Contents
Introduction
The Airbnb app has secured its position as the 24th-ranked Travel category app in the Japanese App Store. While this is a commendable achievement, a closer look at its App Store Optimization (ASO) metrics reveals room for improvement. The ASO Score stands at 203 out of 300, with Visibility scoring 40 out of 100. This indicates a significant potential for enhancement in terms of app store visibility and ranking. This article aims to delve into key areas where Airbnb Japan app can refine its ASO strategy. In this specific ASO Audit, we will be using the ASO tool, ASO index, as our tool to analyze the ASO standing of Airbnb app as well as suggest things to improve in terms of ASO.
- Visibility Score: 40/100
- ASO Score: 203/300
- Ranking: 26th on Travel Category
Meta Keyword Optimization
- MKO score: 42/100
Starting with a fundamental aspect of ASO, the Meta Keyword Optimization score for Airbnb in Japan App Store is 42 out of 100. This score falls below half of the total, suggesting a critical area for improvement. To bolster the app’s visibility, attention should be directed towards optimizing meta keywords effectively. This includes refining existing keywords, incorporating relevant terms, and eliminating less impactful ones. ASO index suggests that there is room for improvement in finding more meaningful keywords. This implies that the current set of keywords may not be as effective in maximizing the app’s visibility in the app store. A thorough review and strategic selection of keywords, considering relevance to the app’s content and user search behavior, can significantly contribute to a higher Meta Keyword Optimization score.
Keyword Research
ASOindex‘s overall feedback underscores the need for a more refined approach to keyword optimization. With this in mind, let’s do a quick keyword research using ASO index to find meaning keywords that could help Airbnb’s visibility score.
Title
- App title: “Airbnb”
- Character count: 6/30
The app title, “Airbnb,” utilizes only 6 out of the available 30 characters. The app is only using one word and missing out on the opportunity of filling in the spaces with meaningful keywords. More so, choosing to use keywords in English for the Japanese app store would not be so competitive since Japan app store users would usually search in Japanese. To maximize visibility, it is advisable to fill the title space with localized and meaningful keywords, especially considering the preference for Japanese search terms in the app store.
Keywords on Title – Search Volume & Ranking:
- Airbnb: Search Vol. 80, Ranking 1
Subtitle
- App Subtitle: “バケーションレンタル＆体験”
- App Subtitle English Translation: “Vacation Rentals & Experiences”
- Character count: 13/30
With a subtitle character count of 13 out of 30, Airbnb falls short of leveraging this section to its full potential. It also seems like they’re only using a direct translation of their US app’s subtitle “Vacation Rentals & Experiences.” It means that Airbnb hasn’t really done proper localization for their subtitles. The translation of the US app’s subtitle may not be as effective in the Japanese market. Are these keywords actually helping the app be visible when app users search these keywords? Further analysis of keyword performance in the subtitle is recommended to ensure optimal visibility.
Let’s take a look at these keywords’ search volume, chance of being exposed to the top, difficulty of search exposure, number of apps using the keywords, and search ranking:
Keywords Airbnb can consider using:
To boost its visibility and enhance search rankings, Airbnb should strategically embed additional keywords into its app’s metadata. These keywords can be derived from competitor metadata, the existing app description, and AI-generated suggestions available in the ASO index. When selecting these keywords, it’s crucial to carefully assess key metrics such as search volume, likelihood of ranking, difficulty level, the prevalence of other apps using the same keywords, and the potential impact on search rankings. By systematically evaluating these factors, Airbnb can identify and incorporate keywords aligned with its objectives, effectively increasing the app’s visibility and overall performance in the app store. This method ensures a well-informed and data-driven strategy to optimize the app’s discoverability in the competitive app market.
Creatives
- Number of Screenshots: 6/10
- Preview video: Not utilized
Airbnb is underutilizing the potential of screenshots, with only 6 out of 10 used. Increasing the number of screenshots, along with incorporating a preview video showcasing app features and navigation, can significantly enhance the app’s appeal.
Proper localization is essential. The current screenshots appear to be direct translations from the US version, which may not resonate well with Japanese users. It is also important to consider that Japanese people may have different creatives preferences compared to US users.
Ratings and Reviews
- RSO: 96/100
- Rating: 4.61
Airbnb boasts a solid rating of 4.61, indicating a positive reception from users over the past month. Maintaining this high rating is crucial for continued success.
A Quick Glance into Reviews
Picked keywords from Positive Reviews:
- サポート = support
- 心配 = worry
- 粗悪 = coarse, crude, inferior
Picked keywords from Negative Reviews:
- キャンセル = cancel
- 返金 = refund
- 対応 = correspondence, compatibility
By employing the review keyword cloud feature in the ASO Index, Airbnb can extract valuable insights from both positive and negative keywords. Concentrating on enhancing service quality in response to user feedback has the potential to result in elevated ratings and increased user satisfaction.
How to get better ASO standing?
Summary of Recommendations
1. Maximize Title and Subtitle Characters:
- Expand the app title to the maximum allowable 30 characters with relevant and localized keywords.
- Utilize the full 30-character limit for the subtitle, ensuring it reflects the essence of the app in the Japanese market.
2. Enhance Meta Keyword Optimization:
- Conduct a thorough analysis of meta keywords to identify areas for improvement.
- Explore and integrate more effective keywords to boost visibility.
3. Localized Creatives:
- Increase the number of screenshots to the maximum allowed to provide a comprehensive view of the app’s features.
- Consider adding a preview video, especially one guiding users on app navigation or showcasing key features.
- Ensure all creative content is properly localized for the Japanese audience to enhance user engagement.
4. Keyword Research and Localization:
- Conduct detailed keyword research to identify high-impact keywords for the Japanese market.
- Avoid relying solely on direct translations; instead, use localized and meaningful keywords in both the title and subtitle.
5. App Store Ratings and Reviews:
- Maintain the high app rating (currently 4.61) by continuing to provide excellent service.
- Regularly analyze the reviews keyword cloud to gain insights into user sentiments and areas for improvement.
- Address keywords from negative reviews, such as “キャンセル” (Cancel) and “返金” (refund), to enhance overall user satisfaction.
6. Continuous Optimization:
- Regularly revisit and update keyword strategies based on changing market trends and user behavior.
- Stay informed about competitors’ strategies and adjust the approach accordingly.
By implementing these recommendations, Airbnb can significantly enhance its ASO standing, increasing visibility and rankings in the App Store Japan. The focus on localized keywords, enriched creatives, and attentive review analysis will contribute to a more robust and competitive presence in the Japanese market.
ASO index is an ASO tool that provides you with rich insight and real-time market trends of app stores and aids you optimize your app through our kin analysis of keywords and various elements of the app market. You can get started for free here.
