Is it really true that the more search terms an APP covers, the better?

From some statistical systems, you can see the number of search terms covered by the app. Including our appbk statistics, such as the page of Meituan app, we can see that it covers about 884 words. So does it mean that the more covered words the better? Should we deliberately pursue this number? The answer is no.

There are two ways to hit a keyword, taking the search term "天天飞车" as an example:

1. Exact match. That is, your keyword must be "天天飞车", exactly the same, in order to hit the target.

2. Phrase matching. That is, it can match some words, or the matching order can be inconsistent. This method is generally divided into three types:

a, Exactly included. That is, for the search term "天天飞车", the keywords such as "天天飞车游戏", "腾讯天天飞车", etc. can all be used as names, because these keywords completely contain the search term.

b, synonymous inclusion. That is, if the search term is "天天飞车", its participles are "天天" and "飞车". As long as your keywords contain two participles, it doesn't matter what the position is. For example, words like "天天玩飞车" and "飞车天天跑" are considered synonymous, which means they include all the participles of the search term, but they don't have to be in the same position.

c, core inclusion. That is, if the search term is "天天飞车", its participles are "天天" and "飞车", then one of the two words can be hit. For example, "天天" is the core word of this search, and a keyword of the app is "天天", then searching for "天天飞车" will hit this app, which is considered core inclusion. Of course, which one is the core word depends on experience. From another perspective, if you fill in the keyword "天天", "天天飞车" can also search for your app, which is also considered a search term covered by your app. This is the key reason why everyone can only write 100 characters, but some apps can cover tens of thousands of search terms.

In fact, most search systems are like this. Knowing this, in theory you can create countless keyword coverage, such as using core matching to add a keyword like "assistant", and then create many words that basically no one searches for, such as "assistant flying car" and "assistant I love", which can also hit your app. Adding two such coverage words is obviously not very meaningful.

Therefore, the key to looking at the effectiveness of ASO is to look at the popularity of the search term itself and the ranking position of your app, which can generally be measured by the indicator of "search exposure". If you understand the search rules, you will naturally understand that just looking at the number of keyword coverage is not very meaningful. Of course, you can use it as a reference, but don't pursue this number deliberately.

Then, based on this hitting rule, you can also clearly understand the principle of the so-called "word grouping" technology. For example, if you fill in two keywords "Tencent News" and "NetEase News", because they have the common word "news", they can be merged into "Tencent NetEase News", thus saving a word space.

If a user enters "NetEase news", he can also hit "Tencent NetEase news", which belongs to phrase match -> exact inclusion. When users enter "Tencent News", they can also hit "Tencent NetEase News", which belongs to phrase matching -> synonym inclusion. But if it is not merged, the hit is an exact match.

According to common sense, exact matching is definitely better than phrase matching and has a higher score. According to what we know, in most search systems, if an exact match is worth 1 point, a phrase match will have a reduced weight coefficient, such as only 0.9 points. This depends on the specific system design. Apple should also downgrade phrase matching. We have tested some words and the scores should be greater than 0.9, which means the impact is not particularly large (it can be clearly seen in the domestic Android market that exact matching is much higher than phrase matching). Therefore, the "word combination" in the Apple market should not be pursued deliberately. If it is a key word, it is recommended to do "precise matching". For general words, repeated words can be combined together to save some space and add a few more words.

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This article was compiled and published by (APP Top Promotion) by @小师妹. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!