What is Keyword Research?
Keyword research is a process in App Store Optimization. It is about searching and validating keywords and implementing them into an app’s metadata later. The goal of this process is to increase the app’s visibility in the app stores’ search results. Thus, keyword research is a crucial activity in App Store Optimization.
Why Keyword Research is important
With the right keywords, app owners can push their apps into search results. By doing so, they can create a constant stream of new organic users. Therefore, keyword research is the foundation of a successful app business.
The Research Process
Keyword research is a complex process that consists of five phases:
- Preparing the Research
- Finding Keywords
- Validating Keywords
- Adding Keywords to the Product Page
- Testing and Optimizing
Some aspects of the process differ depending on the app’s OS. Especially the implementation of keywords to the product page on Android is different from iOS.
Keyword Research in the Long Term
Keyword research does not end after the last phase. Instead, it is a never-ending process that app owners should repeat regularly. Reasons for reiterating the process are, for instance:
- changes in the app stores’ algorithms
- new competitors
Keywords and Paid User Acquisition
Keywords are not only important for increasing organic traffic. Besides, it is also the basis for paid user acquisition campaigns. Especially the success of Apple Search Ad campaigns depends on a great keyword set.
In conclusion, keyword research is one of the most essential activities in Mobile Marketing.