ASO keyword selection skills!

As we all know, the first step for everyone after getting a new phone is to go to the app store and download and install APPs based on recommendations and searches. For ASO optimizers, how to optimize keywords is another big project. After all, most users search based on keywords, which requires relevant personnel to master the necessary keyword selection skills.

So today we will talk about some keyword selection techniques that can be used when doing ASO optimization.

1. Keyword Classification

If you want to get keyword optimization tips, you must first understand its classification, and only by starting from the classification can you achieve better optimization. Generally speaking, keywords are divided into the following four categories based on industry attributes and other information:

1- Brand word

As the name suggests, it is the product name, such as JD.com, Taobao, Pinduoduo, etc. If the APP has been put on the shelves but there is no result in the search in the app store, you need to check whether the APP's software and other materials are complete. You can also consult the customer service of the app store.

2- Industry terms

As the name suggests, these are words related to industry core words, such as fund, financial management, etc. Although the popularity of some industry core words is not high, the traffic they bring is relatively accurate, which leads to high conversion rates and strong competitiveness.

3- Competitive Keywords

As the name suggests, it is the name of a competitor and is usually used directly as a keyword, such as Fliggy, eLong, etc. However, at present, many app stores have strictly controlled the popular competitive words, but competitive words can still be added appropriately.

4- Other words

As the name suggests, these are keywords that do not fit into the above three categories.

2. Keyword selection method

Now that we have a general definition of the classification of keywords, let’s talk about the specific methods of word selection.

1- Understand keyword attributes

Only by grasping the attributes of keywords can we select keywords more accurately. Generally, there are three attributes: popularity, difficulty, and relevance.

(1) Popularity: also known as traffic, is the number of times a keyword is searched in the app store and is one of the most intuitive data reflections. The higher the popularity, the lower the keyword coverage. What we need to pay attention to here is that when choosing keywords, try to avoid choosing high-frequency words.

(2) Difficulty: This refers to the degree of competition for keywords. The higher the difficulty, the harder it is to improve the keyword ranking.

(3) Relevance: the correlation between keywords, applications, and target users. The higher the relevance, the more accurate the keywords, and the more effective the conversion rate.

2- How to judge the popularity and difficulty

(1) Using third-party tools

ASO optimizers can use third-party tools such as Zen Master to judge the popularity and difficulty. That is, they can use third-party tools to calculate and summarize the search index and the number of search results to determine the popularity and difficulty of the keyword. At the same time, they can also use third-party tools to view the changes in keyword popularity and competition trends over a period of time.

(2) Refer to Baidu Index

ASO staff can refer to Baidu Index Search to analyze the search index, user portraits, etc. to make judgments. However, the search index is also divided into PC search index and mobile search index based on different sources. Generally, APPs use the mobile search index as a reference when selecting keywords.

3- Word selection method

(1) From the user's perspective: By using data statistical tools, taking industry attributes and APP positioning as sources, we collect a variety of dynamic and static data such as user behavior and needs, so as to make analysis, judgment and selection.

(2) Analyze competitors: Use third-party tools to compare keywords related to competitors and select alternative keywords.

(3) Refer to the real-time hot search list: By checking the app store’s hot search list, you can get inspiration for choosing keywords. Generally speaking, the hot search list is updated every 24 hours.

(4) Refer to the search index ranking: By checking the search index ranking, select the category where the APP is located to find the keyword ranking list. The keywords found in this category list can be used as a reference. You can select "Overall Ranking", "Application-Category Ranking" and "Game Ranking" in "Category" to view them separately.

(5) Use keyword expansion function: ASO-related third-party platforms all have keyword expansion functions, which can be used as a reference to select keywords. At the same time, many big data platforms can also mine keyword-related words.

(6) Utilize IP and hot resources: When you encounter a bottleneck in choosing keywords, you can use recent hot events and popular jokes, TV dramas, etc. as references. You can use these as subtitles to improve rankings and coverage.

3. Summary

The above are some tips on keyword selection that I want to share with you today. In general, when selecting keywords, you should pay attention to the following points:

1- Keywords are generally divided into four categories: brand words, industry words, competitor words, and other words.

2- Understand the attributes of keywords to determine popularity, difficulty and relevance.

3- When judging popularity and difficulty, you can reasonably use third-party tools and refer to the Baidu Index.

4- When selecting words, you should start from the user's perspective and analyze competing products. You can refer to the implementation of hot search lists, search index rankings and keyword expansion functions to make rational use of IP and hot spots.

Author: Le Xiangjun

Source: LeXiang ASO