Apple is making keyword research even easier with its iOS 8 App Store updates. Between trending searches to suggested terms, app marketers will gain an inside look at what people are looking for in the Store. This will help marketers’ app store optimization efforts as they try to gain an advantage in the place where latest estimates point to 63% of all downloads originate from.
Think about it: If a user types a specific keyword into the search field, that shows high intent on finding an app related to the term. It takes time and effort, as opposed to flicking their way through the App Store ranking’s list. If your app displays a title or screenshot that looks relatable, the user will download your app. These organically acquired users are also likely to retain longer. This is all basic search marketing.
Typically, keyword research for the App Store takes place using third-party tools (MobileDevHQ, SensorTower, Google Keyword Tool, etc.). As I wrote about in Monday’s iOS 8 app store optimization piece, trending searches and suggested terms will also help provide new ways to think about the 100-characters you’re allotted for keywords, as well as your app title.
App Store Suggested Terms
Apple is helping users out when they can’t come up with the exact keyword, or are unable find the right app for the keyword they did use. The company announced the implementation of suggested terms will be part of the iOS 8 App Store release. These terms will be related to the keywords a user enters into the search field. Whether these suggestions come in real-time (think Google) or post-search is not clear.
Suggested terms will be tremendously useful information for app marketers, who will be able to leverage them for keyword research. For example, let’s say you have an app similar to Winery Passport and do a search for “wine,” a blatantly obvious keyword you’d want to target. I’m making this up, but Apple returns the suggested terms “red wine” and “bar tab.” One term makes perfect sense, but the other not so much.
Those suggestions tell me that a large base of iTunes users who have searched for “wine” have also searched for “red wine” and “bar tab.” They also may have downloaded apps that leverage both of those keywords. In my next app update, I’d want to ensure those keywords are in my list.
Suggested Keyword ASO Strategy
Here is my app marketing recommendation for using suggested keywords in your ASO strategy:
1. Do a search for each of the keywords in your current list
2. Map each keyword to Apple’s suggested ones
3. Eliminate any duplicates
4. Do a separate search for each of the suggested keywords to see if the volume of apps (i.e. the competition) is less than for any of your current keywords
5. Replace keywords you aren’t ranking well for and there’s high competition, where necessary
Two more tips:
1. Know what your Top 5 keyword targets are and work purely off of those to start
2. Drill down deep by taking your keyword target, gather the suggested terms and then search those, as well