Contents
Introduction
How do the users find your app? Ads might have brought some, or some might have heard about the good reputation of the app. Yet a search on app stores has brought the most users to the app. If this is so, it will be important for your app to rank high when searched by a related keyword. Are you aware of your app’s ranking? Is it ranked higher than the competing apps? If not, what should be done?
In another report, “ASO Is Essential for App Marketing. But What Is It?” app stores’ algorithms and its system were introduced. So please check the report if you want to know more!
What Exactly is Meta Keyword Optimization (MKO)?
App stores like Apple App Store or Google Play Store use a complicated algorithm to determine the search rankings. And it has been discovered that the keywords in the title or subtitle of an app affect the algorithm. So an app can rank higher once meta data like the title’s keyword is optimized. This process of optimization is called Meta Data Optimization (MKO).
An app’s title is known to be the factor that affects the app store algorithm the most, so the app has a high possibility to win a high ranking with the keyword included in its title. It is ideal to rank high in keywords with big search volume, but MKO may not be as beneficial because the competition under big keywords is intense. Rather, it is efficient to find appropriate keywords, meaning the keywords are relevant to the app and have a relatively high chance to win a high ranking while there is decent search volume. From now, I will explain how to find the appropriate keywords for your app.
MKO Process
Keyword Research
Keyword research involves understanding the app’s features and its USP. Then, a list of keywords that are relative to the features and USP can be composed. In addition to looking for keywords related to the target app, it is also helpful to search the keywords the competing apps are using and add them or compound them with other keywords so that the app can include as many keywords as possible.
Keyword Selection
It is important to take a close look at each keyword that was sorted out from keyword research so the keywords that have high possibility to rank high can be discovered. Even though the app has a keyword ranked first, it would not be beneficial if that keyword has only little serach volume. So it is advisable to consider the following factors when selecting your keywords:
- The Search Volume of the Keyword
- The Number of Competing Apps using the keyword
- The Possibility of Reaching 1st in that Keyword
- The Current Rank of the Keyword
- The Relevance of the Keyword with the App
Apply
Now you have a list of keywords, but the most important part of MKO is how to apply those keywords. The same keyword can be used in the title or the keyword field. Yet the impact of the keyword will be different, for the keywords in the title and the subtitle affect the search algorithm greater than those in the keyword field. So you need to pay special attention to them. Moreover to its effect on the algorithm, the keywords in the title and the subtitle are the first impression of the app. Try to consider the keywords are influential enough to work in the algorithm, while they convey what the app is concisely and give a positive impression to the users.
Analyze & Improve
You may see MKO’s fruits in a short time, but it may challenge your patience, for it will require you to monitor the search ranking constantly for a long time. It will be helpful to check the meta keywords and conversion rate every month and optimize them if you deem they need improvement. You may also consider optimizing your keywords and the creatives along with the app’s update or event. Lastly, keywords efficacy changes as the users’ need changes, so monitor the performance of each keyword as often as possible so you can timely provide a solution.
Wrap Up
Meta Keyword Optimization is more than simply putting more keywords into your title. It has to consider which keywords users tend to use to search the app and compile data to clearly identify the right keywords for the app. Implement your MKO properly and conquer the algorithm of app stores.
Meta Keyword Optimization is more than simply putting more keywords into your title. It has to consider which keywords users tend to use to search the app and compile data to clearly identify the right keywords for the app. Implement your MKO properly and conquer the algorithm of app stores.
