In the realm of
App Store Optimization (ASO), the strategic use of competitor brand terms can be a contentious yet potentially rewarding tactic. This article explores the intricacies of understanding competitor brand terms, the rationale behind their use in ASO, and how to effectively incorporate them into your ASO strategy.
Understanding Competitor Brand Terms
Competitor brand terms are the trademarks, brand names, and unique product identifiers that consumers associate with a competing app or company. These terms are often the keywords that users input when searching for specific apps in the app stores. Identifying these terms requires thorough market research, understanding the competitor's positioning, and analyzing the search terms that drive traffic to their apps.
Why Use Competitor Brand Terms in ASO?
Gaining Visibility
Incorporating competitor brand terms in ASO can
increase your app's visibility to users who are already interested in a particular niche or product type. By appearing in search results for these terms, you can attract users who may not have been aware of your app but are interested in the features or services it offers.
Capitalizing on Established Market Presence
Competitors with a strong market presence have already invested significantly in building brand recognition. By targeting these brand terms, you can leverage their marketing efforts to your advantage, positioning your app as a viable alternative to users who are exploring options.
User Acquisition and Market Share Growth
Using competitor brand terms can be a part of a broader user acquisition strategy aimed at capturing a portion of the competitor's user base, thereby increasing your own market share.
How to Use Competitor Brand Terms in ASO
Keyword Research and Selection
Start with comprehensive keyword research to identify the competitor brand terms that are most relevant and have a high search volume. Select terms that align closely with your app's features and value proposition.
Creative Metadata Optimization
Incorporate the selected competitor brand terms into your app's metadata in a subtle and strategic manner. This includes the app title, subtitle, description, and keyword fields, ensuring that it's done in compliance with app store guidelines to avoid potential trademark infringements.
Monitor Performance and Adjust
After implementing competitor brand terms in your ASO strategy, closely monitor your app's performance metrics. Analyze the impact on search rankings, conversion rates, and user acquisition. Be prepared to make adjustments based on the data and user feedback.
Ethical Considerations and Compliance
It's crucial to navigate the use of competitor brand terms ethically and in compliance with app store policies. Avoid misleading users or engaging in any form of brand disparagement. Focus on highlighting the unique features and benefits of your app.
Conclusion
Targeting competitor brand terms in ASO can be a strategic move to increase visibility and user acquisition. However, it requires careful research, creative metadata optimization, and adherence to ethical standards and app store policies. By thoughtfully incorporating competitor brand terms, you can position your app as a competitive choice in a crowded marketplace.
Keywords Research