How to choose keywords for APP promotion? Come quickly!

Studies have shown that in app stores, 65%-70% of natural traffic comes from active searches by app users. Therefore, in ASO, keyword selection becomes one of the most important tasks. At the same time, this also depends on how large the search range of the APP can cover. Regarding the selection and coverage of keywords, we can start from four aspects. Let’s take a look at them together.

1. Analyze user portraits

By using statistical tools and our understanding of industry and APP attributes, we can collect and analyze user data.

OPPO Market User Portrait

We generally divide it into static data and dynamic data. Static data refers to relatively stable information such as the user's gender, age, and region. This type of information is usually labeled separately. Dynamic data refers to the constantly changing behavioral information data such as users’ page touchpoints and time nodes.

By combining dynamic and static data, we can understand users to a certain extent, and grasp and analyze information such as user needs, interests, behavioral preferences, etc.

2. Analyze competing products

Through third-party tools, we can analyze competitors and obtain the keywords covered by competitors. In this regard, we usually use tools such as Qimai and Zen Master.

However, the data displayed by third-party tools are not necessarily the keywords actually submitted by the APP. There will be some discrepancies, and the data provided by different tools will also be different. Therefore, they are usually used as a reference for analysis, so that we can broaden our thinking and add some industry-related words as alternatives. For example, when selecting keywords for audiobook apps, we can also cover it with the keyword "night listening".

3. Determine the keyword category

APP keywords are usually divided into the following four categories:

(1) Brand words - such as product names such as Dedao and Zhihu, or words that include product names. Therefore, when we select keywords, the first priority is to ensure the ranking and coverage of brand words.

(2) Industry words - such as core words of learning software, knowledge community, etc. or industry-related long-tail words. Although these words do not generate much popularity, they are accurate, have a higher conversion rate, and usually involve fierce competition.

(3) Competitive product words - such as the names of competing products such as Fan Deng Reading and Knowledge Planet. This type of words can usually be used directly as keywords, or they can be modified based on the word segmentation and word combination capabilities of the application market. However, for now, app stores will have stricter control over highly popular competitor keywords.

(4) Other related words are related words other than the above three categories.

4. Prioritize word selection

Keyword priority is usually judged based on three attributes: difficulty, popularity, and relevance.

First, let’s talk about difficulty. Difficulty refers to the intensity of competition for keywords. The higher the difficulty, the harder it is to rank in the top. Corresponding to the application, it is the number of apps that cover this keyword (apps not covered), and the ranking of the application's own keywords (apps covered). You can actually search in third-party tools and app stores to understand the intensity of keyword competition.

Let’s talk about popularity. Popularity represents traffic. Normally, the higher the search index, the more times the keyword is searched, and the more popular the keyword is. It should be noted that there is fierce competition for high-profile keywords, making them difficult to cover, and high-profile keywords are not necessarily related to the industry (keywords in niche vertical industries are usually less popular), so we need to make choices based on actual conditions.

Finally, let’s talk about relevance. Relevance refers to the correlation between keywords and applications and target users. The higher the relevance, the more accurate the keywords, and the higher the effective conversion rate. It is not very useful for painting apps to cover the keyword "takeout". Even if users appear in the list through keyword search, it is difficult to convert because it does not meet the users' own needs.

Here, I would also like to remind everyone that when making judgments, you should pay attention to the difference between difficulty and popularity. Difficulty is related to the existing ranking of keywords, while traffic is related to the popularity of keyword searches.

After talking about the above four aspects, let’s make a brief summary. In general, we need to pay attention to the following points when choosing keywords.

1- By using data statistics tools, we need to analyze users' dynamic and static data to obtain information such as users' needs and interests.

2- Get relevant keywords by analyzing competing products.

3- When selecting keywords, we need to combine APP user portraits, keyword attributes, categories, etc. for matching and selection. The priority is precise brand words > industry core words > medium and high popularity words > competitor words.

4- We must implement the principles of gradual, clear selection and moderate index in word selection.

Related reading:

1. APP promotion and operation: How to maximize the effect of your activities?

2. APP promotion planning: 60,000 paying users increased within 7 days of beta testing!

3. APP promotion activities: How to plan a screen-sweeping event?

4. A complete list of APP promotion methods in 2019, take it and don’t thank me!

5. How to carry out APP promotion and marketing? What are the common methods?

6. APP promotion case: How to go from 0 to millions of users?

author: Enjoy

source: Enjoy ASO