Apple search association words have become the hot spot of ASO again. What is the display logic?

The day before yesterday, there was an article about sharing search association words that caused a huge stir in the circle and aroused heated discussion among the whole nation. In less than a day, hundreds of friends asked me for advice on how to operate it, which shows how great the impact was. The article records in detail the author's experience in optimizing MOKA. It has a novel perspective and amazing results, and provides a different way of promotion for CPs who are stuck in the promotion quagmire. The next morning, my good friend aso brother shared several ways to search for associated words based on his long-term experience, and his content was pertinent and insightful. In the afternoon, some friends in the circle also expressed doubts, saying that low-heat words are easy to manipulate but have no volume, and high-heat words are effective but difficult and costly, and may not be worth the effort.

Whether it is questioning or agreeing, it is an indisputable fact that search association words are presented to everyone with unprecedented exposure. But as an iOS promoter, what you need to do at this moment is not to take sides, but to look at this "trend" rationally and think about the following questions: What is the display logic of search association words? What is the volume of search association words? How to search for associative words?

1. Rules: Display logic of search association words

Search for associated words. Enter a keyword in the App Store search interface and a list of keywords will automatically drop down and appear. Automatically matched by Apple, the industry calls them associative words, and a maximum of 10 words are displayed. Before November, the arrangement logic was to sort by the popularity of the associative words. After November, the inclusion rules for search association words have been adjusted. The sorting is still mainly based on popularity, and a reference dimension of the correlation between core words and association words is added. There is currently no specific basis for how to determine the level of this correlation.

2. Effect: Search volume of associated words

We have been talking about search association words, so what are the specific effects? Before looking at the actual results, let’s look at the factors that affect the results: the category of associated words, the way of forming words, and the ranking of associated words.

Associative words can be divided into brand association words, title association words and behavioral association words, with the ability to attract traffic: "behavioral association words", "brand association words" and "title association words".

The word combination methods can be divided into "AB", "BA", "AA", "xxxAxxx", etc. (Note: A is the core word, B is the long-tail word, and x is other words), and the ability to attract traffic: "AB", "BA", "xxxAxxx", "AA".
Associative word ranking. The higher the ranking, the higher the popularity, the more it conforms to the user's search habits, the stronger the exposure, and the higher the traffic.

Let me share with you a set of data from previous operations. The search association words are the "Escape Room" series. The series search association words ranked in the top 5, with a volume of about 200. See the picture for details.

3. Operation: How to search for associative words?

Search association word optimization has existed for a long time, but it has never received enough attention. Is this so-called "virgin" field being ignored by everyone or is the effect of bringing in volume not significant? Let’s first look at how to search for associated words and then analyze it later.

The operation methods can be divided into the following three types:

The first method is to rank the existing search terms in the first place. The operation is simple and the volume is obvious.

The second method: improve the ranking of search association words to gain greater exposure and attract more traffic. This can be done by increasing the popularity of association words in a short period of time. The operation is relatively simple, but the amount required is large.

The third method: create search association words. It needs to be done in three steps:

• The first step is to pre-determine the OK keywords (mainly looking for words that Apple has not included), and set them in the title or keywords.
• The second step is to form a strong association, which is to let Apple's word library include this word. The specific operation is to use different accounts to search for the associated word frequently in large quantities, so that Apple will mistakenly think that the word is what the user needs to search for.
• The third step is to rank the word to the first place and gradually increase the popularity of the word. In this way, the word you want will be searched and the ranking will continue to improve. Let me add one more thing. If it is a word that is not included in Apple's index, once it is included, because your settings meet Apple's search requirements, it will generally be the first search result. What you need to do next is to increase the popularity of the associated words.

The current environment is that the search association words in the drop-down list for keywords with slightly higher popularity are all filled up, and it is very difficult to re-implant your own words because you have to complete the four steps of "setting words + including + improving rankings + increasing popularity", which requires a lot of investment. Of course, there are some low-popularity keywords that do not have these problems, because there are fewer drop-down words for these words. You only need to complete two steps: "set words + include + improve rankings". The core issue is inclusion, and the difficulty is reduced a lot. But another very realistic problem is that low-heat core words have poor absorption. According to Mr. Wen’s experience, behavioral words with a heat of less than 5,000 absorb less than 50 searches per day. However, Mr. Wen cannot give a clear answer as to how much search association words will absorb. However, if low-association words are attached to high-popularity core words, the amount of traffic they attract is quite considerable.

IV. Should we change the way we think about search terms?

This proposition is rather contradictory. Traditional operational optimization has been in place and has produced very good results; however, word creation optimization is relatively complex and costly. But you can use some of Apple's rules to create words. For example, you can embed them in the title and separate them with symbols. In this case, the probability of being associated is higher, but this method is not 100% successful. Mr. Wen has tried it many times before, and the probability of 70% is NG. However, the false simulation assumes that the success rate of the search behavior is high, which in turn leads to the complexity of the operation. No matter how it evolves in the future, search for associated words will definitely become the next red ocean.

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