This time, we will discuss text optimization in detail: stages, nuances, life hacks, and tools that simplify a developer's life. This is part of ASO (App Store Optimization). The user enters his query and finds the necessary applications based on it. You need to engage in text-based ASO to increase the chances of downloading the application.
How does the user choose the application?
Drives a query into the store search (according to the App Store, 65% of applications are downloaded through the store search).
Examines the output results (usually the first 5-10 applications).
Opens the application with the graphics that hooked it (icon, screenshots) and an acceptable rating.
Examines screenshots, videos (if any), descriptions, and user reviews in more detail.
Decide on the download.
The text ASO refers to the first and second items in this scheme. This is the initial stage of optimization. It helps to index keys, improve your position, and attract users.
The stages of a text-based ASO
Collecting semantics.
Prioritization of keys.
Updating text elements.
Measuring results and adjusting the strategy.
Niche and Competitor Analysis
Do you remember those impressive numbers from the eyeliner? About the fact that the stores are flooded with millions of applications? You know there are different niches in this. Somewhere, the competition is higher, somewhere lower. This is the right train of thought. That is why the niche and competitors should be analyzed primarily. To compete for traffic, you need to know your competitors by sight and understand how they work.
Most of the traffic may be related to brand queries in some categories. Without a budget, you will not get to the top.
Track traffic sources (motivated or advertising traffic). The motive is characterized by sharp jumps in positions by keys and category. Advertising traffic is experiencing a less dramatic increase.
How do I keep track of my competitors?
This is a vast topic. It is worthy of a series of articles. Let's go through the main points.
Tracking manually
Through recommendations, similar apps in the store, and categories. It happens that the application changes the category. This is done to get installations out of the niche. Therefore, the game can be placed in "Entertainment," and the dating or social network can be placed in "Lifestyle."
Tracking using analytical platforms
Start by evaluating the competitor's optimization level using Asolytics.pro. This is an optimization quality indicator from 1 to 10, taking into account a variety of indicators (from the number of indexed keys to the fullness of the developer profile).
Collecting the semantic core
The semantic core is the query that you will be searching for. Their collection can also be done manually and automatically. Although manually, this is entirely conditional.
Of course, you can brainstorm, collect search suggestions from the stores, and try to research text elements of similar and recommended applications. However, analyzing their relevance, popularity, and competitiveness for subsequent work will not be possible without analytical platforms. As an option, try to collect requests yourself and check them in parallel on ASO platforms.
Prioritization of keys
Making a list of critical queries is half the battle. Now, we need to prioritize them. You will not insert all the keys you find into the text elements. To do this, we recommend evaluating the Search Volume of words. This is a numeric indicator from 1 to 100, which determines the popularity of the key in the search in the selected locale. Also, pay attention to the position of your application in the search results. Compare these metrics to choose the most appropriate keys.
If your application is fresh, optimize with low-frequency long-tail queries (more than three words) since there will be less competition (the amount of traffic, too).
If you steadily hold high positions on the midrange keys, try to break out even higher. Implement high-frequency queries.
Updating text elements
Different text elements have different effects on ranking. Keep this in mind when allocating keywords.
Measuring results
External: tracking positions. After updating the text elements, evaluate the ranking of the old keys and the indexing of the new ones.
Internal: analysis of the number of impressions and page views, installations, financial indicators, retention, and duration of sessions.
The results will be visible faster in the App Store. Indexing will take place there within a couple of days after your update. On Google Play, the process can take up to three weeks.
When can I stop doing text optimization?
Work on text optimization should continue. We recommend experimenting and looking for growth points. If your business is going great and there is nowhere higher, think about new markets and application localization.