Brainstorming for Potential Keywords
The first step in your ASO strategy is to brainstorm a comprehensive list of potential keywords. Think about your app's features, benefits, and the unique solutions it provides. Examine how similar apps describe themselves and the language used in their user reviews. Reflect on the following to enrich your brainstorming:- Identify your core customer and the language they use to describe the problems your app addresses.
- Consider how users might refer to your app’s features and the benefits those features provide.
- Determine the search terms people might use to find the features and solutions your app offers.
- Understand the tasks your app assists users with and the terms associated with these tasks.
Utilize FoxData ASO tools to supplement your brainstorming, drawing on insights from app store searches and search engine results.
Expanding and Refining the Keyword List
After the initial brainstorming phase, it's time to expand and refine your keyword list, which is a critical step in the ASO keyword research process. This involves not only broadening your initial list with new keywords but also refining it to ensure that it is targeted and effective.Diversifying Your Keywords
Start by taking your core keywords and think laterally. Look at related industries, colloquialisms, and regional variations that might apply. If your app is a fitness tracker, for example, don't just stop at "fitness" and "exercise." Think about related activities and goals like "weight loss," "marathon training," or "yoga routines."Analyzing Keyword Trends
Stay updated with the latest trends in your niche. Tools like Google Trends can help you understand the ebb and flow of keyword popularity over time. Seasonal trends can also influence search behavior, so consider how time of year might affect the terms users are searching for.Leveraging User Language
Pay close attention to the language your users use when they describe your app or similar apps. This can be gleaned from user reviews, forum discussions, and social media mentions. The way users describe their experience can offer invaluable insights into the keywords that will resonate with them.Semantic Search Considerations
Search engines and app stores are increasingly using semantic search principles to deliver results. This means they are trying to understand user intent rather than just matching keywords. Think about the intent behind searches that might lead to your app and use phrases that align with that intent.Keyword Localization
If you're targeting multiple geographic regions, localization is key. This means translating and adapting your keywords to fit different languages and cultural contexts. Each market may have unique terminology and slang that can be incorporated into your keywords for better reach.Synonym Expansion and Long-Tail Refinement
Expand your list to include synonyms and related terms. For example, if "workout" is a primary keyword, consider adding "exercise routine," "fitness session," or "training program." Long-tail keywords, which are more specific phrases, often have less competition and can attract a more targeted audience. For example, instead of just "recipe," use "healthy vegetarian dinner recipe."Utilizing Keyword Tools and Analytics
Make use of keyword research tools such as Ahrefs, Moz, or the aforementioned Google Keyword Planner to identify variations and assess keyword difficulty and search volume. Analytics can also provide insights into how users are finding your app and which keywords are converting.Balancing Broad and Niche Keywords
Your keyword list should have a balance between broad and niche keywords. Broad keywords may have higher search volumes but also higher competition, while niche keywords will have lower volumes but could yield higher conversion rates as they are more targeted.Conducting Competitor Research
Identify your competition and scrutinize the keywords in their app titles and descriptions. ASO tools can reveal the phrases your competitors rank for, providing insight into the market and highlighting gaps in demand. Pay attention to the keywords used in competitors' app names, subtitles, short descriptions, and long descriptions on Google Play.Leverage Apple Search Ads data to understand keyword performance, relevance, and search volume, aligning your app listing with search ads to increase relevancy and campaign effectiveness.
Analyzing Keywords and Creating the Final List
With potentially hundreds of keywords at hand, begin grouping similar terms. Evaluate each group based on search volume, competition, and relevancy. A keyword's search volume indicates its potential for discoverability, while competition level informs the feasibility of ranking highly. Relevancy ensures the keyword accurately reflects your app’s offerings.Narrow your list to five to ten core keywords, including a mix of existing ranked terms, new discoveries, and competitor keywords. Balance search volume with competition to find keywords that offer visibility without being lost in highly competitive searches.
