Keyword Research is the cornerstone of ASO.
To start keyword research, we need to think about “What are people looking for?”
You have users who are looking for apps to help them find a solution to a problem (weight loss for example) and users who are looking for something fun to do.
With the psychology of the user in mind, we now have a general direction when beginning keyword research. Keywords are not the same and are linked to an intention.
There is the “browsing” keyword, where the intent is to find something fun in the app stores, and “download” keywords, or keywords used with the serious intent to download your app. Are the keywords we are going for popular and help us with ranking? Are they meant for browsing or for downloading?
What are the keywords that can lead a potential user to your app when they say “I want to look for an app to help me solve my situation.”
Those targetted, download intent intensive keywords will give you better and more accurate ASO results than generic, browsing mode keywords.
Hopefully, these keywords can lead toa successful conversion and compel those searching to download your app.”
When we do ASO, we sometimes prioritise ranking and focus on popular keywords that we forget about keywords that can help us get more downloads.
Remember, there is no point to ASO – or even your app – if you don’t have any downloads.
If there is an emotional need for a solution to a problem (that can be solved potentially by downloading an app), what are the keywords that can trigger this mental process?