You need an effective keyword strategy

Having a good keyword strategy is a vital part of your mobile marketing plan. That’s why it’s so important to find the right keywords for your app. The keywords you choose depend on your app’s category.

How the app category affects your keyword strategy

The most popular keywords vary between the different app categories. That’s why it’s a good idea to find out which words are most commonly searched in your app’s particular category.

There are too many app categories to cover in this article, but let’s look at a few of them in each app store to see how the top keywords vary from category to category:

Google Play Store keywords

  • Business – App, mobile, free, business, access;
  • Education – Learn, app, free, kids, learning;
  • Travel – Travel, book, flights, maps, hotels;
  • Health and Fitness – workout, weight, fitness, tracker, health.

App Store keywords

  • Business – Business, work, scanner, iPhone, time;
  • Education – Learn, kids, games, learning, test;
  • Travel – Guide, flights, hotel, car, deals;
  • Health and Fitness – Tracker, workout, app, sleep, fitness.

Best ASO keyword strategy for each app store

If you will be offering your app to both Android and iOS users you must understand how ASO works in both stores. The Google Play Store and Apple App Store have different ranking factors that will affect your ASO keyword strategy.

App title

Both the iOS and Android app title should contain the most valuable keyword. But for this aspect of ASO that is where the similarities between the two stores end.

Here are some of the differences:

  • Character limit – the Apple App Store allows 30 characters while the Google Play Store allows 50 characters;
  • Purpose – An Android app’s title should clearly explain what the app is for, but an iOS app’s title has the assistance of the subtitle and screenshots to show users what the app is all about.

Subtitle and description

The Apple App Store allows developers to create a subtitle for iOS apps, while the Google Play Store makes it possible for developers to write short descriptions for Android apps.

Both are intended to provide users with more information about the app and both should contain keywords. But they each serve a different purpose.

  • Subtitle – This can be seen in the search results, underneath the app title. The subtitle should provide users with an idea of what your app is like. Use it to make your app stand out from competitors and cause users to click on it;
  • Short Description – An Android app’s short description is seen on the app’s product page, above the screenshots. Users who see the short description have already shown an interest in your app by clicking on it, so the short description should have a call to action that encourages users to download your app.

The app store’s keyword field

This 100 character keyword field is only in the App Store. Users can’t see it but this field affects your app’s rank in the Apple App Store. Use the keyword field to your advantage by including the most popular keywords in your app’s specific category.

The long description

Whether for Android or iOS apps, the long description must clearly explain your app’s features and benefits. However, this element only affects your app’s rank in the Google Play Store.

This is because keyword density is important to Google’s algorithms. Using enough keywords in the description will help Google understand what your app is about.

In the Apple App Store you don’t have to worry so much about keyword density. Instead, you have greater freedom when creating a compelling description that convinces users to download your app.

The success of your mobile marketing plan depends on a good keyword strategy. Once you’ve perfected your strategy, expect user acquisition rates to improve.

If you need more help with ASO contact a specialist to increase your app’s visibility and get more users.

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