Keyword Prioritization for App Store Optimization (Part 2/4)

What is up app nation? It is Steve P young founder of Appmasters.com. The place you go when you want action packed content, really to help you again, oh, your downloads and your revenues. And in part two of this YouTube series, we're going to talk all about how do you prioritize your keywords? Should H do you have them in the title Xi, having your, your subtitle, where should you place all these keywords that you've done so much research on?

And how important is it to have. Keywords and joining me today is David Margarie on who is the head of ASO at an amazing ASO tool that you guys have to check out. It is called check aso.io. It is linked up into the YouTube description. We'll go check it out. Check aso.io. David. Welcome back, Steve. Nice to meet you. Nice to meet you, everyone who is watching us today. So let's talk about ASO a little bit too. When we have all done all the keyword research, how do we go about prioritizing which keywords end up in the title, which keywords end up in the subtitle and which keywords end up into the keyword field in the long description on Google?

Well, um, once you've collected the semantic core, you will, you will have a large list of search queries, keywords that need to be filtered and prioritize. And depending on your goals, uh, goals of your app, the primary metrics for prioritizing my variety, of course. So let's consider a scenario that, uh, you are doing so for the first time using a conscious and comprehensive approach. And this may indicate that your app is most likely new or has recently been launched and most likely, um, hasn't wrecked ranked yet high, uh, the primary parameter to look out for.

Is relevance, first of all, uh, because it makes no sense to work with keyboards that will not make conversion rate grow and help you attract, uh, the right users, especially the first on the first stages of the promotion. So it means that you should focus on the most relevant keywords free for you and for your app. The second thing is popularity, um, and now it's worth. Nothing and recalling that you are working with a new app, which means that, uh, you are first of all, interested in medium and low frequency keywords.

Try not to focus on high frequency keywords. First of all, because they are most competitive. Uh, which one do, um, do you any favors you may want to start with. Uh, small and move on step-by-step and then adding, um, high competitive. Uh, high-frequency sorry. And many make the sense, uh, the same as many, make the same mistake over using the most popular keyboards at this stage. And, um, when they, they, they don't manage to make, um, it is, um, it, as, as intent, uh, they become disappointed in SSO and claim that it's not working.

So, uh, don't do this. Yeah, I've heard that many times when focusing on popular keywords, um, you should keep in mind that the most popular apps get ranked by those that have been in the market for a long time and are actively promoting with all possible channels. Uh, you supply, uh, You simply won't be able to compete with them. Um, if you use these keyboards. So, uh, if you're a newbie, try to start with low frequency keywords, that's the right way to get higher.

And another common mistakes is setting aside the. The least popular keywords. This is, uh, this is wrong for two reasons. The first reason is because keyword popularity tends to change over the time. And you need to track all these keywords, not if to refuse them right away, because maybe in some weeks or maybe in, uh, in a month. Will be more popular and you will lose them. And the second thing, the second reason is that, uh, at least popular doesn't necessarily mean zero popular.

For example, apple search heads has the least popularity score, uh, or five. I think everybody know that. And this means that, uh, this keyword may not. Uh, any traffic at all, but there may also be a little bit of traffic and all of these need to be tested and checked. Uh, uh, still you, you should definitely not refuse such parties, um, at launch. And if you are a new app and, um, um, as far as the change in popularity, this is especially true for.

Them seasonal keywords that are associated with some kind of holiday or events, for example, new year or black Friday. Um, and. These keywords should be, um, should be in your somatic core and you should track these keywords. Um, next parameters, such as, uh, competitiveness and complexity, complexity, um, to access how competitive a keyword is knowing the number of apps indexed by the keyboards would be enough, I think.

But, uh, the fewer there are there, the easier it will be tracking the. When it comes to complexity. Um, the situation is not that straightforward. Typically difficulty scores are based on several factors, including the ones I mentioned before. Keyboard, popularity, competitiveness, relevance, uh, different services. So analytic platforms, um, calculating these parameters different way, and you can just go check, uh, any platform or maybe.

