probably be to rank (i.e. present up in search outcomes) for a particular key phrase. The upper this determine is, the tougher will probably be to your app to look in search outcomes associated to the key phrase. This metric is often seen by way of App Retailer Intelligence instruments comparable to App Annie, Cell Motion, and Sensor Tower. (add hyperlinks to this one)
  • Quantity: Quantity refers back to the variety of occasions a particular key phrase is looked for. If no person is searching for a particular phrase, you shouldn’t use it, regardless of how related it’s to your app. Take note of the amount metric when selecting key phrases. This metric is seen by way of the App Retailer Search Advertisements Console. 

The important thing to ASO is selecting key phrases that strike the right steadiness between relevance, quantity, and issue. We’ll speak extra about this within the subsequent part.

Creating a Foolproof App Retailer & Google Play Key phrase Optimization Plan

Profitable key phrase optimization requires forethought and energy. You’ll be able to’t merely select just a few key phrases at random, add them to your app’s product web page, and anticipate a flood of latest customers. Right here’s the way to develop a foolproof key phrase optimization plan:

1. The best way to discover the most effective key phrases to your cell app or sport?

First issues first, you could select the proper key phrases to focus on. Begin by brainstorming a listing of phrases and phrases that relate to your app. Provide you with as many as you presumably can, don’t maintain again, there are not any dangerous concepts at this level.

To construction your course of you possibly can observe this framework we developed: 

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Ask your self questions like “Who makes use of my app?” and “Why do they use my app?” and “How do they use my app?” By answering these questions, you need to be capable to generate plenty of key phrase concepts in a brief span of time.

For instance, in case you’ve created a health app, your key phrase analysis at this level would possibly look one thing like this:

Who makes use of my app? Athletes, weightlifters, runners, train junkies.

Why do they use my app? Get match, drop pounds, enhance well being, higher seems.

How do they use my app? Train plan, accountability.

Subsequent, check out your rivals. What key phrases are they utilizing? Whereas an ASO instrument will enable you decide this (extra on ASO instruments on the finish of this text) you may get a way of your competitors’s key phrase decisions by wanting on the phrases they use of their app titles and descriptions.

You can too generate key phrase concepts by studying opinions of your app and together with phrases that your prospects use, sourcing concepts from conventional web optimization instruments like Google Key phrase Planner, and utilizing app shops’ autocomplete characteristic.

When you’ve created a big record of key phrases, add to it by together with phrase associations and synonyms. For example, an “train plan” can change into a “exercise routine”.

2. The best way to validate your app key phrases set?

The key phrase triangle (talked about above) actually comes into play throughout step two: validating key phrases. That is the a part of the method the place you slender down the record of key phrases you simply created to the finest ones. You do that by assessing the relevance, quantity, and issue.


Since relevance is an important key phrase optimization pillar, we propose beginning right here. Undergo your present record of potential key phrases and rank them for relevancy on a scale of 1 to 3, with one being essentially the most related. This course of shall be subjective, but when you recognize your trade and potential prospects properly, you need to be capable to grade every key phrase precisely.

For instance, in case you’ve created an app that teaches individuals the way to play the piano, “piano” would clearly be a hyper-relevant key phrase and earn a “one” grade. “Keys” alternatively would possibly obtain a “three” grade as a result of it might simply check with one thing non-musical. 

In the event you’re unsure which key phrases are related or not, check out your competitor’s apps and consider which of them they use. If none of your rivals use a particular key phrase, it’s in all probability protected to imagine that it’s not that related to your app.


Subsequent, you’ll need to consider your record of key phrases for issue. This course of is a lot simpler with a key phrase optimization instrument. You merely seek for a particular time period and your key phrase answer of alternative will immediately provide you with a problem score.

A correct ASO instrument will even enable you navigate the Apple Search Advertisements atmosphere and provide you with detailed info like who’s promoting and at what frequency for every key phrase.


Lastly, you’ll need to examine key phrase quantity, i.e. the variety of apps that seem in search outcomes when a particular key phrase is queried.

Checking key phrase quantity can be extraordinarily troublesome and time consuming with no key phrase optimization instrument. These options use superior know-how to shortly mine quantity information from app shops, although none of them have entry to Apple’s or Google’s precise information.

That being mentioned, Apple Search Advertisements provides each key phrase a Search Reputation rating between 5 and 100. An App Retailer Intelligence instrument can analyze this information and precisely discern key phrase quantity over time.

3. Including Key phrases

As soon as all of the key phrases in your record have been evaluated, you possibly can select those with the best potential and add them to your app’s product web page. Simply observe these steps:


Begin with key phrases that acquired a “one” grade from you. These are essentially the most related to your app. Then transfer to issue. If two search phrases are equally related, prioritize the one which shall be simpler to rank for. Lastly, have a look at quantity information. This criterion is much less vital than the opposite two. Simply make certain your chosen key phrases generate vital search quantity.


