Keyword Strategy, How to Choose and Use Keywords
- Start with tools: Use tools like AppTweak, Sensor Tower, MobileAction, or App Radar to find high traffic, low competition keywords relevant to your app.
- Spy on competitors: Using these tools, analyze the top 5 competitors in your category. What keywords do they rank for, which terms appear in their titles and subtitles.
- Avoid broad, generic keywords: Do not target overused keywords like “learning”, “AI”, or “chat”. They are too competitive and bring low quality users.
- Use long tail keywords: Focus on 2 to 3 word phrases, for example “soft skills practice”, “guided negotiation tactics”, that reflect real user intent.
- Think like a user: Use autosuggest in the App Store or Google Play search bar to see what real users are typing.
- Update monthly: Keyword trends shift. Refresh your keyword set at least once a month, especially after big updates or new features.
Where to Implement Keywords
iOS (Apple App Store)
- Title (30 characters): Use your most valuable keyword plus app identity, for example “Sleep Sounds, Relax and Calm”.
- Subtitle (30 characters): Add 1 to 2 supporting keywords that explain value.
- Keyword field (100 characters): Use all available space. No spaces needed between commas. You can use competitor names in this section.
Android (Google Play Store)
- Title (30 characters): Primary keyword plus brand.
- Short description (80 characters): Add a mix of primary and secondary keywords.
- Long description (4,000 characters): Repeat key phrases 3 to 5 times naturally. Use bullet points and headers.
Visuals, Icon, Screenshots, and Video
Icon Tips
- Must be clean, recognizable, and stand out visually against a white or black background.
- Avoid words or clutter. Use bold shapes, high contrast, and one key visual element.
- Test different color schemes. Even a 10 percent boost in conversion rate from icon tests can drop cost per install dramatically.
- Do not think only in terms of branding, the icon is a powerful tool to tell the story and help with installs.
Screenshots
- The first 1 to 2 screens are crucial. They show in search results and impact conversions.
- Use portrait format, text overlays with main keywords, and show key benefits fast.
- Design for clarity, not just features. Focus on outcomes the user wants.
Video Preview (iOS)
- Keep it under 30 seconds. Add a strong hook in the first 2 seconds.
- Show actual app usage, transitions, and real value. Create a clear demo.
- Use subtitles, many users watch with the sound off.
