A comprehensive overview of the Keyword Optimization process (for iOS Developers). Enjoy! http://www.serenityappsolutions.com/mobile-app-growth-hacks/ Find more information here at www.serenityappsolutions.com Be sure to also check out our latest book entitled Mobile App Growth Hacks. It teaches you marketing, that you, as a developer, have some control over. Learn from one developer who has made a steady six figure income for the last 5 years from incorporating these marketing techniques into his app development. http://www.serenityappsolutions.com/mobile-app-growth-hacks/

1. Guide to Keyword Optimization
ASO Hacks

2. How do users find your
App?
1. App Name
2. Apple’s Features and Charts
3. Keyword Search

3. There is no excuse not to
optimize keywords...
Inexpensive
Marketing Strategy with Some Control
Intuitive Process
All the Top Apps are Doing It

4. Keyword optimization is much easier
for niche apps than for generic apps
(Ex: Running App vs. Encyclopedia of Rare Rabbit Breeds)
Keep in Mind...

5. Keyword Formula
Low Competition + High Search
Volume + High User Value
=
App Downloads

6. This process is not just about your
app being found…you want it to be
found by users looking for the type
of app you are offering

7. Common Mistakes
Using keywords that are too generic or broad.
(Ex: fun, game, free, best)
Including your app name and company name in
your keyword list
Using spaces between keywords
Selecting keywords that receive no traffic
Using the plural and singular of a word

8. Keyword Goals
Ranking for every keyword and/or
search phrase
• Be in the top 18 results for iPad
• Be in the top 9 results for iPhone

9. Keyword Goals Cont.
iPad Trend:
Users tend to stop flipping
after the 3rd page
iPhone Trend:
Users tend to only flip
through the first 10 search
results

10. The Keyword
Optimization Process
“...and that in simple terms, is how you
increase your search ranking in the App
Store”

11. Use a well built ASO tool such as
SensorTower, Appcod,es,Straply etc
Recommended

12. Step 1
Research your target
market AND successful
competitors

13. Step 2
Compile a
comprehensive list of
words that are relevant to
your app

14. Include successful competitors keywords (don’t copy them exactly
or else you will always be a step behind)
Include a separate list of search phrases that you can create from
your keywords
Use the Google Keyword Analytic tool to expand the list and check
how popular your keywords potentially are (requires an account)
• Use your intuition. There are going to be some
keywords that might get searched on the web that
don’t transfer over to the app store.
• Focus on narrower keywords. A high search amount
won’t necessarily convert into users for your app.

15. Quality (Best, most popular, coolest etc)
Demographics (students, parents, children,
women, men etc)
Language/Geography (San Frnacisco, Hawaii,
rance, Quebec etc)
Seasonal or Event (Christmas, World Cup,
Thanksgiving, SuperBowl etc)
More search variables…

16. Step 3
Find and add untapped
keywords to your list
These are keywords that aren’t being targeted
yet which have a high search volume

17. Step 4
Rank your list from the
most relevant keywords
to the least relevant

18. Search Traffic
Is it a Generic or Specific Keyword?
Competition
How Closely the Keyword Relates to
your App
Whether it is an “Untapped” Keyword
Relevancy Factors

19. Step 5
Finalize Your Keywords

20. • Use 2-3 High Traffic, dense keywords in your app
name’s descriptive text (if relevant)
• The rest of your keywords may be for more moderate
search traffic. REMEMBER ranking first on a less
searched for keyword (but one that still gets a fair
amount of traffic) is still better than being ranked at
perhaps #45 for a denser keyword.
• Include any untapped keywords you’ve discovered

21. Step 6
Format Keywords for Submission
100 characters total
Remove any spaces
Separate with commas
Break up search phrases

22. Step 7
Submit Your Keywords
!

23. Step 8
Actively Monitor Your
Keywords/Search Phrases
and Update as needed
!

24. • Be organized. Keep a thorough list of keywords you have tried and
keywords you have yet to try.
• Be quick to update your app with new keywords if you find you aren’t
ranking for the one’s you’ve submitted. Remember, there is going to be
a period of trial and error.
• Don’t forget to track your search “phrases”. You might not rank for a
keyword in the phrase, but rank well for the phrase itself
• As your app gains popularity and achieves ranking, start swapping out
keywords to target higher traffic keywords.
• It’s an ongoing process. The keywords that are converting today might
not convert for you 3 months from now
• Continue to track and analyze your competitors
• Consider optimizing your keywords and updating your apps for the
holidays (Christmas, Thanksgiving, Superbowl etc)

25. If you happen to find that you aren’t showing up
for a keyword at all even though it’s included in
your list...
!
Be aware that there are some keywords that
Apple manually flag and disables (copyright
issues) and unfortunately, they don’t notify you
when this happens. (Ex. Olympic)

26. Keyword Optimization
Recap

27. Keyword Formula
Low Competition + High Search
Volume + High User Value
=
App Downloads

28. Step 1: Research your target market AND successful competitors
Step 2: Compile a comprehensive list of words that are relevant to your app
Step 3: Find and add untapped keywords to your list
Step 4: Rank your list from the most relevant keywords to the least relevant
Step 5: Finalize Your Keywords
Step 6: Format Keywords for Submission
Step 7: Submit Your Keywords
Step 8: Actively Monitor Your Keywords/Search Phrases and Update as Needed
The Keyword Optimization Process

29. Don’t rely on keywords alone for
success. You still need to be
focusing on the rest of the factors
in the App Store Algorithm that
have already been discussed.
AND
Remember to build your app so
that it markets for you. (See our
App Hacks Series or Mobile App
Growth Hacks Book)