Now that you’ve got a listing of goal key phrases, you possibly can start including them to your app’s product web page. The place you place them is essential for each the Apple App Retailer and the Google Play Retailer. Right here’s what it is advisable know:

Apple App Retailer:

  • App Title: The app title is an important key phrase space for the Apple App Retailer. Key phrases added listed here are given essentially the most weight so make certain to incorporate your high key phrase decisions on this part.
  • Subtitle: Apple App Retailer’s subtitle part is the second most vital key phrase space on the Apple platform. Some manufacturers like to incorporate their slogans right here. Different manufacturers simply add as many related key phrases as potential.
  • Key phrase Subject: The Apple App Retailer additionally accommodates a key phrase discipline. It received’t be seen to App Retailer customers, however will probably be listed by the algorithm of the platform. Key phrases right here aren’t given as a lot weight as different sections, however they’re nonetheless invaluable.

Google Play Retailer

  • App Title: Identical to within the Apple App Retailer, the app title is an important key phrase space for the Google Play Retailer. The key phrases you embrace on this part shall be given essentially the most weight so we propose that includes your high key phrase decisions within the title.
  • Brief Description: The quick description is Google Play Retailer particular. It’s the second Most worthy key phrase space on the platform and is actually a preview for the lengthy description. Do your finest to make it partaking whereas together with key phrases.
  • Lengthy Description: The lengthy description can be Google Play Retailer particular. It’s the third most vital key phrase part and it provides app builders as much as 4,000 characters to advertise their app and embrace related key phrases.

Divvy up your record of key phrases and place them in every part for the app shops. Save your finest ones for the highest spots and embrace much less related ones in different sections.

4. Testing Key phrases

The ultimate step is to check the key phrases you’ve chosen. Simply since you’ve added them to your app’s product web page doesn’t imply the work ends. The truth is, it’s simply starting.

Key phrase optimization is an ongoing course of. Algorithms change. What works as we speak won’t work tomorrow. There’s at all times room for enchancment. To achieve the aggressive world of cell apps, you need to decide to consistently testing how efficient your key phrase technique is at driving new installs and boosting general income.
Simply keep in mind that it will probably take as much as six weeks for app shops to replace search outcomes as soon as new key phrases have been chosen. Don’t quit on key phrases too shortly.

Three Ideas for Higher Rankings

In the event you observe the recommendation we’ve shared to date, you need to be capable to obtain greater rankings within the Apple App Retailer and Google Play Retailer. However to actually push your key phrase optimization technique into excessive gear, maintain these three suggestions in thoughts:

Nail Your App Retailer Web page

Each the Apple App Retailer and the Google Play Retailer take app efficiency into consideration when rating search outcomes. Extra particularly, the amount and velocity of first-time installs the app is getting. Which means a low-converting app in all probability received’t rank properly.

Whereas key phrase analysis is vital, it’s just one side of your app retailer web page that must be examined and optimized. Be sure your icons, headlines, movies and pictures, and descriptions are on level as properly. Doing so will enhance search efficiency.


Folks in several international locations converse in several methods and seek for various things. Due to this, a blind switch of key phrases from one language to a different often received’t work. As an alternative, do key phrase analysis for different international locations and alter your key phrase optimization method to suit.

Monitor and Experiment

As we talked about, key phrase optimization is an ongoing course of. It is advisable regularly monitor your app’s search efficiency and alter course when issues change — and they’re going to change on account of new rivals, altering consumer search preferences, and plenty of different components.

Greater than that, you must also experiment with new key phrases and their placements regularly. It’s the one approach to know in case your key phrase technique is as efficient because it might be.

ASO Instruments

ASO instruments assist app builders select, validate, and optimize key phrase decisions with a view to enhance conversion charges. Listed here are just a few high choices:

  • AppTweak: AppTweak contains superior ASO intelligence to make key phrase analysis a breeze. AppTweak customers can study what number of installs are linked to a given key phrase, which key phrases have essentially the most alternative and extra.
  • AppFollow: AppFollow is an all-in-one service that helps app builders analysis rivals and key phrases, enhance consumer rankings, and drive natural downloads. It additionally integrates with Slack in order that customers can obtain ASO stories instantly.
  • Cell Motion: Cell Motion provides corporations the info they should make their apps profitable. So far as ASO instruments go, Cell Motion contains key phrase monitoring, key phrase suggestion, key phrase analysis, and key phrase tendencies options.
  • App Annie: App Annie contains many ASO instruments comparable to an algorithmic key phrase recommend characteristic and a straightforward answer for uncovering competitor key phrase plans. It additionally comes with an in depth analytics dashboard so that you get the app information it is advisable develop.
  • Sensor Tower: Lastly, we now have Sensor Tower, an app that equips its customers with vital insights into the cell app ecosystem. You need to use the instrument to find new key phrases, see visitors rating estimates, and look at key phrase issue rankings.

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In Conclusion

Key phrase optimization is a vital piece of the ASO puzzle. With out the appropriate key phrases, will probably be troublesome for customers to seek out your app. Do your self a favor and implement a confirmed key phrase optimization technique. It’s not rocket science; simply:

  1. Discover Key phrases
  2. Validate Key phrases
  3. Add Key phrases
  4. Check Key phrases

In the event you observe these 4 easy steps, you’ll be properly in your approach to higher app visibility, extra downloads, and larger income. Good luck!