Uh, estimate the complexity on your own based on the available data of, uh, popularity and other things. Uh, so I think that's, uh, that's enough that for, for prioritization, I mean, I can say something more about branded keywords. Sure. Maybe on top of that too, David, one of the strategies that I've seen other people use is, you know, maybe keyword isn't as relevant, but they try to find keywords that have a lot of good traffic, but low, you know, apps showing up for it.

And then focusing on that. So I guess, and they tend to be more branded terms because you think about like branded terms, having a lot of traffic and lower competition, what do you think about that strategy? Um, so branded branded keywords of your competitors is, uh, I think is very, very important topic to discuss because many people. A question where they shoot, uh, be used in metadata. And this is for a reason, there is no answer to this question, but we can take a look at pros and cons of this approach.

Uh, the main disadvantage of, uh, these. Or branded keywords that store guidelines don't allow using branded keywords hands using them can result in a rejection or in an in extreme cases, in a suspension and low conversation rate is another disadvantage. Uh, the. Likelihood is getting in-source from a branded keyword is extremely small. Even if you rank second, uh, the third disadvantage applies, uh, mostly for app store, uh, epilep store, since you.

Uh, use an already small number of characters for branded queries instead of entering, um, even less popular, but relevant, generic keyword there. And as for the pros, um, there are not many, uh, first of all, of course, branded keywords. Competitors can help you to get, uh, uh, more impressions of course, and potential installs of your product. Uh, if, if your product is, um, is highly competitive and well-developed, you can get some installs, but this amount won't be a big amount.

So secondly, there are many branded keywords in the app store. First of all, which. Uh, the minimum number of apps and it may be not difficult for new app to get, uh, to get to the top for them and get some part of their traffic. For example, you can find keywords, uh, and there will be, um, only free apps indexed by these keywords. And it can be branded. You can use this brand in your title and try to get some traffic from your brand, but it's, I think, um, Uh, how to work with brand keywords.

Uh, it's up to you first of all, because, uh, uh, you need to assess the risks first of all, and find out if, uh, if this approach is, uh, is efficient, first of all, for your app, for keyboards that you use in your promotion. Hmm. So from your data, you, or your opinion is that branded keywords, even if you're ranking two, may not boost your downloads as much as you think it will. Yeah, but you can use them. If you have a, you should have free space in your, uh, text metadata.

Of course you can use them, but you should, you should. Don't forget about store guidelines. And I can say that if you are optimizing your metadata for the United States, uh, the moderators can, uh, reject yours. Much much more easier than maybe in other countries. For example, in Russia, I can use any branded keywords and there is nothing for them. So in the United States, it's, it's harder to use branded keywords, for example, then in Russia or in other cases, Yeah.

Yeah. For one of our clients wanted to be really aggressive. This is a couple of years ago, but we use a brand new keyword, a very popular app Periscope. And then in the title and the U S title, they let it go, the app store managers, but then Periscope, Twitter came to us and said, Hey, you're using our brand and keywords that don't use it. So proceed with caution. What I can share too is we hit, now this was a few years back, but maybe I'll have some more data on this.

We did try to, we got number two for a client of ours too, on Google. For a lot of his competitors. It didn't have a lot of traffic, a lot of these competitors, but at the same time, we didn't see a huge lift in traffic either. And so with the brand and certain people are probably likely looking for that particular brand. And then, you know, like you might get incremental uplift and downloads, but not a huge amount in downloads.

Yeah. Because people know what they want to get. They go to the store and search for the app. They want to download, you can get a lot of impressions. But you won't get a lot of installs. So. Great. All right guys, that's it. Join us for part three of this YouTube series where we're going to talk all about ASO or apps ready to scale. So we've broke it down for new apps and now we're apps ready to scale. And in the last part, we're going to talk about million dollar apps.

So you've already scaled, you've got millions of dollars a month. Well, how do you incorporate it into your overall marketing mix? All right. So join us for part three of this YouTube series.